BikeFlip offers a subscription service for refurbished children’s bikes focused on sustainability and carbon reduction. Thus, unused bicycles get a new life and the company promotes the circular economy. BikeFlip’s workshop employs people with a distance to the labor market, so the social impact is also great.

During the Liberation Festival in Utrecht, BikeFlip tested their concept. They investigated which models and colors children’s bikes are in demand, and whether subscriptions are more attractive than new or second-hand bikes. They also looked at which marketing message works best: sustainability, carefree service, social production or affordability. Finally, they examined which target groups and price points are relevant.

The results showed that sustainability and circularity were the most important values for 51.5% of respondents. In addition, 53% preferred a used bicycle, while 11% would consider a BikeFlip subscription. Highly educated and affluent respondents were more likely to choose a subscription. The affordability of subscriptions appeared to be a concern with larger and more expensive bicycle models. There is a need for clarity on service and value for money.

Based on feedback, BikeFlip will revise pricing, especially for larger bikes, and more clearly communicate what the service entails and why it is worth the price. Marketing will continue to focus on sustainability, circularity and the social and environmental story behind BikeFlip. Finally, BikeFlip will also introduce balance bikes made from waste materials.