ACE! Conference

What ACE! Conference does

ACE! Conference is an annual in-person conference organized by Wawel Hill Sp. z o.o., a private limited company registered in Kraków, Poland (share capital PLN 25,000). Operating since 2010, it is positioned as the largest and oldest agile and product conference in Central Europe, with the 2025 edition marking its 15th iteration. The event runs over two days and combines two tracks: the 'Building Software Better' track targeting Scrum Masters, Agile Coaches, Project/Product Managers, and C-level executives engaged in product delivery, and the 'Building Better Products' track for Product Managers, UI/Interaction Designers, and UX Designers & Researchers. Supporting program elements include Agile Coaching Corner, Product & Design Cafe, Open Space sessions, Coaching Spaces, and the 'Dinner with Stranger' networking format.

The underlying technology is a lightweight conference event platform consisting of a public website (aceconf.com) with an online agenda, speaker profile pages, and post-conference talk recordings. Tickets are sold directly through the website; pricing is not publicly disclosed and tickets are non-refundable but transferable. The 2025 edition at Multikino Kraków featured 25 speakers (mix of foreign and Polish practitioners) and 500+ attendees, with 24 Open Space sessions and 2 Coaching Spaces. Distribution is community-driven: speakers are recruited via an open Call for Speakers program offering free admission, paid travel, and accommodation, while attendees are reached through a regional partner network spanning over 10 organizations including ProCognita, Agile Lean Europe (ALE), Agile Polska, Agile Warsaw, Agile Wroc, Agile Poznań, Zwinna Łódź, Rosenfeld Media, NoFluffJobs, Women in Technology, and Agile Gatherings.

Revenue derives from a single stream — conference ticket sales — with no disclosed enterprise contracts, sponsorship revenue line items, or virtual event offerings. The company is led by Paul Klipp (president of Wawel Hill Sp. z o.o., founder of the oldest Ruby on Rails company in Europe, Lunar Logic). No external funding, parent company, or subsidiary relationships are disclosed. The 15th-edition milestone and announced 20-21 May 2027 edition indicate sustained annual continuity rather than aggressive scaling.

Name

ACE! Conference

Legal name

Wawel Hill sp. z o.o.

Website

https://aceconf.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

ACE! Conference is an annual two-day in-person conference in Kraków, Poland, organized by Wawel Hill Sp. z o.o. since 2010. It serves agile practitioners, product managers, and UX designers across Central Europe through dual Agile Software Development and Product Design & Management tracks.

Ownership category

akta.pro rank

Product category

Professional Conference and Events

NAICS

Convention and Trade Show Organizers (56192), Business Schools and Computer and Management Training (6114)

akta.pro industry

PRIMARYTHAHAMAH

Training, Enablement & Talent Development Summits

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Corporate Meetings & Summits

SECONDARYHSACADAA

Meeting & Conference Planning & Coordination

Home & Personal Services/Event & Personal Concierge Services/Corporate Event & Meeting Services

Keywords

• Agile software conference
• Product management conference
• IT professional events
• Scrum practitioner conference
• Product design conference

Headquarters

HQ city

Kraków

HQ country

Poland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Conference Ticket Sales: Annual two-day conference tickets sold to attendees. Tickets are non-refundable but fully transferable to another attendee until a specified date.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

ACE! Conference is an annual in-person technology conference held in Kraków, Poland, dedicated to Agile Software Development and Product Design & Management. It combines two parallel tracks ('Building Software Better' for agile practitioners and 'Building Better Products' for product managers and designers) with supporting workshops, Open Space sessions, Coaching Spaces, and a structured networking dinner. The conference is operated by Wawel Hill sp. z o.o. and has been running annually since 2010.

Product overview

ACE! Conference is a single unified conference product that has operated since 2010, combining two tracks: the 'Building Software Better' track for Agile Software Development (targeting Scrum Masters, Agile Coaches, Project/Product Managers) and the 'Building Better Products' track for Product Design & Management (targeting Product Managers, UI/Interaction Designers, UX Researchers). Supporting offerings include Agile Coaching Corner, Product & Design Cafe, Open Space Sessions, Coaching Spaces, and the Dinner with Stranger networking event. The conference features 25 speakers, over 500 attendees, and is held annually in Kraków, Poland.

Differentiator

Problem solved

Functional benefit

Products and services

• ACE! Conference (Annual In-Person Event) Annual two-day in-person conference held in Kraków, Poland, combining two tracks ('Building Software Better' for agile software development and 'Building Better Products' for product design and management). Features 25 speakers, 500+ attendees, 24 Open Space sessions, 2 Coaching Spaces, workshops, and structured networking. Tickets are sold directly to individual professional attendees.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• ProCognitacoreStrategic or Co-development PartnerStrategic partner providing agile coaching and training expertise. Founded by Tomasz Wykowski, ACE! speaker and Certified LeSS Coach. ProCognita supports professionals in building extraordinary organizations through Agile Coaching and training.
• ALE (Agile Lean Europe)coreStrategic or Co-development PartnerStrategic partner representing the Agile Lean Europe network. Co-founded by Jurgen Appelo. Supports the regional agile community and conference ecosystem.
• Wawel HillcoreStrategic or Co-development PartnerWawel Hill Sp. z o.o. is the organizing company behind ACE! Conference. Paul Klipp is president. Contact: [email protected].
• NoFluffJobsminorGTM or Marketing PartnerIT job board and community platform supporting the conference as a marketing partner. Links to nofluffjobs.com.
• Agile PolskaminorGTM or Marketing PartnerPolish agile community organization and partner supporting ACE! Conference through cross-promotion.
• Agile WarsawminorGTM or Marketing PartnerWarsaw-based agile community group partnering with ACE! for regional community engagement.
• Agile WrocminorGTM or Marketing PartnerWrocław-based agile community group as partner organization.
• Agile PoznańminorGTM or Marketing PartnerPoznań-based agile community group as partner organization.
• Rosenfeld MediaminorGTM or Marketing PartnerUX/product design publisher and community platform partnering for product track promotion.
• Women in Technology (WiT)minorGTM or Marketing PartnerDiversity and inclusion focused community supporting the conference's accessibility and inclusion initiatives.
• Agile GatheringsminorGTM or Marketing PartnerCommunity platform for agile practitioners partnering with ACE! Conference.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mind the Product: Global product management community and conference series serving Product Managers and product leaders. Direct peer to ACE!'s "Building Better Products" track: same core audience (product managers, designers, UX researchers) with overlapping content themes.
• Lean Agile Scotland: Annual agile conference in Scotland for practitioners, coaches and organizational leaders. Direct peer: similar format (community-driven annual conference with talks and open space elements) and overlapping target audience of agile coaches and product leaders.
• Leading Design: Annual conference for design leaders, product designers and UX managers, primarily held in London. Direct peer to ACE!'s design/product track: similar format (talks, workshops, curated networking) and overlapping audience of design and product leaders.
• Scrum Day Poland: Annual agile/Scrum conference held in Poland targeting Scrum Masters, Agile Coaches and product practitioners. Direct peer: same geography, overlapping audience (agile/product professionals) and similar community-led GTM.
• Agile Tour Warsaw: Warsaw-based stop on the international Agile Tour network, focused on agile methodologies and product development. Direct peer: same Central European agile community, similar attendee profile and regional partner ecosystem as ACE!.
• Productized Conference: Annual product management conference held in Europe (Lisbon) for product managers, designers and product leaders. Direct peer: comparable format (talks + workshops + networking), same target audience, and competes for the same European product practitioner budget as ACE!.

Broad incumbents

• Global Scrum Gathering: Scrum Alliance's flagship worldwide agile conferences, drawing thousands of Scrum practitioners globally. Broad incumbent: a larger, established player in the same agile community space with overlapping speaker and attendee pool, but a much wider portfolio and global reach.

Regional players

• Boiling Frogs: Annual software development conference in Wrocław, Poland, organized by a volunteer community for senior developers and architects. Regional peer: same Polish geography and IT practitioner audience as ACE!, with a community-led, low-overhead operating model.
• Craft Conference: Annual software craftsmanship conference held in Budapest, Hungary, targeting senior software developers and engineering leaders. Regional peer: same Central European geography and overlapping IT practitioner audience as ACE!, though focused on software craft rather than agile/product.
• DevConf Poland: Polish software development conference organized by the open-source community, targeting developers, DevOps engineers and tech leads. Regional peer: same Polish IT market, comparable practitioner audience, and competes for a share of the local conference budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/aceconf
• Facebookfacebook.com/aceconferencepoland
• LinkedInlinkedin.com/company/ace-conference

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 ACE! Conference