Innovation Lab A/s

What Innovation Lab A/s does

Innovation Lab A/s is a privately held Danish innovation consultancy founded in 2001 by CEO Mads Thimmer, headquartered in Aarhus with additional offices in Copenhagen, Cambridge (UK), Dubai, San Francisco, and Stavanger. The firm advises large enterprises, government agencies, and growth companies on digital, cultural, green, and business transformation, with a client roster that includes the United Nations, Samsung, Microsoft, HP, Audi, Mars, Novo Nordisk, DNB, IKEA, Vestas, LEGO, B&O, A.P. Møller-Mærsk, Siemens, Arla, Grundfos, Deloitte, UNESCO, and the Danish Agency for Digital Government.

The service portfolio is organized into three pillars — 'Get the picture' (analyses, keynotes, workshops), 'Build it fast' (concept catalogs, pretotyping, web development), and 'Make it stick' (innovation-as-a-service, product/prototype development, strategy) — supplemented by three wholly-owned sub-brands: Human Data by Innovation Lab (emotional/human data advisory), Demolab (hands-on technology experiences), and Experiences (event-based innovation services), plus a fourth sub-brand, Grit, focused on organizational development. Proprietary methodologies include the AI Implementation Framework (15-minute daily AI micro-habits, AI notebooks), the Business Model Innovation Canvas, the Cannibal Innovation Workshop with Generationational Cards, the Human/Emotional Data Framework, Strategic Foresight built on OECD Global Scenarios 2035 and IFTF methodologies, and the Regenerative Leadership Framework.

The business model blends subscription revenue from a Medlemskab membership community (with 4,500+ newsletter subscribers), fee-based consulting and advisory engagements, transactional revenue from online masterclasses and events delivered via BigMarker, and project-based revenue from keynotes, hackathons, and pretotyping engagements. Distribution is primarily direct enterprise sales supplemented by content marketing (blog, newsletter, LinkedIn, Instagram, Facebook, X), the TechTorsdag vodcast series, and an active events calendar. The firm is founder-led, has no disclosed institutional backing, and does not publicly report revenue or headcount.

Name

Innovation Lab A/s

Legal name

Innovation Lab A/s

Website

https://innovationlab.dk

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Innovation Lab A/s is a Danish innovation consultancy founded in 2001 that advises large enterprises and government agencies on digital transformation, AI adoption, and strategic foresight through consulting, workshops, masterclasses, and a membership community. Clients include the UN, Microsoft, Samsung, LEGO, and Novo Nordisk.

Ownership category

akta.pro rank

Product category

Innovation Consulting Services

NAICS

Management, Scientific, and Technical Consulting Services (5416), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Technical Enablement & Adoption Services (Change Management, Adoption, Champions) (BPAEANAC)

akta.pro secondary industry

Innovation & Design Thinking Programs (EDAMAHAD)

Keywords

• Innovation consulting
• Digital transformation advisory
• Strategic foresight consulting
• AI implementation advisory
• Innovation workshops

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscription: Ongoing membership providing access to tools, knowledge, practical experience, and exclusive resources for driving innovation processes. Members receive free access to events, masterclasses, workshops, and a newsletter community. Billed on a recurring basis.
2. Events & Masterclasses: Revenue generated from ticketed events and online masterclasses. Many events are free for members (e.g., AI Agents masterclass, AI Infrastructure vodcast), while non-members may pay for access. Events cover topics such as AI adoption, strategic foresight, and regenerative leadership.
3. Consulting & Advisory Engagements: Bespoke consulting engagements with enterprise and government clients for innovation strategy, digital transformation, AI implementation, and organizational design. Typically project-based or retainer arrangements.
4. Keynotes, Workshops & Speaking Engagements: Fee-based keynote presentations and facilitated workshops delivered to client organizations on topics including innovation, AI, leadership, digitalization, and trends. Sold as standalone engagements or bundled with longer consulting programs.
5. Pretotyping & Product/Service Development: Services for rapid concept validation and prototyping, including the pretotyping methodology (inspired by Google's approach), web development and visualization, and concept catalog development. Revenue is project-based.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Innovation Lab A/s is a Danish innovation consultancy that delivers transformation advisory services to enterprises, governments, and growth-stage companies. Core offerings include strategic innovation consulting, AI implementation programs, keynote presentations, facilitated workshops (including the proprietary CANNIBAL Innovation Workshop and Pretotyping Workshop), analyses and reports, hackathon facilitation, concept catalog development, prototyping, web/visualization, executive education (masterclasses, courses), and an annual membership program providing ongoing access to tools, frameworks, events, and a community of innovation practitioners.

Product overview

Innovation Lab A/s is a Danish innovation consulting and advisory company offering a portfolio of professional services rather than a unified software product. The core offerings include strategic consulting, innovation methodology, and transformation services organized around three service pillars: 'Get the picture' (analyses, keynotes, workshops), 'Build it fast' (concept catalogs, pretotyping, web development), and 'Make it stick' (innovation-as-a-service, products/prototypes, strategies). The company provides both one-time services (keynote presentations, workshops, analyses) and ongoing membership programs. Additional offerings include specialized workshops (CANNIBAL Innovation Workshop, Business Model Innovation Workshop, Pretotyping Workshop), masterclasses (AI-Agenter, Future-Proof Your Strategy 2035, Regenerative Leadership), executive courses (AI Integration Workshop, Artificial Intelligence for Companies, Culture of Innovation), and presentations (Emotion Tech & AI, Human Data). The company also operates Demolab and Experiences as hands-on technology exploration offerings. Services are delivered primarily through expert consultants and are available in Danish and English.

Differentiator

Problem solved

Functional benefit

Brands

• Human Data by Innovation Lab: Services focusing on human data, emotional technology, and AI integration with organizational culture and decision-making processes.
• Demolab by Innovation Lab
• Experiences by Innovation Lab
• Grit by Innovation Lab

Products and services

• Foredrag (Keynotes & Talks)

Quantifiable outcome

• Reduced team stress from 20% to 4% while increasing creativity and results
• +4 more outcomes

Named customers27 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Institute for the Future (IFTF)coreStrategic or Co-development PartnerMattia Crespi, a partner at Innovation Lab, has been a Research Affiliate at the Institute for the Future since 2012. This formal research affiliation contributes to studies on emerging technologies and strategic foresight, directly influencing Innovation Lab's methodologies. IFTF is a globally recognized futures research organization, and the partnership adds credibility and methodological depth to Innovation Lab's strategic foresight offerings.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Knowit: Nordic digital and technology consultancy operating across Sweden, Norway, Denmark, and Finland. Comparable as a Nordic-headquartered digital transformation and innovation services firm serving large enterprise and public sector clients.
• Netlight: Nordic management and IT consultancy with offices across the Nordics and northern Europe. Comparable as a regional Nordic competitor offering strategy, digital, and transformation advisory services.

Direct peers

• IDEO: Pioneering design and innovation consultancy offering workshops, strategy, and human-centered design services. Highly comparable as a directly competing design/innovation advisory serving enterprise clients with bespoke methodologies.
• Innosight: Strategy and innovation consultancy founded by Clayton Christensen, focused on disruptive innovation, transformation, and growth strategy for enterprises. Comparable as a high-end innovation strategy advisor using proprietary frameworks.
• Implement Consulting Group: Danish-headquartered management and digital transformation consultancy with offices across Scandinavia and Europe. Closest direct Nordic competitor to Innovation Lab, serving large enterprise clients on strategy, digital, and AI topics.
• Frog (Capgemini Engineering): Design and innovation consultancy now part of Capgemini, focused on digital transformation, design strategy, and emerging technology experiences for global brands. Direct competitor in the enterprise innovation advisory space.

Broad incumbents

• McKinsey & Company (QuantumBlack): Global management consulting giant with QuantumBlack AI and a dedicated digital and AI transformation practice. Competes for the same large-enterprise digital and AI transformation mandates that Innovation Lab pursues.
• Accenture: Global professional services firm with large innovation, design, and AI transformation practices. Competes for the same enterprise AI and digital transformation engagements, but at far greater scale and with proprietary technology assets.
• Boston Consulting Group (BCG): Global strategy consultancy with BCG X, BCG Platinion, and deep AI/digital offerings. Overlaps with Innovation Lab on enterprise transformation and AI advisory, but offers a much broader portfolio of services.
• Deloitte (Consulting / Digital / AI): Big Four professional services network with significant innovation, digital, and AI advisory practices. Direct overlap with Innovation Lab on AI adoption and transformation advisory at large Nordic and international enterprises.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/labconfidential
• Facebookfacebook.com/innovationlab.dk
• LinkedIndk.linkedin.com/company/innovation-lab
• Instagraminstagram.com/innovationlab

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

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 Innovation Lab A/s