Started in a bike shop, still in the cycling industry
I am Johannes de Bruin, founder of The Great Ride. I combine a deep passion for cycling with a commercial heart.
My first job, in 1995, was at Het Rijwielpaleis in Zeist. That is where I learned what customers really want and what a shop needs to run well.
Since then I have seen the industry from many angles: as an account manager for bicycle brands, as B2B sales manager and later General Manager of e-bike chain JUIZZ, and as commercial manager at Fynch Mobility. Today I help Upway build the Dutch market.
I have also deliberately worked outside the cycling industry. At running shoe brand On I was the second employee in the Netherlands and learned how to build a brand through retail. As COO of leapp I led a commercial and a technical team. I bring that experience to every assignment.
Through The Great Ride I also advise other cycling companies. I do not believe in one-size-fits-all solutions, but in strategies that work in practice, and in agreements that make every party better off.
“A truly good solution is a win-win for everyone involved.”Johannes de Bruin
Career
- 2025 – presentThe Great Ride · Owner
Advice, project management and partnerships for companies in the cycling industry. - 2025 – presentUpway · Building Upway in NL
Building the Dutch market for the world’s largest platform for refurbished e-bikes, for consumers and bike shops. - 2022 – 2025Fynch Mobility · Commercial manager
Sales, marketing, tender management and account management for a business mobility platform, including WPM and CSRD reporting. - 2019 – 2022JUIZZ · General Manager
Won the police tender for speed pedelecs. After the acquisition by Fietsvoordeelshop/Louwman, grew the chain from 4 to 10 stores as the sole management team member. - 2017 – 2019On · Sales & Marketing Manager Key Accounts Benelux
A step into running shoes: second employee in the Netherlands. Built the brand locally with key accounts such as Runnersworld and Intersport. - 2016 – 2017JUIZZ Zakelijk · Sales manager
Partnerships with ANWB, PostNL and Coolblue, and the Full Service Plan for business riders. - 2015Het Rijwielpaleis Zeist · Co-owner
- 2011 – 2015Oneway Bike and Veltec Benelux · Account manager Benelux
- 2007 – 2011leapp · Sales and marketing manager, later COO
Responsible for the commercial team and later also for the technical staff. - 2006 – 2007Aegon · Financial advisor
- 1995 – 2005Het Rijwielpaleis Zeist · Sales advisor
My first job, in the bike shop.
Outside work, you will usually find me on my mountain bike. Same rule there: look ahead and keep pedalling.