Purpose: To analyse the experiential learning approach to induce attitudinal change in the Ethiopian agricultural extension system to transform services from a top-down teaching to a participatory and interactive way. Design/Methodology/Approach: Reconstruction of three training of trainers' pilot trainings in a regional Ethiopian extension system from 2017 to 2020. The article analyses authors' reflections and trainees' self-assessment of the process and learning outcomes in view of the experiential and transformative learning perspective. Findings: The article showcases how theories are translated to concept development and application of an innovative training of trainers' pilot. It describes the actors, processes, outcomes and main learnings of a repeated training of trainers. Experiential learning-based training has the potential to activate individual agents as starting points that enable transformative changes in the Ethiopian extension system. In order to increase that potential, such a design should consider the prerequisites inside the extension system and among its agents. Practical implications: The study offers insights for practitioners working towards enhancing the competences of agricultural advisors. Based on learned lessons, it serves as a guidance in the design of training the trainer approaches in similar contexts and whenever reorganisation of advisory services is required. Theoretical implications: There is a need to include the long-term dynamics of knowledge and attitudes between individuals and their organisations; the way how organisations learn and transform themselves and how systematic reflections can be used to better assess the effectiveness of innovative training methods for more participatory advisory systems. Originality/Value: The iterative sequence of theories, concepts, application, and outcomes, and referring back to concepts, and the clear demonstration of peer learning processes.