What is AIKIDO?

Russell Tobin and Pride Global have a very unique culture. One thing that separates us apart from other organizations is the Dojo Program. We consider Pride Global as our dojo or ‘learning center’ and we have put together qualities that we practice within the dojo, known as AIKIDO.

Aikido is a modern Japanese martial art developed by Morihei Ueshiba as a synthesis of his martial studies, philosophy, and religious beliefs. Aikido is often translated as “the way of unifying (with) life energy” or as “the way of harmonious spirit.”

When considering promotions to higher belt levels, Pride Global’s leadership seeks to identify examples of the following qualities that comprise the acronym AIKIDO:



The dojo concept is a way for people to be recognized not by the revenue brought into the organization, but by how they contribute to the organization by doing things outside of their set job description and demonstrating AIKIDO characteristics.

Interested in joining our awesome culture? Fill out this form below!