Agility at Scale

    Conference, Open Space and Master Classes

    Sep 19-21, Tobacco Theater


    Jeff Gothelf, Richard Sheridan,

    Picnic, Maersk, 101Ways and more...

  • Agility at Scale

    The theme: Agility at Scale

    Agility at Scale is about your company's ability to adapt in today's fast changing economy. The challenge is of course, that your company exists of many different functions, like Sales, Marketing, IT, who are all on a different level of Agile maturity. And this means that your company's Agility is only as effective as its weakest function! It is therefore to no surprise, that true Agile companies develop Agility across all of its functions. And preferably in alignment. Let's explore together Agility throughout the company and learn from one another. Let's explore Agility at Scale.


    For this event, speakers and companies are invited who have truly raised the Agility bar in functions like IT, HR, Finance, Sales & Marketing and Management. We also look strategically; how do we prepare our next generation to flourish in the Agile company.


    The event starts with talks, followed by an Open Space in which all speakers participate (so that you can interact with them) and finishes with an optional Master Class.


    The outline:

    • September 19 | Warm-Up evening (optional)
    • September 20 | The Conference & Open Space
    • September 21 | Master Class (optional)

    Speakers and Companies:

    • Jeff Gothelf | Richard Sheridan | Kelly Waters | Jurriaan Kamer | And more
    • MAERSK | PICNIC | 101WAYS | The list keeps growing

    Our Audience

    Our typical conference participants are today's leaders, managers, directors and board members, but also for those interacting with the leaders (e.g. Architects, Product Owners, Product Management, Portfolio Management).


    As the theme of this year is Agility at Scale, we expect participants from all functions, e.g. Marketing & Sales, HR, Finance, IT, etc. And we also expect participants from the educators, as we will be discussing about how we can prepare our next generation to thrive in the Agile company.

    Reasons to Attend

    • Better than any formal training. We write tomorrow's training curriculums.
    • The best speakers in the field of Agile Organizations.
    • Great way of networking
    • Learn from Agile companies such as Maersk. How did they make the transition?
    • A subsequent Master Class that is Agility at Scale related
    • Unique Warm-Up with Jeff Gothelf.
    • Fun. Hands-on. Interactive.
    • The venue. The historical Tobacco theater is ever-so inspiring.
    • An impeccably organized event.
    • Amsterdam. Enjoy the city. We can assist.
    Our previous event, Agile Amsterdam 2017, scored 4.5 points out of 5 (over 150 respondents).
  • Speakers at Agile Amsterdam 2018

    We have selected the most respected speakers on Agility at Scale. Stay tuned as the list is growing.

    Jeff Gothelf

    Organizational Designer

    Jeff Gothelf is an author, coach and consultant, speaker and organizational designer. Over his nearly 20 years in digital products and services Jeff has worked to bring a customer-centric, evidence-based approach to product strategy, design and leadership. Jeff has worked in various roles and leadership positions at iXL, Fidelity, AOL, WebTrends, and TheLadders. Most recently Jeff co-founded Neo Innovation (sold to Pivotal Labs) in New York City and helped build it into one of the most recognized brands in lean and agile consulting. As a principal in Neo’s NYC office, Jeff functioned as head of executive training, coaching, workshops and education. Jeff is regularly keynoting conferences, teaching workshops or working directly with client leadership teams across North America, Europe & Asia.

    Richard Sheridan

    MENLO Innovations

    Author of the book 'Joy, Inc.', Richard is also the CEO, Chief Storyteller and co-founder of Menlo Innovations.


    Every year, thousands of visitors come from around the world to visit Menlo Innovations, a small software company in Ann Arbor, Michigan. They make the trek not to learn about technology but to witness a radically different approach to company culture.

    CEO Rich Sheridan removed the fear and ambiguity that typically make a workplace miserable. With joy as the explicit goal, he and his team changed everything about how the company was run. The results blew away all expectations. Menlo has won numerous growth awards and was named an Inc. magazine “audacious small company.”

    Joy, Inc. offers an inside look at how Menlo created its culture, and shows how any organization can follow their methods for a more passionate team and sustainable, profitable results.

    Kelly Waters

    Founder & CEO at 101 Ways

    Kelly Waters is the owner and managing director of 101 Ways - a small London-based consultancy that provides leadership and expertise in agile transformation and agile project delivery.

    Kelly is an Interim Director, Executive Consultant and Award-winning blogger. He has 30 years experience in the software industry, working his way from developer to tech lead to project manager to CTO/programme director. He has 20 years experience in the media/publishing industry and has also worked as Transformation Practice Lead for ThoughtWorks Australia, advising executives in the financial services industry on agile transformation.

    In 2010, Kelly won an award for being the 'Most Valuable Agile Player in the UK' and his blog 'All About Agile' was started in 2007 and today gets more than 100,000 page views per month, helping people with all aspects of agile adoption.

    Giacomo Parato

    Giacomo Parato, Maersk Agile Transformation Lead

    Giacomo works for Maersk Digital where he is driving the Agile Transformation and the scaling frameworks adoption.

    With a background in innovation management, Giacomo has worked in different industries as Business Consultant and Change Lead for more than 15 years. Giacomo is originally Italian and lives with his wife and 3 kids in Copenhagen. He grew up in South Africa where he lived with his family from when he was 6 until he was 17 years old.

  • The Agenda

    We offer 2 tracks, a "Visionairs track" and a "Company track".

    The agenda conveniently allows you to "hop from one track to the other"!

    September 19 (Wednesday)

    Warm-Up with Jeff Gothelf

    18:00 - 18:30 | Arrival invitees. Hors d'oeuvres


    18:30 - 18:40 | Official kick-off

    18:40 - 20:00 | Jeff Gothelf

    20:00 - 21:00 | Drinks

    September 20 (Thursday)

    The Conference & Open Space

    08:00 - 09:00 | Arrival invitees



    09:00 - 09:15 | Official kick-off

    09:15 - 10:00 | Key note by Richard Sheridan


    Visionairs Track Room

    10:15 - 11:00 | tbd

    11:15 - 12:00 | tbd

    12:15 - 13:00 | Jurriaan Kamer


    Company Track Room

    10:15 - 11:00 | Picnic

    11:15 - 12:00 | Maersk

    12:15 - 13:00 | 101Ways



    13:00 - 14:00 |


    Open Space*

    14:00 - 14:30 | Open Space set-up

    14:30 - 15:00 | Round 1

    15:00 - 15:30 | Round 2

    15:30 - 16:00 | Round 3

    16:00 - 16:30 | Open Space Closing

    16:30 - 16:45 | Break

    17:00 - 17:30 | Closing note


    The Open Space includes:

    *Additional companies, e.g. Bose


    Fun, food and drinks

    17:30 - 20:00 |The Winebar

    September 21 (Friday)

    The Master Classes

    09:30 - 10:00 | Arrival invitees. Breakfast.


    10:00 - 10:10 | Kick-off

    10:10 - 14:00 | Master Class (incl. lunch)

    14:00 - 15:00 | Drinks

  • Open Space

    A massive amount of learning.

    Over 18 different sessions to choose from.


    You are invited to participate, attend or lead these individual sessions.

    Bring your questions or insights to the conference.

    Learn from the community and speakers alike.

    If this is the first time you are attending an Open Space event, you will not only learn about Leading your Agile Transformation, but also see a powerful tool to conduct meetings of pretty much any size.


    Often nicknamed as “Unconference”, the style and format of an Open Space event is uniquely different. Through pure self-organization, Open Space brings agile values to life and it does not come as a surprise that the Agile Alliance created an initiative for open space adoption and hosts their own event using this style world-wide.


    Joe Krebs will facilitate this Open Space in Munich, which we will dedicate to find answers around Leading your Agile Transformation. Walk away with proceedings, an artifact that will capture our decisions, findings and recommendations.

  • Our Agility at Scale related Master Classes

    The Agile community is in town. Let's make use of that opportunity.

    Deep dive in Agility at Scale

    We are very proud that we can offer you a Master Class on September 21, following and complementing the 2018 Agile Amsterdam event. Since we have the most talented and brightest Agility experts in town; why not make use of that opportunity?


    In short the Master Class builds upon the Agility at Scale event. You will have the opportunity to further discuss what you encountered the day before and have the opportunity to do a deep dive with hands-on exercises to boost your Agility at Scale knowledge and skills.


    Please note, that If you are interested in a Master Class on another date or e.g. at your own company location, please get in touch with us to explore the opportunities.


    • Summary of the Conference - What are the most prominent insights?
    • Theoretical and hands-on Master Class. The topic will be revealed when we get closer to the event.
    • As the Master Class and Event has to sink in, subsequent virtual 'Lean Coffee' and 'RoundTable' is organized (no cost)
    • Socializing and opportunity to follow through
  • Registration and Event Pricing

    We deliver Value. This is our promise to you.

    Super Early Bird

    (till May 31 2018)


    Conference and Open Space | 600 Euro *

    Conference, Open Space and Master Class | 900 Euro *


    * Includes the optional 19 September evening warm-up with Jeff Gothelf

    Early Bird

    Conference and Open Space | 650 Euro *

    Conference, Open Space and Master Class | 950 Euro *


    * Includes the optional 19 September evening warm-up with Jeff Gothelf


    Conference and Open Space | 750 Euro *

    Conference, Open Space and Master Class | 1100 Euro *


    * Includes the optional 19 September evening warm-up with Jeff Gothelf

    Group Discount

    We provide discount for groups of 4 and more. Please contact us for details.

  • Affiliated Trainings

    These trainings that are not part of the Agile Amsterdam 2018 offering.

    But they run conveniently in the same week at the same location.


    September 19 | Professional Agile Leadership - Essentials

    'Helping Leaders Understand their Role in Enabling Agile Transformation'

    Although not directly related to the event, Jochen Krebs looked at the Scrum.org courses offered in Amsterdam and noticed that none of the Scrum.org certified trainers is offering this new, exciting Scrum.org course ‘Professional Agile Leadership – Essentials (PAL-E)’. As a curtesy, Joe will spend some extra time in Amsterdam to offer this Scrum.org course for those interested. The course runs from 09:00 - 17:00.

  • The Venue for Agile Amsterdam 2018

    Tobacco Theater

    Tobacco Theater


    You wouldn’t expect it, walking around the small street Nes, the cultural main street of Amsterdam. An impressively high room of 200 m² (over 2000 square feet), constructed of steel and rough white plaster. Industrial, fresh, sturdy and with an obvious love for design and history.

    The Rooms

    The Conference Rooms


    Upon entering, the eye is drawn to the northern light, the industrial bar and the steel balcony, rough but with rich details. Unique!



    An impressive, 9 meters high space with a slanted glass roof and clean sleek walls. On the wall there’s the somewhat naughty picture by Jomez, The Last Supper. We love it!

    The Wine Cellars

    Fun, drinks


    The authentic wine cellars of TOBACCO Theater are hidden in the catacombs of this old tobacco auction house. A classical scene of artistic curves and bows and Mediterranean walls.


    Enjoy the city in September

    Amsterdam is the Netherlands’ capital, known for its artistic heritage, elaborate canal system and narrow houses with gabled facades, legacies of the city’s 17th-century Golden Age. Its Museum District houses the Van Gogh Museum, works by Rembrandt and Vermeer at the Rijksmuseum, and modern art at the Stedelijk. Cycling is key to the city’s character, and there are numerous bike paths.

  • FAQ's


    TOBACCO Theater can be well reached by foot, it’s a 15 minute walk from Amsterdam central station.


    From the Stationsplein go in the direction of the Rokin and the Dam. The Nes is a side street off the Dam, behind the National Monument. At the entrance of the Nes is a souvenir shop with a big yellow clog outside during shopping hours. Enter this street and follow it, you’ll find us on the left side on number 75.


    Do you prefer public transport, no problem! At central station you take tram 1, 2 & 5 and exit at stop “Spui” on the side of the Nieuwezijds Voorburgwal. If you take tram 4, 9, 14, 16 & 24 you exit at “Spui” on the side of the Rokin. For more options please go to 9292.nl.


    For more details: www.tobacco.nl/en/contact/route/

    BY CAR

    You can reach TOBACCO Theater within 20 minutes from the A10. It is possible to enter or exit your car in front of the theater.


    For parking you can ask our help. We have good value parking tickets for Parking Waterlooplein and The Bank (Amstelstraat 12). For €20.00 you can park for 24 hours. These tickets allow you to park affordably and within 10 minute walking distance from the theater. These tickets have to be ordered at least 10 days before the event. Let us know what kind of tickets you need and how many.


    Near our theater are multiple large parkings:

    • Parking Oosterdok – 10 minute walk – The cheapest: €1,50 per 20 minutes and 5 hours to 24 hours €10
    • Parking De Bijenkorf – 5 minutes walk
    • Parking Waterlooplein – 7 minutes walk
    • Parking Stadhuis Muziektheater – 7 minutes walk
    • Parking Nieuwezijds Kolk – 7 minutes walk
    • Parking The Bank – 8 minutes walk
    • Parking P1 Centraal Station – 10 minutes walk

    For more details: www.tobacco.nl/en/contact/route/


    The nearby hotels that we approached, claim that their best prices can be found via the larger hotel sites, such as:

    We therefore recommend to use these booking sites. For some international visitors we have recommended the IBIS hotel, which is quite close by and 3-star (priced).



    On the event itself, please bring your ticket with you so that we can match it up with our records. You will be offered a batch with name tag and company name.



    Leading up to the event, please note our following refund and cancellation Policy:

    • If you cancel before May 31 2018, you will be refunded your registration fee less a 10% administrative processing fee
    • If you cancel on or after May 31, 2018 but before July 15 2018, you will be refunded 50% of your registration fee
    • If you cancel on or after July 15 2018 but before August 20, 2018, you will be refunded 25% of your registration fee
    • If you cancel on or after August 21 2018, you will not be eligible for a refund

    At all times you are able to transfer your registration to someone else. Please contact us so that we can maintain our files.

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