“Firms to Watch: Navigating Turbulence with HumanForest and BrewDog”

HumanForest: The Rise of Rental Ebikes in the UK and Beyond

The year 2022 was challenging for electric scooter operators, with numerous setbacks and regulatory hurdles. However, amidst this turbulence, rental ebikes are emerging as a more favorable mode of transport. One company that is capitalizing on this trend is HumanForest, a small London-based firm. By offering “free” rides through selected advertising in its app, HumanForest aims to undercut its rivals in the crowded streets of the UK. The company has also positioned itself as an ethical choice by becoming a B Corp and emphasizing its zero-emissions credentials. With recent funding backing from venture capital, HumanForest plans to expand into France. While it remains to be seen how sustainable their ad-based model is, HumanForest‘s growth in London suggests that rental ebikes have significant potential in the market.