PO Box 81241, Parkhurst, Johannesburg, Gauteng, 2120
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About Penduka Training and Coaching

Hello, I am Dan Ellappa, the founding member of Penduka Training and Coaching.  Like most individuals, I worked in many different corporate and public sector organisations as an employee.  I had experiences that were amazingly fulfilling and there were those few that drained my passion of out of life.  A turning point in my life happened when I went through the third company shut down experience and I decided to start my own company through which I could live out my dreams.

The search for a name began and there were just two English words that best described my state at that time - “Turning Point”.  I then searched for a single word that encapsulated my state and “Penduka” was born.   

The word “Penduka” in the great parts of Namibia means “Wake Up”.  In Zulu, it means the following: to turn, to turn over, to turn around, to alter, to change and/or to make different.   

Eureka! I found my single word “Penduka”.  It defined my dream and the different ways in which I was going to create change moments and life altering interventions for people who I call “Seekers”.  “Seekers” for me are those individuals who want to make a difference, who want to alter a situation for the better, who want to bring about change and those who are just searching for a complete turnaround in life for themselves and for others.

Our Frames

• We believe that everything goes through change.
• We believe that we cannot change someone else.  
• We believe that each of us has the freedom to choose the change we want.
• We believe that change almost always starts when we are open, ready to take a chance and when we look at things from new perspectives.

I am drawn to these great thinkers who uttered the following wise words on change:

• ‘You must be the change you wish to see in the world.’ (Mahatma Gandhi)
• ‘We are the change that we seek.’ (Barack Obama)
• ‘When we are no longer able to change a situation, we are challenged to change ourselves.’ (Viktor E. Frankl)
• “It always seems impossible until it's done.” (Nelson Mandela)

What we do

Penduka Training focuses on learning and development initiatives. We work in both the public and private sectors, implementing learning and development programmes from graduate internships to executive development. Penduka Training has over the years developed a process that is seamless for participating workplace providers.     

Penduka Coaching focuses on a people development programmes. These include performance coaching, coaching skills training and leadership development programmes. Penduka Coaching was born with the aim of providing South Africa's executives with “Penduka moments” - allowing them the opportunity for moments of reflection and change, when awareness deepens and transformation happens, allowing them to overcome obstacles in their way, fostering their developments and enabling them to achieve their goals more quickly and easily.


It took the founder years to articulate the values of Penduka into words and we succeeded after a series of challenges, which were encountered professionally and personally. The most fulfilling and challenging of all was bringing up two children, seeing the world as they do from their perspectives challenged my frames. It set in motion a process of defining values, not a quickly drafted list of characteristics, but a process of revealing we truly am, and exposing our vulnerable being to the world. 

We are fortunate to have had many mentors in our journey as an organisation that challenged us in different ways.  One such challenge was to clearly find the voice of Penduka and define the story of Penduka. We firmly hold to the view that our story does not lie in WHAT we do but WHY we do it.  What follows next is the core of what we hold on to and what constitutes a central piece in Penduka’s DNA.

About The Founder

Dan Ellappa is a Business and Executive Coach and Trainer with over 25 years of experience in people, organisational and transformational change and development. Head of Penduka Coaching, Dan has a Master’s Degree in Business Management and has spearheaded countless training and development initiatives for large and medium sized companies including multi- nationals and non- profit organisations both nationally and internationally. Dan is also an Associate Certified Meta-Coach (ACMC) with the Institute of Neuro- Semantics (ISNS), a NeuroSemantic Trainer, and an Accredited Change Practitioner with PROSCI (USA).

Important Values Penduka Leading The Way

There’s something about the practice of abundance that never quite seems real until you see that you get more stuff done when you live with an abundance mindset as opposed to a scarcity mindset. “Life is not measured by the number of breaths we take, but by the moments that take our breath away.” It is unknown who this statement is attributed to and yet it resonates for those that appreciate the truly important things in life.  Those moments that take your breath away – when you are overflowing with positive experiences and when you operate from the meaning that abundance is an overflowing fullness; or more than adequate quantity or supply of something. Penduka’s core values rests on this foundation that we believe the source of our resource lies in the hands of the creator of this universe – the idea that we already have everything we need, that we have so much that we are willing to give what we have to others.

This is the beginning for what we do. It simply asks, “Who am I when I am wholehearted?” “How do I feel?” “Is my heart in this?” “Do I truly feel passionate about this?” This desire to work from a deep sense of gratitude so that it enables us to transmit joy and to have this contagious enthusiasm which will impact others and how we communicate and relate in the world around us. We tell our story and we know that change occurs with alterations in the stories that people tell.

To give every opportunity to all who are seeking and are ready to make a difference in the communities they serve - the tools, the techniques, the knowledge, the experience and certification to empower individuals to spread the message of hope in the face of adversity.  We never let financial inability or any disability hinder the transfer of our resources, knowledge, and experience - we believe every individual has something to contribute towards his/her journey of growth.

We are drawn to individuals and organisations that are purpose-driven. We believe that purpose-driven individuals and organisations are seekers who want to bring about positive change.  We hold the view that if one is not serious about wanting to make a change in one’s own life, work and community – everything will continue to remain the same. We are mindful of the balance between “just being” and “just doing”.


We have committed ourselves as a company to find and design tools, techniques, frameworks and experiences that create safe spaces for individuals and teams to start their own journey of change when they are ready for it. We design trainings and interventions that give individuals and teams opportunities to reflect, engage and find their own potential, purpose and power to live out life with stimulating exploration which sharpens one’s senses to new possibilities.  Something about seeking “new possibilities” always intrigued me as a teacher, trainer and coach. I was always curious to find out that key moment in which a paradigm shift occurred and when a new way of doing something enabled better results to be achieved through reduced effort.  Keeping the “new possibilities” hat on and when one reflects on some of the quotes from history which were made by professionals who fundamentally believed that the future would merely be more of the past, rather than an opportunity to explore and play with new and exciting ideas. Reflect on these quotes for a moment:

• “This telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.” Western Union memo, 1876
• We don’t like their sound, and guitar music is on the way out.” Decca Recording Company in their rejection of The Beetles
• “I think that there’s a world market for maybe five computers.” Thomas Watson, Chairman, IBM, 1943  

The one thing we do know about learning is that the adage by Benjamin Franklin still holds true: “Tell me and I forget, teach me and I may remember, involve me and I learn.” We have always used a participatory and experiential approach in all our learning interventions and designs.  With time and more recently all our tools and training are based on 4 stages of our methodology. This methodology we coined into a single work READ.

Penduka Framework

The practice of this piece of writing is to construct and sustain frameworks that bring forth possibilities of change. Sometimes it is about restructuring meanings, sometimes about creating new dreams or about reframing old frames of thinking. The steps to facilitate new possibilities and change are summed up in the single word READ.





All our trainings begin with reflection and time to pause. Reflecting and pausing enable us to exhale and look at our lives from a distance. It gives us a moment to realign our being and to break out of the routines and rush of life. Reflection gives us time to reconnect with ourselves.

Our trainings and workshops focus on expanding perspectives on any subject matter or challenge at hand. We believe that in every situation, there are different points of view. One of the techniques we use is tore-state or re-frame a current thought or something that is accepted as the status quo. In this stage, we are exploring the unknown, using the art of questioning.

The creators of Neuro-Linguistic Programming (NLP) claim there is a connection between neurological processes (neuro-), language (linguistic) and behavioral patterns learned through experience (programming), and that these can be changed to achieve specific goals in life.There is an important presupposition in NLP that states:‘Where your attention goes, energy flows.’After exploring different points of view we now turn our attention and focus on insights that are relevant to us. Using guiding questions, we clarify which of the options that surfaced apply most to our current need, expectation or goal.

Once reflections and constructive conversations are done, it is time to take the insights received and act – make a decision. This stage involves making a to-do list that outlines the necessary steps to be taken to achieve your goal.

ACT AS IF you are responsible for how people receive, understand and then respond to your communication and behaviour.


Tel:  (011) 886 - 0214
Cell:  +27 83 646 7019

PO BOX Address

PO Box 81241, Parkhurst, Johannesburg, Gauteng, 2120