The Danish bike company is a celebrity hit in Hollywood: “It all started with me and my sister. Now we have investors like Jay-Z.

Last Thursday, Orlando Bloom biked to the beach with his girlfriend Katy Perry and their daughter Daisy.

The trip was captured by a paparazzi photographer, and the picture was published including in the Dailymail.

Why do you think this is becoming history in Denmark?

This is because there are two people at home whose business suddenly becomes more valuable just because of that bike ride.

The 44-year-old actor and the 36-year-old singer rode a Danish-made Mate electric bike.

“It's fantastic, fantastic, fantastic that we hit these Hollywood superstars. That we, a small Danish company, have achieved all this... We can only be proud of it,” says Christian Adele Michael.

Together with his sister Julie Kronström Carton, he founded Mate.bike in 2016 and was very happy when a friend sent him a photo of Orlando Bloom.

“All companies need visibility to be successful. But when you get the notoriety of being a role model like him in Pirates of the Caribbean, it adds a lot of value and hopefully boosts sales."

In other words: the celebrity couple's trip to the beach is good publicity and hopefully money in the account of a pair of siblings in Denmark.

The history of the reliable electric bike began as an entrepreneurial adventure. Christian Adele Michael, 32, has always been a "techie with a passion for cars" and has been collecting mopeds since childhood. While his ten-year-old older sister, who is a cyclist herself, decided to retire as a public servant to partner with her brother in 2016. Learn more about the benefits of cycling by following this link: www.motionsfeltet.dk/andet/bliv_klogere_paa_fordelene_ved_at_cykle/

The goal was to create an electric bike that would appeal to more than just the elderly.

“Our philosophy was to make electric bikes smart, cool and foldable. We wanted to open up the target group to be younger and less of a "grandmother," he says.

This business model has worked well in the US, especially in California where Hollywood stars flock to.

Traditionally, Americans drive. But the push for cleaner transportation, while Americans are tired of waiting in lines, means they're discovering "an alternative to the car," says Christian Adele Michael.

He points out that U.S. laws allow throttle-assisted bikes that can reach speeds in excess of 30 kilometers per hour.

This does not work in the EU. Here at home the bikes are not that fast and most Mate bikes are not sold in Denmark either.

Therefore, the owners are happy with all the advertising that Hollywood can produce. Some of them have been helped along the way. A large number of stars have ordered a bike from Denmark.

This applies to, among others, Rihanna, Jay-Z and Beyoncé.

Today, bikes are made in China and Taiwan, but the first “made in the EU” bikes are due in a new plant in Hungary later this year.

“We have a goal of selling 50,000 bikes this year and 100,000 bikes next year. This is an exciting journey that we are going on because we have never tried it before,” says Christian Adele Michael.

When asked what was the most important lesson he had learned in the last five years, he replied:

“You need to be able to solve problems as they arise. When you think you've figured out the worst, there's always something new to discover. We need to constantly prepare for new challenges, new legislation, pandemics, new markets and production challenges.”

“Personally, I received a PhD in business and manufacturing. being "on hand" all the way. But mistakes have to happen in order to get better.”
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