Aan de Slag

What Aan de Slag does

Aan de Slag is a Dutch coaching and training service provider that supports municipalities in executing the Participation Act (Participatiewet). Founded in 2016 as a niche initiative within the Training department of New Sales Company (its legal parent), the company pivoted from commercial sales training to welfare reintegration in 2017 after Gemeente Almere requested a trajectory for bijstandsgerechtigden. Today the firm operates as a dedicated trade name serving Dutch municipalities, principally in Flevoland and North Holland, with headquarters in Naarden.

The company's core product is an 8-week reintegration trajectory for people receiving unemployment benefits who are at distance from the labor market (typically participation-ladder steps 1-3). The program consists of 6 weeks of training combining group day-parts (4 half-days per week) with individual conversations, delivered to groups of 8-12 participants (max 14). The "Bewust Willen Leren Doen" methodology, developed by Marc Dijk and adapted from commercial sales training, allocates roughly 80% of effort to attitude and behavior change and 20% to knowledge and skills, distinguishing the offering from traditional CV/interview-focused reintegration programs. A secondary offering delivers customized coaching for municipal customer managers and consultants who handle Participation Act cases. Reported outcomes include an average ~30% of participants flowing into paid work and ~50% of remaining participants making progress on the participation ladder, with a Velsen-specific case showing 35-40% placement rates.

Revenue is generated through professional services contracts with municipalities, secured via public procurement tenders (aanbestedingstrajecten) and direct sales. Pricing is calculated on trainer hours rather than per participant and is flat across group sizes, with the Aan de Slag booklet included and travel kilometers billed separately. Contracts run multi-year (e.g., Gemeente Velsen 2023-2026 with three training rounds per year). The company is privately held with no external funding, no disclosed headcount beyond director Serge Maesen, and a small delivery team operating from a single Naarden office.

Name

Aan de Slag

Legal name

New Sales Company

Website

https://gemeentenaandeslag.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Aan de Slag is a Dutch coaching service provider that helps municipalities implement the Participation Act via 8-week reintegration trajectories for unemployment benefit recipients, using the proprietary "Bewust Willen Leren Doen" methodology focused on attitude and behavior change.

Ownership category

akta.pro rank

Product category

Public Sector Employment Services

NAICS

Vocational Rehabilitation Services (62431), Educational Support Services (611710)

SIC

Services-Employment Agencies (7361), Services-Social Services (8300)

akta.pro primary industry

Dislocated Worker & Rapid Response / Reemployment Programs (EDAAAOAF)

akta.pro secondary industry

Incumbent Worker Training & Upskilling (EDAAAOAE)

Keywords

• Welfare re-employment coaching
• Municipal coaching services
• Social activation programs
• Employment coaching training
• Public sector coaching

Headquarters

HQ city

Naarden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Municipality Coaching Contracts: Revenue generated through service contracts with Dutch municipalities for reintegration coaching trajectories and training programs for municipal staff. Pricing is based on trainer hours spent, including preparation, individual sessions, group training, and reporting.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Aan de Slag provides structured coaching and training services to Dutch municipalities to help bijstand (welfare) recipients return to work. Its core offering is an 8-week coaching trajectory for welfare recipients, complemented by coaching for municipal customer managers and consulenten on how to guide beneficiaries toward employment.

Product overview

Aan de Slag is a coaching and training service provider for Dutch municipalities, consisting of two core offerings: (1) Trajecten voor mensen in de bijstand - an 8-week coaching trajectory for people receiving unemployment benefits, focusing 80% on Attitude & Behavior and 20% on Knowledge & Skills, delivered through group sessions and individual conversations; and (2) Coaching voor klantmanagers & consulenten - customized coaching programs for municipal staff. The company uses the 'Bewust Willen Leren Doen' methodology developed by Marc Dijk and operates primarily through municipal procurement contracts.

Differentiator

Problem solved

Functional benefit

Products and services

• Trajecten voor mensen in de bijstand 8-week structured coaching trajectory for individuals receiving bijstand (Dutch welfare) benefits, designed to help them move toward employment. Delivered on behalf of Dutch municipalities and inter-municipal cooperation bodies.
• Coaching voor klantmanagers & consulenten Coaching and training service for municipal customer managers and consulenten, equipping them to guide bijstand recipients through the re-employment process using the proprietary "Bewust Willen Leren Doen" methodology.

Quantifiable outcome

• 30% of participants find paid work during or after the 8-week trajectory
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

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.

• Gemeente VelsencoreStrategic or Co-development Partner · 1 January 2023Aan de Slag won the public tender for reintegration services from Gemeente Velsen in 2023, with the contract running until 2026. The partnership focuses on group trajectories for participants on steps 1 and 2 of the participation ladder, with goals for sustainable outflow (minimum 6 months out of welfare).
• IJmond WerktminorStrategic or Co-development PartnerReintegration partner working with Gemeente Velsen. IJmond Werkt is part of the local ecosystem supporting employment and reintegration efforts.
• SNS BankminorOthersHistorical client for commercial sales training before developing the Aan de Slag program for municipalities.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Randstad: Global staffing and HR services leader with a large Dutch public-sector division that competes for municipal reintegration and welfare-to-work contracts, offering a much broader portfolio and geographic reach than Aan de Slag.
• ManpowerGroup: Global workforce solutions provider with a meaningful Dutch footprint across staffing, training, and outplacement, serving many of the same municipal and government clients that Aan de Slag targets.
• Tempo-Team: Major Dutch staffing brand (Randstad subsidiary) offering staffing and workforce solutions including public-sector and reintegration engagements, comparable in customer base but materially broader in scope than Aan de Slag.
• Adecco: Global staffing and workforce-solutions group with Dutch operations covering staffing, training, and outplacement services that compete with Aan de Slag for municipal reintegration and workforce-development engagements.

Direct peers

• USG People: Dutch staffing and HR services firm (RGF Staffing) with dedicated programs such as USG Restart supporting unemployed and at-risk workers back into employment, directly comparable to Aan de Slag's reintegration coaching for benefit recipients.
• Olympia: Dutch staffing and career-services firm with experience in municipal and UWV reintegration contracts, providing comparable outplacement and return-to-work services for benefit recipients across the Netherlands.
• Maandag: Dutch staffing and talent-development firm with a strong public-sector and social-domain focus, frequently bidding on municipal and government reintegration contracts similar to those that Aan de Slag targets.
• TPG (The Passion Group): Dutch reintegration and career-coaching firm working with municipalities and UWV to help unemployed and benefit recipients return to work, closely matching Aan de Slag's service line, customer base, and Dutch welfare-to-work positioning.
• Pantar: Amsterdam-based social employment and reintegration organization running work-experience and return-to-work programs for welfare recipients, comparable in service model, target population, and municipal contract structure to Aan de Slag.
• Stimulanz: Dutch provider of reintegration and employability services supporting welfare recipients and at-risk employees, with similar welfare-to-work coaching offerings, group-based formats, and municipal customer base as Aan de Slag.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gemeenten-aan-de-slag

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Aan de Slag