Shaji Firoz, CEO & Cofounder of Bikers.SG, speaks with Hayden Choo, CEO of HelloRide Singapore, about bicycle design, easier access and the role of rewards in encouraging repeat rides.
For shared cycling to become part of someone’s routine, several things need to work together. The bicycle must feel comfortable, unlocking it must be straightforward, and the journey must be worth making on two wheels.
Those practical considerations ran through the conversation. The discussion covered how HelloRide maintains its bicycles, why it is introducing different designs, and how partnerships could add value to an everyday ride.
It also turned to shared electric bicycles and why Hayden expects any introduction in Singapore to happen gradually.
The following interview has been edited for length and clarity. References to products, promotions and future plans reflect the time of the interview. Comments about future developments represent Hayden’s expectations, not confirmed launch announcements.
How does HelloRide approach bicycle safety, maintenance and riding comfort?
Hayden: The most basic feature is the front light, which turns on automatically according to the time of day.
We also try to optimise the gear ratio for effortless pedalling, so it is less challenging for users when they encounter a rough stretch of road.
The frames go through rigorous inspections to make sure they are sturdy. We replace our bicycles roughly every two years, taking weathering into account as well.
Beyond the hardware, there is regular maintenance. Tyres, brakes and other components experience wear and tear, so replacing those parts is a significant part of our operations.
What does HelloRide do differently for riders?
Hayden: One of our main consumer propositions is that we don’t require users to top up a wallet before riding. We also work with ecosystem partners, including Grab.
We introduced an NFC feature where users can bring their phone close to the bicycle and open the unlock page. They can see the price, confirm it and unlock the bike.
On the hardware side, we want to offer more variety. Shared bicycle frames in Singapore have looked quite similar for a long time, and we wanted to introduce something different.
We recently released a sportier, mountain-bike-inspired design with automatic gear changing. Towards the end of this year, we will also launch a smaller-frame bicycle for shorter riders.
There are smaller improvements too, such as cushioned seats. The aim is to introduce features that people can understand and appreciate through everyday use.
Where does the newer Explorer bicycle fit into that approach?
Hayden: I see shared electric bicycles as a useful middle ground for medium-distance journeys, especially as Singapore gets hotter. Electric assistance could make a slightly longer journey easier.
The Explorer bicycle is something of a middle ground in the meantime. It makes pedalling more effortless and helps riders travel a little faster.
Do you expect shared electric bicycles to arrive in Singapore soon?
Hayden: I don’t think we will see electric bicycle sharing in Singapore in the near term.
My view is that the government tends to approach these developments cautiously and introduce them in increments.
If shared electric bicycles become available in the medium or longer term, I would expect the process to begin with existing operators that have a track record in operations and compliance.
Both existing operators have experience with electric bicycles in other markets. For HelloRide, that includes substantial operations in mainland China.
I would expect a small pilot first, followed by a gradual increase in scale. That is how I envision it developing.
How are you thinking about incentives for people who ride regularly?
Hayden: We started with making shared bicycles easy to access, without a mandatory top-up. That proposition is evolving towards giving riders more value for what they spend.
We want to work with rewards ecosystems, whether that means earning cashback or Grab reward points associated with a ride.
Beyond consumer rewards, we are also exploring business partnerships. One of the biggest is our exclusive partnership with foodpanda, where we supply some of its walkers with private bicycles.
These are different from the shared fleet. They are foldable bicycles with a rear cargo rack, and users can take them home. The programme is taking off well, and we hope to expand it into areas such as battery swapping.
As we build out the ecosystem, there will be more opportunities to work with business partners and collaborators.
What role do partnerships with food and beverage brands play?
Hayden: The main idea is giving something back to consumers after they ride.
At the time of this conversation, our promotion with ZUS Coffee offered riders 10% off after every ride.
Our bicycles are highly visible on the streets. Someone can discover a bike, ride it, interact with the brand and receive a reward that makes sense to them, whether that is a cold drink or a discounted meal.
Making the next ride easier
The conversation points to a practical approach to growing everyday cycling: reduce the effort involved in starting a ride, accommodate more riders and create reasons to return.
For Bikers.SG, it raises a useful question about the wider cycling ecosystem. Alongside developing better products, how can businesses help make a bicycle a more convenient choice for an ordinary journey?
