How is Ziemi invented?

How is Ziemi invented?

For my master's degree I was given the assignment to design a solution for an e-bike manufacturer, with meal delivery riders in Los Angeles as the target group. They often cycle in a hurry and in the dark. L.A. doesn't really have cycle paths, which leads to a lot of accidents. It occurred to me that cyclists, like performers on a stage, ought to be in the spotlight. That's how the idea for Ziemi came about, derived from the Dutch "Zie-mij": see me.

The concept of biomotion isn't entirely new in the cycling industry, of course. Reflectors on pedals, in spokes, and reflective clothing have been around for a long time. But to be visible, you need a light source. And by the time a car's headlights are shining on you, there's not much reaction time left. Ziemi makes you visible sooner because you light yourself.

It didn't take long to notice that the Netherlands wanted a safer traffic environment too. Poor or missing lighting pushed the number of cycling road deaths to a record high, so I decided to bring Ziemi to the Dutch market. We refined the business plan and go-to-market strategy at YES!Delft, and Ziemi was then officially patented by Arnold & Siedsma.

To launch Ziemi, we started a crowdfunding campaign in 2020. This avoided a bank loan and immediately showed whether there was appetite for our idea. Within a month we sold the first 500 prototypes and raised €36,000. In our debut year we sold 2,000 units.

Traffic psychologist Gerard Tertoolen thinks the idea behind Ziemi is strong. "You're clearly visible, and drivers see a person instead of a small light. That's a relief for motorists," he explains. "The benefit is greatest at close range, because that's when you can tell what the other person is about to do. A cyclist can make unexpected movements, and a light like this lets you spot them sooner."