Nonons Beheer B.v.

What Nonons Beheer B.v. does

NONONS (legal entity Nonons Beheer B.v.) is a Dutch coaching and training institute founded in 2005 by psychologist Anne de Jong and co-owned since 2016 by Nadia van der Vlies. The firm delivers three core service lines from its Amsterdam headquarters and locations in Rotterdam and 's-Hertogenbosch: (1) accredited professional coaching education (Coach Basics, Coach Intensive, Coach Expert, Loopbaancoach, Train de Trainer, Coachend Leidinggeven and its Next Level variant) carrying NOBCO, EMCC EQA, and CRKBO accreditations plus NRTO trade-association membership; (2) customized incompany training and team coaching for enterprise clients including HEMA, Randstad, Transavia, Fokker Services Group, Zeelandia, RGF Staffing, and Evoke; and (3) individual coaching trajectories spanning business, life, executive, career, leadership, and stress/burn-out coaching. A publicly bookable training space in Rotterdam (€675/day) and a secretariat in Anna Paulowna round out the operating footprint, supported by a named team of approximately 20 trainers, coaches, L&D managers, and operations staff.

The underlying technology is modest and domain-specific rather than platform-grade. In 2025 the company launched the 24/7 No-nonsense Coach, a generative-AI conversational coach delivered via WhatsApp at €5.95/month with a one-week free trial, built on the content of three published No-nonsense coaching books by Anne de Jong. The product is sold via Stripe checkout and constitutes the firm's first self-serve consumer subscription, but all coaching programs, incompany engagements, and individual trajectories remain human-delivered professional services rather than software.

The revenue model is multi-stream and predominantly professional-services-based. Enterprise incompany programs are sold via advisory calls (adviesgesprek) with HR and leadership, with pricing quoted per engagement. Open-enrollment accredited programs charge per participant across multi-month curricula. Individual coaching is sold directly to consumers via website inquiry and coach matching. Facility rental in Rotterdam and a small AI Coach subscription add ancillary revenue. The company is privately held with no disclosed institutional investors, funding rounds, or external capital, and reports 1,150+ companies trained cumulatively, a self-reported 9.3/10 average participant rating, and 41,603 books sold across the founder's No-nonsense coaching series.

Name

Nonons Beheer B.v.

Legal name

NONONS

Website

https://nonons.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

NONONS is a Dutch coaching and training institute that delivers NOBCO/EMCC-accredited coach education, customized incompany leadership programs, and individual coaching for Dutch enterprise and professional clients, supplemented by a 2025 AI Coach WhatsApp subscription.

Ownership category

akta.pro rank

Product category

Professional Coaching and Leadership Training Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

Keywords

• Coach training programs
• Leadership development
• Corporate training
• Individual coaching
• Executive coaching

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accredited Coaching Programs (Coach Basics, Coach Intensive, Coach Expert): Multi-day accredited coaching programs delivered in Dutch, accredited by NOBCO/EMCC and registered with CRKBO. Programs span Foundation to Senior Practitioner levels over months, with tuition fees per participant. Revenue recognized as recurring as participants enroll in successive programs.
2. Incompany / Corporate Training Programs: Customized leadership training, coaching skills, team coaching, effective communication, and management training delivered at client organizations. Sold directly via advisory/consult calls. Programs are multi-session engagements spanning months.
3. Individual Coaching Trajectories: One-on-one coaching in areas including Business Coaching, Life Coaching, Executive Coaching, Career Coaching, Leadership Coaching, and Stress & Burn-out Coaching, sold directly to individual consumers.
4. Space Rental in Rotterdam: Training room rental at Nieuwe Binnenweg 75C, Rotterdam. Training hall at €675/day excl. VAT; sub-rooms from €125/half-day excl. VAT.
5. AI Coach 24/7 (WhatsApp subscription): AI coach via WhatsApp at €5.95/month, monthly cancelable. First week free trial. Revenue is recurring subscription-based.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

NONONS is a Dutch coaching and training institute that delivers accredited coach education programs (Coach Basics, Coach Intensive, Coach Expert), corporate incompany leadership, management and team development programs, individual coaching trajectories, and a 24/7 AI-powered WhatsApp coach based on three published books by founder Anne de Jong. All coach training programs are accredited by NOBCO/EMCC EQA at Foundation, Practitioner and Senior Practitioner levels.

Product overview

NONONS is a coaching and training services company offering a portfolio of coaching programs and professional development services. The core offerings include accredited coach training programs (Coach Basics, Coach Intensive, Coach Expert), career coaching training, and train-the-trainer programs. Leadership development programs cover Coaching Leadership (basic and Next Level), Personal Leadership, and General Management Training. The company also provides team coaching, coaching skills training, and effective communication programs. A notable digital product is the 24/7 No-nonsense Coach, an AI-powered WhatsApp-based coaching tool. Additional services include individual coaching trajectories (Business, Life, Executive, Career, Leadership, Stress & Burn-out) and meeting room rental in Rotterdam. The portfolio is delivered through in-company programs, open enrollment courses, and individual coaching sessions.

Differentiator

Problem solved

Functional benefit

Brands

• 24/7 no-nonsense coach: AI-powered WhatsApp-based coaching tool based on three books by Anne de Jong, providing 24/7 access to coaching knowledge, tips, and exercises.

Products and services

• Coach Basics An introductory coaching training program that teaches basic coaching communication and conversation skills, delivered over six days across 3-4 months. NOBCO/EMCC EQA accredited at Foundation level. Designed for professionals who want to learn to coach without taking over or solving for others.
• Coach Intensive A professional coaching certification program accredited by NOBCO/EMCC at Practitioner level, spanning 12 training days over six months with supervised coaching practice. Designed for professionals seeking a recognized coaching diploma.
• Coach Expert An advanced coaching program accredited at Senior Practitioner level (NOBCO/EMCC), covering 13 training days over 10-12 months with complex coaching themes and methods including TA, ACT, Voice Dialogue, and systemisch werk.
• Loopbaancoach Career coaching training accredited by NOBCO (24 PE hours) and registered with CRKBO, delivered over 4 days with practical career guidance techniques for professionals seeking to coach others on career transitions.
• Train de Trainer A trainer development program of five days covering training design, presentation skills, and group facilitation, delivered over 3-4 months for professionals who want to teach and lead groups.
• Coachend Leidinggeven (Coaching Leadership) Coaching leadership training teaching leaders to guide teams without micromanaging, covering five training days spread over approximately 3 months. Focused on practical skills for managing without rescuing or directing.
• Coachend Leidinggeven Next Level (Coaching Leadership Next Level)

Quantifiable outcome

• 1,150+ companies trained in coaching leadership
• +5 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

One partnership is on record.

• NOBCO (Nederlandse Orde van Beroepscoaches)coreOthersNOBCO is the Dutch professional association for coaching. NONONS works closely with NOBCO as a provider of accredited coaching education. Participants in NONONS programs receive NOBCO-recognized and certified diplomas and gain automatic access to EMCC membership.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• CoachHub: Enterprise digital coaching platform serving multinational clients. Comparable to NONONS's incompany training and individual coaching offerings, with a similar enterprise-led GTM motion.
• BetterUp: Global AI-powered coaching platform combining human coaches with digital technology for enterprise clients. Comparable to NONONS specifically through its AI Coach subscription product launched in 2025.

Direct peers

• De Baak: Dutch leadership development center providing management training, coaching programs, and executive education. Comparable to NONONS in its focus on coaching leadership and serving enterprise clients across the Netherlands.
• Schouten & Nelissen: Largest Dutch training and coaching company, offering accredited coach education, corporate leadership programs, and individual coaching. Most directly comparable peer to NONONS in the Dutch market with a similar product portfolio and customer base.
• GITP: Dutch HR services and assessment organization offering leadership development, coaching, and professional training. Overlaps with NONONS in organizational coaching and corporate leadership development offerings.
• International Coaching Group (ICG): Dutch coaching and training provider offering accredited coach education and corporate coaching programs. Comparable to NONONS in its focus on coach certification pathways and enterprise coaching services in the Netherlands.

Broad incumbents

• Dale Carnegie Training: Established global training and coaching provider with a long history in leadership, communication, and professional development. Comparable to NONONS in delivering corporate training and personal development programs across multiple geographies.
• Franklin Covey: Global leadership training and coaching company with a broad portfolio including The 7 Habits and leadership programs. Comparable to NONONS in the corporate leadership development space but with significantly broader geographic and product reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nononsNL
• Instagraminstagram.com/nonons.nl
• LinkedInlinkedin.com/company/coach020

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Nonons Beheer B.v.