• Design Strategy
  • Product Design
  • Prototyping

In the late 90s, I grew up racing mountain bikes so when Inside Labs asked if I would explore concepts for product design directions for what would become Bike Kingdom — Europe’s biggest mountain bike destination in Lenzerheide, Switzerland — I jumped at the chance.

The question they were looking to answer was, “How can you help us realize our goal of adding another dimension to  Bike Kingdom including creating a greater level of engagement and brand loyalty?”

Inside Labs had worked out how to make this happen for Laax in the winter but needed a fresh perspective on how to make it work for Lenzerheide during the bike season. Collaborating closely with the Inside Labs co-founder and CTO, Daniel Medina, as well as Inside Labs partner, Michael Krähenbühl, we went on to define what would ultimately become the digital layer to Bike Kingdom.