FEATURE
Left and Right: The testing facility on site.
high-quality urban cycling. By concentrating on this superpower, they said it allows them to dedicate 100% of their innovation and engineering to the specific ergonomics and durability required for city use. This specialisation allows them to master the perfect upright seating position and seamless power integration. “Instead of being ‘good’ at everything, we choose to be the absolute best at making the most comfortable bikes,” they explained. This dedication results in specific, proprietary technology that serves the dealer as a key USP. For example, Gazelle holds several active patents focused purely on comfort. One of these is the Gazelle Switch stem, which allows for tool-free handlebar adjustments and cable integration technology. These haven’t been made for aesthetic purposes; they were explained as engineered solutions to the common pain points of daily commuters and leisure riders.
The Experience Centre The Experience Centre itself is a physical bridge between the old and the new. It is a non-transactional space where customers can test every bike in the collection. This is where we return to the museum. Upstairs in the centre houses a museum of all of the brand’s history, from first bikes to paperwork, tooling and imagery. It embodies their story, opening the history books on the brand heritage. Thinking about the bigger picture, I asked if it was frustrating for customers to find their perfect bike but be unable to buy it on-site. Far from creating friction, they explained that this test-first approach results in highly informed, committed leads for their dealers. The model works by offering a pressure-free environment that a local dealer’s floor space simply cannot accommodate. By the time a customer visits their local shop, they have already found their perfect match and are ready to buy. For the IBD, this acts as a virtual warehouse, allowing them to carry less physical stock because the customer has already vetted their fit in Dieren. Do they have plans for a UK experience centre? “Not at this moment,” was the candid reply, though the logic of the Dieren experience remains the blueprint for how they support dealers globally.
12 |May 2026
The UK Market Forecast The UK market presents a unique challenge: infrastructure is still catching up, and the terrain is often hillier than that of its core markets.
The team focuses on the fact that an upright Dutch geometry is about visibility, safety, and control rather than just flat- terrain cruising. In hillier terrain, they rely on electric mid-drive motors, allowing the rider to maintain a natural, ergonomic posture. They show dealers that this “sit up and see” position is a massive safety advantage in busy urban traffic. “By framing the bike as a tool for ‘utility without the sweat,’ we shift the conversation from athletic performance to effortless, daily transport,” they explained. “Ultimately, even on a hill, you shouldn’t have to sacrifice comfort to reach your destination.” The path to becoming a Gazelle dealer begins with an in-person visit to assess alignment between the retailer and the brand. Once onboarded, dealers join the Ambassador Club, gaining access to an online portal filled with technical manuals and brand storytelling. Account managers provide hands-on training in-store, and the brand even organises bike rides with dealers to ensure they understand the “feel” of the bike.
A More Circular Economy Before I left, we discussed the future. At Gazelle, there’s a shift toward Green Aluminium and a move away from natural gas to electric ovens in the paint shop. While they are currently waiting on grid capacity to fully convert, the ambition is clear: in the future, they are moving toward circularity; in the Netherlands, they have already launched a Gazelle Secondhand programme, ensuring e-bikes get a certified second life through their dealer network. Walking away from Dieren, I saw a heritage brand that had been given the industrial tools to modernise while remaining true to their roots and in-house crafts they’ve practised since the 19th century. It’s impressive to see where they’ve come from and what they’ve retained. It can be difficult to condense over 130 years of history into a single feature, especially when the story is still being written. But visiting made me realise that Gazelle is a brand that knows who it is, where it came from, and where it’s going next.
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