• Where do we come from - Where are we going?

Philosophy & Principles

Excellence and strengths orientation are our maxim.

BE ADAPTIVE is our vision.

We are the first company in Germany to develop a quality specification in the individual coaching area of expertise: die PAS 1029. Our processes meet the international standard DIN EN ISO 9001 and are recognized and certified in 124 countries.

Our Principles

  • Giving meaning and producing personal relevance.

  • Experience-orientation and bringing pleasure into learning.

  • Using strengths-orientation so that one's own talents can be recognized and developed to become strengths.

  • Ensuring transfer and the teaching and learning of sustainability.

History of the SYNK GROUP

  • 2001

    The SYNK GROUP GmbH & Co. KG was founded by Frank Kübler, Jörg Krauter and Udo Krauß in Stuttgart.

  • 2003

    Together with the DIN-Institute, the SYNK GROUP developed the first German process of certifying single coaching, 
    the PAS 1029
    , and, in doing so, contributed decisively to the professionalization of this vocational field.

  • 2005

    Founding of the European Academy of Business Coaching, renamed the SYNK Business School in 2013: over the last ten years, the SYNK Business School has been training leaders and business coaches. With more than 700 graduates it now counts as one of the largest training institutes in Germany for business coaches and top managers.

  • 2007

    SYNLIFE begins: Digital HR Development, providing support for preparation, implementation and follow-up of each learning and qualifying process, is launched on the market.

  • 2010

    SYNLIFE wins the innovation prize
    "365 landmarks in the land of ideas"
    under the patronage of the German President.

  • 2011

    SYNK GROUP celebrates its 10th anniversary.

  • 2012

    Work starts on the research project "Leadership in adverse situations" and
    "A Strengths-based Development Approach to Leadership Effectiveness" in cooperation with the University of Gloucestershire.

  • 2013

    The European Academy of Business Coaching is now called the SYNK Business School.

    The training at the SYNK Business School meets the criteria of the International Coach Federation for the internationally recognized ACSTH certificate.

  • 2016

    The innovation Opens internal link in current windowLeada from the corporate startup of SYNK GROUP wins the INNOVATIONAWARD-IT of Initiative Mittelstand in the category "apps". SYNLIFE and Leada are together nominated as outstanding digital transformation successes in the HR Management for the Digital Champions Award 2016. 

  • 2014

    With the "ERGO leadership triathlon", the SYNK GROUP was awarded 2nd place in the HR Excellence Awards in the category "Best Leadership Development Program in Corporate Groups".

The strengths-oriented approach

Focusing on strengths in a skilful way

At the best, concentrating on weaknesses can limit the damage but it does not produce motivation and please in the organisation. Focussing on strengths maximizes the chances of success, has a multiplying effect and provides "swing and energy". This can motivate people to produce outstanding performances and, in doing so, also the organisations. 

David Liebnau, Strengths Expert at the SYNK Group: "Weaknesses catch the eye immediately because they are disrupt and create problems. On the other hand, you have to really search for strengths. One of the secrets of success is their further development and conscious use in order to achieve excellent results and enjoy fulfilment."

In all of the leadership and development processes of the SYNK Group, we follow the approach of strengths-orientation, and at the SYNK Business School, we train Opens external link in new windowSYNK Strenghts Coaches and Opens external link in new windowStrenghts Mentors.


Our methodological and didactical implementation in the training units is based on an adapted version of Kolb's cyclic leaning model.

It involves four leaning phases. These have shown themselves to be particularly appropriate for training in the business context.

Phase 1: Practical Experience

The first phase is based on an experience-oriented approach to leaning especially in other contexts and which places great value on emotional experiences. Here, we are also interested in a pragmatic approach. Learning should be fun from the beginning and, at the same time, have a concrete practical application. This learning phase should awaken interest amongst the participants and provide motivation for continuing. In this way, the first phase has a high level of authenticity and can further the already existing experiences of the target group.

Phase 2: Observation and Reflection

The second learning phase facilitates a reflecting and solution-oriented approach to learning. Evaluation takes place after reflection on careful observations. The change of perspective and a comprehensive analysis of the learning situation are the centre of focus.

Phase 3: Finding Solutions and Alternative Courses of Action

The third learning phase has a conceptual, analytical approach that is based on logical thinking and rational evaluation. In this way, this phase follows the observation and reflection in the second phase by systematically analysing and examining step by step the experiences that have been reflected on in phase 2. Through the presentation of additional basic factors and interrelations of the learning content, participants should develop their own solutions and alternative courses of action.

Phase 4: Test in Personal Practical Situations

The fourth phase of the learning cycle is centred on an active and functioning orientation during the learning process. The central feature lies in the practical implementation of the solutions and alternative courses of action that were found during the third stage. This is done using exercises and experiments. In the fourth stage, active and explorative or self-directed learning are made possible. New concrete actions are created through active feedback. This makes an optimization of behaviour possible.


"Sticking to it" is the most relevant factor for sustainability

With Opens internal link in current windowSYNLIFE we pick up every participant in a qualifying activity long before the face-to-face training phase begins. This facilitates an analysis of the participants needs and expectations and enables the closing of gaps between the individual training modules. The training content interlock with day-to-day business.

Opens internal link in current windowSYNLIFE  guarantees the sustainability of the whole qualification process.  

Using Opens internal link in current windowSYNLIFE makes it possible to accompany all of the participants in a training program in their personal further development anywhere and at any time.


We accompany the learning networking and the transfer process with our learning guide which was awarded a prize in the competition "365 Landmarks in the Land of Ideas".

Throughout the whole qualifying process, participants receive helpful impulses on ways of integrating and implementing what has been learnt into the daily work routine.

Opens internal link in current windowSYNLIFE provides support and guidance and evaluates the training activates. The readiness to learn as well as learning motivation remain at a constant high level. Feedback loops and self-reflexion can be undertaken at any time. Opens internal link in current windowSYNLIFE guarantees the maximal learning success, networking and the required sustainability throughout the whole qualification process.

Certification & Quality Assurance

Future-orientated research projects ensure that the training is up-to-date

Since 2012, the SYNK GROUP and the SYNK Business School  are undertaking research on leadership together with the University of Gloucestershire and other international universities. The findings flow directly into the performance and programs of the SYNK GROUP and the SYNK Business School. 

Experience pays - more than 20,000 specialists and leaders have obtained a qualification

In the consultation projects of the SYNK GROUP GmbH & Co. KG over 20,000 specialists and leaders have been trained in international training and coaching projects to use these instruments and they use them in their daily routine today.  

Certified 20,000 specialists

HR Excellence Award

In 2014, the SYNK GROUP, together with the ERGO Insurance Group, was awarded 2nd place with the ERGO Leadership Triathlon in the category "Company Leadership Development" of the  HR Excellence Award . For the first time, the program integrates all of the leaders throughout the company, including the Managing Board, in the qualifying process. It creates a context of meaning and views leadership in a holistic manner that is close to the practical conditions and interlocks, in a unique way, the corporate image of leadership with reality.

The topic of leadership is given, in a way that did not previously exist, room for reflection, interdisciplinary exchange and joint training at all levels.

Quality framework for Business Coaching was established

PAS 1029 was initiated by the Managing Directors of the SYNK GROUP, Jörg Krauter, Frank Kübler und Udo Krauß, in 2003/2004. PAS 1029 for coaching was established in order to have a quality framework that is scientifically founded, practice-oriented, free from ideologies and independent of interest groups.PAS 1029 is the result of a comprehensive analysis and discussion phase in cooperation with scientists from various disciplines, Business Coaches from the field and freelance consultants. This was updated in 2008.

In the initial stage in 2004, PAS 1029 was viewed critically by those involved in coaching. A number of articles were produced which reflected this critical position. According to an article in the Zeit Online dated 27.9.2013, some 20 Coaching Organizations in Germany alone are still trying to find uniform standards for quality guidelines in coaching without reaching any agreement.

PAS 1029 is a guideline that is available to anyone who is interested. It is a guideline for Business Coaching that has been successfully tested over a longer period of time. Training to become a European Business Coach is based on PAS 1029. From the very beginning, participants learn what quality means in Business Coaching and how quality-oriented coaching is designed in the training process to be a coach. 

ISO 9001-2008
PAS 1029

What exactly is PAS 1029?

PAS 1029 is a public specification for the field of individual coaching. Based on scientifically founded quality models, PAS 1029 regulates what Coaching is, the quality dimension of structure, process and result as well as the development and operation of a coaching process and its evaluation. PAS 1029 contains a systematic and detailed description of all the required expertise for the implementation of individual coaching. PAS 1029 aims at providing a basis for cooperation between customer, the person being coached and the coach. It also serves as a quality guideline for the coaching standards in the company and as a "quality checklist" for coaches in planning, implementing and evaluating their own coaching.

The PAS-Procedure-Rules of DIN (Deutsches Institut für Normung - German standards institute))

In the PAS process, a DIN SPEC is a Publicly Available Specification which describes the product, system or services by defining characteristics and requirements.

DIN SPEC (PAS) result from workshops (committees that are temporarily compiled) under the guidance of DIN. Starting-point for the creation of a DIN SPEC (PAS) is an inquiry addressed to DIN from a person or organisation. Afterwards, there is a process of internal testing involving the relevant standard committees to ensure coherence with German standards. DIN SPEC are not allowed to contravene standards.

(Source: DIN, Deutsches Institut für Normung, 2013)

International Coach Federation

The International Coaching Federation (ICF) was founded in the USA in 1995. In the meantime, it is the largest international non-profit-organisation for professional coaches and has over 20,000 members in more than 110 countries - in Europe, 17 countries have so far joined.

The International Coaching Federation understands itself to be "the marque of quality for coaching". In this way, ICF is an important institution within a market consisting of a variety of coaching training programs of varying quality and diverse certification processes. In German-speaking countries, the term "Coach" is not a protected professional title. It is, therefore, necessary to have precise guidelines in order to recognize which training program for coaches is professional and of a high quality.



Training to become a European Business Coach complies with the criteria of the ICF for the award of the ACSTH Certificate

Training for the European Business Coach is a coaching program that is approved by the ICF at the “Approved Coach Specific Training Hours (ACSTH) level"

Coaching training that complies with ACSTH standards must meet the following criteria:

  • a minimum of 101 hours of coaching specific training. In doing so, participants attain the "intermediate student" level of ICF qualifications.

  • 80 % of the training must take place in the classroom where the participants have the opportunity to actively train and to obtain practical and theoretical know-how

  • Training all ICF key competences

  • and ethical guidelines.