Positief Coachen

What Positief Coachen does

Stichting Positief Coachen is a Dutch foundation (stichting) founded in 2008 and headquartered in Nieuwegein, the Netherlands, that produces humorous theatrical performances aimed at fostering positive social climates in sports clubs, schools, families, workplaces, and government organisations. The foundation operates with a very small core staff (1–10 employees), anchored by founder Ewald van Kouwen who serves as scriptwriter, business leader, and frontman, and delivers its work through a closely linked performing partner called Theater Beweegt.

Its core product is a portfolio of named theatre productions targeted at specific audience segments: 'Kom op nou jongens!' and 'Wel winnen, hè!' for sports clubs; 'Dat schiet lekker op zo!' (2016–2023, a seven-year run) for coaches, boards, and parents at clubs; 'En nou is het afgelopen!' and 'Pap, doe normaal!' for parents of sports children and primary/secondary school parents; 'Je krijgt er zoveel voor terug' for parents in education, with an MBO Sport & Bewegen curriculum-aligned variant; 'Heb ik even geluk!' for corporate workplaces; and 'Lekker ongemakkelijk' for government civil servants. Each production bundles live theatre (delivered on-site with professional lighting and sound) with follow-on components such as brainstorm sessions, €5 booklets, optional workshops, and a year-long video-feuilleton subscription. Content methodology combines theatre with positive-psychology and behavioural research, validated through collaboration with Hogeschool Windesheim's Sports Pedagogy lectoraat.

Revenue is generated predominantly through quote-based, per-event performance bookings, with ancillary income from booklet sales and subscription video content. Distribution is enabled by flagship endorsements from NOC*NSF, 42 sport bonds, and the Ministry of VWS via the 'Naar een veilig sportklimaat' program, supplemented by co-funding channels (sportakkoord, GALA, NPO, CJP Cultuurkaart) that channel public-sector budgets to its bookings. Customer segments span enterprise (Rabobank, KPN, Océ, Ministerie van Defensie), government (Rijksinkoopsamenwerking, Gemeente Amsterdam, Korps Landelijke Politiediensten), sports clubs (sc Genemuiden, VV de Meern, Gemeente Assen projects), and education (Maartenscollege Emmen, Reggesteyn, Calscollege IJsselstein), with delivery currently covering the Netherlands and Belgium (Vlaanderen).

Name

Positief Coachen

Legal name

Stichting Positief Coachen

Website

https://positiefcoachen.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Positief Coachen is a Dutch foundation that delivers humorous theatrical performances promoting positive climates across sports clubs, schools, workplaces, and government, serving enterprise and public-sector clients in the Netherlands and Belgium.

Ownership category

akta.pro rank

Product category

Educational and Behavioral-Change Theater Services

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industry

Theatre Services & Design (Scenic/Costume/Props/Stage Management) (MPAGABAO)

Keywords

• Theatrical performance services
• Positive psychology workshops
• Behavioral change programs
• Sports climate training
• Live educational theater

Headquarters

HQ city

Nieuwegein

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Theater Performance Bookings: The organization generates revenue by booking theatrical performances at venues, schools, sports clubs, companies, and government organizations. Performances are priced per event based on quotes.
2. Booklet Sales: After performances, attendees can purchase a companion booklet with a summary of the story and tips from the performance for €5.
3. Video Feuilleton (Follow-up Content): After performances, visitors could receive weekly short video episodes for a year as follow-up content to reinforce the message.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Positief Coachen delivers live, humorous theater performances on-site at client venues (schools, sports clubs, companies, government offices, and theater halls) across the Netherlands and Belgium (Flanders). Each named production is typically bundled with a brainstorming session, a companion booklet (sold at €5), and optional follow-up workshops or a year-long weekly video feuilleton subscription.

Product overview

Positief Coachen (Stichting Positief Coachen) is a foundation that delivers humorous theater productions as the primary medium for promoting positive climates in families, sports clubs, schools, and workplaces. The company offers multiple named theater productions targeting different audiences: 'Kom op nou jongens!' for sports clubs, 'Wel winnen, hè!' and 'Dat schiet lekker op zo!' for sports coaches/parents, 'En nou is het afgelopen!' and 'Pap, doe normaal!' for parents at sports/schools, 'Je krijgt er zoveel voor terug' for parents in educational settings, 'Heb ik even geluk!' for workplace happiness, and 'Lekker ongemakkelijk' for government officials. Productions are typically bundled with brainstorming sessions, e-books/booklets, and optional follow-up workshops or video series.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Average rating of 8.3 out of 10 from NOC*NSF research among 350+ visitors
• +3 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Theater BeweegtcoreStrategic or Co-development PartnerTheater Beweegt is the performing partner of Stichting Positief Coachen, executing the theater performances. The two organizations work closely together with Positief Coachen focusing on content development and Theater Beweegt on production delivery.
• NOC*NSF (Nationale Olympisch Comité * Nederlandse Sport Federatie)flagshipStrategic or Co-development PartnerNOC*NSF and 42 sport bonds commissioned performances and endorsed Positief Coachen's work as part of the 'Naar een veilig sportklimaat' (Towards a Safe Sports Climate) project, funded by the Ministry of VWS.
• Ministerie van VWS (Ministry of Health, Welfare and Sport)flagshipStrategic or Co-development PartnerThe Ministry of VWS financed and endorsed theater productions as part of the Safe Sports Climate project, providing funding and governmental support.
• Hogeschool Windesheim (Lectoraat Sportpedagogiek)coreStrategic or Co-development PartnerWindesheim University of Applied Sciences' Sports Pedagogy research group collaborated on the development of theater productions with evidence-based approaches.
• Gemeenten (Municipalities)coreGTM or Marketing PartnerVarious Dutch municipalities organized theater projects for sports clubs, schools, and government employees in their regions, acting as local partners and funding sources.
• Centra voor Jeugd en Gezin (CJG)minorGTM or Marketing PartnerCenters for Youth and Family collaborated on projects to reach parents of sports children and students.
• GGD'sminorGTM or Marketing PartnerMunicipal Health Services partnered to organize performances reaching parents and families.
• Sportregio's en Gemeentelijke Sportdiensten (Vlaanderen)coreGTM or Marketing PartnerBelgian Flemish sports regions and municipal sports services collaborated on theater projects to improve sports club culture.
• Kenniscentrum SWPBSminorStrategic or Co-development PartnerKnowledge center for School-Wide Positive Behaviour Support collaborated on educational performances for schools.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• The Second City: Improv comedy and sketch theater company with a significant corporate-training and B2B division using performance-based methods to drive team and culture outcomes. Comparable to Positief Coachen's humor-based theater applied to organizational development.
• Het Nationale Theater: Major Dutch theater company producing large-scale theater for broad audiences in The Hague and on tour. Overlaps with Positief Coachen's touring-theater category, but operates at significantly larger scale and broader artistic scope.
• International Theater Amsterdam (ITA): One of the largest Dutch theater companies producing major productions for general audiences and touring nationally and internationally. Comparable only as a Dutch touring theater peer; significantly larger and broader in scope than Positief Coachen.

Direct peers

• NTJong: National Theater Jong's youth-focused touring arm, producing original theater for young audiences and touring to schools nationwide. Comparable content model and touring delivery to Positief Coachen's education productions.
• BonteHond: Dutch theater company producing original touring productions for children and young audiences, with a strong track record of school bookings. Comparable to Positief Coachen's touring-theater-for-young-people approach and education-segment GTM.
• BRONKS: Belgian theater company in Brussels dedicated to young audiences, producing and touring original productions to schools and youth venues in Flanders. Highly comparable to Positief Coachen's education-segment delivery model and Belgian geographic overlap.
• Toneelgroep Oostpool: Dutch theater company based in Arnhem producing socially engaged, touring theater productions for general and youth audiences across the Netherlands. Comparable to Positief Coachen in the combination of theatrical craft, touring delivery model and focus on social themes.
• De Verleiders: Dutch satirical theater collective producing touring cabaret-style performances for theaters and corporate/government clients with humor-driven social commentary. Comparable to Positief Coachen's humorous-theater approach to social and organizational themes.
• Cardboard Citizens: UK applied theater company using Forum Theatre and performance to drive social change, behavioral change and audience engagement with marginalized groups. Closely comparable methodology to Positief Coachen's evidence-based theater for behavioral/cultural outcomes.
• Theater Sonnevanck: Dutch youth theater company touring original productions to schools and families across the Netherlands. Comparable in touring scale, family/education audience focus, and small-team operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/positief-coachen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Positief Coachen