Before he started at EIT Urban Mobility, Willem-Frederik was captivated by the documentary 'Together we Cycle' by GertJan Hulster and Arne Gielen. He sold his cars the next day, became chairman of the Rotterdam+Regio Cyclists' Union and is now fully committed to the Mobility Transition. He was previously a director in the energy utility sector as Chief Commercial Officer of the number 5 utility in the Netherland, where he led, among other things, major energy savings and sustainable energy programs. After he had established himself as an entrepreneur in data analytics and IT, he worked for several years at EIT Digital. There he got to know and understand the digital landscape of Europe, and continent itself.