Lara's enthusiasm is infectious, and it's an essential part of her work. Like her colleagues in the showroom and the many partner dealers across the country, she helps people find the right bicycle for them. Some arrive a little nervous. She understands that completely. "We all grew up learning to ride a two-wheeler. That's deeply ingrained. Moving to a bicycle that works a little differently takes some adjustment."

Every day she helps a wide range of people make that transition. "It's incredibly varied. Children who want to ride to school with their friends again. People in their fifties who find a traditional bicycle is starting to feel like a struggle. People with acquired brain injuries, muscular conditions, early-stage dementia, or those recovering from an accident." Sometimes visitors aren't sure this is really for them. "But that doubt usually disappears within the first few metres," Lara says.

Confident and relaxed
Those first few metres are always preceded by a conversation and a cup of coffee. Lara and her colleagues start by listening. "The main question is simple: why are you here today? What's your story? Do you already have a bike in mind, or do you need help working out what's right for you?"

Through explanation, demonstration, and time on the test track, they get closer and closer to the right answer.

Anyone who thinks it's simply a matter of picking a model is in for a pleasant surprise. The bikes are designed and built in vanRaam's own factory, which means there are countless possibilities. "It really depends on what someone needs," says Lara. "Extra footrests, mirrors, a gear lever, pedals with straps? No problem. We keep trying things until the customer feels genuinely confident and relaxed on the bike." 

Staying active

​​​​​​​Sometimes that takes patience, Lara admits. Some people have difficulty walking and find it hard to sit comfortably, let alone ride a bike. With specialist seats and back or arm supports, most people can cycle again without pain. "We once had someone come in with dwarfism," Lara recalls. "He wasn't suited to any of our standard models, so we designed a completely bespoke low-entry bicycle in our factory. He was so happy. And honestly, so were we. Moments like that are what it's all about."

Lara knows she isn't just selling bicycles. She's selling something more fundamental. Cycling isn't only enjoyable and healthy. For many people it's the difference between independence and relying on others. "Cycling keeps you free," she says. "The people who come here simply want to keep living their lives. If their old bicycle can no longer do that for them, they end up here. They're investing in a new experience so they can hold on to what they've always had. And I love helping them do exactly that.  ■