After my studies, I started working in project management at a big multinational company. Pretty quickly, I realized that large corporations often overcomplicate things—lots of complexity, high costs, and sometimes a lack of common sense. So, I switched to a Swiss cycling brand, working in sales, where I got to know the products and, more importantly, the customers.

Wanting to see the industry from another angle, I moved into purchasing and supply chain, where I discovered just how complex things can be behind the scenes. It was eye-opening—an industry that’s not always as professional as you’d expect, yet built around what should be a simple product.

That’s when the idea for Humbl Cycles started forming. While doing my Master’s in Entrepreneurship & Innovation, I decided to create a brand that focuses on what really matters—great bikes without unnecessary complexity. A vision-driven startup, built on real industry experience but with a fresh, no-nonsense approach.