What daag does

daag is a privately held Swiss consulting firm (daag sàrl) founded in 2013 by Damien Thélin and Agnès Grêat and headquartered in Corseaux, Switzerland. The firm designs and delivers workshops, training programs, team-building sessions, executive coaching, and consulting engagements focused on workplace well-being and 'positive performance' — a methodology that combines positive psychology, neuroscience, and emotional intelligence to address absenteeism, disengagement, stress, and leadership shortcomings in organizations. Its client base spans mid-market and enterprise customers across banking, insurance, healthcare, hospitality, property management, media, education, sports, and cultural sectors, with engagements sized for groups of 1 to 33 participants and delivered primarily in Switzerland with select international work in Portugal, broader Europe, and South America.

The company's product surface rests on a proprietary assessment tool, oppti™ (Optimism Personal & Team Index™), which evaluates individual and team-level optimism parameters, supplemented by the Character Strengths Profile and a suite of 27 validated tools integrated into its methodology. Beyond services, daag monetizes its IP through the ICF-accredited Consultant·e en Performance Positive® certification (a 9-month program delivering 81 CCE credits), a Cursus Managérial for managers, an R&D 'Lab' platform, and a consumer boutique anchored by the Optimismez! planner and co-founder Agnès Grêat's book 'Marguerite, la vache pleine de conscience'.

Commercially, daag runs a sales-led, founder-delivered GTM motion with no intermediary channels: leads enter through the website's guided questionnaire, social-media content, and direct phone/email contact, and engagements are quoted on a customized basis. The company is bootstrapped and founder-owned with no external institutional capital, a stated headcount of 1-10, and an active content presence across LinkedIn, YouTube, Facebook, and Instagram supplemented by earned media (PME Magazine cover, RTS radio).

Name

daag

Legal name

daag sàrl

Website

https://daag.ch

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

daag is a Swiss founder-led consulting firm that designs and delivers workshops, training, and coaching programs on workplace well-being and positive performance for SMEs and enterprises across banking, healthcare, hospitality, and other sectors, using proprietary tools like oppti™.

Ownership category

akta.pro rank

Product category

Workplace Well-being Consulting

NAICS

Human Resources Consulting Services (541612), Professional and Management Development Training (61143)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Workplace Culture, Engagement & Wellbeing Training (EDABAIAG)

akta.pro secondary industries

Corporate/Workplace Mindfulness & Stress-Reduction Programs (HSADAJAG), Stress Management & Burnout Prevention Coaching (HSADAGAD)

Keywords

• Positive psychology consulting
• Workplace well-being training
• Emotional intelligence coaching
• Leadership development programs
• Team building workshops

Headquarters

HQ city

Cornaux

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Training & Consulting: Core revenue stream from delivering customized training programs, workshops, teambuilding sessions, consulting engagements, and coaching services. Services are tailored to client needs and delivered to groups of 1-33 participants.
2. Certification Programs: 9-month certified training program 'Consultant·e en Performance Positive®' providing professional certification with ICF accreditation. Revenue generated from participant fees.
3. Products - Books & Merchandise: Sale of proprietary products including the book 'Marguerite, la vache pleine de conscience' written by co-founder Agnès Grêt, and the 'Optimismez!' happiness at work agenda. Products embody daag's values and methodology.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

daag designs and delivers customized workshops, training programs, coaching, consulting, and certification programs focused on positive performance and workplace well-being. Services combine positive psychology, emotional intelligence, and neuroscience research, supported by proprietary assessment tools such as oppti™ (Optimism Personal & Team Index™). Interventions target groups of 1 to 33 participants across organizations in Switzerland and internationally.

Product overview

Daag offers a comprehensive ecosystem of services focused on positive performance and workplace well-being. The core offerings include proprietary assessment tools (oppti™), professional certification programs, managerial training, interactive workshops, teambuilding experiences, consulting, and conference services. The company also offers a line of self-development products including the Optimismez! happiness planner and the Marguerite book. Services are delivered through six solution categories: Understand & Experiment (Lab), Sensitize & Share (conferences), Analyze & Advise (audit, consulting), Activate & Accompany (formations, workshops, teambuilding, coaching), Teach & Certify (cursus, certification, testing), and Materialize & Empower (boutique products).

Differentiator

Problem solved

Functional benefit

Brands

• oppti™ (optimism personal & team index™): A proprietary testing tool developed by daag® to evaluate optimism profiles at individual and team levels, based on positive psychology research.
• Consultant·e en Performance Positive®

Products and services

• oppti™ (Optimism Personal & Team Index™) A proprietary assessment tool developed by daag that evaluates optimism parameters and how they express themselves at individual and team levels, based on scientific foundations from positive psychology research.
• Consultant·e en Performance Positive® Certification Program A 9-month certified training program (81 hours in-person plus 45 hours personal work) accredited by the International Coach Federation (ICF) with 81 CCE credits, training professionals to become ambassadors of positive performance and workplace well-being.
• Cursus Managérial A comprehensive and customized training program for managers seeking to develop leadership skills, engage their teams, and improve management capabilities.
• Formations (Training Programs) Interactive and engaging training programs covering topics including optimism, empathy, energy management, intuition, and creating positive teams for organizations.
• Workshops Interactive workshops designed to open discussions, raise awareness, and experience responsibility-taking, including topics like well-being, collective innovation, and oppti™ team profiling.
• Teambuilding Custom team-building experiences designed to strengthen bonds, share authentic moments, and develop teams through experiential learning.
• Consulting Expert external consulting services for board or management teams on positive performance and workplace well-being topics.
• Audit & Reporting Assessment and reporting services to evaluate workplace well-being strategies and provide strategic recommendations.
• Conférences (Conferences) Motivational conference services covering emotional intelligence, well-being at work, optimism, empathy, and leadership topics.
• Optimismez! Agenda du Bonheur au travail A happiness at work planner that combines scheduling with personal development methodology to help users achieve goals by setting dates for dreams.
• Marguerite, la vache pleine de conscience A personal development book by co-founder Agnès Grêt featuring four tales with practical exercises to cultivate presence, self-esteem, intuition, and personal empowerment.

Quantifiable outcome

• People who use their top character strengths daily are 8% more productive
• +8 more outcomes

Named customers11 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

Feature3 records

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Calm Business: Corporate subscription offering mindfulness, sleep, and mental well-being content. Targets the same HR/benefits buyer as daag for stress management and burnout prevention programs, though delivered digitally.
• Mind Tools: Corporate e-learning and management training library covering leadership, emotional intelligence, and team effectiveness. Comparable to daag's training programs but as a self-serve digital content library.
• BetterUp: Enterprise coaching and well-being platform combining 1:1 coaching with behavioral science assessments. Directly comparable to daag's coaching and emotional intelligence training offering, but at significantly larger scale and with a technology-led delivery model.
• Headspace for Work: Workplace mindfulness, meditation, and well-being subscription platform. Overlaps with daag's stress management and well-being workshops but delivers via a digital subscription model rather than live consulting.
• The Energy Project: Consultancy that helps organizations build sustainable high performance through energy management, emotional intelligence, and positive leadership — conceptually almost identical to daag's positive performance methodology. Now part of LinkedIn Learning, but historically a direct competitor in the same niche.
• Potentialife: Performance and well-being consultancy using positive psychology, character strengths, and elite-sport methodologies to coach leaders and teams — same theoretical foundation (positive psychology + sport science) as daag. Comparable in size and delivery model.

Broad incumbents

• Right Management (ManpowerGroup): Global talent and career management consultancy within ManpowerGroup, offering leadership development, coaching, and outplacement. Overlaps with daag's managerial training and HR consulting, particularly relevant given Agnès Grêt's background in HR and outplacement.
• Dale Carnegie Training: Established corporate training provider focused on leadership, communication, and interpersonal skills. Comparable to daag's workshop and training offerings, with a global franchise model versus daag's founder-led boutique approach.
• Korn Ferry: Global organizational consulting firm with talent management, leadership development, and assessment practices. Comparable to daag's managerial consulting and audit/reporting services, but at vastly larger scale and as part of a broad portfolio.
• FranklinCovey: Global leadership and organizational performance consultancy offering training, coaching, and assessments. Overlaps with daag's leadership development and managerial training programs, but operates at much larger scale with broader content portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCL0OdWKebjpkZ7TJ4aQ8uzw?view_as=subscriber
• Facebookfacebook.com/wearedaag
• LinkedInlinkedin.com/company/daag
• Instagraminstagram.com/wearedaag

Compliance1 record

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 daag