THE PACK reveals a scaling strategy built on a working multi-brand showroom already operating in the Netherlands – and call on manufacturers, e-brands, and investors to join the next phase.
THE PACK, one of the few global electric motorcycle media platforms, announced its strategy to scale the e-center 2.0 concept, a working multi-brand electric motorcycle experience center co-founded by Gert-Jan Rongen (Electric Motorbikes Nederland), Flip Oude Weernink (Expert charging & energy systems) and Guy Salens (THE PACK) – into a chain of THE PACK Store locations across Europe and beyond.
Electric motorcycle sales are growing. The technology is ready. The brands have multiplied. But the physical retail infrastructure has not kept pace: most riders cannot walk into a single location, compare multiple brands side by side, take a test ride, and trust that maintenance will be available when they need it. THE PACK Store addresses this gap: not as a concept, but as a proven model already operating in the Netherlands, now ready to scale across Europe under one of the industry’s most recognised brand names.
e-center 2.0: it already works, in Helmond (the Netherlands)
The most important thing an investor can know about THE PACK Store is that it is not theoretical anymore. e-center 2.0, located at the Automotive Campus in Helmond, the Netherlands, has already demonstrated that the multi-brand electric motorcycle retail model works. It is one of the few locations in the Benelux where riders can experience, compare, buy, and understand electric motorbikes and mopeds under one roof – without any single-brand agenda.
e-center 2.0 operates four integrated services:
e-center store: a multi-brand electric motorcycle showroom, with expert advice and test rides on demand
e-center pro: a B2B advisory service for businesses, fleets, and institutions transitioning to electric motorbikes and mopeds (cargo, last-mile, tourism, …)
e-center live: test ride days, brand showcases, seminars, and events at the Automotive Campus
e-center charge: charging infrastructure, smart energy, and storage solutions
The Automotive Campus location is itself a signal of intent: Helmond is one of Europe’s leading mobility innovation hubs, home to automotive R&D, government-supported EV infrastructure, and a community of forward-looking industry partners. This is not a peripheral retail experiment. It sits at the centre of the European electric mobility conversation.
Gert-Jan Rongen
“Electric Motorbikes Netherlands has been working on electric two-wheeler mobility for several years. It is a young, new market with relatively many new players. Together with THE PACK, we investigate which brands may be eligible for the Benelux market.”
— Gert-Jan Rongen, Electric Motorbikes Nederland
THE PACK Store: scaling the blueprint
The next step is to take the e-center 2.0 blueprint – now validated by real customers, real brands, and real sales and scale it under THE PACK brand across European markets. THE PACK brings three assets that no individual dealership or operator can replicate independently: nine years of brand authority in the electric motorcycle space, a global editorial audience across THE PACK News and local editions in Italy and Germany, and an active event ecosystem through THE PACK Plaza at EV Experience each September.
The proposed model operates as a partnership-franchise structure: local operators provide premises and day-to-day management; manufacturers contribute floor space, inventory, and trained service personnel; THE PACK provides brand, marketing, content production, and audience reach. The e-center 2.0 in Helmond is both the proof and the template.
Guy Salens
“We have spent nine years building the most trusted editorial voice in electric motorcycle news. The e-center 2.0 shows the retail model works. The moment to scale it is now.”
— Guy Salens, THE PACK
Europe first
Italy and Germany could be the natural first expansion markets. THE PACK already has editorial roots there with THE PACK Italia and SteckerBiker / THE PACK News. The audiences are engaged. The motorcycle cultures are strong. And the appetite for electric alternatives is growing faster than the retail infrastructure can currently support. From there, expansion follows existing audience density across other countries in Europe, and beyond if possible.
The partnership-franchise model
THE PACK Store does not require central capital ownership of retail inventory. The model is designed for capital efficiency and speed of roll-out:
Local operators provide premises and day-to-day management. They carry the operational risk and the local market knowledge.
Manufacturers contribute floor space, inventory consignment or sale-or-return arrangements, and brand-trained service technicians. Participation in THE PACK Store gives them a quality-guaranteed route to market at a fraction of independent dealership cost.
THE PACK provides the brand licence, marketing, content production, event integration, and the audience network that makes the location commercially viable from day one.
Gear and clothing brands contribute through retail collab agreements, helmet and apparel walls, accessory displays, and co-branded event activations.
Flip Oude Weernink
“Unknown is unloved. Especially when it comes to a nostalgic vehicle like a motorcycle, one that many hold dear. Yet the technology and possibilities are improving all the time. Guy Salens, Gert-Jan Rongen, and I are excited to share our years of knowledge and experience at the e-center 2.0.“
— Flip Oude Weernink, Expert charging infrastructure, smart charging and energy storage
Why the community is already asking for this
When this concept was first published on LinkedIn in 2025, it generated a lot of impressions and responses. The reactions were not just enthusiastic – they were specific. People volunteered to work there. They asked when it would open in their country. Manufacturers said they wanted to participate. The demand signal from a community that rarely responds to retail concepts in this way is itself a form of market validation.
Some comments:
“Someone will build the REI of e-mobility. Why not you?”
“It’s feasible if you can finance it… Not that easy to pull together unless you have a combination of small brands wanted to work together under the same roof.“
“Can we have one in Ireland, please? We have only two dealerships selling electric bikes.”
“Manufacturers should support this to accelerate the promotion of 2-wheeled electric vehicles.”
“Amazing idea Guy!….don’t forget the coffee shop!…that’s really important!….”
“Great idea! Manufacturers should support this project to accelerate the promotion of 2-wheeled electric vehicles. Let’s talk about.”
“If you do it, I would love to be one of the after-sales technicians at those stores.“
“Thinking further on this. Experiences and the ability to supply this to people while remaining neutral on any one make is the only way this could work. Otherwise you are just another dealer. The manufacturers need to step up in providing trained mechanics to look after their customers bikes onsite , if you are going to provide a base for them to use. The issues of poor quality machines and aftercare could tarnish the image of what you are trying to do. It’s not easy on how you sell this, and make it viable.“
“Not such a crazy thought , I did wonder about setting up a single premises for renting out floor space to assorted manufacturers of electric motorcycles. When I was within a family dealership, we always thought that multi franchise was the only way to go, to survive the ups and downs of singular makes at any one time.“
What we are looking for
THE PACK and e-center 2.0 are ready to move from a single validated location to a European network. We are looking for partners in three categories:
Manufacturing partners: e-brands seeking a quality-guaranteed, multi-brand retail presence in Europe, and beyond, without the cost of independent dealership development.
Gear and clothing brands: helmet, apparel, and accessory brands for whom the electric motorcycle buyer (commuters and light electric offroad enthousiasts) is a primary or growth audience. Retail collabs, co-branded events, and editorial integration are all available.
Investors: individuals, family offices, or mobility-focused funds seeking a first-mover position in physical electric motorcycle retail. The proof of concept is operational. The brand is established. The expansion strategy is defined. We are looking for partners to finance the roll-out of two to three pilot locations in Europe as the first phase (based on our e-center 2.0 experience).
Guy Salens: “I am also thinking of integrating a good coffeeshop, charging infrastructure, service-on-demand (that’s a must), and even a business space for short meetings, but hey, step-by-step :)) It’s already a challenging project without these extras …
For more information, or a visit at e-center 2.0 in Helmond, please contact Guy Salens >