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woom is the new official partner of the Vätternrundan

- in a multi-year strategic partnership


Stockholm, May 21, 2024: Children’s bike manufacturer woom and the Vätternrundan have entered a three-year collaboration. The partnership means that woom will become the Vätternrundan's official children's cycling partner based on the common goal of highlighting the joy and freedom that cycling brings children. 

During the cycling week in June, woom will be sharing tips and information with parents so they can make cycling safe and fun for their kids.

“The Vätternrundan is a public festival all about the joy of cycling, and safety is a big part of that. Joy and safety are two core values ​​for woom as well, which makes us a perfect match,” says Jessica Nilsson, Sponsor Manager for the Vätternrundan. “Not to mention that all 36,000 participants were little at some point, so we’d have a hard time finding a partner that’s more perfect for us than woom.”

woom will be at the Vätternrundan exhibition area during the cycling week in June and getting involved in a number of ways. For example, children will be able to borrow a woom bike to take part in the Minivättern race on June 9, and the Vätternrundan mascot Vättis will be cycling around on a woom NOW bike.

“We are delighted to highlight cycling as a natural part of children's everyday life together with the organizer of the world's largest recreational bike event,” says Paul Fattinger, CEO at woom. “The pure joy that shines through when you speak to anyone who has taken part in any of the races really resonates with us – it aligns perfectly with our own values.”

Over the past ten years, woom has become one of the most popular and successful manufacturers of children's bicycles in Europe and is now represented in more than 30 countries. woom's recipe for success is lightweight and high-quality bikes that are carefully designed for children's proportions and needs.

Improved health and well-being

Safe cycling infrastructure is a key factor in getting children to cycle more, but it is also about changing habits and prioritizing a healthier, more active lifestyle. In addition to the physical and psychological benefits of cycling, it gives children a sense of freedom and independence. Cycling can also be part of the solution to improve children's increasingly poor health.

“It doesn't have to be so difficult to get children to cycle more if they can be offered safer cycling routes and trained to cycle safely in traffic. Children are curious and have a strong need to be physically active – let's make it possible for them to move more in their everyday lives in a safe way. We strongly believe that children who discover the joy of cycling at a young age are more likely to continue cycling and lead a healthy and active life,” concludes woom CEO Paul Fattinger.

Response Nordic, sales partner to woom, will also be at the woom stand in Motala on June  7–9 and June 13–15 to showcase several types of woom bikes for children and young people aged between 18 months and 14 years.

For more information, please contact:

Jenny Widing, Northern Link PR for woom

+46 (0)70 985 30 20

[email protected] 

About Vätternrundan

The Vätternrundan is part of the Swedish people's soul and one of the world's largest recreational cycling races. The Vätternrundan has been organized by the non-profit association Motala AIF ever since it was launched back in 1966. Around 36,000 cyclists from all over the world participate in the races during the cycling week every year- which, in addition to the Vätternrundan 315 km, include the Halvvättern 150 km, Tjejvättern 100 km, Vätternrundan 100 km, MTB-Vättern, and Minivättern. In 2013, the Vätternrundan became the first sporting event in Sweden to be certified according to ISO 20121, a standard for sustainable event management.

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 30 countries – including the USA – you'll see kids and teens riding woom bikes. Find out more at