Simonis

What Simonis does

Simonis ServiceKultur, founded in 1996 by Umberta Andrea Simonis in Augsburg, Germany, is a boutique consultancy and training company that operates exclusively in the German trades (Handwerk) sector. The firm delivers a structured curriculum of in-person and online seminars covering customer-facing conduct (the flagship "Der Handwerker als Visitenkarte des Unternehmens" seminar, running since 1996), apprentice-specific etiquette ("Azubi-Knigge"), resilience and conflict management, leadership development for trades business owners, and phone-skills training for inside-sales staff, and it also runs a Service Standard Workshop for companies codifying their own customer-interaction rules. The underlying "technology" is a proprietary, trades-specific service-culture methodology refined over 30 years, supported by two best-selling books published through Holzmann Medien (cumulative readership exceeding 150,000 copies), a regular column in leading German trade publications, and a podcast series on Handwerker Radio.

The business model combines professional-service revenue from bespoke full-day in-company training seminars (groups of 10-18, quoted individually per client and format) with licensing-style revenue from book sales, complemented by online/webinar deliveries, keynote speaking, and strategic consulting. Sales are driven by direct B2B outreach to German SMB trades firms, supplemented by a manufacturer and wholesale distribution channel in which building-product manufacturers (Hansgrohe, Mitsubishi Electric, Warema, dormakaba, ROMA) offer Simonis training to their trades customers, and by a trade-association channel via Kreishandwerkerschaften and Innungen. Customer segments comprise SMB Handwerksbetriebe as the primary vertical, manufacturers and wholesalers as a co-primary vertical, plus persona-based segments for trades apprentices, business owners/managers, and inside-sales staff. The firm is structured as a sole proprietorship (German VAT ID DE192835324) with a small delivery team led by the founder and one exclusive partner trainer (Stefan Grassmann), and it has no external investors, parent company, or public listing.

Name

Simonis

Legal name

Simonis | ServiceKultur

Website

https://simonis-servicekultur.de

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Simonis ServiceKultur is a German sole proprietorship founded in 1996 that delivers service-culture training, books, and consulting exclusively to trades businesses (Handwerk) and their manufacturing and wholesale partners across the DACH region.

Ownership category

akta.pro rank

Product category

Trades Business Training & Consulting

NAICS

Professional and Management Development Training (61143), Educational Support Services (61171), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)

Keywords

• Service culture training
• Trades business consulting
• Craftsman customer training
• Apprentice etiquette training
• Handwerk professional development

Headquarters

HQ city

Augsburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. On-site Training Seminars: In-company (in-house) practical training seminars delivered at client premises (trades companies). Sessions are full-day, tailored to client needs, with maximum 10-18 participants per group. Primary revenue driver.
2. Online Training & Webinars: Virtual training sessions and webinars on customer management, resilience, and tradesperson success topics. Also delivered via video conference.
3. Books and Publications: Sale of specialist trade books (Lifehacks im Handwerk, Azubi-Knigge) through Holzmann Medien publishing house. Over 120,000 guidebooks sold.
4. Keynote Speaking & Impulse Talks: Motivational and educational speaking engagements at trade associations, manufacturer events, and industry conferences.
5. Consulting & Advisory Services: Strategic consulting for trades business owners on service culture, employee retention, customer attraction, and leadership. Includes Service Standard Workshop for developing company-specific standards.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Simonis ServiceKultur delivers specialized service culture training, consulting, and publications exclusively for German trades businesses (Handwerk). The portfolio includes in-person seminars, online webinars, bestselling guidebooks, keynote speeches, and strategic consulting focused on customer interaction, employee resilience, apprentice development, and leadership for tradespeople and crafts businesses. The flagship "Der Handwerker als Visitenkarte des Unternehmens" seminar has trained over 50,000 participants since 1996.

Product overview

Simonis ServiceKultur is a training and consulting company founded by Umberta Andrea Simonis in 1996, specializing exclusively in service culture training for the German trades sector (Handwerk). The core offering consists of in-person and digital training programs, with the flagship being 'Der Handwerker als Visitenkarte des Unternehmens' (the Handwerker-Knigge Seminar) which has trained over 50,000 participants. The portfolio includes specialized training for apprentices (Azubi-Knigge), resilience and conflict management (Resilienz im Alltag), and leadership development. Publications include the bestselling 'Lifehacks im Handwerk' guidebook (12th edition, 120,000+ copies) and 'Azubi-Knigge' book. The company also offers webinars, online courses, and a Service Standard Workshop for developing company-specific service guidelines. The company operates from Augsburg, Germany, and serves over 1,500 craft businesses across the German-speaking region.

Differentiator

Problem solved

Functional benefit

Products and services

• Der Handwerker als Visitenkarte des Unternehmens (Handwerker-Knigge Seminar) Flagship day-long training seminar for tradespeople (Handwerker) on professional customer conduct. Covers key customer touchpoints from arrival to departure, body language, communication skills, trust-building, first impressions, and professional appearance. Available on-site at client premises or via video conference for groups of 10-18 participants.
• Azubi-Knigge Training Dedicated training program for apprentices in the trades (Auszubildende). Covers customer interaction skills, professional conduct, learning strategies, and team integration. Designed to be "ganz anders als Schule" (completely different from school), building confidence and success experiences to reduce apprenticeship dropout.
• Resilienz im Alltag und Konflikte meistern Training Resilience and conflict resolution training for tradespeople and leaders. Includes stress profiling using DISG/persolog methodologies, building emotional resilience, and equipping participants to handle conflicts and demanding customers more effectively.
• Innendienst (Inside Sales / Customer Service) Training Training for customer-facing office staff handling phone inquiries, complaints, and customer scheduling. Focuses on de-escalation, phone communication skills, stress management, and complaint handling in trades businesses.
• Service Standard Workshop Workshop for trades business owners and managers to develop company-specific service standards and rules for customer interaction. Helps businesses create their own branded service guidelines and internal customer relationship management standards.
• Webinare & Online-Kurse Digital training offerings including live webinars on customer relations, life hacks for tradespeople, customer enthusiasm, and resilience, as well as online courses on professional presence. Delivered independently and in partnership with digital marketing experts.
• Impulsvorträge & Keynote Speaking Motivational and educational keynote talks and impulse presentations delivered at trade associations, manufacturer events, and industry conferences on customer management, employee attraction, and service culture topics.
• Lifehacks im Handwerk (Bestseller-Ratgeber) Bestselling trade guidebook with practical lifehacks for tradespeople covering customer interaction, stress management, and professional success. Now in its 12th revised edition, with over 120,000 copies sold. Published by Holzmann Medien.
• Azubi-Knigge Buch First-ever etiquette guide specifically for apprentices in the trades. Covers customer interaction, learning strategies, and professional development for young tradespeople. Published by Holzmann Medien.
• Strategie-Beratung (Text, Fotografie, Webseiten für's Handwerk) Strategic consulting services for trades businesses including advisory, text/content services, photography, and trade-focused website design and development to strengthen external service culture presentation.
• Kostenfreie Erstberatung Free initial consultation service for prospective clients to discuss training needs, service culture goals, and fit with Simonis programs before contracting a paid engagement.

Quantifiable outcome

• Over 50,000 training participants served since inception
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Holzmann Medien (Buchverlag)coreStrategic or Co-development PartnerLong-standing publishing partnership spanning 24 years. Holzmann Medien publishes Simonis's bestselling trade guides ('Lifehacks im Handwerk', 'Azubi-Knigge'). The publisher and author share the mission of making trades visible, strong, and future-ready. Holzmann also features Simonis on their Holzmann Talk podcast.
• Thomas Issler / Team IsslerminorStrategic or Co-development PartnerJoint webinar on making trades businesses more attractive for customers and employees. Thomas Issler is a digital marketing expert for trades. Both experts have many years of experience in the trades sector and complement each other in online and personal customer engagement topics.
• Handwerker RadiominorGTM or Marketing PartnerFirst and only internet radio station for German-speaking trades. Simonis contributes the 'AUF AUGENHÖHE' (At Eye Level) series weekly, sharing tips on employee retention, customer acquisition, and customer relations. Provides reach into the trades community.
• Malerische WohnideenminorGTM or Marketing PartnerNetwork of painting and decorating businesses. Volker Geyer describes over 20 years of working relationship. Simonis's service culture expertise is highly valued within their network of partner businesses.
• Handwerk MagazinminorGTM or Marketing PartnerPatrick Neumann (Editor-in-Chief) features Simonis as an author bringing practical recommendations to the point. Simonis contributes articles to the magazine reaching trades professionals across Germany.
• GLASWELTminorGTM or Marketing PartnerDaniel Mund (Editor-in-Chief) describes Simonis as enriching GLASWELT for many years with series for fitters and companies with end-customer contact. Her content helps front-line workers get the best out of every trades day.
• SBZ (sanitär-heizung-klima)minorGTM or Marketing PartnerDennis Jäger (Editor-in-Chief) describes Simonis as an 'eye-opener' who teaches the difference between right and wrong customers and how to properly handle important customers. Content featured in the SBZ trade magazine.
• Deutsche Handwerks ZeitungminorGTM or Marketing PartnerMaximilian Frehner (Online Editor) notes that Simonis knows how things work on construction sites and in businesses, distinguishing her from consultants who fail to deliver practical solutions. She shows concrete solutions for real problems.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Akademie der Handwerkskammer (Handwerkskammer-Akademien): The publicly-run academies affiliated with the German Handwerkskammern offer in-house and continuing-education courses for trades businesses, including leadership, customer interaction and apprentice training. They are direct competitors in the same niche market and customer base.
• DEKRA Akademie: A leading German professional training and continuing-education provider covering technical, management, and soft-skill courses for individuals and organisations. Matches Simonis's model of paid instructor-led training for working professionals and SMEs.
• Haufe Akademie: A major German provider of professional and management development training for SMEs and corporate clients. Closely comparable to Simonis as a B2B training firm offering instructor-led and digital programs across soft-skill disciplines for the German market.
• Forum Verlag Herkert: German publisher and continuing-education provider producing trade magazines, handbooks and training content specifically for the Handwerk sector. Overlaps with Simonis in trades-targeted training, publications, and editorial authority.
• Holzmann Medien: Long-standing publishing partner of Simonis, producing the "Lifehacks im Handwerk" and "Azubi-Knigge" titles and reaching the German trades market through its media portfolio. A direct comparable in trades-targeted publishing and trades-customer training content.

Others

• Handwerk Magazin (Holzmann Medien): A leading German trades business magazine where Simonis publishes regular columns. Functions as a marketing channel and editorial peer, both shaping content for Handwerk managers on customer and employee topics.
• Deutsche Handwerks Zeitung (DHZ): A flagship daily newspaper for German trades decision-makers; it regularly features Umberta Andrea Simonis as an author. Peer as an editorial voice and content-marketing channel into the same Handwerk customer base Simonis serves through training.

Emerging players

• Stiftung KraftHandwerk: A foundation focused on the future of the German trades sector, with similar emphasis on employee retention, customer experience, and modernising Handwerk culture. Comparable in mission and target audience even though its delivery model is non-commercial.

Broad incumbents

• TÜV Rheinland Akademie: A large established German certification/training brand offering broad professional development across safety, leadership, and quality topics. Comparable to Simonis in instructor-led training delivery but operating across many verticals rather than niche trades specialisation.
• Beuth Verlag: German technical standards publisher (a DIN company) producing norms, handbooks and continuing-education material widely used by trades and technical professionals. Comparable to Simonis as a Handwerk-adjacent publisher/trainer in the German-speaking professional education market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/simonis.servicekultur
• Instagraminstagram.com/simonis_servicekultur

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 Simonis