VanMoof
Came Back to Life

VanMoof fell apart. Then it got interesting.

Once, in the humming heart of Amsterdam, a dream nearly died.

VanMoof was that dream, a vision of sleek design, silent motion, and cities reborn around clean mobility. But like many bold visions, it flew too close to the sun. The system buckled. The company, once swelling with momentum, teetered on the edge of extinction.

There's a building in Amsterdam-West, VanMoof's former brand store/service hub. Quiet now, from the outside. But if you know what you're looking at, you can feel it: the pulse of something rebuilt.

It used to be louder. Busier. Now, it's focused.

VanMoof was supposed to win. It had the looks, the tech, the cult following. For a while, it did win — or at least, it felt like it. But fast growth has a way of hiding cracks. And when they showed? Everything came down fast.

A team of over a thousand people dropped to under a hundred. Brand stores shuttered. Orders backed up. It was almost over. But that's not what happened.

What's Left After You Break?

Sometimes the best version of something comes after the collapse — not before.

VanMoof didn't go back to normal. It didn't try to "scale again" or drown the world in marketing. Instead, it shrank, recalibrated, and started obsessing over the right things. Not everything. Just the right things.

They let go of the S4/X4 program. Simplified the lineup. Started partnering with independent bike shops. Moved away from the old, closed-off strategy and recently began reconnecting with the community.

It's not loud. It's patient. Slowly rebuilding what was lost.

Behind Closed Doors, Something's Brewing

Then came McLaren Applied.

Yes, that McLaren — performance DNA, carbon fiber obsession, speed as religion. The kind of partner that doesn't usually mess with bicycles unless something serious is going on.

There's stuff I can't talk about. Prototypes. Sketches. Future things still half-built in foam and code. But they're not trying to sell hype anymore. That part's over. They're building something quietly. You can feel it.

vanmoofer x VanMoof

vanmoofer collaborated with VanMoof on the rebuild. Because vanmoofer loves design and engineering. But more than that: vanmoofer believes stories should be told from the rider's saddle. Not just from the lab or the boardroom. From the road. From motion. From the moments when design meets reality at 37 km/h ;) in a headwind.

Because the ride is where truth lives.

And that's the ride vanmoofer is here for.

Join the Moofment

If you buy a VanMoof through the link below, vanmoofer might be able to throw in a little bonus — like a phone mount, pannier bag, or a subscription. Trying to sort this rn, so stay tuned!

Thanks for riding with vanmoofer and being one!