Build Things That Make Life Better
VerseBikes — Cycling Safety Accessories
A complete cycling safety accessory range built under the VerseBikes brand — helmet, glasses, gloves, VERS Tracker GPS, smart lock, folding lock, bike lights, rear-view mirror, and reflector pack.
VerseBikes — Cycling Safety Accessories
ZÆT Role: Full product range execution | Brand: VerseBikes (ZÆT own venture) | Market: Netherlands / Direct-to-Consumer
The Brief
VerseBikes was built around a simple premise: cycling should be safer, and the products that make it safer should be worth owning. Rather than launching a single product, ZÆT developed a complete accessory ecosystem under the VerseBikes brand — covering every layer of rider protection from head to bike.
The range is structured across three collections. Gear covers the rider: helmet, photochromic cycling glasses that adapt from clear to dark, and cycling gloves. Security covers the bike: the VERS Tracker (LTE-M GPS device with one year of cellular data included at €79.95, mounted via a solenoid-locked baseplate), a smart lock, and a folding lock. Visibility covers being seen: a bike light set, rear-view mirror, and reflector pack.
ZÆT handled the full execution — product definition, supplier sourcing and qualification, versebikes.com store build, product photography and copy, and go-to-market through both direct-to-consumer and B2B channels.
The Community
Alongside the product range, ZÆT built a cycling safety community on Facebook — Veilig Fietsen (Safe Cycling) by VerseBikes — as an organic acquisition channel and brand platform. The community supports the consumer side of the business while B2B outreach targets bike shops, fleet operators, and insurers.
The Result
VerseBikes operates as a live direct-to-consumer brand with a nine-product safety accessory range across three collections, an active community platform, and dual B2B and consumer sales channels — all built and run by ZÆT.
How ZÆT Built This
Define Direction
Product range definition across three safety categories: Gear, Security, Visibility · Market positioning: everyday cyclist safety without compromise · Category architecture: 9 SKUs covering full rider protection stack · Competitive pricing strategy for direct-to-consumer channel
Build the Foundation
Gear: helmet, photochromic cycling glasses, cycling gloves · Security: VERS Tracker (LTE-M GPS, 1yr cellular data), smart lock, folding lock · Visibility: bike light set, rear-view mirror, reflector pack · VERS Tracker hardware specification: LTE-M, solenoid-locked baseplate, €79.95 · Supplier sourcing and product qualification across all categories
Execute and Launch
versebikes.com product store build and collection structuring · Product photography and copy across all 9 SKUs · Facebook community: Veilig Fietsen — by VerseBikes · B2B outreach to bike shops and fleet operators · Consumer acquisition via organic community and waitlist strategy
The Result
