The Bikeconomics (Mega)Thread

saskskier wrote:

I was in Morzine/area for two weeks this summer and the number of non-riders who were still all over the mountain was quite striking vs in...

I was in Morzine/area for two weeks this summer and the number of non-riders who were still all over the mountain was quite striking vs in Canada. I'm sure part of that is population density, but I also think the way the lifts and towns and restaurants, etc are laid out make a big difference. While some ski resorts/bike parks have a "village" (Whistler, Sun Peaks, etc), many are stand alone operations separate from the town which makes it way less enticing for families who aren't into biking/skiing. In the alps, you've got the lift (located in the middle of town), which goes over top of 5 different privately owned restaurants, a dairy farm with a restaurant and then more restaurants at the top of the lift.

I'm also not mad at 35 euro lift passes which access the entire Portes du Soleil region, vs $75-90 passes for a single park. Pretty sure my entire two weeks in Morzine was cheaper than a week in Whistler would be (with better food. Lol)

sethimus wrote:

the 2 main mountains in whistler are private property with restricted access vs. free access all over europe. big difference…

Jotegr wrote:

Ooooo, finally something in the thread a professional association says I'm qualified to comment on! This is a misconception. Whistler Blackcomb, like most ski resorts in British...

Ooooo, finally something in the thread a professional association says I'm qualified to comment on!

 

This is a misconception. Whistler Blackcomb, like most ski resorts in British Columbia, are for the most part, on unsurveyed Crown land. Bits and pieces are surveyed, typically where buildings exist, and there's a bunch of statutory right of ways registered on it (with confusing descriptions because, well, unsurveyed), but like 99% of the resort is provincial land. Whistler Blackcomb has stronger property rights and than other resorts because their tenure is a lease which gives them similar (but not quite as strong) rights to exclusive use and occupation as if it were private for a fixed duration. It's somewhat more common for Crown licenses in British Columbia to be for a specific activity or activities, such as grazing, skiing, etc. This type is not exclusive use, but is exclusive to that activity and others can't enter in a way that interferes with that activity. 

mtbman99 wrote:

Local hill on Vancouver Island seems to do decent summer business but have invested to add alternatives to just mountain biking to draw in more tourist...

Local hill on Vancouver Island seems to do decent summer business but have invested to add alternatives to just mountain biking to draw in more tourist dollars with a zip line and scenic chair rides. They also have the entrance to strathcona park for foot powered exploration pretty close by that drives some good business to the food services.

lloyd506 wrote:

Not sure what you consider good business to be. I have been to Mount Washington a few times this summer. Mid July Saturday was ride onto...

Not sure what you consider good business to be. I have been to Mount Washington a few times this summer. Mid July Saturday was ride onto the lift. Hill was empty, with 2 chairs spinning no lineup at either. Not sure they would have made enough from ticket sales to pay the amount of staff on hand. 

Jotegr wrote:

Ooooo, finally something in the thread a professional association says I'm qualified to comment on! This is a misconception. Whistler Blackcomb, like most ski resorts in British...

Ooooo, finally something in the thread a professional association says I'm qualified to comment on!

 

This is a misconception. Whistler Blackcomb, like most ski resorts in British Columbia, are for the most part, on unsurveyed Crown land. Bits and pieces are surveyed, typically where buildings exist, and there's a bunch of statutory right of ways registered on it (with confusing descriptions because, well, unsurveyed), but like 99% of the resort is provincial land. Whistler Blackcomb has stronger property rights and than other resorts because their tenure is a lease which gives them similar (but not quite as strong) rights to exclusive use and occupation as if it were private for a fixed duration. It's somewhat more common for Crown licenses in British Columbia to be for a specific activity or activities, such as grazing, skiing, etc. This type is not exclusive use, but is exclusive to that activity and others can't enter in a way that interferes with that activity. 

sethimus wrote:

i stand corrected, but the outcome is the same. some company decides what happens on this mountain and what not. one side for walkers, one side...

i stand corrected, but the outcome is the same. some company decides what happens on this mountain and what not. one side for walkers, one side for bikers (and a shared top, but DO NOT RIDE UP THE PEAK OR YOUR LIFT PASS GETS REVOKED!)

i rather the Graubünden way:

jonkranked wrote:

my local lift access bike mountain / ski resort had offered trail running for people into that sort of thing for a couple of years, separate...

my local lift access bike mountain / ski resort had offered trail running for people into that sort of thing for a couple of years, separate trails from the DH trails.  at the ends of the bike trails there were very clear warnings that it was bikes only, no running, etc. enough of the runners made their way onto the trails it became a problem, last season alone i personally came across at least a dozen trail runners on bike trails.  they didn't offer trail running this year, and while there was no official reason given, i'm assuming this is why.  i once even saw a runner turn to start heading up a black diamond jump line. 

sethimus wrote:

i stand corrected, but the outcome is the same. some company decides what happens on this mountain and what not. one side for walkers, one side...

i stand corrected, but the outcome is the same. some company decides what happens on this mountain and what not. one side for walkers, one side for bikers (and a shared top, but DO NOT RIDE UP THE PEAK OR YOUR LIFT PASS GETS REVOKED!)

i rather the Graubünden way:

jonkranked wrote:

my local lift access bike mountain / ski resort had offered trail running for people into that sort of thing for a couple of years, separate...

my local lift access bike mountain / ski resort had offered trail running for people into that sort of thing for a couple of years, separate trails from the DH trails.  at the ends of the bike trails there were very clear warnings that it was bikes only, no running, etc. enough of the runners made their way onto the trails it became a problem, last season alone i personally came across at least a dozen trail runners on bike trails.  they didn't offer trail running this year, and while there was no official reason given, i'm assuming this is why.  i once even saw a runner turn to start heading up a black diamond jump line. 

bulletbass man wrote:

The trails for hiking and trail running are terribly marked.  My mom will come sometimes for a hike while I bike and is one of those...

The trails for hiking and trail running are terribly marked.  My mom will come sometimes for a hike while I bike and is one of those people who end up on a bike trail.  Very much not on purpose.  Now she just parks at the Appalachian trailhead to hike and I ride over to the park.

Brian_Peterson wrote:

Haro doesn't seem to be on good ground right now.. A lot of BMX models not showing up on the website, the shop i used to...

Haro doesn't seem to be on good ground right now.. A lot of BMX models not showing up on the website, the shop i used to work for is telling me that inventory on the B2B is not very good. I'm hearing about a road team they're working with that is owed money.. Maybe the jump into the high end road and MTB segments was too much, too quickly? 

saskskier wrote:

There is a new, lift accessed bike park that's going to be opening in Alberta in the next couple of years. I'm pretty sure their entire...

There is a new, lift accessed bike park that's going to be opening in Alberta in the next couple of years. I'm pretty sure their entire trail system is going to be starting from scratch, just because there isn't really a trail network in the area. This is contrast to somewhere like Revelstoke, where there were already a bunch of unsanctioned trails on the resort that they just incorporated when they opened the bike park. 

Eoin wrote:

I went shuttling finale with my ebike, mostly because it's my only bike at the moment, but also Finale have been incredibly smart to promote the...

I went shuttling finale with my ebike, mostly because it's my only bike at the moment, but also Finale have been incredibly smart to promote the "Guiding" culture where the value isn't just the uplift but having someone to help choose which trails to tide and show them to you.

 

The numbers you guys are quoting for bike park access are just mind-blowing to us broke Europeans: all my local bike parks in France (Valberg, Roubion, Isola, smaller but still known parks with ~10 tracks each) cost €16 for the bike park and €30 for skiing. But I'm pretty sure most of the equipment is paid for with tax money. 

I would take a cheap shot at the US about having a government that works for the people etc, but we are currently searching for our third prime minister this year...

Brian_Peterson wrote:

Haro doesn't seem to be on good ground right now.. A lot of BMX models not showing up on the website, the shop i used to...

Haro doesn't seem to be on good ground right now.. A lot of BMX models not showing up on the website, the shop i used to work for is telling me that inventory on the B2B is not very good. I'm hearing about a road team they're working with that is owed money.. Maybe the jump into the high end road and MTB segments was too much, too quickly? 

FerrousBueller wrote:

Check out this deal man. They are definitely not ok

https://www.eriksbikeshop.com/products/haro-daley-alloy-ltd-1-full-susp…

 

Brian_Peterson wrote:

Haro doesn't seem to be on good ground right now.. A lot of BMX models not showing up on the website, the shop i used to...

Haro doesn't seem to be on good ground right now.. A lot of BMX models not showing up on the website, the shop i used to work for is telling me that inventory on the B2B is not very good. I'm hearing about a road team they're working with that is owed money.. Maybe the jump into the high end road and MTB segments was too much, too quickly? 

FerrousBueller wrote:

Check out this deal man. They are definitely not ok

https://www.eriksbikeshop.com/products/haro-daley-alloy-ltd-1-full-susp…

 

Eoin wrote:

I went shuttling finale with my ebike, mostly because it's my only bike at the moment, but also Finale have been incredibly smart to promote the...

I went shuttling finale with my ebike, mostly because it's my only bike at the moment, but also Finale have been incredibly smart to promote the "Guiding" culture where the value isn't just the uplift but having someone to help choose which trails to tide and show them to you.

 

The numbers you guys are quoting for bike park access are just mind-blowing to us broke Europeans: all my local bike parks in France (Valberg, Roubion, Isola, smaller but still known parks with ~10 tracks each) cost €16 for the bike park and €30 for skiing. But I'm pretty sure most of the equipment is paid for with tax money. 

I would take a cheap shot at the US about having a government that works for the people etc, but we are currently searching for our third prime minister this year...

Primoz wrote:

Sorry, but France is not really representative bikepark or ski ticket price wise. Skiing ticket prices in Italy (Dolomites), Austria and the like are now mostly...

Sorry, but France is not really representative bikepark or ski ticket price wise. Skiing ticket prices in Italy (Dolomites), Austria and the like are now mostly over 60 euros per day and bikepark tickets are not far off. 

Buckets Up wrote:

I think the problem with a bike park is that you need to open/start with enough fun trails for every ability to keep customers coming back...

I think the problem with a bike park is that you need to open/start with enough fun trails for every ability to keep customers coming back from the get go.

If a park is established, it has to be way more cost-effective than winter operations. You have no grooming costs, no snowmaking, significantly less operational lifts, limited lessons/coaching compared to winter, less patrollers, no snow safety costs (avalanche mitigation), etc, etc.

The problem is that most American resorts/hills only dip their toes in. They build a couple trails, riders come try them for a day, then don’t need to come back. At the end of the season the book keepers look at the ROI for building those trails and don’t see the value. If the resort had started with 10-15 trails, people would likely come back regularly across seasons. Much bigger up front investment, but at least it has a chance of working. Starting with limited trails is almost guaranteed to fail.

I spent a lot of time in Whistler in the summers 2005-2010. Interestingly and different than most of you, I always heard the bike park was more profitable after operating costs than winter ops?

saskskier wrote:

There is a new, lift accessed bike park that's going to be opening in Alberta in the next couple of years. I'm pretty sure their entire...

There is a new, lift accessed bike park that's going to be opening in Alberta in the next couple of years. I'm pretty sure their entire trail system is going to be starting from scratch, just because there isn't really a trail network in the area. This is contrast to somewhere like Revelstoke, where there were already a bunch of unsanctioned trails on the resort that they just incorporated when they opened the bike park. 

sspomer wrote:

received this PR last week and figured i'd put it here for dissection. enjoy.EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY Introducing a new era...

received this PR last week and figured i'd put it here for dissection. enjoy.

EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY 

Introducing a new era of e-mobility: space-age technology meets ultra performance

VALAIS, Switzerland (October 9, 2025) – Two visionaries from completely different sectors are joining forces to redefine the future of e-mobility. Tomi Viiala, former Co-CEO of Stromer, and François-Henri Bennahmias, former CEO of watchmaker Audemars Piguet, have announced the launch of Viiala Bikes—a premium e-bike brand that combines breakthrough technology, bold design, and uncompromising performance.

“Viiala’s business plan is not about following the market,” says Viiala, “it’s about building a market that doesn’t exist yet, and leading it from day one.”

Set to debut in 2028, Viiala will introduce a high-performance range of e-bikes and speed-pedelecs, assembled in Europe and the United States featuring primarily European and American components. With a mission to create the ultimate riding experience, Viiala is positioning itself not simply as a competitor within the bicycle industry—but as a viable alternative to all forms of transportation.

A New Standard for E-Mobility

After more than a decade at the helm of Audemars Piguet—where he quadrupled the companyʼs turnover from CHF 500 million to more than CHF 2 billion while establishing several industry firsts—Bennahmias is turning the page to a new chapter: the launch of The Honourable Merchants Group (THMG).

THMG is a collection of companies united by a shared code of conduct that prioritizes integrity, responsibility and long-term value creation, ensuring growth is measured not only in financial performance but also in cultural and human impact. 

Viiala Bikes is proud to be one of THMG’s founding members. These values are embedded in Viiala Bikes’ DNA—a commitment to building the best products possible without compromise, unconstrained by price points or conventional marketing pressures. 

“Our ambition isn’t to compete with other bike brands,” says Viiala. “We want to compete with every other mobility option—and still have people choose to ride a bike.”

More than just an electric bike, Viiala Bikes aims to establish a new generation of e-mobility, combining aerospace-grade engineering, striking aesthetics and intuitive performance. The initial lineup will include a hyperbike, a commuter and an urban rocket. The hyperbike will easily be able to tackle a mountain stage of the Tour de France, the commuter will be a viable and stylish alternative to traditional transportation, and the urban rocket will be agile and quick for fast-paced city life. All models will be built for asphalt performance, retaining the sleek feel of a bicycle without crossing over into the motorcycle category. 

Technology from Space, Built for the Road

At the core of Viiala Bikes’ innovation is a bold, digital-first approach to design and  manufacturing. Backed by world-class partners, Viiala Bikes is targeting an incredible assembly time of just ten minutes per unit, with manufacturing facilities planned in both Europe and the U.S. to directly serve their respective markets. This streamlined process is aimed to both deliver quality and scalability, aligning with the brand’s global ambitions.  

A key contributor to this development is Humna Khan, CEO and Founder of ASTRO, a mechanical testing laboratory specializing in aerospace. With her background in space industry engineering and lean production methodologies, Khan is leading the design team as the Chief Innovation Advisor, setting a new standard in innovation, precision, and durability. 

Viiala Bikes has also formed a formal partnership with Craig Dent and his team at RiDE-studios, the exclusive design partner on this ground-breaking venture. With a shared commitment to radical thinking and uncompromising ideas, RiDE-studios has invested in talented team members, cutting-edge tools and advanced technologies to turn bold ideas into manufacturing realities.

Viiala Bikes also just welcomed their first team member, Pit Pillatsch, who joins as the Head of Engineering. With exceptional technical expertise and deep cycling roots, Pillatsch brings the perfect balance of innovation and real-world knowledge. His experience and vision will be instrumental in building the bikes that you didn’t even know you wanted—until now.

Built for the Future of Mobility

Driven by a passion for sports and mobility, Viiala Bikes is on a mission to accelerate the e-mobility revolution in Europe while strategically expanding into the growing North American market. The upcoming range of e-bikes is designed to deliver an exceptional and enjoyable experience—one that excels in performance, sustainability, and innovation. 

Viiala isn’t just building bikes. It’s building the future of how we move. 

Follow our journey at www.viiala.com and on LinkedIn. 

####

About Viiala

Viiala is a Swiss-based mobility company dedicated to redefining the role of cycling in modern transportation and recreation, elevating it from one of several options to the preferred choice of many for everyday mobility. With bold plans to challenge and disrupt the cycling industry, Viiala is developing the next generation of premium e-bikes, meticulously engineered with proprietary chassis designs, components primarily sourced from Europe and the U.S., and assembled in Europe and America.

sspomer wrote:

received this PR last week and figured i'd put it here for dissection. enjoy.EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY Introducing a new era...

received this PR last week and figured i'd put it here for dissection. enjoy.

EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY 

Introducing a new era of e-mobility: space-age technology meets ultra performance

VALAIS, Switzerland (October 9, 2025) – Two visionaries from completely different sectors are joining forces to redefine the future of e-mobility. Tomi Viiala, former Co-CEO of Stromer, and François-Henri Bennahmias, former CEO of watchmaker Audemars Piguet, have announced the launch of Viiala Bikes—a premium e-bike brand that combines breakthrough technology, bold design, and uncompromising performance.

“Viiala’s business plan is not about following the market,” says Viiala, “it’s about building a market that doesn’t exist yet, and leading it from day one.”

Set to debut in 2028, Viiala will introduce a high-performance range of e-bikes and speed-pedelecs, assembled in Europe and the United States featuring primarily European and American components. With a mission to create the ultimate riding experience, Viiala is positioning itself not simply as a competitor within the bicycle industry—but as a viable alternative to all forms of transportation.

A New Standard for E-Mobility

After more than a decade at the helm of Audemars Piguet—where he quadrupled the companyʼs turnover from CHF 500 million to more than CHF 2 billion while establishing several industry firsts—Bennahmias is turning the page to a new chapter: the launch of The Honourable Merchants Group (THMG).

THMG is a collection of companies united by a shared code of conduct that prioritizes integrity, responsibility and long-term value creation, ensuring growth is measured not only in financial performance but also in cultural and human impact. 

Viiala Bikes is proud to be one of THMG’s founding members. These values are embedded in Viiala Bikes’ DNA—a commitment to building the best products possible without compromise, unconstrained by price points or conventional marketing pressures. 

“Our ambition isn’t to compete with other bike brands,” says Viiala. “We want to compete with every other mobility option—and still have people choose to ride a bike.”

More than just an electric bike, Viiala Bikes aims to establish a new generation of e-mobility, combining aerospace-grade engineering, striking aesthetics and intuitive performance. The initial lineup will include a hyperbike, a commuter and an urban rocket. The hyperbike will easily be able to tackle a mountain stage of the Tour de France, the commuter will be a viable and stylish alternative to traditional transportation, and the urban rocket will be agile and quick for fast-paced city life. All models will be built for asphalt performance, retaining the sleek feel of a bicycle without crossing over into the motorcycle category. 

Technology from Space, Built for the Road

At the core of Viiala Bikes’ innovation is a bold, digital-first approach to design and  manufacturing. Backed by world-class partners, Viiala Bikes is targeting an incredible assembly time of just ten minutes per unit, with manufacturing facilities planned in both Europe and the U.S. to directly serve their respective markets. This streamlined process is aimed to both deliver quality and scalability, aligning with the brand’s global ambitions.  

A key contributor to this development is Humna Khan, CEO and Founder of ASTRO, a mechanical testing laboratory specializing in aerospace. With her background in space industry engineering and lean production methodologies, Khan is leading the design team as the Chief Innovation Advisor, setting a new standard in innovation, precision, and durability. 

Viiala Bikes has also formed a formal partnership with Craig Dent and his team at RiDE-studios, the exclusive design partner on this ground-breaking venture. With a shared commitment to radical thinking and uncompromising ideas, RiDE-studios has invested in talented team members, cutting-edge tools and advanced technologies to turn bold ideas into manufacturing realities.

Viiala Bikes also just welcomed their first team member, Pit Pillatsch, who joins as the Head of Engineering. With exceptional technical expertise and deep cycling roots, Pillatsch brings the perfect balance of innovation and real-world knowledge. His experience and vision will be instrumental in building the bikes that you didn’t even know you wanted—until now.

Built for the Future of Mobility

Driven by a passion for sports and mobility, Viiala Bikes is on a mission to accelerate the e-mobility revolution in Europe while strategically expanding into the growing North American market. The upcoming range of e-bikes is designed to deliver an exceptional and enjoyable experience—one that excels in performance, sustainability, and innovation. 

Viiala isn’t just building bikes. It’s building the future of how we move. 

Follow our journey at www.viiala.com and on LinkedIn. 

####

About Viiala

Viiala is a Swiss-based mobility company dedicated to redefining the role of cycling in modern transportation and recreation, elevating it from one of several options to the preferred choice of many for everyday mobility. With bold plans to challenge and disrupt the cycling industry, Viiala is developing the next generation of premium e-bikes, meticulously engineered with proprietary chassis designs, components primarily sourced from Europe and the U.S., and assembled in Europe and America.

amaranth wrote:

I will bet $10, hell maybe $20, that they are....

1. Going to lose their pants 

2. Actually a money laundering scheme. 

amaranth wrote:

I will bet $10, hell maybe $20, that they are....

1. Going to lose their pants 

2. Actually a money laundering scheme. 

sspomer wrote:

received this PR last week and figured i'd put it here for dissection. enjoy.EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY Introducing a new era...

received this PR last week and figured i'd put it here for dissection. enjoy.

EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY 

Introducing a new era of e-mobility: space-age technology meets ultra performance

VALAIS, Switzerland (October 9, 2025) – Two visionaries from completely different sectors are joining forces to redefine the future of e-mobility. Tomi Viiala, former Co-CEO of Stromer, and François-Henri Bennahmias, former CEO of watchmaker Audemars Piguet, have announced the launch of Viiala Bikes—a premium e-bike brand that combines breakthrough technology, bold design, and uncompromising performance.

“Viiala’s business plan is not about following the market,” says Viiala, “it’s about building a market that doesn’t exist yet, and leading it from day one.”

Set to debut in 2028, Viiala will introduce a high-performance range of e-bikes and speed-pedelecs, assembled in Europe and the United States featuring primarily European and American components. With a mission to create the ultimate riding experience, Viiala is positioning itself not simply as a competitor within the bicycle industry—but as a viable alternative to all forms of transportation.

A New Standard for E-Mobility

After more than a decade at the helm of Audemars Piguet—where he quadrupled the companyʼs turnover from CHF 500 million to more than CHF 2 billion while establishing several industry firsts—Bennahmias is turning the page to a new chapter: the launch of The Honourable Merchants Group (THMG).

THMG is a collection of companies united by a shared code of conduct that prioritizes integrity, responsibility and long-term value creation, ensuring growth is measured not only in financial performance but also in cultural and human impact. 

Viiala Bikes is proud to be one of THMG’s founding members. These values are embedded in Viiala Bikes’ DNA—a commitment to building the best products possible without compromise, unconstrained by price points or conventional marketing pressures. 

“Our ambition isn’t to compete with other bike brands,” says Viiala. “We want to compete with every other mobility option—and still have people choose to ride a bike.”

More than just an electric bike, Viiala Bikes aims to establish a new generation of e-mobility, combining aerospace-grade engineering, striking aesthetics and intuitive performance. The initial lineup will include a hyperbike, a commuter and an urban rocket. The hyperbike will easily be able to tackle a mountain stage of the Tour de France, the commuter will be a viable and stylish alternative to traditional transportation, and the urban rocket will be agile and quick for fast-paced city life. All models will be built for asphalt performance, retaining the sleek feel of a bicycle without crossing over into the motorcycle category. 

Technology from Space, Built for the Road

At the core of Viiala Bikes’ innovation is a bold, digital-first approach to design and  manufacturing. Backed by world-class partners, Viiala Bikes is targeting an incredible assembly time of just ten minutes per unit, with manufacturing facilities planned in both Europe and the U.S. to directly serve their respective markets. This streamlined process is aimed to both deliver quality and scalability, aligning with the brand’s global ambitions.  

A key contributor to this development is Humna Khan, CEO and Founder of ASTRO, a mechanical testing laboratory specializing in aerospace. With her background in space industry engineering and lean production methodologies, Khan is leading the design team as the Chief Innovation Advisor, setting a new standard in innovation, precision, and durability. 

Viiala Bikes has also formed a formal partnership with Craig Dent and his team at RiDE-studios, the exclusive design partner on this ground-breaking venture. With a shared commitment to radical thinking and uncompromising ideas, RiDE-studios has invested in talented team members, cutting-edge tools and advanced technologies to turn bold ideas into manufacturing realities.

Viiala Bikes also just welcomed their first team member, Pit Pillatsch, who joins as the Head of Engineering. With exceptional technical expertise and deep cycling roots, Pillatsch brings the perfect balance of innovation and real-world knowledge. His experience and vision will be instrumental in building the bikes that you didn’t even know you wanted—until now.

Built for the Future of Mobility

Driven by a passion for sports and mobility, Viiala Bikes is on a mission to accelerate the e-mobility revolution in Europe while strategically expanding into the growing North American market. The upcoming range of e-bikes is designed to deliver an exceptional and enjoyable experience—one that excels in performance, sustainability, and innovation. 

Viiala isn’t just building bikes. It’s building the future of how we move. 

Follow our journey at www.viiala.com and on LinkedIn. 

####

About Viiala

Viiala is a Swiss-based mobility company dedicated to redefining the role of cycling in modern transportation and recreation, elevating it from one of several options to the preferred choice of many for everyday mobility. With bold plans to challenge and disrupt the cycling industry, Viiala is developing the next generation of premium e-bikes, meticulously engineered with proprietary chassis designs, components primarily sourced from Europe and the U.S., and assembled in Europe and America.

sspomer wrote:

received this PR last week and figured i'd put it here for dissection. enjoy.EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY Introducing a new era...

received this PR last week and figured i'd put it here for dissection. enjoy.

EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY 

Introducing a new era of e-mobility: space-age technology meets ultra performance

VALAIS, Switzerland (October 9, 2025) – Two visionaries from completely different sectors are joining forces to redefine the future of e-mobility. Tomi Viiala, former Co-CEO of Stromer, and François-Henri Bennahmias, former CEO of watchmaker Audemars Piguet, have announced the launch of Viiala Bikes—a premium e-bike brand that combines breakthrough technology, bold design, and uncompromising performance.

“Viiala’s business plan is not about following the market,” says Viiala, “it’s about building a market that doesn’t exist yet, and leading it from day one.”

Set to debut in 2028, Viiala will introduce a high-performance range of e-bikes and speed-pedelecs, assembled in Europe and the United States featuring primarily European and American components. With a mission to create the ultimate riding experience, Viiala is positioning itself not simply as a competitor within the bicycle industry—but as a viable alternative to all forms of transportation.

A New Standard for E-Mobility

After more than a decade at the helm of Audemars Piguet—where he quadrupled the companyʼs turnover from CHF 500 million to more than CHF 2 billion while establishing several industry firsts—Bennahmias is turning the page to a new chapter: the launch of The Honourable Merchants Group (THMG).

THMG is a collection of companies united by a shared code of conduct that prioritizes integrity, responsibility and long-term value creation, ensuring growth is measured not only in financial performance but also in cultural and human impact. 

Viiala Bikes is proud to be one of THMG’s founding members. These values are embedded in Viiala Bikes’ DNA—a commitment to building the best products possible without compromise, unconstrained by price points or conventional marketing pressures. 

“Our ambition isn’t to compete with other bike brands,” says Viiala. “We want to compete with every other mobility option—and still have people choose to ride a bike.”

More than just an electric bike, Viiala Bikes aims to establish a new generation of e-mobility, combining aerospace-grade engineering, striking aesthetics and intuitive performance. The initial lineup will include a hyperbike, a commuter and an urban rocket. The hyperbike will easily be able to tackle a mountain stage of the Tour de France, the commuter will be a viable and stylish alternative to traditional transportation, and the urban rocket will be agile and quick for fast-paced city life. All models will be built for asphalt performance, retaining the sleek feel of a bicycle without crossing over into the motorcycle category. 

Technology from Space, Built for the Road

At the core of Viiala Bikes’ innovation is a bold, digital-first approach to design and  manufacturing. Backed by world-class partners, Viiala Bikes is targeting an incredible assembly time of just ten minutes per unit, with manufacturing facilities planned in both Europe and the U.S. to directly serve their respective markets. This streamlined process is aimed to both deliver quality and scalability, aligning with the brand’s global ambitions.  

A key contributor to this development is Humna Khan, CEO and Founder of ASTRO, a mechanical testing laboratory specializing in aerospace. With her background in space industry engineering and lean production methodologies, Khan is leading the design team as the Chief Innovation Advisor, setting a new standard in innovation, precision, and durability. 

Viiala Bikes has also formed a formal partnership with Craig Dent and his team at RiDE-studios, the exclusive design partner on this ground-breaking venture. With a shared commitment to radical thinking and uncompromising ideas, RiDE-studios has invested in talented team members, cutting-edge tools and advanced technologies to turn bold ideas into manufacturing realities.

Viiala Bikes also just welcomed their first team member, Pit Pillatsch, who joins as the Head of Engineering. With exceptional technical expertise and deep cycling roots, Pillatsch brings the perfect balance of innovation and real-world knowledge. His experience and vision will be instrumental in building the bikes that you didn’t even know you wanted—until now.

Built for the Future of Mobility

Driven by a passion for sports and mobility, Viiala Bikes is on a mission to accelerate the e-mobility revolution in Europe while strategically expanding into the growing North American market. The upcoming range of e-bikes is designed to deliver an exceptional and enjoyable experience—one that excels in performance, sustainability, and innovation. 

Viiala isn’t just building bikes. It’s building the future of how we move. 

Follow our journey at www.viiala.com and on LinkedIn. 

####

About Viiala

Viiala is a Swiss-based mobility company dedicated to redefining the role of cycling in modern transportation and recreation, elevating it from one of several options to the preferred choice of many for everyday mobility. With bold plans to challenge and disrupt the cycling industry, Viiala is developing the next generation of premium e-bikes, meticulously engineered with proprietary chassis designs, components primarily sourced from Europe and the U.S., and assembled in Europe and America.

kperras wrote:

Gross overuse of AI in that press release. 

Buckets Up wrote:

I think the problem with a bike park is that you need to open/start with enough fun trails for every ability to keep customers coming back...

I think the problem with a bike park is that you need to open/start with enough fun trails for every ability to keep customers coming back from the get go.

If a park is established, it has to be way more cost-effective than winter operations. You have no grooming costs, no snowmaking, significantly less operational lifts, limited lessons/coaching compared to winter, less patrollers, no snow safety costs (avalanche mitigation), etc, etc.

The problem is that most American resorts/hills only dip their toes in. They build a couple trails, riders come try them for a day, then don’t need to come back. At the end of the season the book keepers look at the ROI for building those trails and don’t see the value. If the resort had started with 10-15 trails, people would likely come back regularly across seasons. Much bigger up front investment, but at least it has a chance of working. Starting with limited trails is almost guaranteed to fail.

I spent a lot of time in Whistler in the summers 2005-2010. Interestingly and different than most of you, I always heard the bike park was more profitable after operating costs than winter ops?

saskskier wrote:

There is a new, lift accessed bike park that's going to be opening in Alberta in the next couple of years. I'm pretty sure their entire...

There is a new, lift accessed bike park that's going to be opening in Alberta in the next couple of years. I'm pretty sure their entire trail system is going to be starting from scratch, just because there isn't really a trail network in the area. This is contrast to somewhere like Revelstoke, where there were already a bunch of unsanctioned trails on the resort that they just incorporated when they opened the bike park. 

rockies_alpine wrote:

This has been rumoured for years and I'll believe it when I see it. Calgary has such an affluent and bike rabid population that's underserved and...

This has been rumoured for years and I'll believe it when I see it. Calgary has such an affluent and bike rabid population that's underserved and forced to drive to BC. Lift access (other than Winsport) has been rumoured vaporware for years. If not in the mountain parks, then where?? I can't see Sunshine or Lake Louise ever doing it, so it would have to be Castle, Nakiska, or the rotting husk that is Fortress.

I'm convinced someone could run a Coast Gravity Park style operation in the Alberta foothills on the right slice of land.

Canadian Enduro Series is back for 2026. 

https://www.instagram.com/p/DO_axPTDmPB/?igsh=ZHVkODVmd3kyc3Fm

boozed wrote:

I'd like to join the pile-on.I get a laugh every time some marketing hack uses "space-age technology" to hype up a product.  The space age ended...

I'd like to join the pile-on.

I get a laugh every time some marketing hack uses "space-age technology" to hype up a product.  The space age ended 50 years ago.

sspomer wrote:

received this PR last week and figured i'd put it here for dissection. enjoy.EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY Introducing a new era...

received this PR last week and figured i'd put it here for dissection. enjoy.

EX-STROMER CEO LAUNCHES VIIALA TO DISRUPT E-BIKE INDUSTRY 

Introducing a new era of e-mobility: space-age technology meets ultra performance

VALAIS, Switzerland (October 9, 2025) – Two visionaries from completely different sectors are joining forces to redefine the future of e-mobility. Tomi Viiala, former Co-CEO of Stromer, and François-Henri Bennahmias, former CEO of watchmaker Audemars Piguet, have announced the launch of Viiala Bikes—a premium e-bike brand that combines breakthrough technology, bold design, and uncompromising performance.

“Viiala’s business plan is not about following the market,” says Viiala, “it’s about building a market that doesn’t exist yet, and leading it from day one.”

Set to debut in 2028, Viiala will introduce a high-performance range of e-bikes and speed-pedelecs, assembled in Europe and the United States featuring primarily European and American components. With a mission to create the ultimate riding experience, Viiala is positioning itself not simply as a competitor within the bicycle industry—but as a viable alternative to all forms of transportation.

A New Standard for E-Mobility

After more than a decade at the helm of Audemars Piguet—where he quadrupled the companyʼs turnover from CHF 500 million to more than CHF 2 billion while establishing several industry firsts—Bennahmias is turning the page to a new chapter: the launch of The Honourable Merchants Group (THMG).

THMG is a collection of companies united by a shared code of conduct that prioritizes integrity, responsibility and long-term value creation, ensuring growth is measured not only in financial performance but also in cultural and human impact. 

Viiala Bikes is proud to be one of THMG’s founding members. These values are embedded in Viiala Bikes’ DNA—a commitment to building the best products possible without compromise, unconstrained by price points or conventional marketing pressures. 

“Our ambition isn’t to compete with other bike brands,” says Viiala. “We want to compete with every other mobility option—and still have people choose to ride a bike.”

More than just an electric bike, Viiala Bikes aims to establish a new generation of e-mobility, combining aerospace-grade engineering, striking aesthetics and intuitive performance. The initial lineup will include a hyperbike, a commuter and an urban rocket. The hyperbike will easily be able to tackle a mountain stage of the Tour de France, the commuter will be a viable and stylish alternative to traditional transportation, and the urban rocket will be agile and quick for fast-paced city life. All models will be built for asphalt performance, retaining the sleek feel of a bicycle without crossing over into the motorcycle category. 

Technology from Space, Built for the Road

At the core of Viiala Bikes’ innovation is a bold, digital-first approach to design and  manufacturing. Backed by world-class partners, Viiala Bikes is targeting an incredible assembly time of just ten minutes per unit, with manufacturing facilities planned in both Europe and the U.S. to directly serve their respective markets. This streamlined process is aimed to both deliver quality and scalability, aligning with the brand’s global ambitions.  

A key contributor to this development is Humna Khan, CEO and Founder of ASTRO, a mechanical testing laboratory specializing in aerospace. With her background in space industry engineering and lean production methodologies, Khan is leading the design team as the Chief Innovation Advisor, setting a new standard in innovation, precision, and durability. 

Viiala Bikes has also formed a formal partnership with Craig Dent and his team at RiDE-studios, the exclusive design partner on this ground-breaking venture. With a shared commitment to radical thinking and uncompromising ideas, RiDE-studios has invested in talented team members, cutting-edge tools and advanced technologies to turn bold ideas into manufacturing realities.

Viiala Bikes also just welcomed their first team member, Pit Pillatsch, who joins as the Head of Engineering. With exceptional technical expertise and deep cycling roots, Pillatsch brings the perfect balance of innovation and real-world knowledge. His experience and vision will be instrumental in building the bikes that you didn’t even know you wanted—until now.

Built for the Future of Mobility

Driven by a passion for sports and mobility, Viiala Bikes is on a mission to accelerate the e-mobility revolution in Europe while strategically expanding into the growing North American market. The upcoming range of e-bikes is designed to deliver an exceptional and enjoyable experience—one that excels in performance, sustainability, and innovation. 

Viiala isn’t just building bikes. It’s building the future of how we move. 

Follow our journey at www.viiala.com and on LinkedIn. 

####

About Viiala

Viiala is a Swiss-based mobility company dedicated to redefining the role of cycling in modern transportation and recreation, elevating it from one of several options to the preferred choice of many for everyday mobility. With bold plans to challenge and disrupt the cycling industry, Viiala is developing the next generation of premium e-bikes, meticulously engineered with proprietary chassis designs, components primarily sourced from Europe and the U.S., and assembled in Europe and America.