selbstführen

What selbstführen does

selbstführen W2 GmbH is a German private limited liability company founded in 2019/2020 and headquartered in Geesthacht, Germany, that delivers coaching, training, e-learning, workshops, and speaking engagements built around The Responsibility Process® — a cognitive-behavioral framework describing the six mental states (DENIAL, BLAME, JUSTIFY, SHAME, OBLIGATION, RESPONSIBILITY) that humans traverse when encountering problems, and the three practical "keys" (INTENTION, ATTENTION, FACING UP) used to return to the RESPONSIBILITY state. The company is the primary German-language provider of the methodology and is operated exclusively by its two co-founders, Nadine Wolf and Henning Wolf, who hold official Responsibility Process mentor credentials under Christopher Avery, the methodology's primary popularizer. The core "technology" is the framework itself, licensed through the mentor relationship and reinforced by proprietary tools such as the Responsibility Journal, the 7×70 belief-transformation method, and the Sedona Method; the underlying delivery stack is non-proprietary (WordPress, Matomo, Google Analytics, Tidycal, Ablefy, CleverReach, Zoom/Teams, YouTube).

The product portfolio spans 1:1 coaching and mentoring (priced at €240+VAT for the first corporate session and €200+VAT for subsequent sessions, with private-client pricing on inquiry), a self-paced ~4-hour e-learning course sold via Ablefy, the flagship multi-session "Verantwortung meistern für dich und andere" coaching and continuing education program, standalone workshops ("Power Or Control in Action," "Responsibility in Action"), and impulse talks (Impulsvorträge) for events. Supporting free assets include a German-language blog, the podcast "Zwischen Reiz und Reaktion," a YouTube channel ("Selbstführungsetage"), downloadable posters and workbooks, and a CleverReach-managed newsletter. Ancillary Amazon EU affiliate income is generated through book recommendations. The Responsibility Process® is a registered trademark; selbstführen holds a mentoring relationship with the originators (Christopher Avery and Bill McCarley) and operates as the German-language authority on the framework.

selbstführen serves two primary customer segments: individual professionals and leaders seeking self-leadership, emotional intelligence, and personal development (B2C, persona-driven), and corporate clients — particularly in agile software development, consulting, and technology sectors — purchasing leadership development, team culture transformation, and management training (B2B). The company serves primarily the DACH region with no disclosed geographic restrictions on its remote delivery. Ownership is split between inwolfment GmbH (85%, a founder-affiliated entity) and it-agile GmbH (15%, an agile consulting firm that is also a customer). Go-to-market is community-led (free content funnel), sales-led (direct website bookings and contact form), and product-led (e-learning self-service via Ablefy). The business has no external venture or growth capital, no disclosed revenue, and has not expanded headcount beyond the two co-founders.

Name

selbstführen

Legal name

selbstführen W2 GmbH

Website

https://selbstfuehren.de

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

selbstführen W2 GmbH is a two-person German coaching and training company that delivers The Responsibility Process® methodology in German via 1:1 coaching, e-learning, workshops, and impulse talks, serving individual professionals and corporate clients in the DACH region.

Ownership category

akta.pro rank

Product category

Leadership Development Coaching

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Social-Emotional Learning (SEL) & Emotional Regulation Programs (EDAMAIAC)

akta.pro secondary industries

Staff Training, Coaching & Professional Development (SEL/Mental Health) (EDAKAMAL), Communication, Collaboration & Conflict Resolution Skills (EDAMAIAF)

Keywords

• Self-leadership coaching
• Leadership development training
• Executive coaching services
• Responsibility process methodology
• Self-paced e-learning

Headquarters

HQ city

Geesthacht

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 1:1 Coaching & Mentoring: One-on-one coaching, mentoring, and supervision sessions delivered via video conference (Zoom or Teams) by Nadine Wolf or Henning Wolf. Coaching addresses limiting beliefs, problem-solving, personal development, and leadership challenges using The Responsibility Process framework and systemic approaches. Sessions are booked via Tidycal and sold individually or in packages.
2. E-Learning (Self-Paced Online Course): A self-study digital course titled 'Selbstführung mit The Responsibility Process' sold via the Ablefy platform. Estimated workload of approximately 4 hours including reflection exercises. Sold as a one-time digital product purchase.
3. Workshop 'Verantwortung meistern': The 'Verantwortung meistern für dich und andere' program is a multi-session coaching and continuing education program. It is the company's flagship paid group offering, combining workshop-format training with ongoing coaching elements. Specific pricing is not publicly disclosed on the website.
4. Workshop 'Power Or Control in Action' & 'Responsibility in Action': Standalone workshops on specific aspects of the Responsibility Process methodology. Sold individually.
5. Impulsvorträge (Impulse Talks): Shorter-format motivational or educational presentations offered as a separate product tier for teams or events.
6. Amazon Affiliate Revenue: The company participates in the Amazon EU Partner Program, earning advertising revenue through affiliate links to books (e.g., Christopher Avery's book on The Responsibility Process).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

selbstführen W2 GmbH offers coaching, training, and e-learning programs built on The Responsibility Process® methodology. Its paid offerings include 1:1 coaching and mentoring with the founders, multi-session group programs, standalone workshops, motivational impulse talks, and a self-paced online course. Free content (blog, podcast, newsletter, downloads) supports a community-led funnel into the paid services.

Product overview

selbstführen W2 GmbH is a coaching and continuing education company offering a portfolio of services centered on The Responsibility Process® methodology. The core product is the coaching and training program 'Verantwortung meistern für dich und andere' (Master Responsibility for yourself and others), supplemented by a 4-hour E-Learning course titled 'Selbstführung mit The Responsibility Process' for self-paced learning. Individual services include 1:1 coaching sessions with founders Nadine and Henning Wolf, workshops (Power Or Control in Action, Responsibility in Action), and motivational impulse talks. The company also provides free resources including a podcast 'Zwischen Reiz und Reaktion,' blog posts, downloads, and a newsletter. The company positions itself as mentors of The Responsibility Process and focuses on personal development and leadership effectiveness.

Differentiator

Problem solved

Functional benefit

Products and services

• E-Learning 'Selbstführung mit The Responsibility Process' A self-study digital course that provides a practical introduction to The Responsibility Process and the three keys to responsibility (ABSICHT, AUFMERKSAMKEIT, SICH STELLEN), including reflection exercises. Estimated workload is approximately 4 hours. Sold as a one-time digital product to individuals seeking self-paced self-leadership development.
• 1:1 Coaching with Nadine or Henning Wolf One-on-one coaching, mentoring, and supervision sessions delivered via video conference by Nadine or Henning Wolf. Combines The Responsibility Process framework with a systemic approach to address limiting beliefs, problem-solving, and personal/leadership challenges. Sold to both corporate and private clients, booked via Tidycal.
• Verantwortung meistern für dich und andere The flagship coaching and continuing education program of selbstführen. A multi-session group program designed to develop and anchor a personal Responsibility Routine for effective self-leadership and leadership of others. Combines workshop-format training with ongoing coaching elements; specific pricing is not publicly disclosed.
• Workshop 'Power Or Control in Action' Standalone workshop exploring the Power Or Control Process, an alternative framework for how people handle problems. Sold individually to corporate clients and individuals.
• Workshop 'Responsibility in Action' Standalone workshop focused on practical application of The Responsibility Process and the three keys to responsibility. Sold individually to corporate clients and individuals.
• Impulsvorträge (Impulse Talks) Shorter-format motivational or educational talks on self-leadership and The Responsibility Process, offered as a separate product tier for corporate teams or events.
• Amazon Affiliate Recommendations (Books on The Responsibility Process) Affiliate-linked recommendations of books on The Responsibility Process (notably Christopher Avery's book) sold via the Amazon EU Partner Program, generating commission revenue for selbstführen.

Quantifiable outcome

• Practitioners report feeling calmer and seeing more options when in the RESPONSIBILITY mental state, according to testimonial from Siemens AG (Michael L. Bauer)
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and major.

• Christian KalnbachminorOthersChristian Kalnbach ([email protected]) is the photographer credited for photos of Nadine and Henning Wolf on the website. This is a professional services vendor relationship for photography.
• Bill McCarleymajorStrategic or Co-development PartnerBill McCarley is a mentor to selbstführen's founders. He developed and expanded The Responsibility Process from an earlier version (which had only BLAME and JUSTIFY) to its current six-state form. He is referenced as the mentor who taught the founders the Sedona Method and effective coaching practices. Bill McCarley is a key intellectual contributor to the methodology selbstführen teaches.
• Christopher AverymajorStrategic or Co-development PartnerChristopher Avery is known as 'the Responsibility Guy' — he wrote the book on The Responsibility Process and is the primary popularizer of the methodology in the English-speaking world. selbstführen's founders were mentored by Avery, participated in his courses (including 'Responsibility Immersion'), and operate as official Avery Responsibility Process mentors in the German-speaking market. Avery's book and Mastery program are referenced and recommended by selbstführen.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CoachHub: European-headquartered digital coaching platform offering 1:1 leadership and development coaching via a marketplace of certified coaches. Directly comparable to selbstführen's 1:1 coaching and corporate enablement motion, but at much larger scale and broader coaching taxonomy.
• BetterUp: Global online coaching platform focused on leadership, resilience, and self-leadership for individuals and enterprise clients. Closest large-scale analog to selbstführen's combination of 1:1 coaching, self-paced content, and enterprise sales motion.
• it-agile GmbH: German agile/leadership consulting and training company that is both a 15% shareholder of selbstführen and a named customer. Comparable offering mix of leadership coaching and corporate training aimed at the same DACH agile/tech buyer.
• Insights Germany GmbH (Insights Discovery): German-language operator of the Insights Discovery personal-development and leadership framework, offering accredited coaching, workshops, and corporate programs. Most directly comparable German-market peer in terms of methodology-driven self-leadership training.

Broad incumbents

• Korn Ferry: Global leadership development and executive coaching firm serving enterprise buyers. Comparable in executive/leadership coaching focus and corporate channel, though primarily a global consulting firm rather than a methodology-led DACH niche player.
• Tony Robbins / Robbins Research International: Iconic personal-development and leadership brand built around a single methodology (Tony Robbins content), with books, programs, seminars, and online courses. Comparable methodology-driven authority model, though US-rooted and mass-market.
• FranklinCovey: Global leadership and effectiveness training firm (e.g., "The 7 Habits") with corporate workshops, coaching, and content IP. Comparable in offering breadth and enterprise sales motion, though substantially larger and English-first.
• Gallup Germany: German arm of Gallup offering CliftonStrengths-based coaching, leadership development, and engagement research to enterprises. Comparable in the enterprise leadership coaching / strengths-based self-leadership category.

Regional players

• Haufe Akademie: Germany-based corporate training provider offering seminars, e-learning, and in-house programs in leadership, soft skills, and personal development. Comparable German-language professional development catalog and corporate delivery model.
• Dale Carnegie Training Deutschland: Long-established German-language provider of leadership, communication, and personal-effectiveness training for professionals. Comparable DACH corporate-training footprint and workshop-based delivery model, though with broader leadership scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@selbstfuehrungsetage
• Facebookfacebook.com/selbstfuehren
• LinkedInlinkedin.com/company/selbstfuehren
• Xx.com/selbstfuehren

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 selbstführen