Managers under the spotlight - Aura Icodin, A_BEST Interactiv

1. Can you tell us about your career journey and how you decided to found A_BEST, a foreign language center?1.

Before founding A_BEST, I worked as an English teacher for nearly 10 years. During that time, I had the opportunity to teach a wide range of students, from children to adults, and noticed how language skills could truly transform their lives and open doors to new opportunities. However, I also realized that many traditional language programs weren’t addressing the specific needs of professionals who required not just fluency, but the ability to communicate effectively in a business environment. This insight inspired me to create A_BEST in 2008, a school focused on delivering high-quality, customized language training tailored to the needs of individuals and companies. My goal was to provide more practical, results-driven courses that equip people with the language skills they need to succeed in their careers.

2. Tell us about the range of services/trainings you offer. What is the most successful one and why?

A_BEST offers a comprehensive suite of language learning services, from beginner to advanced levels, tailored to both individuals and corporate clients. We specialize in courses for business communication, industry-specific jargon and even public speaking in a foreign language. Our portfolio includes a wide range of languages, such as English, French, German, Italian, Spanish, Portuguese, Greek etc. We also provide translation services and cross-cultural training for professionals preparing for international roles. Our most successful program is the Business Language Training course, where we blend language learning with real-world business scenarios. The reason for its success is that it directly addresses the challenges our clients face in their daily professional lives, making the learning experience both practical and immediately applicable.

3. How has the foreign languages education sector evolved over the last decade and what are the current challenges?

The foreign language education sector has undergone significant transformations over the last decade. One major shift has been the rise of digital learning platforms and the integration of technology in language teaching. This has made language learning more accessible and flexible for a global audience. At the same time, however, it has created challenges around personalization and maintaining a high-quality, engaging experience, especially for busy professionals. Another notable trend is the increasing demand for specialized language training, such as legal or medical language, driven by globalization. The biggest current challenge is balancing technology with the human touch. While apps and AI have made great strides, true fluency and cultural understanding require interaction with real people.

4. With the rise of AI and automation in translation and even teaching, how do you see the future of the industry evolving, and what steps are you taking to stay at the forefront of this technological shift?

AI and automation are certainly reshaping the language education and translation sectors. Tools like AI-powered translation apps are becoming increasingly sophisticated, making everyday communication across languages easier. However, AI still falls short in understanding context, tone and cultural subtleties—areas where human instruction remains essential. I believe the future of the industry lies in hybrid models, where AI handles routine tasks, while human instructors focus on higher-order skills, such as cultural competence and complex communication. At A_BEST, we are embracing this shift by incorporating different up-to-date tools to enhance our courses, but we remain committed to personalized, human-centered learning. This allows us to stay competitive while maintaining the quality and depth of our services.

5. What’s your current hobby?

I’m passionate about travelling. Exploring new cultures, languages and places is not only a source of inspiration but also a way for me to better understand the nuances of global communication. Every trip, whether it’s a bustling city or a remote village, offers unique insights into how people connect and express themselves, which directly influences my work at A_BEST.

6. What’s your favorite book?

A recent favorite of mine is "Atomic Habits" by James Clear. The book offers powerful insights into how small, incremental changes can lead to remarkable results, both personally and professionally. As an entrepreneur, I find its focus on building effective habits and optimizing daily routines particularly useful. Clear’s approach to breaking down larger goals into manageable steps is something I apply in my work at A_BEST, especially when helping our students achieve language proficiency. It’s a must-read for anyone looking to improve productivity and create lasting success.