The Rookie Minds

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.

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

Product category

Management Consulting

NAICS

Professional and Management Development Training (61143)

SIC

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

akta.pro industry

PRIMARYEDABANAF

Team & Group Executive Coaching (Leadership Teams)

Education/Corporate Training & Professional Development/Executive Coaching Services

SECONDARYEDABANAH

Strategy, Decision-Making & Business Acumen Coaching

Education/Corporate Training & Professional Development/Executive Coaching Services

SECONDARYEDABAMAH

Creativity & Innovation Mindset

Education/Corporate Training & Professional Development/Soft Skills Development

Keywords

• Organizational consulting
• Leadership coaching
• Team development
• Strengths-based training
• People-centered organizing

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core 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

Named customers16 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Regional 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

• Xx.com/rookie_minds
• LinkedInlinkedin.com/company/therookieminds

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 The Rookie Minds