DE RE PODCAST

Gregory de Vroey & Iris Mateboer

Podcast

Episode #84

Summary

Electric bikes have become an inseparable part of the streetscape. But behind the fast-moving young professionals, cargo-bike parents, and fit 65-plussers lies a problem: hundreds of thousands of e-bikes end up stored away too early or discarded altogether. Upway aims to change that. With more than 100,000 professionally refurbished bikes, the company demonstrates that circular mobility is not only sustainable, but also scalable and affordable. In this episode, we speak with Gregory de Vroey and Iris Mateboer about building trust in the second-hand market, driving innovation, and what it truly takes to make mobility sustainable.
“We don’t want to compete with brands, we want to work hand-in-hand with manufacturers and dealers to make the ecosystem circular.” - Gregory de Vroey & Iris Mateboer, Upway @ReTheAgency

Summary

Electric bikes have become an inseparable part of the streetscape. But behind the fast-moving young professionals, cargo-bike parents, and fit 65-plussers lies a problem: hundreds of thousands of e-bikes end up stored away too early or discarded altogether. Upway aims to change that. With more than 100,000 professionally refurbished bikes, the company demonstrates that circular mobility is not only sustainable, but also scalable and affordable. In this episode, we speak with Gregory de Vroey and Iris Mateboer about building trust in the second-hand market, driving innovation, and what it truly takes to make mobility sustainable.

About

Gregory de Vroey is the General Manager for Belgium and the Netherlands at Upway, where he helps scale a certified second-life market for refurbished e-bikes. With a background in mobility and operations, including several years at Uber across Belgium, the Netherlands and Switzerland, he focuses on making sustainable transport more accessible through better infrastructure, smarter trade-in programs and reliable refurbishment at scale.

Iris Mateboer is Upway’s Marketing Manager for the Benelux and has built her career in the second-hand economy. After working in resale-focused roles, she now helps translate the value of refurbishment into trust for customers, combining sharp pricing with quality control, warranty and a “like-new” experience that makes circular mobility feel easy and credible.

About

Gregory de Vroey is the General Manager for Belgium and the Netherlands at Upway, where he helps scale a certified second-life market for refurbished e-bikes. With a background in mobility and operations, including several years at Uber across Belgium, the Netherlands and Switzerland, he focuses on making sustainable transport more accessible through better infrastructure, smarter trade-in programs and reliable refurbishment at scale.

Iris Mateboer is Upway’s Marketing Manager for the Benelux and has built her career in the second-hand economy. After working in resale-focused roles, she now helps translate the value of refurbishment into trust for customers, combining sharp pricing with quality control, warranty and a “like-new” experience that makes circular mobility feel easy and credible.

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Summary

Electric bikes have become an inseparable part of the streetscape. But behind the fast-moving young professionals, cargo-bike parents, and fit 65-plussers lies a problem: hundreds of thousands of e-bikes end up stored away too early or discarded altogether. Upway aims to change that. With more than 100,000 professionally refurbished bikes, the company demonstrates that circular mobility is not only sustainable, but also scalable and affordable. In this episode, we speak with Gregory de Vroey and Iris Mateboer about building trust in the second-hand market, driving innovation, and what it truly takes to make mobility sustainable.