De Baak
De Baak is a Dutch training institute, founded in 1947, that delivers leadership, personal development, coaching, and incompany training programs to professionals, executives, and organizations in the Netherlands from two owned residential venues.
- Company typePrivate
- Founded1947
- HeadquartersDriebergen, Netherlands
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What De Baak does
De Baak is a Dutch training institute for personal leadership and professional development, founded in 1947 and operating as De Baak B.V. from two owned venues — Landgoed de Horst in Driebergen-Rijsenburg and De Baak Seaside in Noordwijk. The company targets professionals, middle managers, senior leaders, young talent, public-sector professionals, and organizational (incompany) buyers with a portfolio spanning 40+ open-enrollment multi-module training programs, bespoke incompany solutions, individual and executive coaching trajectories, and shorter BaakBoost condensed formats. Programs cover leadership, communication, influence, change management, personal effectiveness, and emerging themes such as AI/technology leadership, inclusive leadership, and social safety.
The underlying delivery model is human-led, classroom-and-residential, supported by a third-party online learning portal (debaak.anewspring.com) used for participant management and materials access. De Baak monetizes through per-program fees for open enrollment (pay-as-you-go), custom quotes and multi-year contracts for incompany engagements, and per-session billing for coaching — with CRKBO registration enabling VAT-exempt invoicing for qualifying Dutch organizations in education, healthcare, government, and non-profit sectors. Distribution is fully domestic (Netherlands) and combines direct sales (consultation calls), free community dialogue sessions, free online tasting sessions ('proeverijen'), content marketing (inspiration articles, podcast, newsletter), and SEO.
The organization maintains a network of 200+ trainers and coaches, holds Cedeo quality certification for both open and custom training, and reports a 9.2/10 participant satisfaction rating. Recent strategic activity centers on the 2026 integration of wholly-owned subsidiary Coach College (bringing coach training programs such as Coach Practitioner and De Teamcoach in-house), the launch of Inclusive Leadership with NewBees, and a 2025 public-sector commission on social-safety management.
De Baak firmographics
Firmographics- Name
- De Baak
- Legal name
- De Baak B.V.
- Website
- https://debaak.nl
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- De Baak is a Dutch training institute, founded in 1947, that delivers leadership, personal development, coaching, and incompany training programs to professionals, executives, and organizations in the Netherlands from two owned residential venues.
- Ownership category
- akta.pro rank
De Baak industry classification
Industry- Product category
- Leadership & Professional Development Training
- NAICS
- Professional and Management Development Training (611430), Professional and Management Development Training (61143)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Corporate Learning & Training Content Development (EDAGAKAC)
- akta.pro secondary industry
- DEI, Equity & Inclusion Training (EDABAIAF)
Keywords
Where De Baak is headquartered
LocationHeadquarters
- HQ city
- Driebergen
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
De Baak business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Open Enrollment Training Programs: Individual professionals and leaders enroll in scheduled multi-module training programs at De Baak's own venues. Participants pay per program (training). Cancellation and pricing terms are governed by standard T&Cs. Revenue recognized upon program delivery.
- Incompany / Custom Training Programs: De Baak delivers bespoke training programs tailored to specific organizations' talent, leadership, and organizational development needs. Programs are custom-quoted and delivered exclusively for the client organization.
- Coaching Services: Individual and executive coaching trajectories offered as standalone services, including personal coaching, executive coaching, and career coaching. Also includes coach training programs (e.g., Coach Practitioner, Teamcoach).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard open enrollment training programs (multi-module) |
| One time/ perpetual license | Pay-as-you-go | Pilot training Inclusief Leiderschap (Inclusive Leadership pilot) |
| Other | Multi-year contract | Incompany / custom training |
| Other | Pay-as-you-go | Coaching trajectories |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
De Baak product offering
Product offeringCore offering
De Baak is a Dutch training institute that delivers leadership, communication and personal development training through multi-module open-enrollment programs, fully customized incompany programs, individual and executive coaching trajectories, and certified coach training programs. Programs are run at De Baak's own training locations and supported by an online participant portal.
Product overview
De Baak is a training institute for development and leadership established in 1947, offering a comprehensive portfolio of products and services including open training programs (such as Leren Leiden, High Performance Leadership, Coachend Leiderschap, Leiderschap Mens en Technologie, De Essentie, and Young Executives Program), Incompany customized training for organizations, coaching services (Personal Coaching, Executive Coaching, Loopbaancoaching, Teamcoaching), coach training programs (Coach Practitioner, De Teamcoach), and dialogue sessions on current themes like AI and Social Safety. The offering includes BaakBoost condensed versions of standard programs. The organization operates an online portal for participants and has locations in Noordwijk and Driebergen. Coach College has been integrated into De Baak, bringing coach training programs under the main brand.
Differentiator
Problem solved
Functional benefit
Brands
- BaakBoost: Shorter, condensed training programs offered alongside full-length training versions
Products and services
- Open Training Programs
Companies that use De Baak
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
De Baak technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
De Baak partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Regeringscommissaris (seksueel) grensoverschrijdend gedragminorDe Baak was commissioned by the Government Commissioner for Sexual Boundary Transgression, Stichting van de Arbeid, VCP, and the Ministry of Social Affairs and Employment (SZW) to provide free management training on social and psychological safety in the workplace in 2025. This public procurement has been completed.
- Stichting van de ArbeidminorSocial partner organization that, together with the Government Commissioner, VCP, and the Ministry of SZW, commissioned De Baak to deliver free social safety management training in 2025.
- VCP (Vakcentrale voor Professionele Beroepen)minorDutch trade union federation for professional occupations that, together with Stichting van de Arbeid, the Government Commissioner, and the Ministry of SZW, commissioned De Baak for free social safety management training in 2025.
- NewBeescoreNewBees is a leading initiative in the field of inclusion. De Baak partners with NewBees for the pilot training Inclusief Leiderschap (Inclusive Leadership), bringing NewBees' expertise into the program design and delivery to help leaders develop an inclusive mindset and create genuine impact within their organizations.
- Global PeopleminorDe Baak and Global People combine forces for inclusive leadership, as referenced in De Baak's inspiration content. The partnership focuses on developing inclusive leadership capabilities and sharing expertise in diversity and inclusion.
- Coach CollegeminorAfter more than 30 years of successful coaching training programs, Coach College — De Baak's subsidiary — is being integrated into De Baak. Coach training programs (Coach Practitioner, Teamcoach) will be offered within De Baak's own portfolio, better aligned with its vision on leadership and personal development. Expected to launch autumn 2026.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
De Baak competitors and assessment
Company assessmentBroad incumbents
- Dale Carnegie Training: Global training organization offering leadership, communication, presentation and personal development courses. Overlaps with De Baak's open enrollment and corporate offerings on communication and leadership topics.
- IMD Business School: Switzerland-based global executive education and leadership development provider. Comparable on senior/executive leadership programs and coaching, but operates internationally and at a much larger scale than De Baak's domestic Dutch focus.
- FranklinCovey: Global leadership and effectiveness training firm with a broad portfolio (e.g., "7 Habits," leadership frameworks, custom enterprise programs). Competes with De Baak on leadership and personal effectiveness content, but at a global scale with proprietary IP.
- Nyenrode Business Universiteit: Dutch business university offering executive education, leadership programs and incompany trajectories. Overlaps with De Baak on senior leadership development but operates as part of a wider academic portfolio rather than a focused training institute.
- TIAS School for Business and Society: Dutch executive education provider (part of Tilburg University) with leadership, management development and custom programs for organizations. Comparable audience and use cases to De Baak's incompany offering, with a stronger academic/degree orientation.
- Hult Ashridge (now Hult EF Corporate Education): Global executive education provider with leadership and custom programs. Comparable to De Baak on executive leadership development and custom incompany offerings, but operates globally with broader academic credentials.
Direct peers
- Schouten & Nelissen: Dutch training and development institute offering leadership, personal development, coaching and incompany programs across the Netherlands. Closest direct competitor to De Baak in the same geography, audience (HBO+ professionals) and product categories.
- Krauthammer International: European leadership and sales training company offering programs in leadership development, change and influence. Closely comparable to De Baak on leadership training methodology, incompany offerings, and target buyer profile (managers and executives).
Emerging players
- Roffey Park Institute: European leadership and organizational development institute offering open programs and custom solutions. Comparable to De Baak in approach (residential, reflective learning environments) but smaller in scale and primarily UK-focused.
Regional players
- VU Amsterdam Executive Education (School of Business and Economics): Dutch university executive education arm with management and leadership programs. Comparable to De Baak on leadership development for Dutch professionals, but positioned as academic executive education rather than a dedicated training institute.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
De Baak social profiles
Digital presenceDe Baak compliance and trust
Trust signalCompliance2 records
De Baak financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Baak leadership team
Management profileNumber of profiles
Profiles6 records
De Baak subsidiaries and ownership
Company hierarchySubsidiaries1 record
De Baak funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Baak M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about De Baak
What does De Baak do?
De Baak is a Dutch training institute that delivers leadership, communication and personal development training through multi-module open-enrollment programs, fully customized incompany programs, individual and executive coaching trajectories, and certified coach training programs. Programs are run at De Baak's own training locations and supported by an online participant portal.
Is De Baak a public or private company?
De Baak is a private company. It is classified as unknown and is currently operating.
When was De Baak founded?
De Baak was founded in 1947. It employs 251 to 500 people.
Where is De Baak based?
De Baak is headquartered in Driebergen, Netherlands, in the Europe region.
How does De Baak make money?
Three revenue lines are on record. Open Enrollment Training Programs are the primary driver. The others are incompany / Custom Training Programs and coaching Services.
Who are De Baak's main competitors?
Broad incumbents on record are Dale Carnegie Training, IMD Business School, FranklinCovey, Nyenrode Business Universiteit, TIAS School for Business and Society and Hult Ashridge (now Hult EF Corporate Education). Direct peers are Schouten & Nelissen and Krauthammer International. Roffey Park Institute is listed as an emerging player. VU Amsterdam Executive Education (School of Business and Economics) is listed as a regional player.
Does De Baak have an API?
No public API is recorded for De Baak.
What industry is De Baak in?
De Baak's product category is Leadership & Professional Development Training. Its primary akta.pro industry code is EDAGAKAC, Corporate Learning & Training Content Development, with a secondary code of EDABAIAF, DEI, Equity & Inclusion Training. Its NAICS code is 611430 and its SIC code is 8200.