Amsterdam, December 13th, 2024 – Recently, Berend Kistemaker, Chief Commercial Officer, and Omar El Nayal, Director of Sustainability, spoke with E-bike Magazine (a Belgian e-bike magazine). In an in-depth interview, they shared their vision on how enviolo responds to the growing demand for sustainable solutions and how innovations are important for the future of the bicycle industry. Read the original article below from E-bike Magazine for an inspiring insight into enviolo’s vision and ambitions.
Recently, we had the privilege to talk with two key figures from enviolo: Berend Kistemaker, Chief Commercial Officer, and Omar El Nayal, Director of Sustainability. In this inspiring conversation, we delved deeper into the vision behind enviolo, their innovations, and the future of their products. However, the main topic was undoubtedly sustainability. enviolo aims to distinguish itself not only by designing and producing high-quality gear hubs but also through its pioneering role in greening its production processes. Berend and Omar shared their ambitions to make significant strides toward more sustainable production and their hope to not only green their processes but also inspire the rest of the industry in their mission. It was a conversation full of insights and inspiration, clearly demonstrating how enviolo is committed to the future of e-bikes and the planet.
E-bike Magazine: Hello Berend and Omar, how are you?
Berend: We’re doing well! Like everyone in the bicycle industry, we are also navigating the search for the new normal. The past years have been quite turbulent, both for bike shops and brands, and of course, we operate in the same chain as the rest of the industry.
Although enviolo as a company is doing well, we face the same volatility that many brands are currently experiencing. It certainly keeps us busy and partly determines how things are going with us.
E-bike Magazine: Can you tell us about your position in the market and how enviolo is doing?
Berend: What we see is that almost all major brands in the market want to work with us. We have models with a large number of brands and notice that retailers and end consumers remain enthusiastic about our product. Despite the volatility, we observe a constant increase in sales figures. That gives us a lot of confidence in the future.
In Belgium, for example, we have a market share of over 25 percent. That is impressive, especially for a premium component like enviolo. Additionally, subsidies and tax advantages, such as bike leasing, also help in Belgium.
E-bike Magazine: How important is bike leasing for you and the industry?
Berend: Leasing plays a crucial role. During a dealer event in Belgium, we spoke with dealers who mentioned that over 50% of bikes are sold through leasing arrangements. In the Netherlands, we see a different pattern due to specific tax benefits here. But it’s clear that financial structures like leasing are becoming increasingly important in our industry.
E-bike Magazine: What factors have helped you perform well during the recent turbulent period?
Berend: One of our strengths is that we have always been able to guarantee short delivery times. This meant we could support brands when demand was high, and others struggled to deliver. Our strong product opened many doors during that time.
Of course, we also faced challenges with high inventory levels and brands working through those inventories. Today, we can conclude that there is positive progress, as well as an increase in models specifically made by us.
E-bike Magazine: What are the key lessons you’ve learned from the past turbulent years?
Berend: One of the biggest lessons is the importance of staying close to brands and dealers. We achieve this by investing heavily in retail training, not only to share knowledge but also to hear what’s happening in the market. Moreover, we maintain a strong presence with brands to truly understand their challenges and needs. This builds trust.
E-bike Magazine: How do you view the future?
Berend: Despite the challenges, we are optimistic about the future. We see an increase in specific models with enviolo, and conversations with brands about new collaborations are going well. That makes us optimistic about the coming years.
E-bike Magazine: What innovations or new developments can we expect from you in the near future?
Berend: Innovation never stops for us. Over the past years, we have continuously invested in product development and kept innovating to meet market demands. Our product portfolio has now expanded to five types of hubs (Urban, City, Trekking, Heavy Duty, Extreme), enabling us to also serve a mid-price segment.
One of our main focal points is automatic shifting, a technology we introduced years ago and which is now widely adopted by the industry. The combination of a stepless shifting system and automatic control offers cyclists an unparalleled experience. This is the future of shifting.
We are also working on software to further personalize shifting. Think, for example, of a system that automatically takes into account the terrain—hilly or flat—or even factors like headwinds. We aim to make cycling simpler so that the consumer can focus on enjoying the surroundings without worrying about shifting. This is similar to how the VarioMatic in the automotive industry has transformed stepless shifting.
E-bike Magazine: enviolo has been active for longer than the electric bike, but with the rise of e-bikes, your technology seems to come into its own. How do you maintain market leadership in this segment, especially since you have little direct competition?
Berend: What sets us apart is that stepless shifting is synonymous with enviolo. This is a technology we invested in years ago and continue to improve. The market trend is clear: bikes are being used for heavier applications, such as longer distances, heavier e-bikes, and cargo bikes. Especially in countries like Belgium, where cargo bikes and longtail models are popular, the benefits of our product become evident.
A key feature that sets us apart is ‘shift under load.’ Imagine stopping at a traffic light with a fully loaded cargo bike and forgetting to shift down. With our technology, that’s no problem; you can shift even while stationary. This makes the cycling experience much more comfortable and hassle-free.
We also invest heavily in relationships with bike shops. We understand that if bike shops don’t support our product, it’s difficult to reach the market. Therefore, we invest in our service levels so that we can quickly address any issues, ensuring consumers can get back on their bikes promptly.
E-bike Magazine: How important is the role of the retailer in your strategy?
Berend: Bike shops are essential to our success. From the beginning, we have understood how important it is to put shops and dealers in a strong position. This means not only providing fast service and support but also investing in education. Retailers who understand and are enthusiastic about our products become our ambassadors.
With the complexity of electrical components and software, training has become even more critical. That’s why we offer extensive education programs to ensure our retail partners are always up-to-date. This gives bike brands the confidence to install our shifting system on their models.
E-bike Magazine: Since COVID, a lot has changed in the world. What have you learned from this period?
Berend: One of the biggest lessons is how important the role of the bike shop remains. The e-bike is a complex product that requires regular service, and consumers need reliable support. Unlike, for example, the electronics industry, physical retail remains crucial in our sector. Cyclists trust shops, and we recognize the importance of training and educating shop employees. This ensures the success of enviolo but also the brands and shops we work with.
We’ve also learned that the bike industry can benefit from embracing new opportunities. For example, bike shops have discovered that offering leasing programs can attract new customers. Moreover, brands have shown increasing interest in new collaborations, and despite the challenges of the past years, the industry remains resilient and ready to grow.
