Obeya Association
Obeya Association (Obeya Institute B.V.) is a Netherlands-based professional association and the only independent certifier of the Obeya visual management methodology, serving practitioners, organizations undergoing transformation, and a global network of certified training partners.
- Company typePrivate
- Founded-
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Obeya Association does
Obeya Association (legally Obeya Institute B.V., based in Amsterdam, the Netherlands) operates as a global professional association and the only independent Obeya certification body in the world. It serves practitioners and organizations implementing the Obeya methodology — a visual management framework originating at Toyota in the 1990s during the Prius development program — that connects strategy with execution through physical or digital "Obeya" workspaces combining Lean and Agile principles. Its primary audiences are organizations undergoing Lean, Agile, or SAFe transformations, individual consultants and transformation managers seeking professional certification, and a global network of certified training partners who deliver Obeya services to enterprise and government clients.
The core offering is structured as a five-tier certification pathway (Fundamentals, Builder, Host, Coach, Mentor) supported by free lead-generation resources (Obeya Starter Kit with Six Panels Approach templates, free Fundamentals module), official printed workbooks at €35 each, an annual membership subscription (€75 value), and live events including the annual Obeya Summit (held at DeFabrique Evenementenlocatie in Utrecht for the 2024 edition) and the Japan Obeya Study Tour. The most technically differentiated component is the Obeya AI Assistant, available to members for practitioner guidance. Underlying "technology" is primarily a methodology framework, content library (Creative Commons–licensed), and certification standard rather than a software platform; partner organizations such as iObeya and Agile Walls supply the actual digital Obeya workspace software.
Revenue is generated through seven streams: annual individual and business memberships, paid certification exams, instructor-led training delivered through certified partners (including eraneos, Prowareness, Modus Institute, Xebia Academy, and Gladwell Academy), one-time book sales, Summit ticket sales (€425 member / €499 non-member), Japan tour fees, and partner network fees. The go-to-market motion is community-led — a top-of-funnel free starter kit and Fundamentals download feeds paid certifications, while a 23+ partner network distributes instructor-led training globally with the association acting as standard-setter, content owner, and accreditation body rather than direct training vendor.
Obeya Association firmographics
Firmographics- Name
- Obeya Association
- Legal name
- Obeya Institute B.V.
- Website
- https://obeya-association.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Obeya Association (Obeya Institute B.V.) is a Netherlands-based professional association and the only independent certifier of the Obeya visual management methodology, serving practitioners, organizations undergoing transformation, and a global network of certified training partners.
- Ownership category
- akta.pro rank
Where Obeya Association is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Obeya Association business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Membership Subscriptions: Annual membership providing access to e-learnings, masterclasses, Go&See sessions, exclusive articles/videos/templates, and AI assistant. Membership required for certified training discounts.
- Certification Exams: Paid online examinations for Obeya certifications (Fundamentals, Builder, Host, Coach, Mentor). Exams validate knowledge and skills in Obeya practices.
- Training Courses: Instructor-led training delivered through certified training partners globally. Courses range from Fundamentals to advanced coaching levels.
- Publications and Books: Official Obeya Association workbooks and books for studying, note-taking, and certification journey support. Sold as softcover editions.
- Events (Summit): Annual worldwide Obeya Summit featuring expert speakers, workshops, and networking. VIP pre-parties and member discounts available.
- Japan Obeya Study Tour: Study tour events to Japan for practitioners to learn Obeya origins and Toyota Production System roots.
- Partner Network Fees: Business members and training partners join the global partner network, generating revenue through partnership arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual Membership - Yearly Subscription |
| Subscription | Annual | Business Membership |
| One time/ perpetual license | Pay-as-you-go | Fundamentals Book - Softcover Publication |
| One time/ perpetual license | Pay-as-you-go | Builder Book - Softcover Publication |
| Subscription | Pay-as-you-go | Obeya Summit 2024 - Member Ticket |
| Subscription | Pay-as-you-go | Obeya Summit 2024 - Non-Member Ticket |
| Subscription | Pay-as-you-go | Obeya Fundamentals Exam |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Obeya Association product offering
Product offeringCore offering
Obeya Association delivers professional certification, training, publications, and community events centered on the Obeya methodology—a visual management approach that connects strategy with execution through physical or digital workspaces. Its core offerings include a five-tier certification pathway (Fundamentals, Builder, Host, Coach, Mentor), official printed workbooks, an annual worldwide Summit and Japan study tour, and an annual membership providing e-learnings, masterclasses, and an AI assistant, all distributed through a global partner network.
Product overview
Obeya Association offers a comprehensive ecosystem of training certifications, publications, events, and membership services centered on the Obeya methodology for strategic management and organizational alignment. The core offering includes progressive certification levels (Fundamentals, Builder, Host, Coach, Mentor) that teach practitioners how to implement and facilitate Obeya workspaces. These certifications are supported by official printed workbooks (Fundamentals and Builder books at €35 each) and free resources like the Starter Kit with Six Panels Approach templates. The association hosts the annual Obeya Summit and Japan Study Tour for hands-on learning. Membership provides access to e-learnings, masterclasses, exclusive content libraries, and an AI assistant. The offering functions as a unified professional development ecosystem rather than a software product platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Obeya Fundamentals Certification
Quantifiable outcome
- Active initiatives reduced from 29 to 8 in a rapidly growing engineering organization using Leadership Obeya
- +2 more outcomes
Companies that use Obeya Association
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Obeya Association technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Obeya Association partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- eraneoscoreGlobal IT consultancy and training partner that delivers Obeya training and implementation services to clients across Europe. Listed as a sponsor of the Obeya Summit 2024.
- ProwarenesscoreAgile consulting firm (also operating as Agile Academy) that provides Obeya training and coaching services in the Netherlands and beyond.
- Modus InstitutecoreTraining and consulting partner specializing in Obeya implementation. Featured as a sponsor of the Obeya Summit 2024.
- Xebia AcademycoreIT training provider offering Obeya certification courses as part of their professional development portfolio.
- KPMGminorProfessional services firm that implements Obeya practices with clients. Featured as a sponsor of the Obeya Summit 2024.
- Gladwell AcademyminorTraining provider delivering Obeya courses and professional development programs.
- 12MproveminorConsultancy focused on operational excellence that incorporates Obeya methodology in their service offerings.
- WIN (WijzijnWIN)minorDutch consultancy partner providing Obeya training and organizational transformation services.
- Viable ProjectsminorProject management consultancy that integrates Obeya practices into their service delivery.
- OrdinaminorEuropean IT consultancy that delivers Obeya-based transformation and training services.
- Agile AcademyminorAgile training provider offering Obeya certification and coaching programs.
- Agile CrewminorAgile consulting and training organization providing Obeya workshops and implementation support.
- Agile-SchoolminorEducational institution providing Obeya training as part of professional development curriculum.
- CEGEKAminorIT services company offering Obeya consulting and training to enterprise clients.
- TowsonminorConsultancy partner providing Obeya implementation support.
- StanwickminorTraining and consulting firm offering Obeya certification programs in Belgium and surrounding regions.
- TÜV (Akademie TÜV)minorTechnical inspection and training organization providing Obeya courses under cooperation agreement.
- UPDminorTraining partner organization delivering Obeya professional development programs.
- TwinxterminorDigital transformation consultancy that incorporates Obeya methodology in their service offerings.
- Obeya Training Cooperation (OTC)coreCooperative of training organizations working together to deliver consistent Obeya training worldwide.
- Visual WorkplaceminorVisual management consultancy that combines Obeya practices with lean visual workplace methodologies.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Obeya Association competitors and assessment
Company assessmentDirect peers
- Scrum Alliance: Scrum Alliance is the world's largest agile certification body, offering CSM, CSPO, and advanced certifications through certified trainers and coaches. Directly comparable to Obeya Association in providing tiered professional certifications, a global trainer network, community events, and membership services around an agile methodology.
- Disciplined Agile Consortium: Disciplined Agile (DA) offers certifications and toolkits for choosing the right agile way of working, with certified partners and instructors. Comparable to Obeya Association in offering progressive certifications in a specific agile approach through a partner-ecosystem model.
- Scaled Agile (SAFe): Scaled Agile is the certification body behind the SAFe framework, offering progressive certifications (SAFe Scrum Master, SAFe Program Consultant, etc.) and a global partner network. Directly comparable to Obeya Association as a methodology-centric professional association monetizing certifications, training partner programs, and community events for transformation practitioners.
- Agile Alliance: Agile Alliance is a nonprofit organization supporting the agile community through conferences, resources, and working groups. Comparable to Obeya Association as a community-led professional organization that advances an agile methodology through events, content, and membership.
- Lean Enterprise Institute (LEI): Lean Enterprise Institute is a non-profit dedicated to Lean thinking, founded by James Womack, offering educational content, workshops, and a Lean Global Network of partners. Closely comparable to Obeya Association as a Lean methodology-centered organization building community, partner ecosystems, and educational content for practitioners.
- Scrum.org: Scrum.org, founded by Ken Schwaber, offers Professional Scrum certifications (PSM, PSPO, PSD) with a global Professional Scrum Trainer network. Comparable to Obeya Association in providing methodology certifications, professional trainer accreditation, and community resources around a structured agile framework.
- Kanban University: Kanban University offers accredited Kanban certification programs (Team Kanban Practitioner, Kanban Management Professional, Flow Kanban) delivered through accredited trainers. Directly comparable to Obeya Association in tiered visual-management methodology certifications, accredited trainer network, and community-driven curriculum.
Broad incumbents
- Project Management Institute (PMI): PMI is the largest globally recognized project management certification body (PMP, CAPM, PMI-ACP). Comparable to Obeya Association as a credentialing authority that monetizes certifications, memberships, and training-partner networks, but operates at much larger scale and broader scope across project and program management.
- AXELOS (PRINCE2): AXELOS manages PRINCE2, ITIL, and other globally adopted project/program management certifications with a large accredited training organization network. Comparable to Obeya Association in the certification-standards-body business model, though AXELOS operates at much larger scale and broader portfolio.
Emerging players
- iObeya: iObeya is a digital Obeya software platform that enables organizations to implement Obeya in a digital/online environment. While Obeya Association is the certification/community body and iObeya is the software vendor, they are tightly coupled ecosystem participants — Obeya Association lists iObeya as a Summit sponsor and integration partner.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Obeya Association social profiles
Digital presenceObeya Association financial estimates
Financial estimateRevenue estimate
Valuation estimate
Obeya Association leadership team
Management profileNumber of profiles
Obeya Association funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Obeya Association M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Obeya Association
What does Obeya Association do?
Obeya Association delivers professional certification, training, publications, and community events centered on the Obeya methodology—a visual management approach that connects strategy with execution through physical or digital workspaces. Its core offerings include a five-tier certification pathway (Fundamentals, Builder, Host, Coach, Mentor), official printed workbooks, an annual worldwide Summit and Japan study tour, and an annual membership providing e-learnings, masterclasses, and an AI assistant, all distributed through a global partner network.
Is Obeya Association a public or private company?
Obeya Association is a private company. It is classified as unknown and is currently operating.
When was Obeya Association founded?
Obeya Association was founded in -1. It employs 1 to 10 people.
Where is Obeya Association based?
Obeya Association is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Obeya Association make money?
Seven revenue lines are on record. Membership Subscriptions are the primary driver. The others are certification Exams, training Courses, publications and Books, events (Summit), japan Obeya Study Tour and partner Network Fees.
Who are Obeya Association's main competitors?
Direct peers on record are Scrum Alliance, Disciplined Agile Consortium, Scaled Agile (SAFe), Agile Alliance, Lean Enterprise Institute (LEI), Scrum.org and Kanban University. Broad incumbents are Project Management Institute (PMI) and AXELOS (PRINCE2). iObeya is listed as an emerging player.
Does Obeya Association have an API?
No public API is recorded for Obeya Association.