about us

What really drives us as product designers is creating products that make people perform better, ride better, work better and get healthy.

history

Since 2007 we completed over 120 large design and development projects. Our products won awards and are used worldwide.

Back in the early days we started our product design firm at the kitchen table, with just the two of us. We were lucky to get a first client that believed in us, so we could grow and not long after could hire our first employees.

Over the years we have gained tons of experience, got the opportunity to hire very talented designers and became a professional team with great senior people.

independent

We are not part of a group, we have no bank loans and no investors. All with one reason: to be a stable, independent industrial design partner for you.

Joe / lead industrial designer

His experience as a bike designer boosts uncommon solutions – he believes that technical features should follow an aesthetic logic. Joe prefers people making a point by ‘measuring’ a design rather than just stating it’s a matter of taste. For as long as he can remember he always wanted to design or invest into things that last.

He worked for 17 years at Trek Bicycle and was responsible for many bike designs. Joe play piano, loves cycling and creates furniture in his free time.

Joe graduated with a BA in Industrial Design from FH Joanneum in Austria.

Rik / lead design engineer

Rik helps our clients with industrial design engineering and high-end product development and leads large design projects. The combination of functional quality and design is what appeals to him. The challenge to find sustainable solutions for technical challenges, which suit within the design vision, triggers him to develop himself day by day.

Apart from many years of experience at Alskar Design, he worked 10 years at a renowned design firm. Rik loves technology and mountain biking.

He studied Industrial Product Design at The Hague University, Mechanical Engineering.

Henriette / senior industrial designer

Henriette is a curious and ambitious designer with a passion for people-oriented design and technology. For her, design is about trying to improve people’s lives. She approaches design challenges in a hands-on way, prefers to work in a great team and works on concepts, strategy and engineering.

She worked many years at a renowned dutch design firm. Henriette competes in tough bike endurance competitions in Europe.

Henriette studied Industrial Design Engineering at the Aalborg University in Denmark.

Laurens / senior industrial designer

Laurens helps our clients with product design, innovative solutions, product engineering and is managing large projects. He continuously searches for solutions and improvements, that help to make the world more beautiful for people. He has a lot of experience with complex projects, both in the product development stages and design stages, is keen about the details and has great design sketching skills.

In his free time he is passionate about kite surfing and mountain biking. Before he worked at a dutch bike brand and for many years at our industrial design firm.

He studied Industrial Design Engineering at the Amsterdam University.

Pieter / senior industrial designer

Pieter always tries to find elegant holistic solutions for complex problems, considering the entire life-cycle of a product. Not afraid for a challenge and always eager to learn new skills.

He is passionate about restoring his old Mercedes and playing the contra bass.

Pieter studied Integrated Product Design at the Delft University of Technology.

Andreas / founder & owner

Andreas is the first point of contact for our clients. He ensures that all design processes improve continuously. He loves design that contributes to improvements in people’s lives and is heavily involved in high-end bicycle development.

Andreas is a passionate mountain biker and loves riding natural trails in Croatia.

He studied Product Vision at Delft University of Technology, Business Administration at Hanze University and Design Engineering at NHL University.

Maria / human factors

Maria helps our clients and design team with research and administration. Her research is mostly project driven into ergonomics and human factor design.

Maria is passionate about nature, diving and swimming.

She studied at the State University of Saint Petersburg, Social Psychology at the OpenUniversity and circular economy at the Delft University of Technology.

Jaap / senior design engineer

From an early age Jaap has been intrigued by why things are the way they are. Nowadays he is passionate senior design engineer for many years and has worked on a wide variety of projects, varying in scale, physical size and complexity.

He worked many years for a renowned Dutch design firm and 9 years as a bike mechanic. He has a deep passion for almost anything on two wheels.

Jaap studied Product Design Engineering at the Utrecht University.

our name

We design innovation. Every product that we develop has made a step, smaller or bigger, to become leading in its segment.

Our name symbolizes going where no one went before. Developing products that have never been made before.

We strongly believe we as industrial design firm should contribute to a positive change in people’s lives. We want to use product design for good.

non-democratic

We believe that good design is the result of a clear vision and strategy. Not the result of consensus or taste.

Obviously we work together. As a design team and with you. We listen, observe and ask critical questions when we create the strategic design direction.

When we start the design work and make choices, we always do that based on questions like: how does this design fit your strategic vision? How does it help the user to get healthy or perform better?

We never judge a design or make a decision based on vote counting or taste.

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