Imagine: every month you sit at the table with 15 other Behavioural Designers. You put your case on the table. They ask the questions your colleagues cannot ask. Every quarter, an intensive learning day. A full year, in a fixed group.
You have completed the SUE training and are enthusiastic about Behavioural Design. Yet in day-to-day practice you keep running into the same challenge:
You have learned Behavioural Design, but nobody in your organisation speaks the same language. You miss a sounding board.
The field is developing rapidly. Without a structure to keep up, your expertise becomes outdated.
You know BD works, but it is hard to demonstrate that to your manager and decision-makers in your organisation.
That is why we built the Behavioural Design Circle: a fixed group of max. 16 alumni who grow together for a full year. With structure, guidance and the right people around you.
No standalone webinars or passive community. This is a structured programme in which you actively work on your craft.
Once a quarter you come together for a full day. You learn the latest techniques, specialist insights and AI applications for BD. You work with cases from other members and go home with concrete ideas for your own projects.
You are part of a fixed group of 6-8 members. Every month you bring a case and receive feedback from people who understand what you do. After a few sessions they know your context - and the questions get sharper every time.
Your colleague at an insurance company just completed a nudge project - including results, what did not work and the approach that did. That case is in the library, ready to use for your own project.
Your SUE Certified Practitioner - Active status shows your employer you are not standing still. Useful when you need budget next year for your BD projects or your own development.
Behavioural Design is not a one-off skill. It is a craft you need to maintain, deepen and share.
- Astrid Groenewegen, founder SUE
From your first introduction to the moment you cannot imagine doing without it.
You meet your cohort of 16 members. You are placed in your fixed sparring group. Everyone shares what they are currently working on.
You bring your first case to the group. You receive feedback you can apply the very next day. You notice: these people understand what I do.
An intensive day with your full cohort. You learn a new technique, work with cases from others and go home with concrete ideas.
Your group knows your context. The questions become sharper. You notice you look at projects differently. In between, you use cases from the library for your own work.
You have had four learning days, ten sparring sessions and a library full of usable cases. Your certification has been renewed. Your employer sees the results.
You are an alumnus of the SUE Behavioural Design Academy and want to keep growing structurally in your field. You are looking for depth, sparring partners and a way to keep your expertise visible - for yourself, your team and your organisation.
Two options, the same quality. Founding Members receive permanent benefits - but there are only 40 spots.
40 spots remaining
Registration opens September 2026
You have invested in training for your employee. The Behavioural Design Circle ensures that investment pays off. Your employee stays sharp, learns from peers in other organisations and maintains an active certification - measurable and demonstrable.
Alumni of the SUE Academy work at leading organisations across the Netherlands and Europe
“The training was a breakthrough, but the real growth only started when I began sparring with fellow practitioners. This is exactly what I was looking for.”
Innovation manager - Financial services
“Finally people who understand what I do. The peer supervision sessions are the most valuable hour of my month.”
UX researcher - Tech
“The certification helps me internally. My manager can see that I am actively investing in this field - that makes it much easier to secure budget.”
Policy advisor - Government
Yes. The Behavioural Design Circle is exclusively for alumni of the SUE Behavioural Design Academy. This ensures that all members share the same foundation and we can work at a higher level straight away.
Expect around 4-6 hours per month: a monthly peer supervision session (1.5 hours), plus preparation and a quarterly masterclass (half a day, 4 times per year). The case library and early access to materials you use at your own pace.
Absolutely. We issue an invoice in the organisation's name with a full VAT specification. The Circle fits comfortably within an annual L&D budget. Do you need a quote for your L&D department? Email us and we will sort it out.
Masterclasses are recorded and available afterwards for members. For the peer supervision groups we ask for regular attendance because the group dynamic depends on it, but missing one session is not a problem.
You are placed in a fixed group of 6-8 members. The group meets monthly (online or hybrid) under the guidance of an experienced BD practitioner. You bring your own cases, receive feedback from your group members and learn from their projects.
As a Circle member you receive the status "SUE Certified Practitioner - Active". This demonstrates that you have not only completed the training, but continue to actively invest in your BD expertise. The certification is renewable annually as long as you remain a member.
There is no trial period. We do regularly organise open sessions where you can get a feel for the Circle approach. Sign up to the waitlist to be invited.
The free community (WhatsApp group, webinars, hackathon) continues as before. The Circle is a deeper layer on top of that: structured deepening, guided peer supervision, exclusive cases and active certification. It is the difference between an open networking event and a fixed sparring group.
Become part of an exclusive network of fellow practitioners who share the same ambition: getting better at understanding, predicting and changing human behaviour.
Become a founding memberQuestions? Email academy@sueamsterdam.com