What oMvormiNg does

oMvormiNg is a Belgian training and coaching organization headquartered in the Antwerp region (Vosselaar/Wommelgem) that delivers customized, on-site professional development for the childcare and elderly care sectors in Flanders. Founded by Marjan Huybrechts and Nadine Ceulemans, who bring more than 40 years of combined adult-learning experience, the firm operates with a core team of two founders supplemented by a curated network of freelance trainers (Nele De Vriendt, Agnetha, Sarah Devadder, Wendy Vanden Bossche) covering specialized domains such as mentor training, team coaching, and soulpreneur coaching. The portfolio spans interactive training programs (Spelen met kinderen, Omgaan met kinderen/ouders/familie/ouderen, Werk maken van teams en communicatie), specialized courses (Speelexpert baby's en peuters, Competentiebouwer, Mentoropleiding, Jobcoach), multi-year trajectories (Pedagogische coaching, Doorgaande Lijn, Combinatiejobs, Educatieve ondersteuning), and free funded training delivered via the Kinderopvangcaravan.

The firm's underlying 'technology' is a codified training methodology grounded in appreciative inquiry (waarderende benadering) and the 3V model (Verkennen/Verbinden/Verrijken), packaged through proprietary tools such as the SCHENK six-step feedback method, Teamspel, Impulsenbattle, Herfstuitdagingen, Schattenmandjes, and the published Cahier Kinderopvang Tieners (2018, co-authored with VVSG Steunpunt Kinderopvang). No software platform, AI/ML system, or proprietary technology product is described; delivery is human-led, on-site (with online variants for selected programs), and tailored to each client's request rather than drawn from a fixed catalog.

oMvormiNg monetizes through bespoke professional-services engagements priced per project, with the majority of demand and revenue routed through the Belgian social-sector training-fund ecosystem — VVSG Vormingsfonds, VIVO (paritair comité 331, approved since 2024), Fe-Bi (Ouderenzorg PC330, approved since 2025), and Steunpunt Kinderopvang's Kinderopvangcaravan — which underwrite free training for eligible public-sector employers. Direct paid engagements outside fund coverage are quoted on a per-engagement basis. The go-to-market is sales-led and inquiry-driven, supported by sector-event presence (VVSG Inspiration Days, Kinderopvangcaravan), content marketing through the 'Boeiend!' resource library, social media (Facebook, Instagram, LinkedIn, Pinterest), and word-of-mouth referrals from municipalities, care organizations, and sector bodies. Customer concentration sits in the public sector (municipalities, publicly organized childcare, residential and home care organizations) and adjacent non-profits (Ferm, vzw Vorm, vzw Conecto, Helan, Babilou, ZNA hospital network).

Name

oMvormiNg

Legal name

oMvormiNg

Website

https://omvorming.be

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

oMvormiNg is a Flemish training and coaching firm that designs and delivers customized on-site programs for childcare and elderly care organizations, using an appreciative-inquiry methodology funded primarily through Belgian social-sector training funds (VVSG, VIVO, Fe-Bi) and direct paid engagements.

Ownership category

akta.pro rank

Product category

Professional Training and Coaching Services

NAICS

Professional and Management Development Training (61143), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM)

akta.pro secondary industry

Caregiver Support, Coaching & Training (HLADALAG)

Keywords

• Childcare training programs
• Elderly care training
• Team coaching services
• Professional development courses
• Social sector education

Headquarters

HQ city

Antwerp region

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Custom Training and Coaching Services: oMvormiNg designs and delivers bespoke training sessions (1–2 half-days), multi-day training programs, and long-term coaching trajectories for teams in childcare and elderly care organizations. Pricing is negotiated per engagement and funded primarily through sector-specific training funds (VVSG Vormingsfonds, VIVO, Fe-Bi). Revenue is project-based and recurring as organizations return for follow-up programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels2 records

Core offering

oMvormiNg designs and delivers customized interactive training, education, guidance, and coaching trajectories for childcare and elderly care organizations in Flanders, Belgium. Offerings range from half-day workshops and multi-day courses to multi-year coaching engagements, with services including play training, language stimulation, communication with parents/elderly/families, team effectiveness, mentoring, pedagogical coaching, and job coaching. Training is delivered on-site at client workplaces, virtually, or via open enrollment, and is funded through a mix of quote-based private fees and free sessions covered by social sector training funds (VVSG, VIVO, Fe-Bi).

Product overview

oMvormiNg is a training and coaching organization offering interactive training, education, guidance, and coaching programs focused on sustainable change in childcare and elderly care sectors. Their portfolio consists of several interconnected programs: core training categories (Spelen met kinderen, Omgaan met kinderen/ouders/familie/ouderen, Werk maken van teams en communicatie), specialized courses (Speelexpert baby's en peuters, Competentiebouwer, Mentoropleiding, Jobcoach), long-term trajectory programs (Pedagogische coaching, Trajecten), and free training funded through various social funds (Gratis vormingen via VVSG, VIVO, Fe-Bi). The offerings range from half-day workshops to multi-year coaching engagements, all designed for childcare workers, caregivers, nurses, and team leaders.

Differentiator

Problem solved

Functional benefit

Products and services

• Spelen met kinderen (Playing with children) Training program for childcare workers covering play opportunities for children aged 0–12, play space design, play impulses, and experience-area-based responses to children. Includes modules on play expert training for babies and toddlers, loose parts play, and language routines.
• Omgaan met kinderen, ouders, familie, ouderen (Dealing with children, parents, family, elderly) Training program covering handling of children, parents, family, and elderly persons. Modules address child participation, language stimulation, play space setup, toddler care, aggressive behavior management, parent communication, and elder care topics including Elderspeak and family involvement.
• Werk maken van teams en communicatie (Working on teams and communication) Comprehensive team development training covering job coaching, remote leadership, team assessment, communication improvement, conflict management, self-managing teams, connecting communication, time management, and vision building.
• Pedagogische coaching (Pedagogical coaching) Pedagogical coaching service for childcare teams, helping with play vision, behavioral codes, pedagogical vision implementation, play corners, vacation programs, teen offerings, quality manuals, and child observation.
• Gratis vormingen (Free training) Free training programs funded through various social-sector training funds: VVSG Training Fund (childcare, elderly care, home care for locally organized services), VIVO Social Fund (PC331 welfare and healthcare sector), Fe-Bi Social Fund (elderly care RSZ codes 330, 311, 830), and the Kinderopvangcaravan.
• Trajecten (Trajectories) Long-term coaching and training trajectories spanning months or years, including Competentiebouwer, Workplace Coaching (Jobcoach), Project Doorgaande Lijn Fluxus, Combination Jobs, Vacation Programs, and Educational Support trajectories.
• Speelexpert baby's en peuters (Play expert babies and toddlers) Comprehensive 5-session course (4 live sessions plus an online learning environment) covering play vision, play opportunities from materials, guidance approaches, and play space design for babies and toddlers. Available online and in-person in collaboration with Speelmakers.
• Competentiebouwer (Competence Builder) 13-day training course developed in collaboration with VCOK and Morgenmakers, targeting out-of-school care staff without teaching qualifications. Modules cover introduction, pedagogical action, playing with children, and collaboration; offered in open enrollment and in-house formats.
• Mentoropleiding (Mentor training) Mentor training for guiding trainees and new colleagues in care organizations, covering the skills needed to ensure an optimal learning trajectory for interns and new hires.
• Jobcoach (Job coach) 5-day training for internal job coaches who guide new colleagues in care organizations. Covers job content, onboarding phase, coaching styles, and self-care; available as open enrollment and in-house cohorts (Antwerp, Gent, Leuven, and in-house at Zorgbedrijf Meetjesland).

Quantifiable outcome

• Sustained behavioral change in teams (e.g., Disney character nicknames still used years after team communication project at IBO 't Evertje)
• +4 more outcomes

Named customers40 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

15 partnerships are on record, tiered core and minor.

• VVSG (Vereniging Vlaamse Steden en Gemeenten)coreStrategic or Co-development Partner · 1 January 2018oMvormiNg is an approved training provider under the VVSG Vormingsfonds, delivering free training across childcare, elderly care, and home care for locally organized services. They co-authored the 'Cahier Kinderopvang Tieners' with VVSG Steunpunt Kinderopvang in 2018. The VVSG also commissions oMvormiNg for open training programs (e.g., Leiderschap op afstand in autumn 2025 across Mechelen, Gent, and Heusden-Zolder) and recommends them as a provider to member municipalities.
• SpeelmakerscoreStrategic or Co-development Partner · 1 January 2018Long-standing co-delivery partner for play-focused training and the 'Speelexpert baby's en peuters' certification program (live and online). Joint development of play training materials, co-facilitation of sessions, and shared content development (e.g., loose parts play methodology, autumn challenges toolkit). Speelmakers co-publishes the Speelexpert folder and hosts oMvormiNg training modules.
• DiverscityminorStrategic or Co-development PartnerCo-organizer of the Kinderopvangcaravan with VVSG. oMvormiNg delivers workshops as part of the caravan's programming targeting childcare workers in publicly organized settings.
• VIVO (Sociaal Fonds voor de Vlaamse welzijns- en gezondheidssector)coreChannel Partner/ Reseller/ DistributorApproved training provider within the VIVO social fund (paritair comité 331) since 2024. VIVO funds open and in-house training for childcare workers and managers across the broader welfare and healthcare sector, making oMvormiNg training free for eligible PC331 organizations.
• Fe-Bi (Sociaal Fonds Ouderenzorg)coreChannel Partner/ Reseller/ DistributorApproved training provider within the Fe-Bi social fund for elderly care since 2025. Fe-Bi funds training for employees in residential care centers, assisted living, and day care (RSZ codes 330, 311, 830), covering oMvormiNg courses such as Elderspeak and aggression management for eligible organizations.
• Steunpunt Kinderopvang (VVSG)coreStrategic or Co-development PartnerPrimary commissioning partner for major multi-year trajectories. oMvormiNg, together with Speelmakers, implemented the 'Educatieve ondersteuning' trajectory for 16 openbare besturen (2020–2021) and the 'Trofee. Samen sterk in de kinderopvang' project (2021–2022). They co-authored the Cahier Tieners with this body and participate in the mobile Kinderopvangcaravan.
• Kind en SamenlevingminorStrategic or Co-development PartnerListed as a partner organization with whom oMvormiNg collaborates on training and project delivery within the childcare sector.
• Morgenmakers-KoersminorStrategic or Co-development PartnerCollaboration on out-of-school care training (Competentiebouwer program) and future distribution of the 'Je team in beeld' screening instrument. Morgenmakers commissioned oMvormiNg for a meertaligheid (multilingualism) training session in 2025.
• vzw VCOK (Vormingscentrum voor Opvoeding en Kinderopvang)minorStrategic or Co-development PartnerCo-delivery partner for the Competentiebouwer training program (13-day trajectory for out-of-school care staff without teaching qualification), alongside Morgenmakers.
• Coaster ConsultingminorStrategic or Co-development PartnerListed as a partner organization collaborating with oMvormiNg on projects within the social sector.
• Ferm (Kinderopvang / Ferm West-Vlaanderen)minorChannel Partner/ Reseller/ DistributorFerm organizations commission oMvormiNg for staff training across their childcare network. Examples include vacation program enhancement (Ferm Lille), loose parts implementation (Ferm Huizingen), and teenage programming (Ferm West-Vlaanderen).
• Helan (buitenschoolse kinderopvang)minorChannel Partner/ Reseller/ DistributorHelan commissioned oMvormiNg for adventurous play (vuurslang/avontuurlijk spelen) training for their out-of-school care teams.
• BabilouminorChannel Partner/ Reseller/ DistributorNamed as a regular client organization for training engagements, alongside other larger childcare organizations.
• Zorgbedrijf Sint-TruidenminorChannel Partner/ Reseller/ DistributorPilot site for the internal jobcoach (interne jobcoach) program that oMvormiNg developed for VVSG. The pilot's results informed the broader VVSG Jobcoach training curriculum, making this a co-development relationship with the client.
• Vlaamse Dienst SpeelpleinwerkminorStrategic or Co-development PartnerListed as a partner organization collaborating with oMvormiNg in the social sector.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• VBJK (Vlaams Forum voor Kinder- en Jongerenwelzijnsbeleid): Flemish knowledge center for child and youth welfare policy that runs training trajectories for childcare professionals and municipalities. Comparable audience (childcare workers, municipal policy staff) with a research-to-training pipeline that partly overlaps oMvormiNg's pedagogical coaching work.
• VIVES Hogeschool (Social Work department): Flemish university of applied sciences offering continuing-education programs in social work, eldercare, and childcare. Comparable in delivering post-qualification training to working care professionals, especially in Flanders.

Direct peers

• Morgenmakers: Flemish OBC/childcare training and project organization that co-delivers the Competentiebouwer with oMvormiNg and commissioned its multilingualism training. Operates in the same VIVO/Steunpunt Kinderopvang ecosystem with overlapping client base.
• VCOK (Vormingscentrum voor Opvoeding en Kinderopvang): Flemish training center for childcare and upbringing, co-developer of the 13-day Competentiebouwer program with oMvormiNg and Morgenmakers. Directly comparable in target customer (OBC/childcare workers) and training delivery model.
• Coaster Consulting: Flemish social-sector consulting and training organization listed as an oMvormiNg partner. Comparable in serving municipal and care-sector clients with change management and team development programs.
• Kind en Samenleving: Flemish child welfare research and training organization collaborating with oMvormiNg on childcare sector projects. Comparable in serving the same municipal and OBC clients with training, research, and project delivery.
• Diverscity: Belgian diversity and inclusion training organization that co-organizes the VVSG Kinderopvangcaravan with oMvormiNg. Comparable in delivering social-sector training via public-fund channels in Belgium.
• Speelmakers: Belgian play-focused training organization and oMvormiNg's closest co-delivery partner. Co-delivers the Speelexpert baby's en peuters program and develops play methodologies (loose parts, autumn challenges), making it the most directly comparable peer in the childcare training niche.

Broad incumbents

• Attentia (now AAF): Larger Belgian HR services and well-being-at-work provider with broad training offerings including social-sector and care-sector compliance training. A wider portfolio player that overlaps oMvormiNg in employee training for care organizations but does not specialize in the childcare/elderly niche.

Others

• UC Leuven-Limburg (UCLL): Flemish university of applied sciences whose education-research expertise (notably on loose parts play for toddlers) has directly informed oMvormiNg's methodology. A research-and-methodology enabling partner rather than a direct competitor, but overlapping on training content for the care sector.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/omvorming
• LinkedInlinkedin.com/company/omvorming
• Instagraminstagram.com/omvorming
• Pinterestpinterest.com/nadineceulemans0045/pins

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 oMvormiNg