Hostmanship

What Hostmanship does

Hostmanship Group Nederland BV is a Dutch consultancy and training firm, headquartered in Huizen, Netherlands, that helps organizations build human-centered workplace cultures and customer experience programs around a proprietary philosophy called "Hostmanship." The methodology is codified in the bestselling book (250,000+ copies sold) and structured through the Four-Step Habits Model and the 5 Hostmanship Keys, drawing on humanism, behavioral sciences, sociology, and hospitality. Its portfolio spans foundational training (Art of Hostmanship), a 6-month Certified Hostmanship Practitioner program, theatrical kick-off sessions (Hostmanship Theater), culture trajectories, customer journey design, employee experience and employer branding services, Servant Leadership programs (with Greenleaf Academy), and assessment tools including MBTI, Mystery Assessment, and Merkbelevingscan. The book 'Hostmanship - De sleutel tot verbinding' is sold directly at €24.95 per copy with bulk enterprise ordering.

The company operates a sales-led, consultative go-to-market with event-driven top-of-funnel activity via Hostmanship Theater. It serves enterprise and government clients across healthcare, education, public sector, retail/leisure, hospitality, museums, transportation, and energy, with named customers including Rijksmuseum, Shell, Landal GreenParks, KARWEI, NHL Stenden Hotel Management School, Bilderberg, Gemeente Zevenaar, and the Nigerian Marechaussee. International footprint spans the Netherlands, Scandinavia, Belgium, the UK, the Caribbean/Dutch Antilles, and West/East Africa (Senegal, Uganda, Nigeria). The firm has 11–50 employees, is privately held (no external investment disclosed), is GDPR and NRTO compliant, and is founder-led under Alexander de Vries since the 2018 leadership transition from Jan Gunnarsson.

Name

Hostmanship

Legal name

Hostmanship Group Nederland BV

Website

https://hostmanship.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Hostmanship is a Dutch consulting and training firm that helps organizations across healthcare, education, government, retail, and hospitality build human-centered cultures and customer experience programs based on its proprietary Hostmanship methodology and certified practitioner curriculum.

Ownership category

akta.pro rank

Headquarters

HQ city

Huizen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Training and Consulting Services: Core revenue stream from organizational transformation programs, training sessions, workshops, and consulting engagements. Programs delivered incompany or via the Academy.
2. Book Sales: Sale of the book 'Hostmanship - De sleutel tot verbinding' at €24.95 per copy. Bulk orders available for organizations.
3. Certified Practitioner Program: 6-month certification program consisting of telephone intake and 6 inspiring days, available incompany or through the Academy.
4. Leadership Programs: Servant Leadership programs developed in partnership with Greenleaf Academy, including various custom tracks for experienced leaders and young professionals.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Hostmanship is a Dutch-rooted consulting and training firm that helps organizations build human-centered cultures by translating the proprietary Hostmanship philosophy into concrete customer experience, employee engagement, and leadership behavior. Its services include bespoke incompany culture trajectories, the Certified Hostmanship Practitioner certification program, Servant Leadership development, Hostmanship Theater kick-off performances, and the supporting Hostmanship book and 5 Sleutels (Keys) methodology.

Product overview

Hostmanship is a consultancy and training organization offering a portfolio of services built around the 'Hostmanship' philosophy—a practical framework for human-centered organizational culture. The portfolio includes the foundational book 'Hostmanship - De sleutel tot verbinding' (the new edition of a bestseller with 250,000+ copies sold), training programs (Art of Hostmanship, Certified Hostmanship Practitioner Program), theatrical presentations (Hostmanship Theater), experiential learning (Hostmanship Safari/Experience), assessment tools (Mystery Assessment, Merkbelevingscan, Hostmanship Assessment, MBTI), and consulting services (Culture Traject, Customer Journey Design, Employee Experience, Employer Branding, Servant Leadership). The offering spans individual certification, team development, and organizational transformation, delivered through in-company programs, public academy sessions, and academic partnerships (Minor Hostmanship with Stenden Hotel Management School). The methodology centers on the 5 Hostmanship Keys and is grounded in hospitality principles applied to workplace culture, customer experience, and leadership development.

Differentiator

Problem solved

Functional benefit

Products and services

• Art of Hostmanship (Foundational Training Program)
• Certified Hostmanship Practitioner Program
• Servant Leadership Programs
• Hostmanship Theater
• Welcoming Cultures Program
• Welcoming Workplace Program
• Employer Branding Service
• Customer Journey (Re)Design Service
• Minor Hostmanship (Academic Minor Program)
• Hostmanship - De sleutel tot verbinding (Book)
• Incompany Training and Culture Trajectories
• Hostmanship Assessment
• 'Welkom Terug' Return-to-Work Program
• Hostmanship 5 Sleutels (Methodology Program)

Quantifiable outcome

• Organizations report reduced employee turnover and sick leave through improved work environment and recognition.
• +1 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Stenden Hotel Management School (NHL Stenden)coreStrategic or Co-development PartnerJoint development of Minor Hostmanship program and Hostmanship Atelier. Hostmanship has been integrated as one of the pillars in Stenden's manifesto and is applied in their education curriculum. The partnership includes a dedicated Hostmanship Atelier space at the school where masterclasses are delivered.
• Greenleaf Academy for 21st Century LeadershipcoreStrategic or Co-development PartnerCollaboration for exclusive leadership programs based on Servant Leadership principles. Together they offer custom learning journeys for experienced leaders and Young Professionals. The programs focus on personal development, inclusive organizational culture, and awareness of contemporary societal challenges.
• Vrouwelijke Leiders in Zorg en Welzijn (VLIDZ)minorGTM or Marketing PartnerPlatform for female leaders in healthcare and welfare that brings people together and facilitates growth. Young talent and experienced executives inspire each other through this network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Ken Blanchard Companies: Sells proprietary leadership and service-excellence training programs (including 'Legendary Service' and Situational Leadership) via certification, incompany programs, and public workshops — same playbook as Hostmanship applied to a different founder methodology.
• Service Quality Institute (John Tschohl): Long-running international customer-service training and certification franchise with practitioner networks across many countries, directly comparable to Hostmanship's Certified Hostmanship Practitioner program and global footprint model.
• Disney Institute: Sells professional training and organizational development programs built around a proprietary hospitality/customer-experience methodology, delivered through workshops, keynotes, and certifications to corporate and government clients worldwide.
• The Ritz-Carlton Leadership Center: Translates a luxury hospitality service philosophy into external training and consulting engagements — almost identical model to Hostmanship, focused on service culture, employee engagement, and customer-excellence outcomes across industries.
• Studer Group (acquired by Huron): Formerly an independent healthcare-focused culture and leadership consulting firm (now part of Huron), targeting exactly the healthcare-and-government verticals that Ron Groothuis and other Hostmanship Specialists serve.

Broad incumbents

• Deloitte (Human Capital practice): Large incumbent that competes for the same enterprise culture-transformation mandates Hostmanship pursues, particularly with government and healthcare clients, and bundles employee-experience work with broader consulting services.
• FranklinCovey: Global training and consulting firm that productizes leadership, culture, and customer-loyalty methodologies (e.g., The 7 Habits, The Speed of Trust) via certifications and incompany programs — a scaled version of Hostmanship's certification-and-incompany playbook.
• Gallup: Global employee engagement and leadership-strength consulting firm whose Q12 engagement framework and StrengthsFinder products address the same employee experience and manager-development problems Hostmanship tackles, but at vastly larger scale and with diagnostics/IP.

Regional players

• Bates Wells & Braithwaite / CMP (Center for Managerial Excellence): European-based training and organizational development provider working with similar buyer profiles (corporate and public sector in Benelux / Northern Europe); comparable in scope, methodology-led selling, and reliance on a practitioner network.

Others

• Greenleaf Center for Servant Leadership: Formal partner of Hostmanship via Greenleaf Academy for 21st Century Leadership and the source of the Servant Leadership Programs Hostmanship co-sells. Useful as an adjacent reference point for the leadership development segment Hostmanship competes in.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hostmanship
• YouTubeyoutube.com/channel/UCgw4Uf1xWLAx5qn0W_PlmRg/featured
• Facebookfacebook.com/Hostmanship
• LinkedInlinkedin.com/company/hostmanship-group-netherlands
• Instagraminstagram.com/house_of_hostmanship

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Subsidiaries2 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 Hostmanship