Successful story of:

Amslod

Facts and figures

e-Bikes Direct-to-Consumer
Newport Capital Part of
2015 Founded in

Question.

Amslod

Amslod is a fast-growing and leading direct to consumer Dutch e-bike brand. Sinds 2015, Amslod has grown out to become one of the biggest e-bike brands in the Netherlands. The company has a wide range of products, offering different types of city bikes which serve the active leisure cyclists. By introducing new models, Amslod also has more to offer a younger target group as well as commuters.

In 2021, Newport Capital started its collaboration with Amslod for its next phase of growth. At the core of this collaboration are: further professionalising the organisation and the products that are on offer. On top of this, Newport Capital will support the company to help its ambitions of growth become a reality over the coming years, both in the Netherlands and internationally.

In the past 6 years, Amslod has experienced strong, autonomous growth and continues to see opportunities to grow. The strategy now focusses on (geographic) expansion, expanding categories and target groups, approaching target groups in a focussed way, improving brand awareness and developing an omnichannel sales strategy.

Bert and Ronald are Amslod’s founders. The two are real entrepreneurs who made the company what it is today: a fast-growing organisation, employing 110 people. To ensure growth, it is important that an internal organisation is built that covers all the different areas of focus and that unburdens Bert and Ronald from time to time. A logical next step is appointing a Head of Growth.

Solution.

Amslod does a lot of marketing both on and offline. Recently, they started up a collaboration with an online marketing agency as well as a data agency, to be able to make their online campaigns more focussed and more effective.

The ambitions of growth within the Netherlands, mainly focus on supporting the market potential. Traditionally, Amslod’s online marketing has always relied on paid channels. Aside from that, there are radio and tv campaigns to increase brand awareness. There is a need to have a more optimal (online) marketing mix. The Head of Growth is responsible for this and thus is responsible for increasing the scope and making the impact greater and more focussed.

The Head of Growth is also responsible for a uniform, efficient and well-oiled marketing machine, whereby he also directs the marketing bureau. To make this happen, the Head of Growth is responsible for giving shape to the data and for the necessary tech & tooling.

John Rensink recently started as Head of Growth to further develop growth ambitions. He is a marketeer specifically with online/digital expertise and has a background in technical marketing. John is an intelligent, results-driven and entrepreneurial manager. He is structured, curious and acts quickly. He is creative and analytical in the way he thinks and he is hands-on and pragmatic in the way he acts.

Aside from this, he has also achieved demonstrable commercial successes. He has a lot of experience in the realisation of companies’ online growth ambitions. This is related to brand experience, lead generation, conversion improvement, engagement, online concepts and innovation as findability.

John has a helicopter view and is able to manage a large scope. His core qualities are creating/giving energy and achieving results. He is a real starter when it comes to initiating growth and a real driver when it comes to realising it.

Leadership

Connector

The leadership most suited for success in this phase is characterized by:

Bridge-builder
Evangelist & change agent – creating urgency to keep moving and the business
Someone who goes through walls
Outside-in thinker, putting the customer first and using data
Power of execution (think big, act small)
Test & Learn – you can make mistakes
Commitment to agility and multidisciplinarity
Stakeholder management – between evangelist and urgency is relevance, ambassadors breeding / recognizing and deploying

Look at our leadership model