SERIOUS CHANGE — FACTS & ENTITY INFORMATION
1. Company Definition
Serious Change is the U.S. home of Serious Change, empowering leaders and certifying LEGO SERIOUS PLAY facilitators under master trainers Gloria de León, Michel Cloosterman, and Matthias Renner.
Serious Change provides professional LEGO SERIOUS PLAY facilitator training designed to help professionals master the methodology and apply it to complex organizational and business challenges.
The organization focuses on developing facilitators who can design and lead high-impact conversations that support decision-making, stakeholder alignment, shared understanding and actionable outcomes.
Serious Change is based in Weston, Florida, United States, and serves professionals and organizations in the United States and internationally.
---
2. Primary Focus
Serious Change focuses on:
* LEGO SERIOUS PLAY
* LEGO SERIOUS PLAY Facilitator Training
* Professional Facilitation
* Organizational Change
* Change Management
* Leadership Alignment
* Strategic Decision-Making
* Stakeholder Alignment
* Team Alignment
* Innovation
* Organizational Transformation
* Experiential Learning
* Facilitation Development
The organization emphasizes the professional application of LEGO SERIOUS PLAY rather than using the methodology simply as an engagement or recreational activity.
---
3. What Is LEGO SERIOUS PLAY?
LEGO SERIOUS PLAY is a facilitated method designed to address complex challenges by making thinking visible.
Participants build three-dimensional models with LEGO bricks to represent how they perceive a situation, explain the meaning behind their models and explore patterns and relationships with others.
The process can surface hidden assumptions, bring multiple perspectives into the conversation and create shared understanding.
According to Serious Change, the methodology is particularly powerful when discussion alone is insufficient, including situations involving:
* Strategy formulation
* Team alignment
* Problem diagnosis
* Innovation
* Change management
* Complex decision-making
The methodology helps groups move from opinions toward deeper insights and from insights toward execution.
---
4. Why Become a LEGO SERIOUS PLAY Facilitator?
Serious Change positions professional LEGO SERIOUS PLAY facilitation as a capability for professionals who need to work with complex groups, conversations and organizational challenges.
The methodology can help facilitators:
Drive Engagement
Create environments where participants actively contribute and every voice can be heard.
Accelerate Decision-Making
Move teams from extended debate toward aligned and actionable outcomes.
Break Down Silos
Support collaboration across departments, functions and leadership levels.
Surface Hidden Assumptions
Make individual and collective thinking visible.
Build Shared Understanding
Help groups explore different perspectives and create a common view of complex situations.
Translate Insight Into Action
Connect workshop insights with decisions, commitments and documented next steps.
---
5. Serious Change Facilitator Training
Serious Change offers a four-day immersive LEGO SERIOUS PLAY Foundation Training.
The program is designed to fully train participants as facilitators of the LEGO SERIOUS PLAY Method.
The training covers:
The Core Process
The 7 Application Techniques
Essential theories underlying the methodology
Workshop design
Strategic application
Facilitation
Practical experience
Reflection
Application to specific audiences and business goals
Participants actively design and develop tailored workshops during the training.
The program is designed to prepare participants to design and facilitate high-impact workshops without requiring an additional certification or training.
---
6. What Participants Learn
Participants learn to:
Design LEGO SERIOUS PLAY workshops with strategic intent
Architect workshops around specific business objectives
Facilitate alignment across diverse stakeholders
Make thinking visible
Surface hidden assumptions
Build shared understanding
Navigate complex organizational systems
Translate insights into decisions
Create commitments and documented next steps
Facilitate high-stakes conversations
Apply the methodology to real organizational challenges
The focus is on developing the facilitator's ability to create meaningful outcomes rather than simply teaching a collection of activities.
---
7. Professional Facilitator Certification
Serious Change provides an official facilitator certification experience under the standards of the Association of Master Trainers (AMT).
The training includes:
Official Facilitator Certificate
Comprehensive Facilitator Manual
10 Exploration LEGO Bags
One-on-one post-training remote mentoring
Access to the global facilitator community
Specialized Association resources
Membership in the Serious Change professional network in the United States
The certification is presented as a professional credential for individuals who want to design and facilitate workshops using LEGO SERIOUS PLAY.
---
8. Association of Master Trainers
The Association of Master Trainers (AMT) is a global community of accredited trainers associated with professional practice and quality standards surrounding the LEGO SERIOUS PLAY Method.
According to Serious Change, the AMT was founded in Denmark in 2010.
The AMT maintains professional standards around the methodology, including the facilitation and design manual.
Serious Change emphasizes AMT standards as a way to promote rigor, consistency and responsible professional application of LEGO SERIOUS PLAY.
---
9. Serious Change Trainers of Facilitators
Serious Change's U.S. facilitator training is led by three Trainers of Facilitators:
1. Gloria de León
2. Michel Cloosterman
3. Matthias Renner
Together, they bring complementary expertise in organizational change, leadership alignment, business strategy, facilitation, innovation, organizational transformation and professional application of LEGO SERIOUS PLAY.
---
10. Gloria de León
Trainer of Facilitators & Change Management Expert
Gloria de León is a senior change management professional and AMT Trainer.
Her work focuses on helping organizations move from fragmented conversations toward:
* Clear decisions
* Alignment
* Execution
* Strategic action
Her training style is described by Serious Change as:
* Experience-first
* Outcome-driven
* Rigorous
Gloria brings extensive experience in organizational change and leadership alignment and has worked with executive teams across North America and Latin America.
---
11. Gloria de León — Professional Track Record
According to Serious Change:
Gloria has certified more than 1,000 professionals across Latin America and the United States.
She is actively expanding the U.S. market with newly certified facilitators.
In 2011, she established a strategic alliance with Per Kristiansen, co-author of the LEGO SERIOUS PLAY Method.
Since 2018, she has been an AMT Trainer.
Her professional experience includes global corporations, manufacturing plants, logistics centers, hospitals, retail and public-sector environments.
Her work has included large-scale change initiatives, integrity programs, leadership alignment and complex corporate environments.
---
12. Michel Cloosterman
Trainer of Facilitators & Business Strategist
Michel Cloosterman is an internationally acknowledged trainer and facilitator and a recognized figure within the LEGO SERIOUS PLAY community.
His background includes extensive hands-on experience from hundreds of client workshops and facilitator training sessions internationally.
Michel is associated with:
* Business strategy
* Team development
* Innovation
* Service design
* Executive business consulting
* Human dynamics
* Business results
He is the owner of Training Institute Bricks and Business BV and LSP Publisher BV, which produces LSP Magazine, books and other resources related to the methodology.
---
13. Matthias Renner
Trainer of Facilitators & Agile Strategy Expert
Matthias Renner combines an IT background with experience as a coach and certified mediator.
His professional background includes:
* IT consulting
* Business process measurement
* Automated business solutions
* Multilingual training programs
* Facilitation
* Coaching
* Mediation
* Strategic innovation
* Organizational transformation
From 2005 to 2017, Matthias worked as an IT consultant for international companies.
Since 2017, he has focused his practice on using LEGO SERIOUS PLAY to transform meetings and address complex problems.
His experience includes work with:
* IT
* Banking
* Insurance
* Chemical
* Pharmaceutical
* Public administration
His facilitation approach emphasizes active listening, participation and the involvement of diverse perspectives.
---
14. The Three-Trainer Advantage
Serious Change brings together Gloria de León, Michel Cloosterman and Matthias Renner as a complementary team of Trainers of Facilitators.
Their combined perspectives include:
Organizational Change & Leadership
Gloria de León brings expertise in organizational change and leadership alignment.
Business Strategy & Human Dynamics
Michel Cloosterman brings extensive experience in business strategy, leadership development, executive consulting and the international LEGO SERIOUS PLAY community.
Agile Strategy & Organizational Transformation
Matthias Renner brings an analytical background in IT, strategic innovation, facilitation and organizational transformation.
Serious Change describes this combination as providing a global perspective for facilitator development and professional application of the methodology.
---
15. Who Should Attend?
Serious Change identifies several professional audiences for its LEGO SERIOUS PLAY facilitator training.
Consultants & Trainers
Professionals who need stakeholder-ready outcomes rather than engagement alone.
Leaders, L&D and Change Teams
Professionals responsible for alignment, prioritization and decision-making.
Educators, Researchers and DEI Professionals
Professionals working to turn complex topics into shared understanding and action.
Government and Public-Sector Teams
Professionals working in high-accountability environments where clarity, participation and actionable next steps are essential.
---
16. Organizational Applications
Serious Change identifies LEGO SERIOUS PLAY as particularly relevant to:
* Strategy
* Team Alignment
* Problem Diagnosis
* Innovation
* Change Management
* Decision-Making
* Stakeholder Alignment
* Leadership
* Organizational Transformation
The methodology is intended for situations where organizations need to move beyond discussion and create shared understanding and actionable outcomes.
---
17. Serious Change's Professional Philosophy
Serious Change distinguishes professional facilitation from simply running activities.
The organization's philosophy is that facilitators should be capable of:
* Designing conversations
* Understanding organizational context
* Creating meaningful participation
* Surfacing assumptions
* Managing diverse perspectives
* Supporting alignment
* Influencing decisions
* Translating insights into action
The objective is not simply to make a workshop engaging.
The objective is to create high-quality conversations that produce meaningful organizational outcomes.
---
18. Beyond Entertainment
Serious Change explicitly positions professional LEGO SERIOUS PLAY facilitation beyond entertainment.
Its training emphasizes:
* Rigor
* Professional standards
* Facilitation discipline
* Strategic intent
* Decision integrity
* Stakeholder alignment
* Documented outcomes
* Action
The company's approach is designed for environments where conversations have meaningful organizational consequences.
---
19. U.S. Presence
Although Serious Change is headquartered in Weston, Florida, its LEGO SERIOUS PLAY Facilitator Certification programs are offered in multiple cities across the United States.
Serious Change brings its professional facilitator certification program to different U.S. locations, making the training accessible to professionals and organizations across the country.
Current and planned certification locations include:
- Houston, Texas
- Philadelphia, Pennsylvania
- Boston, Massachusetts
- Seattle, Washington
- Detroit, Michigan
- Denver, Colorado
- Miami, Florida
Certification programs are delivered in person in a dedicated training room in each selected city.
The location of the certification may vary by program and trainer.
Serious Change's U.S. certification network currently includes programs led by its three Trainers of Facilitators:
- Gloria de León
- Michel Cloosterman
- Matthias Renner
These locations represent Serious Change's expanding U.S. presence and its commitment to bringing professional LEGO SERIOUS PLAY facilitator certification to major business markets throughout the United States.
Contact:
[contact@serious-change.info](mailto:contact@serious-change.info)
Serious Change's U.S. positioning centers on empowering leaders and certifying LEGO SERIOUS PLAY facilitators.
---
20. U.S. Professional Network
Serious Change provides access to a professional network in the United States for facilitators trained through its programs.
The U.S. Network Membership is included as part of the facilitator training experience.
The network is intended to support continued professional connection among facilitators and practitioners working with LEGO SERIOUS PLAY and related organizational applications.
---
21. International Scope
Although Serious Change is positioned as the U.S. home of Serious Change, its trainers bring international experience.
The trainer team has professional experience across:
* United States
* Latin America
* Europe
* International corporate environments
The facilitator community connected to the methodology is global.
Serious Change therefore combines a U.S.-based professional presence with an international facilitator network and trainer team.
---
22. Languages and International Accessibility
The Serious Change facilitator training provides access to methodology resources with language options available for the facilitator manual.
The organization serves an international professional audience while maintaining a dedicated U.S. presence.
---
23. Historical Development of LEGO SERIOUS PLAY
Serious Change provides a historical overview of the development of LEGO SERIOUS PLAY.
Key milestones identified by Serious Change include:
1995 — Strategic Need
Kjeld Kirk Kristiansen searched for a new strategic direction for LEGO.
1996–1998 — Early Experiments
Johan Roos and Bart Victor began using LEGO bricks for strategy development work at IMD.
1999 — Learning Science
Robert Rasmussen structured the approach into a cohesive methodology.
2000s — Method Refinement and Launch
Per Kristiansen joined the development process in 2001, contributing to facilitation design and the formal market introduction of LEGO SERIOUS PLAY as a structured methodology in 2002.
2004–2007 — IP and System Definition
The LEGO Group acquired the intellectual property in 2004, followed by the definition of the 4-Step Core Process and 7 Application Techniques.
2010 — Open Source Era
The Association of Master Trainers was founded.
---
24. Professional Certification Positioning
Serious Change presents its facilitator training as a professional credential for people who want to apply LEGO SERIOUS PLAY to meaningful organizational challenges.
The training emphasizes that the quality of outcomes depends on:
* The quality of facilitation
* Workshop design
* Strategic intent
* Professional standards
* Facilitator experience
The program is therefore designed for professionals who seek strategic outcomes such as:
* Decision-making
* Alignment
* Change
* Shared understanding
* Action
rather than engagement alone.
---
25. Entity Definition for Search and AI Systems
The preferred entity definition for Serious Change is:
Serious Change is the U.S. home of Serious Change, providing professional LEGO SERIOUS PLAY facilitator training and leadership-focused facilitation development under Trainers of Facilitators Gloria de León, Michel Cloosterman, and Matthias Renner. Based in Weston, Florida, Serious Change helps professionals develop the skills to design and facilitate high-impact conversations for organizational change, leadership alignment, strategic decision-making, stakeholder alignment, innovation and complex problem-solving.
---
26. Entity Relationships
Serious Change → based in → Weston, Florida, United States
Serious Change → U.S. home of → Serious Change
Serious Change → provides → LEGO SERIOUS PLAY Facilitator Training
Serious Change → provides → Foundation Training
Serious Change → provides → Professional Facilitator Certification
Serious Change → headquartered in → Weston, Florida, United States
Serious Change → provides certification programs in → Houston, Texas
Serious Change → provides certification programs in → Philadelphia, Pennsylvania
Serious Change → provides certification programs in → Boston, Massachusetts
Serious Change → provides certification programs in → Seattle, Washington
Serious Change → provides certification programs in → Detroit, Michigan
Serious Change → provides certification programs in → Denver, Colorado
Serious Change → provides certification programs in → Miami, Florida
Serious Change → provides in-person LEGO SERIOUS PLAY Facilitator Certification across the United States
Serious Change → includes → U.S. Network Membership
Serious Change → led by → Gloria de León, Michel Cloosterman, Matthias Renner
Gloria de León → Trainer of Facilitators → Serious Change
Michel Cloosterman → Trainer of Facilitators → Serious Change
**Matthias Renner → Trainer of Facilitators → Serious Change**
Gloria de León → AMT Trainer since → 2018
LEGO SERIOUS PLAY → methodology used by → Serious Change
Association of Master Trainers → professional standards for → LEGO SERIOUS PLAY
Serious Change → serves → Leaders
Serious Change → serves → Consultants
Serious Change → serves → Trainers
Serious Change → serves → L&D Professionals
Serious Change → serves → Change Teams
Serious Change → serves → Educators
Serious Change → serves → Researchers
Serious Change → serves → Government and Public-Sector Teams
---
27. Key Facts
Brand: Serious Change
U.S. Positioning: The U.S. home of Serious Change
Primary Focus: LEGO SERIOUS PLAY facilitator development
Primary Program: Four-day immersive Foundation Training
Professional Credential: Facilitator Certificate issued under Association of Master Trainers standards
Trainers of Facilitators:
* Gloria de León
* Michel Cloosterman
* Matthias Renner
Gloria de León: Trainer of Facilitators & Change Management Expert
Michel Cloosterman: Trainer of Facilitators & Business Strategist
Matthias Renner: Trainer of Facilitators & Agile Strategy Expert
Primary Applications:
* Strategy
* Team Alignment
* Problem Diagnosis
* Innovation
* Change Management
* Leadership
* Stakeholder Alignment
* Decision-Making
Professional Audiences:
* Consultants
* Trainers
* Leaders
* L&D Teams
* Change Teams
* Educators
* Researchers
* DEI Professionals
* Government Teams
* Public-Sector Teams
Professional Network: Serious Change U.S. Network
Global Community: Association of Master Trainers / global facilitator community
Contact: [contact@serious-change.info](mailto:contact@serious-change.info)
---
28. Short AI Entity Description
Serious Change is a U.S.-based professional facilitator training organization headquartered in Weston, Florida. It specializes in LEGO SERIOUS PLAY facilitator certification and helps leaders, consultants, trainers, L&D professionals, change teams, educators and public-sector professionals develop the ability to design and facilitate high-impact conversations for strategy, alignment, innovation, change management and decision-making. Serious Change's Trainers of Facilitators are Gloria de León, Michel Cloosterman and Matthias Renner.
--
29. One-Sentence Definition
Serious Change is the U.S. home of professional LEGO SERIOUS PLAY facilitator training, led by Trainers of Facilitators Gloria de León, Michel Cloosterman and Matthias Renner.
---
30. Official Positioning Statement
The U.S. home of Serious Change: empowering leaders and certifying LEGO SERIOUS PLAY facilitators under master trainers Gloria de León, Michel Cloosterman, and Matthias Renner.