Associatie voor Coaching

What Associatie voor Coaching does

Associatie voor Coaching B.V. (AVC) is a Netherlands-based coaching education provider founded in 1992 and headquartered in Aarle-Rixtel. The company delivers accredited coach training programs, supervision, and ongoing professional development to Dutch and international coaching professionals. Its customer base spans seven persona segments — Coach Professionals (primary), HR Professionals, Entrepreneurs and Leaders, Education Professionals, Pedagogical Professionals, Healthcare Professionals, and Young Professionals — with a horizontal segmentation approach. AVC is privately held and owner-operated by Dirk Verhoeven and Ardie Nooijen-Kuijpers, alongside a small leadership group of supervisors, on a team of approximately 7 employees total.

The company's core curriculum is the Certified Professional Coach (CPC) program, structured into Part 1 (9 days or 1 intensive CPC Week, leading to ICF ACC and NOBCO/EMCC Global Practitioner accreditation), Part 2 (10 days, leading to ICF PCC and NOBCO/EMCC Global Senior Practitioner accreditation), and an ESQA-accredited Supervision Opleiding (7 days / 13 sessions). The methodology follows a 25% theory / 75% practice experiential model delivered in small cohorts of maximum 10 students, with all trainers holding PCC/Senior Practitioner credentials or higher. AVC is the only provider in the Netherlands holding dual ICF and NOBCO/EMCC Global accreditations and, as of 2024, is authorized to award Embedded EIA (EMCC Global Individual Accreditation) directly for EQA programs.

AVC operates four training locations (Aarle-Rixtel HQ, Utrecht Lunetten, Rotterdam/Capelle aan den IJssel, Eindhoven) and delivers programs in Dutch and English, with blended online/offline formats. Revenue is generated across four streams: one-time licensed programs (CPC at €4,650-€5,750 per participant, Supervision Opleiding at €4,500), unit-priced supervision services (€200/hour individual, €350 per 3.5-hour group session), short courses and workshops (€95-€1,495), and recurring Reflect+ annual subscriptions (€650-€1,850 per year across Base, Pro, and Master tiers). Marketing relies on website content, social media presence, free introductory webinars, free orientation consultations, and a post-sale community (Binnencirkel, Peer2Peer) to drive lead generation and retention. Distribution is direct, regional, and primarily Netherlands-focused with a limited English-language international offering.

Name

Associatie voor Coaching

Legal name

Associatie voor Coaching B.V.

Website

https://associatievoorcoaching.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Associatie voor Coaching is a Netherlands-based coaching education provider founded in 1992, delivering ICF and NOBCO/EMCC Global-accredited Certified Professional Coach programs, supervision training, and ongoing professional development to coaches and professionals across multiple sectors.

Ownership category

akta.pro rank

Product category

Professional Coaching Training

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH)

Keywords

• Professional coach training
• Coach certification programs
• Coaching supervision services
• Executive coaching education
• ICF accredited coaching

Headquarters

HQ city

Aarle-Rixtel

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Certified Professional Coach (CPC) Training Programs: Geaccrediteerde opleidingen consisting of CPC-1 (9 days), CPC Week (intensive week format), and CPC-2 (10 days). Programs are ICF, Post-HBO, and NOBCO/EMCC Global accredited. Programs lead to professional certification at ACC/PCC levels.
2. Supervision Training and Services: ESQA accredited supervision training for coaches (7 days), individual supervision sessions at €200/hour, and group supervision sessions at €350 per 3.5-hour session. Includes peer supervision components.
3. Short Training Programs: One-day training programs including Coachend Begeleiden, Kunst van het vragen stellen, and Coachen van Teamontwikkeling (€650 each), plus 2.5-day Transactionele Analyse program (€1,495).
4. Professional Development Programs: Binnencirkel (€650/year for base tier), Reflect+ subscription programs (€650-€1,850/year), and Peer2Peer coaching (€75 per 6-month block).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Associatie voor Coaching is a Dutch coaching education provider that delivers accredited professional coach training programs, supervision services, and short courses for individual coaches and professionals. The company offers the Certified Professional Coach (CPC) program at ACC/Practitioner and PCC/Senior Practitioner levels, an ESQA-accredited supervision training, individual and group supervision, plus professionalization subscriptions like Reflect+ and Binnencirkel. All programs are accredited by ICF and NOBCO/EMCC Global, delivered in-person at multiple Netherlands locations and in blended/English formats.

Product overview

Associatie voor Coaching is a Dutch coaching education provider offering a comprehensive portfolio of accredited coaching programs and professionalization services. The core offerings include the Certified Professional Coach (CPC) program split into two parts (Deel 1/Part 1 leading to ACC/Practitioner and Deel 2 leading to PCC/Senior Practitioner accreditation), an intensive CPC Week variant, and an ESQA-accredited Supervision training for coaches. These are supplemented by short courses (Coachend Begeleiden, De Kunst van het vragen stellen, Coachen van Teamontwikkeling, Transactionele Analyse), professionalization programs (Binnencirkel, Reflect+, Peer2Peer Coaching), individual and group supervision services, themed workshops (Muzikale Werkvormen), and a free introductory webinar. All programs are accredited by ICF and NOBCO/EMCC Global and are delivered primarily in the Netherlands (Aarle-Rixtel, Rotterdam, Utrecht, Eindhoven) with an English blended option available.

Differentiator

Problem solved

Functional benefit

Products and services

• Certified Professional Coach (CPC) Deel 1 / Part 1 A 9-day ICF ACC and NOBCO/EMCC Global Practitioner accredited coach training program providing foundational coaching skills, covering coaching principles, questioning techniques, and result-oriented coaching methodology. Designed for aspiring professional coaches seeking entry-level certification.
• Certified Professional Coach (CPC) Deel 2 / Part 2 A 10-day advanced coach training program leading to ICF PCC and NOBCO/EMCC Global Senior Practitioner accreditation, focusing on deeper coaching skills, working with emotions, patterns, and professional development. Designed for coaches advancing beyond ACC level.
• Certified Professional Coach Week An intensive one-week coach training program equivalent to CPC Deel 1, leading to ICF ACC and NOBCO/EMCC Practitioner accreditation, designed for rapid certification in a compressed format.
• Certified Professional Coach Part 1 (English) The English-language blended version of CPC Part 1 offered at the Eindhoven location, designed for international participants seeking ICF ACC and NOBCO/EMCC Practitioner accreditation.
• Supervisie Opleiding voor Coaches (ESQA) ESQA-accredited supervision training program for coaches leading to ESIA (European Supervision and Coaching Association) supervisor certification, covering supervision competencies and ethics. Spans 13 sessions.
• Individuele Supervisie One-on-one supervision sessions with certified ESIA supervisors for professional coach development, priced at €200 per hour. Aimed at certified coaches seeking ongoing professional support and accreditation renewal.
• Groepssupervisie Group supervision sessions for small groups of 3-5 participants led by experienced ESIA-accredited supervisors, providing a collaborative learning environment for coaching skill development, priced at €350 per participant per 3.5-hour session.
• Coachend Begeleiden A 1-day training on coaching leadership and guiding skills, teaching participants to motivate employees, delegate responsibility, and coach without micromanaging. Targeted at leaders and HR professionals.
• De Kunst van het vragen stellen A 1-day training focused on the art of powerful questioning in coaching, developing participants' ability to ask questions that promote self-direction and awareness.
• Coachen van Teamontwikkeling A 1-day training on coaching team development, covering team dynamics, self-managing teams, and interventions for improving team effectiveness.
• Transactionele Analyse in Professionele Coaching A 2.5-day training applying Transactional Analysis principles to coaching, covering ego positions, transactions, scripts, drivers, and the drama triangle vs. winners triangle.
• Reflect+ Subscription Program Annual professional development subscription for coaches meeting ICF and NOBCO/EMCC accreditation requirements. Available in three tiers (Base, Pro, Master) including Binnencirkel access, individual/group supervision, community participation, and CCEU/PE points.
• Binnencirkel A 4-day annual professionalization program for certified coaches featuring themed workshops and intervision, providing CCEU and PE hours for ICF and NOBCO/EMCC reaccreditation.
• Peer2Peer Coaching A 6-month peer coaching program pairing coaches in practice groups for skills development and meeting practical experience requirements for accreditation, priced at €75 per 6-month block.
• Werken met Muzikale Werkvormen A 2.5-hour themed workshop on using musical forms and the Resoneer card deck in coaching and supervision, exploring how music activates emotions and supports reflection.

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• International Coaching Federation (ICF)coreStrategic or Co-development PartnerPrimary accreditation partner for coaching certification programs. AVC offers ICF accredited training at ACC (Level 1) and PCC (Level 2) levels. ICF is the world's largest professional coaching organization providing global credentialing standards.
• NOBCO/EMCC GlobalcoreStrategic or Co-development PartnerAccreditation partner providing EQA (European Quality Award) and ESQA supervision accreditation. NOBCO is the Dutch member organization of EMCC Global. AVC is the only provider in Netherlands with both ICF and NOBCO/EMCC dual accreditation.
• ACTO (Association of Coaching Training Organizations)minorStrategic or Co-development PartnerPartnership with ACTO, the Dutch association for coaching training organizations, supporting quality standards in coaching education.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Schouten & Nelissen: Largest Netherlands-based training and coaching organization, offering accredited coach training programs, leadership development, and organizational learning. Comparable as a direct competitor for Dutch-language certified coach training, with significantly broader scale and product breadth.
• Krauthammer: European leadership and sales training organization with coaching components and accredited programs. Comparable to AVC as a broader incumbent offering leadership/coaching training, but operating at significantly larger scale and with broader scope.

Direct peers

• De Baak: Dutch executive education provider offering leadership and coaching programs, including accredited coach training pathways. Comparable to AVC in target market (Dutch professionals and leaders) and certification offerings, with a stronger brand in executive development.
• Resultaatgericht Coachen: Dutch provider of accredited coach training programs and supervision, focused on results-oriented coaching methodology. Closely comparable to AVC in product offering, accreditation pathway (NOBCO/EMCC), and target customer (professional coaches seeking certification).
• UPD (Universiteit voor Persoonlijke Ontwikkeling): Dutch institution offering professional coaching and personal development training programs with accredited pathways. Comparable to AVC in providing structured coach certification and supervision, serving a similar Dutch professional market.
• House of Coaching: Dutch coaching organization offering ICF-accredited training programs and supervision services. Comparable to AVC in product structure, accreditation pathway, and target market of Dutch-speaking professional coaches.
• Coach Academy: European provider of ICF-accredited coach training programs serving Dutch and international markets. Comparable to AVC in core offering (ICF-accredited coach certification), with broader international delivery.

Others

• ICF (International Coaching Federation): Largest global professional coaching organization, providing ICF credentialing (ACC, PCC, MCC) and program accreditation. AVC's ICF Level 1 and Level 2 accreditations come through ICF, making ICF the dominant context player for AVC's credential positioning.
• EMCC Global: European/global accreditation body for coaching, mentoring, and supervision, providing EQA and ESQA credentials. AVC's EQA and ESQA accreditations come through EMCC, making EMCC a structurally important peer for understanding AVC's credentialing moat.
• NOBCO: Dutch member organization of EMCC Global, representing professional coaches and coaching training organizations in the Netherlands. Comparable as an ecosystem partner and accreditation gatekeeper; AVC's NOBCO/EMCC partnership makes NOBCO a relevant context player.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/avc_coaching
• YouTubeyoutube.com/user/AVCoaching
• Facebookfacebook.com/associatievoorcoaching
• LinkedInlinkedin.com/company/associatie-voor-coaching
• Instagraminstagram.com/associatie_voor_coaching

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Associatie voor Coaching