How it all started

Avery 2.0 was ready for commercial launch, and we gathered with the Team to discuss our go-to-market strategy. What began as a wild idea to get 1,000 people in one room quickly escalated in our imagination, but we also had to face reality. Soon it felt like one of those late-night proposals you pitch to a friend during last call at a random bar: the kind of idea that nobody actually follows through with the next morning. But the best way to avoid that fate? Take action immediately.

Right after our initial meeting, we started booking venues. First, we said 1,000 in one night was a challenge, but 100 people in 10 rooms over 10 days? That was something we could aim for. Then we divided that by two and decided, “Let’s start with season 1: five cities.”

The crazy idea of touring through the country, showcasing the latest developments in recruiting tech while a DJ played in the biggest cinemas available, didn’t stray too far from its origins. Sure, we didn’t get a car wrapped in Avery logos (someone even mentioned a Ferrari), nor did we rent billboards next to venues and also Martin Garrix was not there. Instead, we decided to focus on what matters most: the people and the hiring community.

We ordered merch and shot great promo videos (true pain points stories of TA with our great friends: Aleksandra, Costas, Veronica, Donja and Kristiana) before even figuring out who would speak where or what the overall agenda would be — all while asking ourselves, “Will anyone even show up?”

Then we reached out to our friends and TA space experts we’d connected with while building Avery. The excitement for these events went through the roof, giving us the boost we needed to proceed.
And then Day 1 arrived: Monday, September 8th.

Enter Eindhoven

Not 100 people, but 30... 30 genuinely excited people who cared about recruitment challenges facing agencies, in-house TA teams, and solo recruiters. Everyone was curious about what’s happening in the space.We started with drinks, photos, and casual conversations.
AJ gave an intro about what the Grand Tour was all about, followed by our first on-stage presenter. And this wasn’t your typical recruiting event presenter: Alina, a stand-up comedian who confessed she’d over-exaggerated her motivations when applying for a customer support role, cleverly highlighting the differences between recruiters and hiring managers.

Next on stage were our friends and recruitment veterans: Joey Koksal and Donja Huidar.

We closed with a short video showing where Avery currently stands, and AJ announced that the product was out of beta, encouraging everyone in the building to try Avery for free.

Off stage, we enjoyed networking, popcorn, and drinks, with demo stations where people could play with Avery.

Watch Eindhoven Vlog here ↓

A night to remember, but just the beginning. The journey continues...

The remaining cities (The Hague, Rotterdam, Utrecht, Amsterdam) followed with even more energy and incredible insights from amazing TA experts: Marcel van der Meer, Bryan Peereboom, Martijn Isager-Smit, Marcus Morrison, Terry Aduh, and Mahmoud Aly.

We consistently drew around 30 people for each city — until Utrecht, where heavy rain dampened spirits and we could only gather about 20 attendees. While this hit our egos personally, the vibe we created inside the pub felt like “family and friends,” allowing us to discuss challenges even more intimately.

Watch Den Haag, Rotterdam and Utrecht Vlogs here ↓

And finally: Amsterdam

We could have expected anything, but dozens of people ending up standing in the back because there weren’t enough seats? That was pure joy. Amazing insights, incredible energy, and a location in the heart of Amsterdam created unforgettable vibes. The speakers brought all the hot topics to the table —issues everyone could resonate with — and then came Avery’s current state and our vision for the next six months. This was something every TA professional had been waiting for: a tool that could empower them to become true TA business partners.

No need to wait anymore — Avery is here.

Watch Amsterdam Vlog here ↓

What we learned

Now our community is live, and we’re just getting started with big moves in the TA space. Five amazing events. We didn’t end up with 500 people in five days — maybe not even a half of that. But the quality of people and the interest we generated easily compensates for all the effort we invested.

The tour taught us that sometimes the best ideas are the ones that feel impossible at first. Sometimes you just need to book the venue and see who shows up.

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