What Management 3.0 does

Management 3.0 is a Netherlands-based, privately held agile leadership training company founded in 2010 by Jurgen Appelo, operating from Rotterdam with a 1-10 person internal team and a distributed channel of 470+ licensed facilitators across 130+ countries. Its core offering is a methodology and curriculum — not a software product — built around the Six Organizational Views framework (Energize People, Empower Teams, Align Constraints, Develop Competence, Grow Structure, Improve Everything) and a toolbox of 40+ gamified practices including Kudo Cards, Delegation Poker, Moving Motivators, Feedback Wraps, and the Change Management Game, delivered as two-day Foundation Workshops, the ICAgile-accredited Agility in HR Workshop, and four Agile Leadership follow-up workshops. Content is available in 15+ languages with downloadable courseware and Miro-based online workshop templates.

The company monetizes through a diversified revenue stack: annual facilitator licensing fees with per-workshop event fees and country-tiered pricing; bespoke inhouse enterprise training programs delivered in 25+ languages; a tiered Community Membership subscription (EUR 160-400/year by country income bracket); a Training Consultancy License and a Company License for external consultancies and internal learning teams respectively; hardware sales of card games via its webshop; and certifications including a Certificate of Practice pathway. Go-to-market blends community-led demand generation, an event-driven motion anchored by the Forward Summit conference, channel-partner scaling through independent facilitators, and enterprise field sales for large inhouse engagements. Notable customer case studies span AmbevTech (AB InBev), Bosch Power Tools, Vodafone, CSS Insurance, Eventbrite, Stefanini, and RealEstate.com.au, with a reported base of 110,000+ certified attendees globally.

In 2025, Management 3.0 merged its operations with Appelo's unFIX organization-design model to form the M3K brand, repositioning the combined entity around leadership and organization design for the Age of AI — including training on human teams collaborating with digital teammates, intelligent agents, and algorithmic management. The parent entity remains privately held with no disclosed institutional funding, and revenue figures are not publicly available. The strategic intent is to extend a content-, community-, and channel-led leadership development franchise into adjacent AI-era advisory and organization design services without scaling internal headcount.

Name

Management 3.0

Legal name

Management 3.0

Website

https://management30.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Management 3.0 is a Netherlands-based agile leadership training company founded in 2010 by Jurgen Appelo, selling workshops, gamified practices, facilitator licensing, and community subscriptions through 470+ licensed facilitators in 130+ countries, with 110,000+ certified attendees.

Ownership category

akta.pro rank

Product category

Leadership Development Training

NAICS

Professional and Management Development Training (611430)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Leadership Development & Executive Coaching (BPAHAGAD)

Keywords

• Agile leadership training
• Management workshops
• Organizational transformation
• Leadership development
• Agile coaching

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Public Workshop Fees: Licensed facilitators conduct public Management 3.0 Foundation and Agile Leadership Workshops, each setting their own pricing. Workshops are typically 2-day sessions offered globally in multiple languages.
2. Inhouse Training Programs: Customized leadership training delivered to enterprise clients by the global Management 3.0 team. Bespoke pricing based on organizational needs, duration, and customization requirements.
3. Facilitator Licensing: Annual license fees for individuals to become licensed Management 3.0 facilitators, plus per-workshop event fees. Country category-based pricing in Euros with additional fees for advanced certifications.
4. Training Consultancy License: Licensing for training consultancies to deliver Management 3.0 workshops to their clients, including courseware access, facilitator network access, and account management.
5. Company License: Internal licensing for organizations to enable their own learning teams, transformation staff, and leaders to facilitate Management 3.0 workshops within the company.
6. Community Membership: Subscription-based membership with tiered pricing by country. Includes access to private platform, monthly events, peer coaching, and discounts on workshops and merchandise. Yearly or quarterly billing options.
7. Physical Products (Games & Cards): Sale of physical Management 3.0 games and card sets including Kudo Cards (35€), Delegation Poker (10€), Moving Motivators (3€), Change Management Game (25€), and other workshop materials.
8. Workshop Certifications: Certificates and digital badges awarded upon workshop completion, enabling pathway to Certificate of Practice and Facilitator licensing for career progression.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Management 3.0 provides agile leadership training through a portfolio of hands-on workshops (Foundation, Agility in HR, Agile Change/Co-Creation/People/Team Leadership), a toolbox of 30+ gamified practices and card-based tools (Kudo Cards, Delegation Poker, Moving Motivators, Change Management Game), facilitator and enterprise licensing programs, inhouse enterprise transformation programs, and a paid community membership platform. The methodology is built on systems thinking and is delivered globally through a network of 300+ licensed facilitators in 130+ countries.

Product overview

Management 3.0 is an ever-changing collection of leadership training programs, games, tools, and practices. The core offering consists of the Foundation Workshop and Agility in HR Workshop (ICAgile-accredited), followed by four Agile Leadership follow-up workshops (Change, Co-Creation, People, Team). The company also offers Inhouse Programs for enterprise clients, a Community Membership platform, and over 40 downloadable practice tools. Physical products include Kudo Cards, Moving Motivators, Delegation Poker, Change Management Game, Meddlers, Improv Cards, and Team Decision Cards sold through the webshop. Licensing programs enable facilitators and organizations to deliver official workshops. In 2025, Management 3.0 evolved to M3K through partnership with unFIX, expanding into leadership and organization design for the Age of AI.

Differentiator

Problem solved

Functional benefit

Brands

• M3K: Extended understanding of working systems with AI, where human teams collaborate with digital teammates, intelligent agents, and algorithmic management, within adaptive, networked agentic organizations

Products and services

• Foundation Workshop Two-day workshop format teaching the basics of Management 3.0, covering management and leadership in a VUCA world, six key organizational views, and practical tools for performance management, collaboration, empowerment, and change management.
• Agility in HR Workshop Workshop with ICAgile accreditation covering Agile mindset, organizational design, roles, career paths, performance, goals and motivation, talent acquisition and retention, and learning and development for HR professionals.
• Agile Change Leadership Workshop Eight-hour follow-up workshop focusing on leading organizations and teams through change with tangible tools, practices, and strategies for thriving in constant change and technological innovation.
• Agile Co-Creation Leadership Workshop Eight-hour workshop on fostering innovation and collaboration across cross-functional teams, breaking up silos, and enabling organizations to achieve more together.
• Agile People Leadership Workshop Eight-hour workshop on creating future-ready organizations based on strong purpose that people can connect to, covering meaning, purpose, emotional intelligence, hiring, and rewards.
• Agile Team Leadership Workshop Eight-hour workshop on building high-performing self-organized agile teams, enabling leaders to better serve their teams, set up conditions for self-organization, and foster growth.
• Inhouse Programs Customized leadership training programs delivered globally by 300+ facilitators in 25+ languages, offering tailor-made solutions for entire organizations including workshops, micro-learnings, keynotes, executive coaching, group peer coaching, and consultancy.
• Community Membership Global community platform offering accountability, support, tools, monthly 1x1 matches, quarterly cohort programs, exclusive events, webinars, a private moderated platform, and a library of resources for leaders to practice and grow.
• Facilitator License License program allowing individuals to conduct public and inhouse Management 3.0 workshops using official courseware, with access to materials, onboarding, and facilitator community. Includes paths to Certified Agile Leadership Facilitator and Agility in HR Facilitator credentials.
• Company License License for organizations to enable their learning team, transformation staff, and leaders to facilitate Management 3.0 workshops themselves, with access to courseware, global facilitator network, and discounted community memberships.
• Training Consultancy License License for training consultancies to deliver Management 3.0 workshops to clients, with certification pathways, courseware access, global facilitator network, and business development support.
• Kudo Cards Physical card game for giving gestures of thanks, showing appreciation, and acknowledging someone's efforts. Available for purchase at 35.00 EUR per set and as a free download.
• Moving Motivators Cards Card game to discover what really motivates yourself, your team, and your boss. Available for purchase at 3.00 EUR per set and as a free download.
• Delegation Poker Cards Card game to clarify who's responsible for what and foster an environment of empowerment. Available for purchase at 10.00 EUR per set and as a free download.
• Change Management Game Fun game with 34 questions to facilitate discussions about successful change management processes. Available for purchase at 25.00 EUR and as a free download.
• Meddlers Game Fun change management game to facilitate discussions about organizational structures where multiple teams work on multiple projects. Available for purchase at 12.50 EUR (discounted from 25.00 EUR) and as a free download.
• Improv Cards Storytelling cards for ice-breakers in meetings or retrospectives. Available for purchase at 10.00 EUR and also available as an online game for remote teams.
• Team Decision Cards Cards helping teams know when to use which decision method. Available for purchase at 8.00 EUR.

Quantifiable outcome

• 78% increase in customer satisfaction
• +1 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• unFIXflagshipStrategic or Co-development Partner · 1 January 2025Management 3.0 joined forces with unFIX (Jurgen Appelo's latest innovation) to form M3K. This partnership expands the portfolio to include organization design with unFIX methodology and extends into leadership in the Age of AI, covering human teams collaborating with digital teammates, intelligent agents, and algorithmic management.
• ICAgile (International Consortium for Agile)coreStrategic or Co-development PartnerICAgile provides accreditation for the Agility in HR Workshop by Management 3.0. Completion awards the ICAgile Certified Professional in Agility in HR (ICP-AHR) certification alongside Management 3.0's own certificate.
• Jurgen AppeloflagshipStrategic or Co-development PartnerFounder of Management 3.0, author of bestselling books 'Management 3.0' (2010) and 'Managing for Happiness' (2016), and creator of the unFIX model. His latest book 'Human Robot Agent' extends the methodology into the Age of AI.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Scaled Agile (SAFe): The dominant scaled agile framework provider; offers enterprise certification paths, branded training (SAFe Agile), and partner/facilitator networks. Directly comparable in business model (framework + facilitator licensing + enterprise workshops) and in its targeting of agile transformations at large organizations.
• ICAgile: Agile certification consortium accrediting curricula across leadership, HR, and delivery tracks — and the same body that accredits Management 3.0's Agility in HR Workshop. Comparable as both a peer (training content licensing ecosystem) and a standards partner.
• Scrum Alliance: Non-profit agile certification body offering CSM, CSPO, and CST pathways with global trainer network. Overlaps with Management 3.0 on agile training delivery, certification economics, and community/membership engagement around agile leadership.
• Scrum.org: Professional training and assessment provider offering Scrum, agile leadership, and scaling certifications through Professional Scrum Trainers. Comparable on trainer licensing, certification pathways, and enterprise training content for agile practitioners and leaders.
• Ken Blanchard Companies: Long-established leadership training company behind 'The One Minute Manager,' offering courses, coaching, and organizational development programs. Comparable on leadership workshop portfolio, certified facilitator network, and corporate training licensing model.

Broad incumbents

• DDI (Development Dimensions International): Large leadership development consultancy delivering assessments, executive coaching, and leadership programs for Fortune 500 clients. Comparable in target buyer and outcome but DDI is the incumbent with far greater depth in assessment and C-suite pipelines.
• FranklinCovey: Global leadership and effectiveness training firm built on 'The 7 Habits of Highly Effective People,' with enterprise subscriptions and certified facilitators. Same buyer (L&D), same outcome (leadership behavior change), much broader portfolio and larger sales force.
• Korn Ferry: Global organizational consulting firm with major leadership development, executive coaching, and talent management practices. Comparable on the leadership development and executive coaching buyer; outsizes Management 3.0 by orders of magnitude in services breadth.
• Center for Creative Leadership: Non-profit leadership research and education provider offering open-enrollment programs, custom enterprise leadership development, and coaching. Comparable on executive leadership training, but operates at higher price points with much longer program durations.
• Gallup: Research-based consulting firm best known for employee engagement and strengths-based (StrengthsFinder) leadership content with global certified coaches. Overlaps with Management 3.0 on manager engagement and leadership tooling, but distributed through a much larger certified-coach ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/Management30
• LinkedInlinkedin.com/company/management-30
• Instagraminstagram.com/management30_official
• Xx.com/management30
• Facebookfacebook.com/Management30

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Management 3.0