In a period of 30 years transforming as an expert on the Energy Transition and former commercial director of a leading Dutch utility, Willem-Frederik transformed himself into a data entrepreneur. Launching and scaling several companies. The last 3 years of his working life he deep dived into the European Mobility Transition of Cities, peri-urban and rural communities. Acting as regional director in the UK, Ireland, Belgium, Luxembourg and the Netherlands for EIT Urban Mobility. A family man, actively involved in society, supporting culture and art, with two feet firmly on the ground, he is also a volunteer at the Dutch Cyclists' Federation (Fietsersbond). Heading for several years the bigger Rotterdam Region and scaling cycling lessons and graduate's from tens to hundreds yearly. Recently he moved into the country and is now focusing on safe cycling in more rural areas. Also he is the proud initiator of the documentary 'Rotterdam Cycles'; giving youth in Rotterdam a voice. Telling us why they find cycling