Kids behind the brand: woom creates Kids Advisory Board and launches new 'enjoy the ride' brand campaign
Vienna, 12/03/2026: The only way to shape the future of mobility is to see things through the eyes of the people who will be living it the most – children and teenagers. The newly formed international Kids Advisory Board will give children the opportunity to contribute to product development and design – and actively influence the brand too. Together with the new 'enjoy the ride' global campaign, this step signals a clear evolution, with woom moving from a pure product focus towards a brand world influenced by the real-life experiences of kids and teens. This is a promise to not just accompany children on their journey but make them part of the ride by following their lead on innovation.
Ever since woom was founded by Christian Bezdeka and Marcus Ihlenfeld, children have been at the heart of the development of products that have been consistently child-specific, ultralight, durable and safety-conscious. Direct feedback from young riders has always influenced woom bikes and accessories.
But now woom is taking the next logical step beyond developing products for children. By creating the first Kids Advisory Board, woom is moving towards developing products with children. And this is also the starting point for the new 'enjoy the ride' international brand campaign.
Made with kids for kids
The newly formed Kids Advisory Board brings together kids from different age groups and walks of life to create one authentic and influential voice. The children advise woom on storytelling, campaign ideas and brand messaging in workshops and creative sessions. They reveal what freedom feels like, how adventures begin and what growing up on two wheels is really like – from their own honest perspective without any filters. Insights into this partnership will shine through on social media, through the likes of direct questions for the woom CEO and Head of Design as well as test rides from a child's perspective and all sorts of aha moments.
"We're giving kids a strong voice through the Kids Advisory Board. They're there to act as our partners, offering their advice and bringing their genuine ideas straight to our brand world," explains woom CEO Bernd Hake. "The Kids Advisory Board is not a marketing tool for us. It's a strategic authority. The radical honesty provided by the children and teenagers will keep us on track so we continue to push boundaries and make the best bikes in the world into the future."
enjoy the ride: a campaign celebrating freedom
The Kids Advisory Board has been created in parallel with the launch of the 'enjoy the ride' international brand campaign. The new campaign provides the framework for the entire portfolio and tells the story of growing up as a journey with many milestones – from the first wobbly metres to independent rides, from tiny wins to epic adventures. The campaign captures all those magic moments that make riding a bike so special for kids – the wind in their hair, the pride when they reach the top of their first hill and the feelings of freedom and independence.
Nicole Lunzer, VP of Brand at woom, adds: "We're there for families from the first-ever attempts on two wheels to pre-teen adventures. And now we're handing kids the microphone. As co-creators, they're making sure that woom catches the right vibes across all age groups. The result will be a brand experience that reflects reality in a bold and unfiltered way and captures that feeling of freedom on two wheels exactly as children and teenagers live it."
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About woom
woom is an international manufacturer of bikes for children and teenagers with its headquarters in Vienna, Austria. The company was founded in 2013 by two bike-loving dads, Christian Bezdeka and Marcus Ihlenfeld, in a garage in Vienna. After searching the market in vain for suitable bikes for their own children, they decided to develop and build their own. With their light weight, timeless design, high-quality components and child-specific geometry, woom bikes set new standards for premium children's bikes. In just a few years, woom went from a little-known brand to the market leader in Austria. Since then, woom has made a name for itself around the world. In more than 40 countries – including the USA, the Middle East and China – you'll now find kids and teens riding woom bikes.
Inquiries & contact:
Belinda Ableitinger, press officer woom GmbH
+43-664/888-22-837
belinda.ableitinger@woom.com
https://www.woom.com