August 9, 2021 - Robin Richardson founded Happy Fiets Canada in Toronto this past May. It appears to be the only place in North America that exclusively rents e-cargo bikes, which is surprising, given their rising popularity for both personal and commercial use, and their potential to replace cars or vans.
Richardson describes Happy Fiets as a small cottage industry born out of passion and frustration, with big plans to transform how we get around our cities and “make a little dent in climate change.”
No stranger to the idea of using bikes to get around, she and her husband used to commute by bike when they lived in Seattle, but that was before having three kids back to back. “I didn’t know how to carry kids safely and conveniently on a bike,” says Richardson. “Casual cycling with the kids was ok, but when it came to transporting them or going shopping, we hopped in the car.” A habit that left her feeling frustrated and guilty.
“Frankly, driving was a miserable experience,” says Richardson. “I felt guilty about the environmental impact and frustrated sitting in traffic with the kids fighting in the back, but didn’t see a way to get around without a car.” That is, until she discovered electric cargo bikes.
“I’ve always been an enthusiastic cyclist, but I’m not strong or fast. Then through my research I discovered the Yuba electric Boda Boda and my life was literally transformed. Suddenly I didn’t need my car (for city trips). Hills and headwinds were no problem and my kids loved being ferried around,” she explained.
What would have been a 45-minute slog on a conventional bike, became a 15-minute breeze on her new e-cargo bike. Her husband, a local veterinarian, got one too and started delivering pet food and medication by bike and thus replaced one of their family’s two cars with an e-cargo bike. People noticed these new electric haulers on the streets and started to ask questions, which got the wheels turning for Richardson who wanted to help folks see that there were options to hopping into their cars.
When COVID hit more people started cycling. With fewer places to go by car and rising health concerns over public transportation, the streets came alive with bikes. “The city was transformed overnight. People dug out their bikes. The traffic calmed and the streets were suddenly safer. But I worried they would get back into their cars after COVID,” Richardson continued. The seed for Happy Fiets was planted and the work began.
Cargo bikes are very popular in many parts of Europe like Denmark, and thanks to her new venture, they are starting to get the fanfare they deserve in Toronto. She began by buying some used e-cargo bikes and partnering with a few local bike shops. The goal was to have a representative sample of various e-cargo models, so people could see what worked for their household and lifestyle. With a small but diverse fleet of e-cargo bikes Happy Fiets Canada was born.
Though her concern about climate change was the driving force behind her decision to start the venture, she admits the benefits run much deeper. “I felt very guilty about the world we are leaving behind to our children, and initially thought that giving up my car would be a big sacrifice,” says Richardson, who found the transition surprisingly easy once she discovered all the hidden advantages of e-cargo bikes.
“I didn’t realize how much more fun it would be. I feel more connected to my community. I have more quality time with my kids. I can turn on a dime and feel so much safer without blind spots.” On top of it all, the family was able to save a ton of money by ditching her car – funds she used to make Happy Fiets Canada possible.
Fiets is the Dutch word for bicycles and was the inspiration behind the company’s name. “I’ve always been inspired by the Dutch,” says Richardson. “As early as the 60s they made a conscious decision to transition their cities, putting bikes and pedestrians first. Cars second. Fiets means an ordinary bike. An ordinary tool to help people get stuff done.”
A perfect mantra for Happy Fiets Canada, and in fact, most of their rental customers are doing just that – transporting kids, pets and getting groceries. But every now and then she sees people doing something jaw-dropping, like hauling kayaks with an e-cargo bike, and one woman, whose father rode her down the aisle at her wedding in one.
Even in these early days, customers are raving. “I’ve had a Yuba Mundo for 10 years now and every year I think I’ll sell it and get an e-cargo bike,” says Kevin McLaughlin, founder of Zygg Bikes Toronto, who recently rented the pink hauler, affectionately named Rosie, for a week. “I loved my 20-minute ride to my kid’s camp and back. It was the best part of my day. I have another week of camp coming up and will rent from Fiets again, maybe try a different model.”
Most Fiets’ customers are trying e-cargo bikes out for the first time, before deciding which model to buy, which seems prudent given that retail pricing can range from $5-10,000 and higher. “We basically offer the opportunity to do extended test rides,” says Richardson, who offers daily or weekly rental options.
“The truth is, any bike can be used as a cargo bike if you’re stubborn enough! But e-cargo bikes are purpose built, designed with stronger frames and specialty accessories,” she quips. Adding electrification makes it possible for virtually everyone to ride one, even with heavy loads or uphill – a great carbon-free replacement for trips many do by car.
Adjusting to riding an e-cargo bike is easier than people think and current models are quite easy to manoeuvre and are highly versatile. She encourages novice riders to start with smaller e-cargo bikes to build up their confidence as it’s a bit tricky at first. “We have a variety of styles including three-wheelers to carry wiggly kids on the back – we try to match the bikes with people’s abilities and confidence levels. I always like to give people a lesson the first time they rent, starting with low assist, no kids and no bags, as they work their way up,” says Richardson.
Making their e-cargo bikes less intimidating and more accessible is one of the reasons most bikes in the Happy Fiets fleet have names, like Matilda and Rocky. “My family has a tradition of naming our bikes,” says Richardson. “It helps give them a personality. They are named after friends or family and it’s a fun way to make them more accessible.”
She believes that once people see how transformative e-cargo bikes are, there is no turning back. “No. Absolutely not,” says Richardson, when I jokingly offered her a Tesla in exchange for her e-cargo bike.
With cycling on the rise and a growing desire by people to ditch their cars, the future is looking bright for Happy Fiets Canada. And when asked if she wanted to expand outside of Toronto, there was no hesitation. “Absolutely,” says Richardson. “I’m a one-woman operation at the moment, a true cottage industry. But once I prove my business model, I hope to help people everywhere to choose cycling over driving.”
No one in North America is sharing cargo bikes she added, and she loves the idea of running a parallel service to Bike Share Toronto, the City’s conventional bike share service. “I’m not trying to compete with what’s out there already, but rather fill a gap as Happy Fiets meets a need that isn’t being served,” commented Richardson.
With inquiries from the opposite end of Canada in Victoria and parts of the US, she may not be waiting long to expand. You can check out Matilda, Rocky and all the models of e-cargo bikes that start at $60/day available at happyfiets.ca.
