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Belgium folding bike innovator, Ahooga, which provides its customers with leasing, insurance and maintenance options, will bring in Tomi Viiala, former CEO of Stromer, in a role as an advisor to the Board from 2025.
Known for his instrumental role in transforming Stromer into the global leader in speed pedelecs, Viiala will support Ahooga in expanding its dealer network and driving strategic growth across Europe.
Viiala brings extensive international experience in the cycling industry, having grown Stromer from a start-up to the undisputed leader in its category.
Working with Ahooga in an advisory capacity, he will focus on strengthening relationships with existing dealers, attracting new partners, and providing strategic guidance on the product roadmap and after-sales service.
“This partnership represents a significant milestone for Ahooga,” said Hendrik Winkelmans, Director at Ahooga.
“Tomi’s experience and industry knowledge will be invaluable as we continue to grow our network and deliver on our mission to create happier cities through innovative, high-quality bikes. His decision to join us [as an advisor] underscores our team’s entrepreneurial spirit and ambition.”
Ahooga: Delivering innovation for dealers and riders
Founded in 2015 in Brussels, Ahooga is dedicated to crafting compact, high-performance folding bikes that address the needs of modern urban commuters.
The company’s latest release, the Max, an e-bike with a range of up to 60km, is a 20-inch foldable featuring a patented double-triangle frame, offering unprecedented riding comfort without sacrificing portability.
Since its launch in 2024, the Max bike has been celebrated for its engineering excellence, quickly securing partnerships with nearly 100 dealers across Europe.
Viiala’s connection to Ahooga began at Eurobike 2023, where he first encountered the Max bike. “I was immediately intrigued by its potential,” Viiala remarked.
“Ahooga’s innovative engineering solves a major pain point in the folding bike category by delivering a stiff frame and exceptional riding comfort. The brand’s focus on dealer distribution and premium positioning reminds me of the strengths I saw in Stromer.”
A clear opportunity for dealers
Ahooga explicitly focuses on a dealer-first distribution model, ensuring partners receive comprehensive support and exclusive access to ground-breaking products like the Max bike.
With Viiala’s help, the company is poised to enhance its dealer network further, providing partners with the products required to succeed in a competitive market.
“Joining Ahooga was an easy decision,” Viiala added. “The team’s entrepreneurial energy and dedication to innovation align perfectly with my vision for growing impactful brands.”
About Ahooga
Ahooga was founded in Brussels with a mission to create happier cities through sustainable and innovative urban mobility solutions. The company has won three Red Dot Design Awards and is supported by the Belgian Freshmen Fund and Finance&Invest.brussels.
Its diverse team, the Ahooga staff represent seven nationalities, united by a passion for delivering cutting-edge bicycles. Recently Ahooga concluded a funding round of 1.5 EUR M to support the roll-out of its
Max platform.
