What Spelenderwijs does

Spelenderwijs is a Netherlands-based sole proprietorship operated by founder Ellen-Noor Langeslag from Noordwijk, selling a self-published children's wellness book (€14.95) and audio CD (€19.00), with a discounted bundle available. The book documents techniques adapted by the founder from adult Mind-Body-Coaching (Roy Martina methodology) and Chi-Neng-Qi-Gong instruction into child-appropriate formats, including an Inner Relaxation Technique (IRT), emotional-energy karate strikes, 'Ho Chi Lee Wan' Qi Gong exercises, meditations, dream stories, and original songs. The CD delivers two Qi Gong exercises, two guided meditations/dream stories, and two original songs — including the well-known 'De wandelende boom' (The Walking Tree) — with all lyrics, narration, and singing performed by Ellen-Noor herself over custom-composed background music. The book carries an endorsement foreword by Roy Martina.

The business runs on a direct-to-consumer mail-order model with no e-commerce checkout: customers email [email protected] with shipping details and pay via IBAN bank transfer (ABN-AMRO account held under E.M.M. Langeslag), after which products are shipped by post from Noordwijk to addresses in the Netherlands and Europe. Target users are parents, grandparents, teachers (including special education), pediatric hospital staff, and children's wellness instructors (yoga, Biodanza, Tai Chi). The GTM motion is community-led: Facebook (facebook.com/spelenderwijs.langeslag) serves as the social touchpoint, and published customer testimonials ('Ervarings') on the website drive word-of-mouth acquisition, which the company explicitly identifies as its primary channel ('via via'). The 2025 homepage states that no workshops or lectures are currently offered, narrowing the operating model to product sales only.

Commercially, the company is a single-operator micro-enterprise with no headcount, no funding, no retail or marketplace distribution, no digital download offering, and no disclosed revenue figures. Pricing tiers vary by geography (Netherlands vs. rest of Europe) and shipping is passed through to the buyer. Use-case evidence spans Dutch primary schools, special-education classrooms, a Leiden children's hospital pediatric ward, and Belgian wellness practitioners, suggesting modest but real institutional adoption built organically over the lifetime of the product.

Name

Spelenderwijs

Legal name

Spelenderwijs (E.M.M. Langeslag)

Website

https://spelenderwijs.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Spelenderwijs is a sole proprietorship run from Noordwijk, Netherlands, by founder Ellen-Noor Langeslag, selling a self-published Dutch children's wellness book and audio CD built on Mind-Body-Coaching and Chi-Neng-Qi-Gong techniques adapted for children, distributed by email-and-bank-transfer mail order to parents, teachers, and wellness instructors across the Netherlands and Europe.

Ownership category

akta.pro rank

Product category

Children's Wellness Education

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Record & Prerecorded Tape Stores (5735)

akta.pro primary industry

Social-Emotional Learning (SEL) & Life Skills Trade (EDAGAIAH)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Breathwork Facilitation (Pranayama, Somatic, Holotropic-style) (HSADAJAC), Executive Functioning & Behavioral Support Tools (ADHD, SEL/Behavior Tracking, Routines) (EDAFAKAG)

Keywords

• Children's wellness education
• Mindfulness techniques for kids
• Qi Gong instruction
• Emotional balance techniques
• Guided meditations for kids

Headquarters

HQ city

Noordwijk Aan Zee

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Technology or R&D, Supply Chain, Personnel

Revenue model

1. Book Sales: One-time sale of the Spelenderwijs book (print) to individual consumers and educators via direct mail order. Priced at €14.95 plus shipping. Ordered by email with bank transfer payment.
2. CD Sales: One-time sale of the Spelenderwijs audio CD containing Qi Gong exercises, meditations, and original songs. Priced at €19.00 plus shipping. Can be ordered standalone or bundled with the book.
3. Bundled Book + CD: Combined purchase of book and CD at a reduced total price, saving on separate shipping costs.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Spelenderwijs is a self-published children's wellness brand founded by former primary school teacher Ellen-Noor Langeslag, selling a book and audio CD that teach Mind-Body-Coaching and Chi-Neng-Qi-Gong techniques adapted for children. The book covers techniques including IRT (Inner Relaxation Technique), EE-karateslagen, Qi Gong exercises, hugging, massage, meditations, and dancing, while the CD delivers two Qi Gong exercises, two dream story meditations, and two original Dutch songs. Products are sold directly to consumers in the Netherlands and Europe through email ordering with bank transfer payment.

Product overview

Spelenderwijs is a children's wellness brand offering a book and audio CD focused on mindfulness, energy techniques, and self-development for children. The two products complement each other: the book provides written guidance on techniques including IRT, Qi Gong, martial arts-inspired exercises, massage, and meditation, while the CD delivers guided audio content including Qi Gong exercises, meditations, and original songs. Both products are available for purchase individually or as a bundle, targeting parents, grandparents, teachers, and caregivers.

Differentiator

Problem solved

Functional benefit

Brands

• Spelenderwijs Boek (Book): A book sharing techniques for children including IRT (releasing emotions/feelings), EE-karateslagen, Qi Gong, cuddling, massage, meditations, and dancing to help children be themselves, concentrate better, and have more energy and enjoyment.
• Spelenderwijs CD

Products and services

• Boek Spelenderwijs (Spelenderwijs Book) A printed book sharing techniques for children including IRT (Inner Relaxation Technique) for releasing emotions and feelings, EE-karateslagen (emotional energy karate strikes), Ho Chi Lee Wan Qi Gong exercises, hugging, massage, meditations, and dancing. Designed to help children be themselves, concentrate better, have more energy and enjoyment, and develop self-awareness and confidence. Targeted at parents, grandparents, teachers, and anyone working with children. Carries a foreword by Roy Martina.
• CD Spelenderwijs (Spelenderwijs Audio CD) An audio CD containing two Ho Chi Lee Wan Qi Gong exercises (healing energy exercises), two meditation/dream stories (Droomverhaaltjes) for enhancing self-esteem and bedtime use, and two original songs — including 'De wandelende boom' (The Walking Tree, adapted from 'The Walking Tree' by Kailash Kokopelli) and an earth-grounding massage song. All lyrics are written, narrated, and sung by Ellen-Noor Langeslag, with custom-composed background music. The CD can be used independently or alongside the book, in classrooms, at home, in hospitals, and in wellness workshops.

Quantifiable outcome

• De wandelende boom has reached thousands of children across the Netherlands and beyond
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Moshi: Moshi offers audio-based children's sleep and mindfulness stories delivered through a subscription app, with original music and narrations. Its sleep-stories and meditations for kids directly mirror Spelenderwijs's dream-story meditations and original songs on CD.
• Smiling Mind: Smiling Mind provides age-segmented mindfulness and meditation programs for children and adolescents, including classroom-ready resources used by teachers. It competes with Spelenderwijs for the same teacher-driven SEL adoption channel in schools.
• GoZen!: GoZen! delivers social-emotional learning (SEL) programs, videos, and printable resources for children and families, sold directly to parents and educators. Its positioning on emotional regulation and resilience overlaps directly with Spelenderwijs's IRT, EE-karateslagen, and self-esteem content.
• Cosmic Kids Yoga: Cosmic Kids produces yoga, mindfulness, and relaxation video content for children via YouTube and its own app, combining movement, storytelling, and breathing exercises. It is the closest digital analogue to Spelenderwijs's book + CD offering, targeting parents and teachers with ready-to-use children's wellness content.
• Generation Mindful: Generation Mindful sells children's mindfulness tools, printable curricula, and parent-coaching resources aimed at emotional regulation in young children. Its combination of physical toolkits and SEL content parallels Spelenderwijs's book-plus-CD bundle for parents and educators.

Broad incumbents

• Calm: Calm offers meditation, sleep stories, and music content with a dedicated kids section, competing for the same bedtime-relaxation use case Spelenderwijs targets. As an incumbent, it dwarfs Spelenderwijs in distribution but serves the same parent-purchaser for child wellness audio.
• Headspace: Headspace is a leading consumer meditation and mindfulness platform with a dedicated kids and family content vertical sold through subscriptions. It addresses the same parent/teacher demand Spelenderwijs serves, but at much larger scale and as part of a broader meditation portfolio.

Regional players

• New Horizon (Dutch children's publisher): New Horizon is a major Dutch-language children's book and educational publisher, including titles in personal development and SEL. As a regional incumbent in the same Dutch educational publishing market Spelenderwijs addresses, it represents the institutional alternative to the sole-proprietor's niche offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Facebookfacebook.com/spelenderwijs.langeslag
• LinkedInlinkedin.com/company/spelenderwijs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Spelenderwijs