Incub'

What Incub' does

Incub' is a privately held French energy consultancy and training firm (SARL, founded 2017) operating from Fursac in the Creuse department of Nouvelle-Aquitaine. The company is built around the proprietary Méthode Design énergétique®, a transdisciplinary methodology created by founder and sole practitioner Pascal Lenormand, who cites 20 years of experience across thousands of projects. The methodology integrates P.O. Fanger's PMV/PPD thermal comfort framework, thermodynamics, and behavioral science to resolve energy problems in buildings without defaulting to construction work, and is protected by six registered INPI trademarks in France.

Incub' monetizes the methodology through four channels: (1) digital training courses sold via the academy.incub.net platform (LearnyBox-powered, one-time license, euros TTC, processed via PayPal or bank transfer); (2) one-on-one coaching and accompaniment sessions delivered by video call; (3) paid conference speaking engagements by Pascal Lenormand for events in healthcare, public-sector, and cultural sectors; and (4) published books including 'Le Design énergétique des bâtiments' (AFNOR Éditions) and 'Chauffer la messe ou chauffer les fesses?'. The firm does not serve individual consumers directly, instead routing them through a publicly listed map of trained practitioners (architects, engineering firms, AMO assistants, consultants).

The company operates with approximately five employees and pursues a content-first go-to-market strategy anchored by the Le Lab blog, a YouTube channel, podcast appearances, and the La Gazette newsletter (over 20,000 subscribers). Recent strategic activity includes the November 2025 co-publication of the Confort Sobre research study with Leroy Merlin Source and Octopus Energy (a 194-page sociological study of 15 households), the launch of a heat-wave training program (Programme Canicules), and the Prix de l'Innovation 2025 from the Trophées des Entreprises de la Creuse. No funding rounds, acquisitions, or institutional capital are disclosed.

Name

Incub'

Legal name

INCUB' SARL

Website

https://incub.net

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Incub' is a French energy consultancy and training firm that commercializes the proprietary Méthode Design énergétique® through digital courses, coaching, and conferences. It serves building owners, energy professionals, and institutions across France.

Ownership category

akta.pro rank

Product category

Energy Consulting Services

NAICS

Educational Support Services (61171)

SIC

Auto Controls For Regulating Residential & Comml Environments (3822)

akta.pro primary industry

Performance Contracting & Energy-as-a-Service (EaaS) for Buildings (BPABAGAN)

akta.pro secondary industry

Smart Appliance & Energy Management Integration (HSAHADAG)

Keywords

• Energy consulting services
• Building energy efficiency
• Thermal comfort training
• Energy sobriety methodology
• Building performance consulting

Headquarters

HQ city

Fursac

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Online Training Courses: Digital training programs delivered via a member area on academy.incub.net. Products are accessible for a specified duration from any internet-connected device. Single-user license; sharing or resale prohibited. Pricing in euros TTC, processed via PayPal or bank transfer.
2. Professional Coaching and Accompaniment: One-on-one coaching and energy accompaniment sessions delivered via Skype (or equivalent) or phone. Sessions are scheduled by email after purchase. Accompaniment programs such as the Confort Sobre study use structured virtual sessions (1h30 visios), open-ended 'missions', and peer group support over several months.
3. Conference Speaking Engagements: Pascal Lenormand delivers paid speaking engagements at events with significant impact and engaged audiences. Participation is contingent on rigorous organization and remuneration commensurate with expertise. Sessions can be in-person (prioritizing train-accessible locations) or remote.
4. Books and Publications: Incub' publishes books including 'Le Design énergétique des bâtiments®' (AFNOR Éditions) and 'Chauffer la messe ou chauffer les fesses?' (self-published via Lulu.com). These are sold as physical books and referenced in training programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Incub' applies the proprietary Méthode Design énergétique® to resolve energy problems in buildings — reducing consumption rapidly with minimal or no construction work, improving year-round thermal comfort, and programming/designing buildings for complete energy sobriety. The methodology is delivered through paid consulting and energy accompaniment (coaching), online training courses sold via academy.incub.net, paid conference speaking by founder Pascal Lenormand, and published books.

Product overview

Incub' is a consultancy and training firm based in Creuse, France, founded by Pascal Lenormand. Its core offering is the proprietary Méthode Design énergétique® — a transdisciplinary methodology for resolving energy problems in buildings — which is delivered through online training programs (via the Incub' Academy platform), coaching sessions, and conference speaking engagements. Supporting products include two authored books ('Le Design énergétique des bâtiments' published by AFNOR Éditions and 'Chauffer la messe ou chauffer les fesses?'), the 'Confort Sobre' research study, the COFEES heat-wave guide, and the practitioner directory (Carte des Designer énergétique®). Content and community are served through the Lab blog, the La Gazette newsletter (~20,000 subscribers), and a press kit. Incub' does not offer a software product or API.

Differentiator

Problem solved

Functional benefit

Products and services

• Formations en ligne (Online Training Courses) Paid online training programs covering the Méthode Design énergétique®, thermal comfort skills, heat-wave management, and energy sobriety, delivered via the Incub' Academy platform for energy professionals and individuals.
• Le Design énergétique des bâtiments® (book) Foundational book on building energy performance and the principles of the Méthode Design énergétique®, authored by Pascal Lenormand and published by AFNOR Éditions; sold as a physical book and referenced in training programs.
• Chauffer la messe ou chauffer les fesses ? (book) Self-published book by Pascal Lenormand (Incub', via Lulu.com) presenting 1764 days of reflections on energy and thermal comfort through a humorous and philosophical lens.
• Accompagnement (Energy Coaching/Accompaniment) One-on-one energy coaching and accompaniment sessions delivered by video call (Skype or equivalent) or telephone, guiding clients through thermal comfort improvement and energy reduction using the Méthode Design énergétique®.
• Conférences (Conference Speaking) Paid keynote and conference presentations by Pascal Lenormand on the Méthode Design énergétique® and energy sobriety for sectors such as healthcare, public buildings, and cultural venues.
• Programme Canicules — Gardez le contrôle dans votre logement Paid online program from Incub' Academy that helps households manage heat waves and maintain thermal comfort and control of their living environment without relying on air conditioning or major works.
• Solutions (Energy Problem Resolution Engagements) Paid consulting engagements in which Incub' applies the Méthode Design énergétique® to resolve real-world building energy problems — rapid consumption reduction with minimal or no construction, year-round thermal comfort, and sobriety-aligned programming.

Quantifiable outcome

• Incub' achieved 5 kWh/m²/year total energy consumption in its own unrenovated 1980 brick/polystyrene office building (rated D)
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Leroy Merlin SourcecoreStrategic or Co-development Partner · 1 November 2025Leroy Merlin Source co-published the Confort Sobre study with Incub' in November 2025. The study observed 15 households through winter 2024-2025, led by sociologists Mathilde Joly-Pouget and Gaëtan Brisepierre, with Incub' providing the energy accompaniment methodology. The study produced a 194-page sociological report.
• Octopus EnergycoreStrategic or Co-development Partner · 1 November 2025Octopus Energy co-published the Confort Sobre study alongside Leroy Merlin Source and Incub'. The study explored behavioral energy sobriety in residential households, demonstrating the scalability of Incub's accompaniment methodology.
• EnertechminorOthersReferenced in the blog as a peer organization achieving 5 kWh/m²/year in an unrenovated building, validating Incub's own performance claims. Enertech is not a formal partner but a reference point in the energy sobriety community.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Tiru (EDF subsidiary): French energy services company (subsidiary of EDF group) providing heating networks, biomass, and energy services for buildings and territories. Comparable to Incub' as a building energy services provider in France but at a much larger infrastructure scale, focused on district heating rather than methodology/training.
• Schneider Electric: Global energy management and automation giant offering building energy management software, hardware, and services. Comparable to Incub' in addressing building energy performance but as a broad incumbent across the entire energy management stack rather than a methodology/training specialist.
• GreenFlex: French energy and environmental management consultancy offering energy efficiency, carbon accounting, and sustainability advisory to enterprises. Comparable to Incub' in serving organizations seeking energy reduction, but at a significantly larger scale with broader environmental and carbon advisory services.
• négaWatt Association: French energy transition think tank and association that produced the foundational négaWatt scenario for 100% renewable energy in France. Philosophically aligned with Incub' — Olivier Sidler, négaWatt co-founder, wrote the postface to Pascal Lenormand's book — but operates as an advocacy and scenario-planning body rather than as a consulting firm.

Others

• AFNOR Group: French standardization body and publisher (AFNOR Éditions) that published Pascal Lenormand's book 'Le Design énergétique des bâtiments®'. Not a direct peer but a publishing and standards partner whose imprimatur lends credibility to Incub's methodology in the French institutional ecosystem.

Direct peers

• Energies Demain: French energy transition consultancy supporting territories, buildings, and organizations on energy planning and sobriety programs. Directly comparable to Incub' as a French specialist consultancy helping public and private actors reduce energy consumption, though operating at a larger scale and with broader territorial planning capabilities.
• Inddigo: French sustainability and energy consultancy providing strategy, engineering, and project management across building and territorial energy. Comparable to Incub' as a French specialist energy consultancy serving buildings and public sector clients, though with broader engineering capabilities and larger staff.
• Effy: French residential energy efficiency specialist helping homeowners with renovation, insulation, and heating system upgrades. Comparable to Incub' in addressing French residential energy consumption, though operating on a capex-driven renovation model rather than a behavioral/methodological approach.
• Enertech: French energy consultancy specializing in building energy performance measurement and low-energy building expertise. Explicitly referenced by Incub' as a peer organization achieving comparable 5 kWh/m²/year consumption in unrenovated buildings; the two firms operate in the same niche of measurement-driven energy sobriety consulting in France.

Emerging players

• Deepki: French-founded SaaS company providing data-driven energy and ESG management for real estate portfolios. Adjacent to Incub' in addressing building energy reduction but using a technology/SaaS platform rather than a human-delivered methodology, representing the digital evolution of energy advisory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCxJOcOvta6QLHMO7vjZSPBw
• LinkedInlinkedin.com/company/incub
• Instagraminstagram.com/pascallenormandofficiel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Incub'