Stichting NatuurWijs

What Stichting NatuurWijs does

Stichting NatuurWijs is a Dutch nonprofit foundation (stichting) with ANBI public-benefit status, founded in 2005 by Princess Irene and operating as a subsidiary of Staatsbosbeheer (Dutch State Forestry Commission). The organization delivers outdoor nature education to Dutch primary school children (groups 1–8) through a network of 150+ independently operating, certified nature guides called NatuurWijzers, supported by a small core team of seven (Director, office manager, communications advisor, head of training, trainers, and regional coordinators). Its product portfolio centers on three tiers: sensory immersion programs (Natuurbeleving, €165–€245), curriculum-aligned outdoor lessons (Natuureducatie, €180–€275), and the multi-year Leerlijn curriculum-replacement covering 24 nature days across the primary school career. Adjacent offerings include the trademarked VakantieToers© three-day holiday program for disadvantaged children, De Natuur als Taallokaal© for newcomer language schools, a 10-day NatuurWijzer certification training (€2,285), and a free library of 100+ downloadable nature assignments supported by a 700+ activity internal infotheek.

The business model combines fee-for-service program revenue from individual schools, multi-year Leerlijn subscriptions, professional training fees, donations from individuals, and corporate sponsorship (e.g., Edwin Bouw Fonds via Van Lanschot). Go-to-market is sales-led through direct outreach to basisscholen, brede scholen, and BSO's, supplemented by teacher word-of-mouth referrals and partnerships with welfare organizations and municipalities for the VakantieToers channel. The pedagogical foundation — the Hart-Hoofd-Handen (Heart-Head-Hands) method, concept-context teaching approach, and alignment with Dutch curriculum core objectives 39, 40, 41 — is the organizing intellectual framework. By 2025, the organization had reached 27,000+ children in a single year (cumulative 125,000+ since founding) and has stated an ambition to reach 50,000 children annually by 2030. Technology footprint is minimal: a website for bookings and content distribution, no mobile app, no public API, and no disclosed AI/ML capabilities.

Name

Stichting NatuurWijs

Legal name

Stichting NatuurWijs

Website

https://natuurwijs.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Stichting NatuurWijs is a Dutch nonprofit foundation and Staatsbosbeheer subsidiary that delivers outdoor nature education to Dutch primary school children through a national network of 150+ certified independent NatuurWijzers, offering immersion days, curriculum programs, and multi-year school contracts.

Ownership category

akta.pro rank

Product category

Outdoor Nature Education Services

NAICS

Educational Services (611), Educational Support Services (611710), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA)

Keywords

• Outdoor nature education
• School nature programs
• Nature education training
• Children nature experiences
• Nature curriculum programs

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Nature Day Programs: Schools book Natuurbeleving or Natuureducatie programs where a NatuurWijzer takes students into nature for a full or half day. Pricing is standardized: Natuurbeleving (full day €245, half day €165) and Natuureducatie (full day €275, half day €180). This is the primary revenue stream.
2. Leerlijn (Learning Line) Program: Multi-year nature education program for entire schools, with custom quotes per school. Three nature days per school year for all classes, covering grades 1-8 with a continuous learning line.
3. NatuurWijzer Training: A 10-day training program to become a certified NatuurWijzer, costing €2,285. The training includes stage supervision, NatuurWijzer manual, NatuurWijzer jacket and polo, folders and business cards, coffee, tea and lunch. Offered twice per year (spring and autumn). CRKSO registered, training exempt from VAT.
4. Donations and Sponsorship: NatuurWijs accepts donations from individuals and sponsorships from organizations. They partner with sponsors to fund nature days, specific projects, or VakantieToers programs. Van Lanschot Bank connected Edwin Bouw Fonds as a sponsor.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Stichting NatuurWijs delivers nature education services to Dutch primary schools by sending trained freelance guides (NatuurWijzers) to lead classes outdoors for full-day or half-day programs. Schools can book one-off Natuurbeleving (sensory immersion) or Natuureducatie (curriculum-aligned nature lessons) experiences, multi-year Leerlijn contracts covering all groups 1-8, holiday VakantieToers© programs for disadvantaged children, and specialized modules such as De Natuur als Taallokaal© for newcomer language education.

Product overview

Stichting NatuurWijs is a network organization offering nature education and immersion programs for Dutch primary school children (groups 1–8). The portfolio is structured around three core product tiers: (1) one-off programs — Natuurbeleving (sensory nature immersion) and Natuureducatie (curriculum-aligned outdoor lessons), both available as whole-day or half-day sessions; (2) multi-day programs — the Bosuitje (single day), Driedaagse (three days spread across a school year), and VakantieToers© (3-day holiday camps for underserved children); and (3) the NatuurWijs Leerlijn, a full replacement of the school's nature curriculum covering all 24 nature days per year for groups 1–8. Supporting offerings include the De Natuur als Taallokaal© module for newcomer language education, a library of 100+ free downloadable Natuuropdrachten (nature assignments), and a 10-day Training NatuurWijzer program to certify new instructors. The organization is part of Staatsbosbeheer and holds ANBI (public benefit institution) status.

Differentiator

Problem solved

Functional benefit

Products and services

• Natuurbeleving
• Natuureducatie
• NatuurWijs Leerlijn
• VakantieToers©
• LenteToers
• De Natuur als Taallokaal©
• Training NatuurWijzer
• Bosuitje van een dag
• Driedaagse in de natuur

Quantifiable outcome

• More than 27,000 children brought into nature in 2025 alone
• +6 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• StaatsbosbeheercoreStrategic or Co-development PartnerNatuurWijs is a subsidiary of Staatsbosbeheer (Dutch State Forestry Commission). The organization collaborates with Staatsbosbeheer for nature areas where programs are delivered. This partnership provides access to extensive nature reserves across the Netherlands for conducting nature education programs.
• NatuurCollegecoreStrategic or Co-development PartnerNatuurCollege is mentioned as a collaboration partner. Princess Irene, who initiated NatuurWijs in 2005, was the chair of NatuurCollege. The partnership provides expertise and network connections in nature education.
• Boomfeestdag (National Tree Planting Day)minorGTM or Marketing PartnerNatuurWijs cross-promotes with Boomfeestdag (National Tree Planting Day), suggesting complementary missions around nature education and children's outdoor experiences.
• BuitenfondsminorGTM or Marketing PartnerNatuurWijs cross-references with Buitenfonds organization, which supports outdoor experiences and nature education initiatives.
• Welfare OrganizationscoreChannel Partner/ Reseller/ DistributorWelfare organizations partner with NatuurWijs to refer children for VakantieToers programs. These organizations identify children ages 8-10 from disadvantaged backgrounds who would otherwise not go on vacation.
• MunicipalitiescoreChannel Partner/ Reseller/ DistributorDutch municipalities partner with NatuurWijs to provide VakantieToers programs for children in their communities who cannot afford vacation. Municipalities help fund and coordinate these programs.
• Social Brokers (Sociaal Makelaars)coreChannel Partner/ Reseller/ DistributorSocial brokers identify and refer eligible children for VakantieToers programs, facilitating access to nature experiences for children from families who cannot afford vacation.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• NatuurCollege: Strategic partner of NatuurWijs chaired by Princess Irene (the founder of NatuurWijs); collaborates on nature education expertise and networks for children and youth, serving as an adjacent enabling organization in the same ecosystem.
• Vogelbescherming Nederland: Dutch bird protection society running bird- and nature-focused school education programs (including junior ranger activities) for primary schools across the Netherlands; adjacent to NatuurWijs' nature ed remit but focused on a single species/ecosystem theme.

Direct peers

• NME Amersfoort: A regional Dutch Natuur- en Milieueducatie center located in NatuurWijs' home city, delivering school-based nature and sustainability lessons and competing for the same primary school bookings in Amersfoort and surrounding regions.
• IVN Natuureducatie: The Dutch national institute for nature education (IVN) runs parallel nature school programs for primary schools through its regional branches, with a Natuurlijk Leren portfolio including school garden projects, Junior IJs Vogel onderwijs, and outdoor lessons — directly competing for the same school-booking market as NatuurWijs.

Broad incumbents

• Natuurmonumenten: Major Dutch nature conservation organization operating nature education programs (including the Natuurschool concept) at reserves across the Netherlands; broader portfolio of land stewardship and biodiversity work but school nature education overlaps directly with NatuurWijs offerings.
• LandschappenNL: Federation of 20+ regional landscape organizations across the Netherlands running nature education activities (including school programs) at landscape preserves, providing an alternative channel for schools seeking outdoor nature lessons.
• Staatsbosbeheer: Parent of Stichting NatuurWijs and the Dutch State Forestry Commission; itself runs guided nature experiences and school programming across its reserves, sharing the same audience of schoolchildren and outdoor curriculum delivery role.

Emerging players

• Tinkergarten: US-based early-childhood outdoor nature program franchise that brings nature-based learning to young children via trained local leaders — analogous business model (network of trained leaders + nature curriculum for young children) and competing vision for institutionalizing nature education in early learning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/stichting-natuurwijs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Stichting NatuurWijs