Founded in 1999, ExcelFormação was established with a clear purpose: to professionalise the training and development of commercial teams at a time when the Portuguese market still favoured motivational approaches to sales. The idea came from Tim Munnion, former Commercial Training Director at Mars for the United Kingdom: in his view, it was necessary to create training programmes focused on solving concrete problems, with method, practical application, and on-the-ground learning. This gave rise to the Excelway methodology, which continues to guide the company’s work to this day.

Between 2000 and 2003, current partners Luís Marinho, Miguel Ângelo, and Maurício Silva joined ExcelFormação. With distinct areas of expertise, but all having worked at Mars, they established a corporate culture defined by high standards, a focus on results, and the value placed on people’s development. The collaboration between the four partners grew stronger over years of working together, grounded in a shared vision of what effective commercial training should be: pragmatic, human, and tailored to the reality of each company.

More than 25 years after its founding, ExcelFormação maintains this exclusive focus on commercial training, working in the areas of sales, negotiation, team leadership, and influencing communication, developing bespoke training programmes and projects aimed at increasing organisational and commercial productivity. The mission is singular: to transform training into observable changes in professional behaviour and in the performance of teams and businesses.

Over nearly three decades, ExcelFormação has worked with hundreds of organisations, from large multinationals to SMEs and start-ups. In an economic environment defined by competitive demands and complex decision-making cycles, ExcelFormação positions itself as a partner in building sustainable commercial competencies in leadership, negotiation, and influencing communication.