NLP School

What NLP School does

NLP School is a Dutch private training provider, founded in 2007 by Marijn Dane and Hugo Sloot and operating under the legal entity Axis Consultancy, that delivers Neuro-Linguistic Programming (NLP) education exclusively to experienced business leaders and executives. The company teaches the language-pattern and behavioral-influence methodology developed in the 1970s by Richard Bandler and John Grinder, translated into a proprietary "NLP in Bedrijf" framework that integrates NLP with Belbin team roles, Identity Compass, Transactional Analysis, and organizational architecture. Both founders hold international NLP trainer licenses obtained directly from Richard Bandler in the United States, and practitioner certificates issued to graduates are signed in ink by Bandler.

The core product is a 6-month, 12-day vocational training (Beroepsopleiding) priced at €7,995, delivered in small cohorts of no more than six participants with two trainers present, at the Axis Valley facility in Hattem, Netherlands, with two annual intakes (Spring and Autumn). The company also sells an advanced 4-month Master program (€5,995), an annual Refresher day for alumni (€175), a portfolio of low-priced online self-assessments (€0.50 each) for Belbin, Kolb, Social Style, Team Frustration, Negotiation Style, and Thomas Kilmann, and a digital chronic-pain program ("Denk Je Pijn Weg" at €2.50). Distribution is direct via the Dutch-language website, a weekly founder-led email newsletter, brochure downloads, and consultative outreach by the two founders.

The business model is one-time, premium-priced professional services with VAT-exempt training pricing enabled by CRKBO accreditation, supplemented by a small recurring microtransaction revenue stream from assessments. The customer base across cited logos spans Dutch government bodies (Rijksoverheid, Gemeente Leeuwarden, Provincie Overijssel, UWV), financial institutions (ABN AMRO, Rabobank, Delta Lloyd, Achmea), retail (Albert Heijn, Plus), healthcare (Slingeland Ziekenhuis, Evean, Philadelphia), transport (NS), and education (WUR, Erasmus University Rotterdam). The company claims a 9+ average participant rating for form and content sustained over 15+ years, but no revenue, headcount, or growth figures are publicly disclosed.

Name

NLP School

Legal name

Axis Consultancy

Website

https://nlpschool.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

NLP School delivers Neuro-Linguistic Programming training for experienced Dutch business leaders and executives. Founded 2007 under Axis Consultancy by Bandler-certified trainers Marijn Dane and Hugo Sloot, it sells a €7,995 practitioner program, a €5,995 master certification, online assessments, and a digital pain management program via direct website sales.

Ownership category

akta.pro rank

Product category

Leadership Development Training

NAICS

Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAAALAM

Project, Quality & Operations (PMP PDUs, Six Sigma, Quality CE)

Education/Adult & Continuing Education/Professional Licensure & Continuing Professional Education (CE/CPE)

Keywords

• Leadership development training
• Executive coaching programs
• NLP certification courses
• Professional vocational training
• Organizational change consulting

Headquarters

HQ city

Hattem

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. NLP in Bedrijf Professional Training: The primary revenue stream is a professional vocational training program (Beroepsopleiding) for leaders and executives. The 6-month program (6×2-day blocks) is priced at €7,995 and includes NLP Practitioner certification, Identity Compass and Belbin reports, syllabus materials, and ongoing refreshers.
2. NLP Master in Bedrijf Training: An advanced 4-month training program (4×2-day blocks) priced at €5,995, leading to an internationally recognized Master NLP Business Practitioner certificate approved by Richard Bandler. This is a separate revenue stream targeting graduates of the Practitioner program.
3. NLP Refresher / Inspirational Day: An annual one-day refresher/inspirational day for former participants, priced at €175. Includes curated materials and tools valued at €438.54 offered free. Also available for employers via invoice.
4. Online Assessments (Belbin, Kolb, Social Style, Team Frustration): Digital self-assessment tools offered for a small fee (€0.50 per test), generating additional revenue while serving as lead generation for the main training programs. Tests include Belbin team roles (8,684+ participants), Kolb learning styles (9,604+ participants), Team Frustration (5,798+ participants), and Social Style (284+ participants).
5. Denk Je Pijn Weg (Think Your Pain Away) — Pain Management Program: An online pain management program developed by Hugo Sloot, inspired by David Schechter's method. Includes a €2.50 intake test and subsequent digital products/exercises for chronic pain management.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

NLP School provides professional vocational NLP (Neuro-Linguistic Programming) training programs targeted specifically at experienced leaders, executives, and senior managers. Its core offerings are the NLP in Bedrijf Beroepsopleiding (€7,995, a 6-month practitioner program yielding a Richard Bandler-signed NLP Practitioner license) and the NLP Master in Bedrijf (€5,995, an advanced 4-month program yielding an internationally recognized Master NLP Business Practitioner certificate). The company also sells online self-assessments (Belbin, Kolb, Social Style, Team Frustration), books and tools, an annual refresher day, and a digital chronic-pain management program, all delivered from its Axis Valley training facility in Hattem, Netherlands.

Product overview

NLP School offers a comprehensive suite of NLP (Neuro-Linguistic Programming) training programs and assessment tools for business leaders. The core offering is the NLP in Bedrijf Beroepsopleiding (€7,995), a 12-day practitioner program that includes NLP Practitioner certification and Belbin/Identity Compass reports. This is complemented by the advanced NLP Master in Bedrijf program (€5,995) for graduates seeking Master-level certification approved by Richard Bandler. The company also provides ongoing support through an annual NLP Refresher day (€175), sells published tools and books (Bijdehandjes series), and offers online assessment tools including Belbin team role tests, Kolb learning styles, Social Styles, Team Frustratie (based on Lencioni), and Thomas Kilmann conflict management tests. A digital product line includes the Denk je pijn weg pain management program. The training methodology combines NLP techniques with organizational psychology, integrating models from Belbin, Transactional Analysis, and Identity Compass.

Differentiator

Problem solved

Functional benefit

Products and services

• NLP in Bedrijf (Beroepsopleiding) Professional 6-month vocational NLP training program (12 days across six 2-day blocks) for experienced leaders, executives, and senior managers. Covers NLP techniques for leadership, communication, team development, and organizational change. Includes an NLP Practitioner license signed in ink by Richard Bandler, Identity Compass report, Belbin team role report, syllabus, all training materials, and ongoing refreshers. Delivered at Axis Valley, Hattem, Netherlands, in groups of max 6 participants. Priced at €7,995.
• NLP Master in Bedrijf Advanced 4-month NLP training (8 days across four 2-day blocks) for graduates of the NLP in Bedrijf Practitioner program. Awards an internationally recognized Master NLP Business Practitioner certificate approved by Richard Bandler. Covers advanced techniques including Cyanotype/Bedrijfsarchitectuur, nested loops, voice of impact, conflict management, and hypnose integration. Priced at €5,995.
• NLP Refresher / Inspiratiedag

Quantifiable outcome

• Consistent 9+ average rating for form and content for more than 15 years
• +4 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature8 records

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• FranklinCovey: Global leadership and organizational performance company offering The 7 Habits and other enterprise training programs. Comparable to NLP School because it targets experienced leaders and executives with premium training solutions focused on personal effectiveness, influence, and organizational change, though distributed through a global licensee network rather than founder-led delivery.
• The Ken Blanchard Companies: Global leadership training and consulting firm known for 'The One Minute Manager' and Situational Leadership methodologies. Comparable to NLP School because it offers leadership training programs targeting mid-to-senior executives with experiential learning and organizational change focus, delivered through certified licensee partners rather than founder-led workshops.
• Dale Carnegie Training: Global leadership and communication training company with a presence in the Netherlands and over a century of operation. Comparable to NLP School because it offers in-person executive training with similar experiential learning methodologies, premium positioning, and a target audience of business leaders and managers seeking interpersonal effectiveness.
• Vlerick Business School: Belgium-based top-ranked business school with extensive executive education programs including leadership development, change management, and personal effectiveness. Comparable to NLP School because it serves Benelux executives with management development training, though at a much larger scale and with university-backed credentials rather than NLP-specific methodology.
• Schouten & Nelissen: Largest professional training and development provider in the Netherlands, offering leadership, NLP, coaching, and personal effectiveness training to corporate clients. Directly comparable to NLP School because it serves the same Dutch executive training market with overlapping methodologies (including NLP) and similar customer segments, though with a much broader portfolio and larger scale.
• Center for Creative Leadership: US-based global leader in leadership education and research with programs for experienced executives across multiple geographies. Comparable to NLP School because it serves mid-to-senior leaders with experiential, evidence-based leadership development, though with significantly larger scale, academic backing, and a broader curriculum than NLP-only methodologies.
• Korn Ferry: Global organizational consulting firm offering executive coaching, leadership development, and assessment services. Comparable to NLP School because it serves senior executives with leadership development programs, though at significantly larger enterprise scale with integrated talent management and 360-degree feedback rather than NLP-specific techniques.
• DDI (Development Dimensions International): Global leadership development firm with research-backed assessment tools and training programs for executives. Comparable to NLP School because it targets leadership development for experienced managers and uses validated assessment tools (analogous to NLP School's Belbin and Kolb integrations) as part of its methodology, though with deeper psychometric rigor.

Emerging players

• BetterUp: US-based digital coaching platform serving enterprise customers with on-demand executive coaching and personalized development. Comparable to NLP School because it serves the same executive leadership development use case, but differs fundamentally in delivery model (digital, scalable, app-based) versus NLP School's in-person, boutique, founder-led approach.

Regional players

• NLP University: US-based NLP training organization founded by Tom and Teresa Epstein that offers NLP practitioner, master practitioner, and trainer certifications (and is explicitly referenced in NLP School's content through the Todd Epstein/Submodalities connection). Comparable because it teaches the same NLP methodology developed by Bandler/Grinder, but operates in North America rather than Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/nlpschool

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NLP School