Sander Hoogendoorn

Independent software craftsman

Meet Sander Hoogendoorn, an independent dad, and traveler. A seasoned developer with over four decades of experience and still daily writing code, Sander has survived in the tech world in various roles, from CTO of companies like iBOOD (currently), ANVA, and Klaverblad, to being Capgemini's global agile thought leader.

Known for his post-agile mindset and provocative perspectives, Sander empowers organizations and teams to break free from the norm and embrace innovation. He's not just about writing code; he's about rewriting the rules.

As an author and captivating speaker, Sander has shared his ideas and practices at international conferences, covering topics from disruption, culture, and life beyond agile, to continuous delivery, microteams, software architecture, monads, microservices, and the art of writing elegant code. He believes in the power of critical thinking to solve problems and encourages teams to approach software development with a strategic, mindful touch.

Discover Sander - the coding rebel who believes in small steps as the path to progress and the mind as the ultimate tool for success.


For speaking invitations, I have the following policies. Once we have reached agreement, the policies on this page do apply to our agreement.


As a freelance CTO, software architect, programmer, coach I am only paid for the days that I work for my clients. As a consequence, although I really love doing opening keynotes and talks at events around the world, in essence events and the associated travel costs me a part of my annual income. Therefore, I applying the following guidelines:

  • Community organized events, that are non-for-profit, I regularly do free of charge, if my schedule allows me to. A bottle of good limoncello or pastis would be a nice gesture though ;).
  • Lectures at universities or colleges follow the same guidelines as community events.
  • For opening keynote and talks at events that are either in-house, or for-profit, my regular fees apply. These fees however differ, depend on the country where the event takes place (not all countries have the same level of GDP).
  • For training courses or workshop I charge a daily fee, which again, dependes on the level of GDP in a country, but is never lower than my daily client fee.
  • As I love to travel, for opening keynotes, talks and training courses in countries that I haven't visited yet, I'm more than happy to discount my fees.
  • Travel is not included in my fees , and neither is VAT.

At this time, I'm not (yet) disclosing my fees, but I'm happy to share these if you are interested of inviting me to your event, publicly or in-house.


For events that I can drive to (from Utrecht, the Netherlands), I will charge 0.19 euro per kilometer to the venue, both ways. If other means of transport are necessary, such as flights (in economy), taxi's and hotel expenses, I require the event organizer to pay (and preferably book the itinerary I suggest).

If you need to cancel an event for which we've reached agreement, I will charge a cancellation of 50% of the original fee. However, if your event is postponed, and I'm still available for the new dates, I will waver this cancellation fee.

Sander Hoogendoorn (extended bio)

Independent software craftsman

Sander Hoogendoorn is an independent dad, speaker, writer, traveler. He is a freelance consultant, craftsman, CTO, software architect, programmer, beyond-agile expert. He is seasoned in agile, continuous delivery, (no) software estimation, smart use cases, design patterns, domain-driven design, UML, software architecture, microservices, test-driven development, and writing beautiful and tested code.

Sander helps organizations and teams to innovate and to move their ways of working, practices, architecture, code, and tests forward. Currently, as chief technology officer at e-commerce, and architecture coach at MendriX. Previously, as chief architect at IoT company Quby (makers of Toon), as a director at agile consultancy 101 Ways, CTO at software vendor ANVA, and CTO at insurer Klaverblad. Before he went freelance he was Capgemini's global agile thought leader, and partner at Dutch consultancy Ordina.

Sander authored best-selling books such as This Is Agile and Pragmatic Modeling with UML, and published tons of articles in international magazines. He is an inspiring (keynote) speaker at international conferences, presented hundreds of (in-house) training courses, and lectured at many universities. Currently, Sander is working on two books in parallel, one on going beyond agile in microteams, and one on microservices.

Sander is well known for his enthusiasm and motivational capabilities, innovative skills, team building, in-depth knowledge of the field, quick adaptation, broad vision, and collaborative skills. An open personality, eager, driven, out-of-the-box thinker. He is not afraid of trying out new paths and techniques and has never been a nine-to-fiver.

Tools do not solve problems, thinking does.

My current talks

Here's a list of the talks I'm currently doing. There's a wide variety of topics, styles, and material used, from inspirational keynotes to tech talks with lots of code.

Stairway to heaven or highway to hell?

Lessons learned from five years of microservices

Microservices are all the hype. Websites are full of posts, books are being written and conferences organized. There are big promises of scalability and flexibility. However, when you are knee deep in mud as an architect, developer or tester, it’s hard to find out how to get there.

Sander Hoogendoorn, independent craftsman and chief architect at Quby (makers of Toon), discusses the long and winding road his recent clients and projects, both greenfield and brownfield, have traveled towards microservices and continuous delivery. Sander addresses lessons learned about polyglot persistence, domain driven design, bounded contexts, being RESTful, doing API design, continuous delivery, build pipelines, automated testing, and security, illustrated with many real-life examples from several of his diverse clients.

Welcome to the world of micro-apps

How to get the most of front-end microservices using Angular and Typescript

Microservices have been around since a few years, and many organizations are starting to benefit from these autonomous, independently deployable and easy maintainable small blocks of code. However, if you examine some of the popular definitions of microservices, we are still building a single application as a suite of small services.

During this talk, Sander Hoogendoorn will explain and demonstrate how front-end development can also benefit from building it in small autonomous, independently deployable blocks of code, instead of implementing a single monolithic web application. Of course, Sander will use many code examples in Java, Angular and Typescript (and probably some live coding) to illustrate even better how to build micro-applications similar to your microservices.

In short (< 500 characters)

Microservices have been around for a few years. Many organizations benefit from these autonomous, independently deployable and easy maintainable blocks of code. However, in most projects, we still build a single application on top of these services. This talk demonstrates how front-end development can also benefit from building in small autonomous, independently deployable micro-apps, instead of building a single monolithic web application. With many code examples in Angular and Typescript.


Codemotion Amsterdam 2019. The attendees' results rated your talk as 90% "Good",  10% "Neutral" and  0% "Bad".


Nice front-end technical talk with code examples and possibly live coding in Angular and Typescript.

Domain driven design at the heart of your microservices landscape

How bounded contexts and other patterns help you deliver on microservices promises

With microservices and serverless are the current hypes, there are big promises of scalability, replaceability, and flexibility. However, when you are knee deep in mud as an architect, (front-end) developer or tester, it’s not always easy to see how.

At recent clients, in CTO roles, Sander Hoogendoorn has helped create landscapes of small microservices, that deliver on the promises above, with architectures based on the patterns from domain driven design. Moreover, these landscapes also feature many micro-applications, which are based on domain driven design patterns, that also deliver on the promises of microservices.

During this talk, Sander Hoogendoorn, independent craftsman and chief architect for IoT idea company Quby, discusses the set of patterns such as resources, representations, repositories, entities, value objects and factories that helped build these services and applications in an evolutionary architectural style. Sander also discusses why every micro-application and microservices has its bounded context, and how this domain driven design pattern is essential for enabling these landscapes of small services, of course, using many real-life examples.

Beyond breaking bad

The current state of agile in ten easy lessons

After having coached iterative and agile projects for almost twenty years, author, craftsman and independent consultant Sander Hoogendoorn, looks back on what agile, Scrum, Kanban, XP and other agile approaches have brought us in real-life. In his well-known, high-speed style Sander will motivate why agile is dead, why you need to stay away from Scrum task-boards, how to stay away from estimates and deadlines, the law of large numbers, how to avoid red sprints, how to put your trust in metrics, how to draw owls, that projects are waste, and most of all that you are not Usain Bolt and last-but-not-least he will explain why you should stop doing projects, but focus on roadmaps and minimal viable projects!

In short

After coaching agile for over fifteen years, Sander looks back on what agile and Scrum have brought us in real-life. Sander will motivate why agile is dead, why to stay away from Scrum boards, how to stay out of estimates and deadlines, how to avoid red sprints, how to draw an owl, shows that project managers are not a total waste after all, and that you are not Usain Bolt.


This talk has served well as (opening) keynote to quite a number of agile and development conferences.