The Rookie Minds
The Rookie Minds is a Dutch boutique consultancy founded in 2015 that delivers strengths-based coaching, leadership, team, and organizational transformation engagements using the Gallup CliftonStrengths methodology, serving Dutch enterprise and public-sector clients from hubs in Utrecht and Lisbon.
- Company typePrivate
- Founded2015
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What The Rookie Minds does
The Rookie Minds is a Dutch organizational consulting firm founded in 2015 by René van Beek and Conrad Faber, headquartered in Utrecht, Netherlands with a secondary hub in Lisbon, Portugal. The firm specializes in people-centered organizational transformation using the Gallup CliftonStrengths (StrengthsFinder) assessment methodology. Its delivery team of approximately seven practitioners is composed entirely of Gallup Certified StrengthsFinder Coaches, and the firm operates under a holacratic self-management structure with no traditional managers. In 2021, ownership was transferred to the collective via digital tokens, formalizing a token-based shared-ownership model.
The company's offering is built around CliftonStrengths, a third-party psychometric assessment that maps individual talents into 34 themes. The Rookie Minds packages this assessment with facilitation, training, and consulting services into a proprietary methodology branded as the "Rookie Mindset" or "people-centered organizing." The service portfolio is modularized across individual coaching, leadership development, team development, and organizational transformation engagements, allowing clients to procure at the level that matches their need.
The firm is bootstrapped with no external venture funding and generates revenue through bespoke consulting engagements priced on a custom/tailored basis, typically structured as multi-year contracts with Dutch enterprise and public-sector clients. Go-to-market relies on network referrals and content marketing rather than outbound sales, and the firm maintains a co-working presence at the Social Impact Factory in Utrecht. Disclosed clients include DAF, Volvo, BDO, Erasmus Universiteit, TU Delft, Rijksoverheid, Douane Nederland, SVB, Nationale Nederlanden, OLVG, and Breman, spanning automotive, professional services, insurance, higher education, central government, and healthcare.
The Rookie Minds firmographics
Firmographics- Name
- The Rookie Minds
- Legal name
- The Rookie Minds
- Website
- https://therookieminds.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Rookie Minds is a Dutch boutique consultancy founded in 2015 that delivers strengths-based coaching, leadership, team, and organizational transformation engagements using the Gallup CliftonStrengths methodology, serving Dutch enterprise and public-sector clients from hubs in Utrecht and Lisbon.
- Ownership category
- akta.pro rank
The Rookie Minds industry classification
Industry- Product category
- Management Consulting
- NAICS
- Professional and Management Development Training (61143)
- SIC
- Services-Management Consulting Services (8742), Services-Educational Services (8200)
- akta.pro primary industry
- Team & Group Executive Coaching (Leadership Teams) (EDABANAF)
- akta.pro secondary industries
- Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Creativity & Innovation Mindset (EDABAMAH)
Keywords
Where The Rookie Minds is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
The Rookie Minds business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Organizational Consulting & Coaching Services: Professional services revenue generated through consulting engagements, leadership coaching, team development programs, and organizational transformation projects. Services are tailored to client needs with engagement scope determined after introductory conversations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Tailored programs with custom investment |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
The Rookie Minds product offering
Product offeringCore offering
The Rookie Minds is a people-centered consulting collective that advises and coaches organizations on mensgericht organiseren (people-centered organizing). They deliver tailored organizational consulting, leadership coaching, and team development programs grounded in the Gallup CliftonStrengths methodology, helping organizations build shared culture, define human strategy, and design people-centered structures.
Product overview
The Rookie Minds is a people-centered consulting collective that offers a portfolio of strengths-based organizational development services. Their primary offering is CliftonStrengths-based coaching and training programs, which include Strengths-based Teamwork (Trigger, Start, Impact intensity levels), Strengths-based Leadership (Profile, Coaching, Human Leadership Program), Strengths-based Personal Development (Profile, Coaching Journey, Tailored programs), and Strengths-based Organizing (3-phase intensive organizational transformation). These programs are delivered by Gallup Certified Strengths Coaches and are complemented by core consulting services in mensgericht organiseren (people-centered organizing) including culture building, human strategy definition, and organizational structure design. The company also offers human leadership development programs. All offerings are tailored to each client's unique context using iterative and integrative approaches.
Differentiator
Problem solved
Functional benefit
Products and services
- Strengths-based Teamwork Team development programs (Trigger-Half day, Start-Full day, Impact-Two days) that build strengths-based collaboration, trust foundations, and a shared language for teams seeking to improve how they work together.
Quantifiable outcome
- 23% higher employee engagement in organizations using strengths-based approaches (Gallup research)
- +3 more outcomes
Companies that use The Rookie Minds
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles1 record
The Rookie Minds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Rookie Minds partnerships and signals
Strategic signalScale indicators3 records
Recent moves8 records
Expansion highlights4 records
The Rookie Minds competitors and assessment
Company assessmentRegional players
- Vlardansgroep: Dutch organizational transformation and culture change consultancy. Similar in focus on culture renewal, leadership development, and engaging with Dutch enterprises and government.
- Twynstra Gudde: Major Dutch consulting firm specializing in organizational change, leadership, and strategy. Comparable because it serves similar Dutch organizations on culture transformation and leadership development.
- Berenschot: Leading Dutch consulting and advisory firm with practices in organizational development, leadership, and HR. Comparable in serving Dutch enterprise and government clients on people-centered transformation.
Direct peers
- Schouten & Nelissen: Dutch leadership, coaching, and organizational development provider offering team and leadership training. Directly comparable to The Rookie Minds in the Dutch-speaking market for strengths-based and leadership development services.
- IMD Business School: Swiss-based executive education and leadership development provider. Comparable in delivering high-end leadership and organizational development programs to senior executives.
- Center for Creative Leadership: Global provider of executive coaching, leadership development, and team effectiveness programs. Directly comparable in terms of leadership coaching and team development offerings.
- FranklinCovey: Global leadership and organizational performance firm offering strengths-based and leadership development programs. Closest global peer to TRM's CliftonStrengths-based coaching and team development offering.
- BTS Group: European consulting firm specializing in leadership development, strategy execution, and change. Comparable because it delivers executive-level programs for organizations undergoing transformation.
Broad incumbents
- Gallup: Owner of the CliftonStrengths methodology and the certifying body for TRM's coaches. Comparable as the upstream platform whose content and certification TRM builds upon, but operates at much larger scale.
- Korn Ferry: Global organizational consulting firm with a substantial leadership development and coaching practice. Comparable at the category level, though much broader and larger than The Rookie Minds.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Rookie Minds social profiles
Digital presenceThe Rookie Minds financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Rookie Minds leadership team
Management profileNumber of profiles
Profiles6 records
The Rookie Minds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Rookie Minds 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 The Rookie Minds
What does The Rookie Minds do?
The Rookie Minds is a people-centered consulting collective that advises and coaches organizations on mensgericht organiseren (people-centered organizing). They deliver tailored organizational consulting, leadership coaching, and team development programs grounded in the Gallup CliftonStrengths methodology, helping organizations build shared culture, define human strategy, and design people-centered structures.
Is The Rookie Minds a public or private company?
The Rookie Minds is a private company. It is classified as management employee owned and is currently operating.
When was The Rookie Minds founded?
The Rookie Minds was founded in 2015. It employs 11 to 50 people.
Where is The Rookie Minds based?
The Rookie Minds is headquartered in Utrecht, Netherlands, in the Europe region.
How does The Rookie Minds make money?
One revenue line is on record: organizational Consulting & Coaching Services.
Who are The Rookie Minds's main competitors?
Regional players on record are Vlardansgroep, Twynstra Gudde and Berenschot. Direct peers are Schouten & Nelissen, IMD Business School, Center for Creative Leadership, FranklinCovey and BTS Group. Broad incumbents are Gallup and Korn Ferry.
Does The Rookie Minds have an API?
No public API is recorded for The Rookie Minds.
What industry is The Rookie Minds in?
The Rookie Minds's product category is Management Consulting. Its primary akta.pro industry code is EDABANAF, Team & Group Executive Coaching (Leadership Teams), with a secondary code of EDABANAH, Strategy, Decision-Making & Business Acumen Coaching. Its NAICS code is 61143 and its SIC code is 8742.