AboutPeople
AboutPeople is a Danish coaching and workplace well-being consultancy founded in 2007 by Sonja Soenke Eli in Roskilde. It delivers stress-prevention training, professional certifications, and corporate well-being programs to Danish businesses, municipalities, professionals, and parents.
- Company typePrivate
- Founded2007
- HeadquartersRoskilde, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What AboutPeople does
AboutPeople is a Danish sole proprietorship founded in 2007 by Sonja Soenke Eli, headquartered in Roskilde, Denmark. The firm provides workplace well-being consulting, stress-prevention training, and individual coaching services to Danish corporate clients, municipal authorities, and individual professionals and parents. Core offerings include multi-day certification programs (the Stress & Well-being Mentor Training at 15,800 DKK in-person or 12,995 DKK online; the Mindful Coach Training at 32,600 DKK), individual coaching sessions, corporate talks and lectures, the 3-Step Well-being Project organizational engagement, JBTA-based Jungian personality analysis, and an online self-paced course for parents of teenagers (4,960 DKK) built on the proprietary ROBUST framework.
Underlying methodology combines the JBTA Jungian personality model, the ROBUST six-module parent-teen communication framework, the IGLO (Individual, Group, Leadership, Organization) organizational well-being model, NLP, and mindfulness practice, with practitioner conduct governed by EMCC ethics standards. Delivery is hybrid: in-person training and on-site corporate engagements are paired with self-paced online courses offering lifetime access, plus content-led demand generation via a free online stress test, downloadable guides, blog content, and YouTube.
Revenue is generated through professional services fees (per-program pricing for certifications and talks), custom corporate engagements priced per project, and one-time online course purchases with lifetime access. Go-to-market is a mix of direct enterprise outreach (evidenced by named clients Palsgaard, SAS, Greve Kommune, Odense Kommune, and Zederkop A/S), event-driven free introductory talks that feed certification cohorts, and community-led online courses with lead magnets such as the free stress test and parent guides. The company operates a 14-person delivery network coordinated around the founder's methodology, with no disclosed external funding.
AboutPeople firmographics
Firmographics- Name
- AboutPeople
- Legal name
- AboutPeople
- Website
- https://aboutpeople.dk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AboutPeople is a Danish coaching and workplace well-being consultancy founded in 2007 by Sonja Soenke Eli in Roskilde. It delivers stress-prevention training, professional certifications, and corporate well-being programs to Danish businesses, municipalities, professionals, and parents.
- Ownership category
- akta.pro rank
AboutPeople industry classification
Industry- Product category
- Corporate Well-being and Professional Coaching Services
- NAICS
- Professional and Management Development Training (611430), Educational Support Services (611710)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Behavioral Health & Counseling (Social Work, Psychology, Substance Use CE) (EDAAALAD)
Keywords
Where AboutPeople is headquartered
LocationHeadquarters
- HQ city
- Roskilde
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
AboutPeople business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Professional Training & Certification Programs: In-person and online educational programs including the Stress & Well-being Mentor certification (7-day in-person course over 6 weeks, or online self-paced format) and the Mindful Coach certification (6-module weekend course). These are high-value, multi-session programs that generate substantial per-participant revenue and serve as the primary revenue stream.
- Coaching Services: One-on-one coaching sessions focused on career guidance, stress management, personal development, and professional transitions. Coaching is delivered by founder Sonja Soenke Eli with reported strong client outcomes and testimonials.
- Corporate Talks & Presentations: Keynote presentations on workplace well-being, stress prevention, and personal effectiveness delivered to organizations. Offered as 30-minute introductory sessions for lead generation and full-length talks for fee-based engagements.
- Corporate Well-being Projects: The 3-Step Well-being Project is a comprehensive organizational engagement comprising Stress & Well-being Mentor training, leadership mastery days, and talks for all employees. This structured engagement package targets corporate clients seeking to implement lasting well-being culture change.
- Online Courses: Self-paced online programs including the Teenager Communication course (ROBUST model, 6 modules) and the online Stress & Well-being Mentor program. Online courses provide scalable recurring revenue with perpetual access after purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Stress & Well-being Mentor Training (In-Person, Roskilde) |
| One time/ perpetual license | Multi-year contract | Stress & Well-being Mentor Training (Online) |
| One time/ perpetual license | Multi-year contract | Mindful Coach Training (In-Person, Roskilde) |
| One time/ perpetual license | Multi-year contract | Teenager Communication Online Course |
| Other | Pay-as-you-go | Corporate Talks |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
AboutPeople product offering
Product offeringCore offering
AboutPeople provides fee-based professional training programs (Stress & Well-being Mentor Uddannelse and Mindful Coach Uddannelse, offered both in-person in Roskilde and online), one-on-one coaching, and organizational well-being consulting delivered through its 3-Trins Trivselsprojekt. Supporting offerings include JBTA personality-type analyses, corporate lectures, mindfulness instruction, and a self-paced online course for parents of teenagers built on the proprietary ROBUST model. All services are grounded in EMCC ethics and standards.
Product overview
AboutPeople is a Danish coaching and corporate well-being consultancy founded in 2007 by Sonja Soenke Eli, offering a portfolio of professional services centered on workplace well-being (trivsel), stress prevention, and personal development. The core offering spans live training programs (Stress- & Trivselsmentor Uddannelse and Mindful Coach Uddannelse, available in-person in Roskilde and online), individual coaching sessions, and organizational consulting delivered through the 3-Trins Trivselsprojekt. Supporting offerings include JBTA personality type analysis, lectures and presentations on well-being and stress, mindfulness practice guidance, a standalone online course for parents (Lær at kommunikere med din teenager), and a free stress self-assessment tool. The company operates as a single-person consultancy supported by a network of qualified coaches and educators, all working within EMCC ethics and standards.
Differentiator
Problem solved
Functional benefit
Products and services
- Stress & Trivselsmentor Uddannelse (Stress & Well-being Mentor Training — In-Person) In-person professional training program equipping participants with in-depth knowledge of stress, stress symptoms, well-being, and mindfulness, and preparing them to identify stressed colleagues, initiate supportive conversations, and work within the IGLO framework. Consists of 3 modules of 2 teaching days each plus a follow-up module (7 days over 6 weeks). Target audience: HR staff, workplace well-being coordinators, and aspiring internal well-being mentors in Danish organizations.
- Stress & Trivselsmentor Uddannelse — Online (Stress & Well-being Mentor Training — Online) Asynchronous online version of the Stress & Well-being Mentor training, delivering the same curriculum as the in-person program with weekly module releases and a final follow-up session. Price: DKK 12,995 ex. VAT. Target audience: working professionals across Denmark who cannot attend in-person sessions in Roskilde.
- Mindful Coach Uddannelse (Mindful Coach Training) 6-module professional training program held in Roskilde that prepares participants to work as coaches with mindfulness and stress-management competencies. Covers coaching fundamentals, questioning techniques, communication, stress & mindfulness, ethical practice, and becoming an effective coach. Price: DKK 32,600 or 3 installments of DKK 11,000. Target audience: aspiring professional coaches.
- Coaching (Individual Coaching) One-on-one coaching sessions focused on personal change, motivation renewal, and achieving lasting results. Helps clients gain clarity on goals, create action plans, and receive accountability support. Also includes career counseling and job-search support. Target audience: individual professionals, including those experiencing career transitions.
- 3-Trins Trivselsprojekt (3-Step Well-being Project) Organizational well-being program that involves all employees through three integrated steps: training of Stress & Well-being Mentors, a leadership mastery day, and company-wide lectures. Designed to create a common language, shared knowledge of well-being and stress, and reduce absenteeism. Target audience: Danish organizations (HR, leadership) seeking organization-wide culture change.
- Foredrag (Lectures / Corporate Talks) Motivational and educational presentations on workplace well-being, stress prevention, motivation, and personal effectiveness. Includes topics such as 'Menneske og medarbejder i trivsel' (Employee Well-being) and 'Sådan forebygges ledigheds-stress' (Preventing Unemployment Stress). Target audience: corporate groups and event organizers in Denmark.
- Lær at kommunikere med din teenager — Online forløb (Learn to Communicate with Your Teenager — Online Course) 6-module online course for parents of teenagers based on the proprietary ROBUST model, covering reaction, care, ballast (self-esteem), development, support, and well-being. Provides tools to understand teenage behavior, create the right approach, and build a strong lasting relationship. Price: DKK 4,960 with lifetime access. Target audience: parents of teenagers.
- Mindfulness (Mindfulness Practice / Instruction) Mindfulness instruction and practice rooted in Buddhist traditions, teaching the 9 principles of mindfulness and meditation techniques. Offered as an integrated component of training programs and as standalone guidance for building joy, preventing stress and depression, and improving focus and well-being. Target audience: individuals and program participants seeking mindfulness practice.
- Trivsel i praksis (Well-being in Practice — Consulting & Facilitation) Consulting and facilitation service that helps companies make well-being work in daily operations. Covers communication patterns, collaboration, expectation clarity, difficult conversations, and follow-up. Includes workshops, training, leadership coaching, and JBTA personality analyses. Culminates in a 'Trivselsbevis' (Well-being Certificate) awarded when well-being is demonstrably felt in daily practice. Target audience: Danish companies seeking operational well-being change.
Quantifiable outcome
- Reduced sick leave through well-being mentor training and organizational culture programs
- +3 more outcomes
Companies that use AboutPeople
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
AboutPeople technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
AboutPeople partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EMCC (European Mentoring and Coaching Council)coreAboutPeople follows EMCC's ethics and standards in all coaching and mentoring engagements. This partnership ensures that services meet internationally recognized professional standards for coaching and mentoring. The EMCC affiliation provides credibility and demonstrates commitment to professional ethics.
Scale indicators4 records
Recent moves5 records
Expansion highlights3 records
AboutPeople competitors and assessment
Company assessmentBroad incumbents
- BetterUp: BetterUp is a globally scaled digital coaching and well-being platform serving enterprise customers across industries. It overlaps with AboutPeople's coaching and well-being development offerings but operates as a broad platform rather than a specialized Denmark-based boutique.
- CoachHub: CoachHub is a European-headquartered digital coaching platform that delivers coaching at scale to enterprise clients. It serves the same corporate buyer persona as AboutPeople but via a platform model rather than founder-led, certified mentor training.
Direct peers
- Implement Consulting Group: Implement is a larger Danish management consultancy offering change management, leadership, and organizational transformation services. It competes with AboutPeople for corporate well-being and leadership transformation engagements, though at a larger scale and broader scope.
- Center for Ledelse (CfL): Center for Ledelse is a Danish leadership development and management training provider offering programs, certifications, and corporate consulting to Danish employers. It competes directly with AboutPeople for the same corporate HR and well-being budgets in Denmark.
- Mannaz: Mannaz is a Danish training and leadership development firm offering in-person and online programs, certifications, and corporate consulting. It directly overlaps AboutPeople in adult professional certification, leadership development, and corporate training delivery in Denmark.
- Konsulenthuset Ballisager: Ballisager is a Danish HR and leadership consulting firm providing assessment, leadership development, and coaching services to Danish businesses. It is highly comparable to AboutPeople in target customer, methodology (assessment-driven leadership work), and Danish geography.
Emerging players
- Thrive Global: Thrive Global is a well-being and performance platform founded by Arianna Huffington offering enterprise programs addressing stress, burnout, and resilience. It targets the same workplace well-being buyer that AboutPeople sells to, though at much larger scale.
- Spring Health: Spring Health is a mental health and well-being benefits platform serving employers with coaching, therapy, and stress-related services. It competes with AboutPeople for the same employer well-being budget but with a tech-enabled, broader service mix.
- Headspace for Work: Headspace for Work offers a workplace mindfulness, meditation, and well-being app sold to employers. It competes with AboutPeople for the corporate well-being budget with a low-cost, scalable digital product rather than founder-led certifications.
Others
- Lederne: Lederne is the Danish Leadership Union providing leadership development courses, networking, and member services to Danish managers. It is not a direct competitor but operates in an adjacent space targeting the same Danish leadership buyer, occasionally partnering with or competing against specialized providers like AboutPeople.
Market position
Strengths5 records
Weaknesses1 record
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
AboutPeople social profiles
Digital presenceAboutPeople financial estimates
Financial estimateRevenue estimate
Valuation estimate
AboutPeople leadership team
Management profileNumber of profiles
Profiles1 record
AboutPeople funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AboutPeople 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 AboutPeople
What does AboutPeople do?
AboutPeople provides fee-based professional training programs (Stress & Well-being Mentor Uddannelse and Mindful Coach Uddannelse, offered both in-person in Roskilde and online), one-on-one coaching, and organizational well-being consulting delivered through its 3-Trins Trivselsprojekt. Supporting offerings include JBTA personality-type analyses, corporate lectures, mindfulness instruction, and a self-paced online course for parents of teenagers built on the proprietary ROBUST model. All services are grounded in EMCC ethics and standards.
Is AboutPeople a public or private company?
AboutPeople is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AboutPeople founded?
AboutPeople was founded in 2007. It employs 11 to 50 people.
Where is AboutPeople based?
AboutPeople is headquartered in Roskilde, Denmark, in the Europe region.
How does AboutPeople make money?
Five revenue lines are on record. Professional Training & Certification Programs are the primary driver. The others are coaching Services, corporate Talks & Presentations, corporate Well-being Projects and online Courses.
Who are AboutPeople's main competitors?
Broad incumbents on record are BetterUp and CoachHub. Direct peers are Implement Consulting Group, Center for Ledelse (CfL), Mannaz and Konsulenthuset Ballisager. Emerging players are Thrive Global, Spring Health and Headspace for Work. Lederne is listed as an others.
Does AboutPeople have an API?
No public API is recorded for AboutPeople.
What industry is AboutPeople in?
AboutPeople's product category is Corporate Well-being and Professional Coaching Services. Its primary akta.pro industry code is EDAAALAD, Behavioral Health & Counseling (Social Work, Psychology, Substance Use CE). Its NAICS code is 611430 and its SIC code is 8200.