01
Your hardware brand is ready for the United States
You have a strong product, European market proof, and serious intent. What you don't have is someone who has built a hardware business in the US from the inside — who knows the distribution landscape, the retail culture, the regulatory differences, and the specific mistakes that destroy European brands before they find their footing.
I have done this from both sides of the Atlantic. I work as your embedded commercial director until you no longer need me.
02
EU regulations are about to land on your product
The convergence of the European Product Act, the Product Liability Directive, Digital Product Passports, and ESPR is not a compliance problem — it is a commercial problem. The brands that navigate it correctly will use it as a competitive advantage. The brands that don't will face product holds, market access delays, and legal exposure.
My career began in product safety R&D at TNO. It continued through 25 years of hardware commercialisation across 40+ European markets. I translate regulation into commercial decisions.
03
You are acquiring a hardware business in distress
Financial due diligence tells you the numbers. It doesn't tell you whether the dealer network is a genuine asset or a liability, whether the supply chain is what it claims to be, or whether the warranty book is a timebomb. It doesn't tell you what it actually costs to rebuild commercial momentum after the deal closes.
When Rad Power Bikes came under financial pressure, I managed the full structured wind-down of the European operation — transferring warranty obligations, resolving liability exposure, and closing cleanly. Most people in that position would have walked away. I know what these businesses look like from the inside when things go wrong.
04
You are entering Europe and need a dealer or service network built from scratch
Most brands entering a new European market underestimate what it takes to build a functioning dealer or service partner network — recruiting the right partners, setting commercial terms, designing the service infrastructure, and creating the operational blueprint that holds as you scale. Getting it wrong in year one costs years to correct.
We designed and built the Rad Authorized Service Partner network across Europe — a model that later became the blueprint for the North American programme. Before that, a decade managing dealer and distribution networks across all of Europe at Yamaha Motor Europe, across motorcycles, ATVs, SSVs, and e-bike systems.
