SeCoach GmbH

What SeCoach GmbH does

SeCoach GmbH is a Swiss boutique security coaching and training firm headquartered in Hitzkirch (Canton Lucerne), delivering in-person violence prevention, robbery prevention, self-assertion, and telephone violence training to corporate and government clients across all Swiss cantons and national languages. The company operates four core training programs—Gewaltprävention, Raubprävention, Selbstbehauptung, and Gewalt am Telefon—built around proprietary methodologies including the 3-D Strategy (Dialog, Deeskalation, Distanz), the Gefahrenradar danger-recognition framework, and TIT FOR TAT non-violent communication techniques, all delivered through realistic simulation environments at the company's training arena or on-site at customer premises.

The business is a services-only model with no software or AI components. Delivery is performed by a core team of five (including the owner and freelance security coaches with police, military, and security backgrounds) and is capacity-constrained at a maximum of 12 participants per seminar. Pricing is per-participant (CHF 350 full-day / CHF 220 half-day for additional seats), with a minimum of 8 participants required for private seminars. Customer acquisition is enterprise field sales: direct contact via phone, email, and website, supplemented by an online availability calendar for repeat customers, with no disclosed marketing budget, no funding rounds, and no external investors.

SeCoach serves a diversified mix of verticals including government enforcement offices, penal institutions, social welfare and child protection agencies, banks, insurance companies, utilities, retail (including gas stations and jewelers), armored transport operators, and public transport providers. The company transitioned ownership from founder Roland Hodel to Sascha Dahinden on January 1, 2024, via a management succession, and has since added a new security coach and continued operating at boutique scale within Switzerland.

Name

SeCoach GmbH

Legal name

SeCoach GmbH

Website

https://secoach.ch

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

SeCoach GmbH is a Swiss boutique security training firm delivering practical, in-person violence prevention, robbery prevention, self-assertion, and phone violence seminars to government agencies, banks, retailers, and service companies across all Swiss cantons, operated by a core team of five from its training arena in Hitzkirch.

Ownership category

akta.pro rank

Product category

Security Training and Coaching

NAICS

Educational Support Services (61171), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

General Security Officer (Unarmed) Training & Certification (BPAKAOAA)

akta.pro secondary industries

Security Supervisor/Management & Operations Training (BPAKAOAG), Security Risk Assessment, Auditing & Security Consulting Training (BPAKAOAH)

Keywords

• Violence prevention training
• Robbery prevention training
• Security coaching services
• Workplace safety training
• De-escalation training

Headquarters

HQ city

Hitzkirch

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Seminars and Training Services: Revenue generated from conducting seminars, trainings, workshops, and presentations on violence prevention, robbery prevention, self-assertion, and violence over the phone. Pricing is per participant with additional fees for extra participants beyond the agreed maximum.
2. Private Seminars: Private seminars for individuals conducted at the training arena, with minimum participant requirements of 8 people.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SeCoach GmbH delivers practical security coaching, training and consulting services in Switzerland through seminars focused on violence prevention, robbery prevention, self-assertion and handling violence on the telephone. Training is conducted either on-site at customer premises across all Swiss cantons and national languages, or at the company's dedicated training arena in Hitzkirch (Canton Lucerne) featuring realistic office, reception, counter, desk and street environments.

Product overview

SeCoach GmbH offers a portfolio of security coaching and training services focused on violence prevention and personal safety. The core offerings include four main training programs: Gewaltprävention (Violence Prevention) teaching the 3-D Strategy for de-escalation, Raubprävention (Robbery Prevention) covering prevention and response phases, Selbstbehauptung (Self-Assertion) for non-violent conflict resolution, and Gewalt am Telefon (Violence on the Phone) for handling aggressive callers. These training programs are delivered either at client sites throughout Switzerland or at the company's dedicated training arena in Hitzkirch (Canton Lucerne), which provides realistic environments including office, reception, counter, desk, and street settings. The company operates exclusively in Switzerland with seminars conducted in all cantons and national languages.

Differentiator

Problem solved

Functional benefit

Products and services

• Gewaltprävention (Violence Prevention) Training program teaching employees to respond noticeably and appropriately to uncooperative or aggressive behavior. Uses the 3-D Strategy (Dialog, De-escalation, Distance), non-violent communication techniques, and the Gefahrenradar (Danger Radar) to recognize boundary violations. Delivered in realistic training environments for frontline staff such as reception and counter roles.
• Raubprävention (Robbery Prevention) Training program focused on robbery prevention phases (prevention, robbery, reorganization), teaching staff to recognize preventive measures and respond appropriately during armed robbery situations. Targeted at cash-handling businesses such as gas stations, jewelers, financial institutions and armored car services.
• Selbstbehauptung (Self-Assertion) Self-assertion training teaching participants to stand up for themselves in conflict situations. Covers responses to verbal abuse, unwanted advances, sexual harassment, and domestic violence through non-violent conflict resolution. Targeted at exposed individuals and institutions such as healthcare, schools, foundations, associations, and individuals in potentially dangerous situations.
• Gewalt am Telefon (Violence on the Phone) Telephone violence training covering complaint handling (Reklamationshandling), recognizing escalation patterns, intervention strategies, and responses to threats and suicidal threats over the phone. Targeted at customer service organizations such as banks, utilities, insurance companies, and government authorities with high-volume customer phone interactions.
• Trainingsarena (Training Arena) Physical training facility located at Seminarstrasse 10, 6285 Hitzkirch (Canton Lucerne) offering realistic training environments including office, reception, counter, desk and street scenarios for practicing behavior in difficult or dangerous situations. Catering provided through Restaurant Commenda at the Police School Hitzkirch.

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• Restaurant Commenda (Polizeischule Hitzkirch)minorOthersCatering partner for seminars held at the company's training arena. Provides full catering including lunch for participants at the Police School Hitzkirch location.
• Studio Dave SpengelerminorImplementation/ SI/ Consulting PartnerDesign and code partner responsible for website design and development (davespengeler.ch).

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• National Safety Council (NSC): US-based non-profit providing workplace safety, defensive driving and first-aid training with growing violence prevention modules. Broad incumbent because NSC reaches enterprise and government safety buyers with bundled training that competes for the same budget allocation as SeCoach's seminars.
• Securitas (Switzerland): Global security services company with a Swiss subsidiary offering manned guarding plus training programs for retail and corporate security. Broad incumbent because Securitas covers SeCoach's target buyer (banks, retail, transport) with adjacent security training bundled into wider protective services contracts.
• Protectas: Swiss security services provider offering guarding, cash-in-transit and security consulting. Broad incumbent because Protectas serves the same Swiss enterprise buyers (banks, retail, government) and offers training to its own staff and clients that competes with SeCoach's robbery-prevention seminars.

Direct peers

• Crisis Prevention Institute (CPI): US-headquartered global leader in violence prevention and de-escalation training for healthcare, education and human services. Direct peer because CPI's core curriculum (Nonviolent Crisis Intervention) overlaps almost exactly with SeCoach's violence-prevention and self-assertion offerings, and both sell to enterprise and government buyers.
• Maybo: UK-headquartered training provider focused on positive behavior support, de-escalation and conflict management for healthcare, retail and public-facing staff. Direct peer because Maybo's curriculum and customer segments (frontline workers in customer service, transport, government) map directly to SeCoach's enterprise seminars.
• Verbal Judo Institute: US-based training firm specializing in verbal de-escalation and tactical communication for law enforcement, security and customer service professionals. Direct peer because Verbal Judo's "Tactical Communication" methodology and customer-facing staff training closely mirror SeCoach's TIT FOR TAT and Reklamationshandling frameworks.
• Tavita Training: Swiss-based de-escalation and self-defense training provider for companies, schools and authorities. Direct peer because Tavita targets the same Swiss German-speaking market and enterprise buyers (schools, healthcare, public administration) with comparable violence prevention and self-assertion curricula.
• SOS-Trainings: Swiss-German provider of de-escalation, self-assertion and violence prevention courses for businesses, schools and care facilities. Direct peer because SOS-Trainings' curriculum, language market and buyer base align closely with SeCoach's offering in the DACH region.

Others

• Interkantonale Polizeischule Hitzkirch (IPH): Intercantonal police training school co-located with SeCoach's arena venue and a partner via the Restaurant Commenda catering arrangement. Adjacent ecosystem participant because IPH delivers foundational police training in the same physical location, sharing instructor Seppi Hofstetter and the same Hitzkirch site used by SeCoach.

Regional players

• Sifa Sicherheitsfachstelle: Swiss safety specialist consultancy offering workplace safety and security training to SMEs and public-sector clients across Switzerland. Regional player because Sifa addresses the same Swiss SMB and public-sector market with generalist safety training, overlapping with SeCoach's enterprise seminars in violence prevention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/secoach-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 SeCoach GmbH