Company: e-bike boutique wiesbaden
Founder: Bernd Büsing
Date of foundation: May 16, 2025
Industry and company: Mobility, bicycle retail and service

What drives you? What is your motto?
My motto is "Sustainable mobility that moves," because sustainable mobility moves more than just traffic—it strengthens our city, protects the environment, and is good for us humans. In short, it's about a better quality of life.

What is your start-up about and what makes it special?
At e-bike boutique wiesbaden, we offer high-quality e-bikes for everyday use in the city – with personal advice, test rides, and a focus on design, quality, and sustainability. Our range includes Stromer as a powerful commuting solution and Desiknio as elegant, lightweight e-bikes for urban mobility. What makes us special is individual service instead of mass sales – right in the city center. 

What are your first successes?
The feedback after the first few weeks has been overwhelming: many customers are enthusiastic about the clean design and lightness of Desiknio bikes. Tech fans love the power and connectivity of Stromer bikes. I am also particularly pleased with how well the unusual showroom concept has been received – personal, high-quality, different.

What is your professional background?
After training as an industrial mechanic and then studying engineering, I worked in industry for over 25 years – with stints in Switzerland, Singapore, and Germany. Then I realized: I want to start all over again. Not sometime in the future, but right now. With courage, enthusiasm, and the idea of turning my passion for sustainability and cycling into a career, I took the plunge into self-employment.

What prompted you to start your own business?
The trigger was actually the purchase of my own Stromer e-bike four years ago. It not only made my daily commute between Wiesbaden and Frankfurt easier, but also surprisingly fulfilling. I experienced how much potential this form of mobility has – for the environment, the city/region, and my own attitude towards life. This experience gave rise to the desire to contribute to the transport revolution myself – and to build something of my own.

Who advised you, who are your helpers and mentors?
I was fortunate to have the support of many professionals: the start-up SHE SAW GmbH developed the charging concept, MNT advises me on tax matters, and landlord Marc Bouffier was a key figure. Stromer and Desiknio also backed the idea from the start. Family, friends, and former colleagues provided support, feedback, and motivation—a strong network of real experts.

How did you experience your first days as a founder?
The first days were a mixture of excitement, relief, and a lot of drive. Suddenly, I was no longer part of a large corporation, but responsible for everything myself. It was both liberating and challenging. But above all, it was just right.

What was your biggest challenge and how did you overcome it?
The biggest challenge? Everything at once: construction site, business plan, brand building, technology, etc. There were days when I was on the verge of writing myself a vacation request – but it's precisely this chaos with its ups and downs that makes it exciting. And in the end, you grow into it – with each new day, each mistake/success, and each cup of coffee.

How do you draw attention to your business? What is your best marketing idea?
I focus on personal advice, genuine encounters in the store, and visibility thanks to the central location. It's not a big bike market, but a quiet place to try things out, ask questions, and arrive. Reach comes via social media and selected print media – and the best recommendations roll through the city and countryside. 

How did you finance your start-up?
I financed the start-up from my own funds. That gives me freedom – but it did cause mixed feelings in my family. However, they supported me and still do, and they believe in the idea.

What dream would you still like to realize?
I would like to inspire as many people as possible to discover the e-bike as a real alternative to the car—and to cycle across Europe myself one day.

Please complete the following sentence: If I had more time, I would...
like to travel more with my family.

What is your special tip: What would you recommend to founders?
It will be exhausting, it will be chaotic—and just right. Get help, stay flexible, and never lose sight of the fun in the idea you are passionate about.