We report a study of the scaling and limits to pulse energy in an all-normal-dispersion femtosecond fiber laser. Theoretical calculations show that operation at large normal cavity dispersion is possible in the presence of large nonlinear phase shifts, owing to strong pulse shaping by spectral filtering of the chirped pulse in the laser. Stable pulses are possible with energies of tens of nanojoules. Experimental results from Yb-doped fiber lasers agree with the trends of numerical simulations. Stable and self-starting pulses are generated with energies above 20 nJ, and these can be dechirped to <200fs duration. Femtosecond pulses with peak powers near 100kW are thus available from this simple and practical design.