sam® user workshop 2025: Attention generates appreciation

Around 100 sam® users. Two days full of inspiration, encounters and genuine appreciation. This year’s sam® user workshop took place from 18. to March 19, 2025 in beautiful Münster – with a special kick-off at our headquarters in Rheine. More than a home game for us. It was a real togetherness.

It all started the evening before – and not just anywhere, but right here in Rheine. Our guests traveled comfortably by shuttle bus or train from the hotel in Münster to our headquarters, where we welcomed them with open arms, snacks and cool drinks. In a relaxed atmosphere, our guests had the opportunity to get to know the team behind sam® – and gain an authentic insight into our corporate culture.

Because at sam® it’s not just software and features that count. It’s the people – and a genuine interest in each other.

Day 1: Developments, insights, exchange

The first workshop day started with the latest news and interesting facts about sam®. Our COO Nico Lulay gave an overview of news from the company before we looked ahead together: Where is the journey heading?

In his presentation, Roman Maier took an exciting look at the secova lab – our think tank for future-oriented developments. And Stefan Ganzke provided a key impetus with his keynote speech on safety culture: How are safety thinking, mindset and corporate culture connected? And how can the whole thing be systematically developed further?

After lunch, Sergej Pede showed in his session how new features in sam® make daily work much more efficient – an update with many aha moments for the participants.

Emotional highlight: Neven Subotic

In the evening, the highlight that touched many: Neven Subotic‘s keynote speech.

The former professional footballer and founder of the well:fair foundation spoke about responsibility, about living values – and about how small steps can lead to big changes.

“Attention generates appreciation.” – a sentence that stuck.

With a clear message: don’t wait for others to do something – start with yourself. This impulse not only fits in with his commitment to access to clean drinking water – but also with our work with sam®. Because here, too, it’s about taking a close look, acting and taking responsibility together.

As a token of our appreciation, we were able to present Neven with a cheque for his foundation that evening. A special moment that moved us all.

Nico has summarized the impulse that Neven set with his presentation once again on LinkedIn:

Day 2: Dive deeper – create together

The next morning was all about risk culture. One of the highlights was Holger Schumacher, who was there for the second time and introduced the topic to all participants. But that was just the start – we’ll reveal more soon. This much is certain: look forward to something great!

Following his presentation, Holger and Johannes Türk-König led a workshop on the topic of risk culture, which inspired all participants. In further sam® Cafés, the focus was once again on direct exchange. Particularly popular: the first-ever content workshop, which focused on new ideas and innovations. The day ended with a presentation by Daniel Ahrens, who took a look behind the scenes of our Customer Success Management.

Thank you. For two days that stay.

Two days full of inspiration, new connections and genuine encounters. For us, the workshop was more than just an event – it was a living community. Over 45 colleagues from product development, sales, UX, CSM and many other areas were there. Because that’s what sam® is all about: Closeness. Listening. Designing at eye level.

With this in mind, thank you to everyone who made this workshop so special. For the openness, the trust – and for thinking ahead together. We are already counting down the days until the next sam® user workshop in 2026.

The entire secova team is already looking forward to the 2026 workshop!