At the Future Leaders Summit 2024, Pero, founder of Ruff Cycles, took the stage to share the remarkable journey of his luxury electric bicycle brand, which has its roots in Travnik, Bosnia and Herzegovina. Ruff Cycles is not just a name in the e-bike world; it has become synonymous with high-end design, quality craftsmanship, and a lifestyle that resonates globally.

A Turning Point
Pero's entrepreneurial journey took a surprising turn in 2016, thanks to the advice of a mentor. "He told me, 'Pero, if you put a motor on your bicycle, you’ll sell a ton of them,'" Pero recalled. His initial response was hesitant: "I told him, no way, I’m a hardcore rider." But the mentor persisted, offering to provide all the resources needed to create a prototype, with a challenge: if it failed to sell, Pero could return the investment.

When the prototype was ready, Pero took it for a ride. That moment changed everything. "It was a game-changer," he said. "It transformed micromobility in a way that no car could."

From Idea to Global Impact
The first public presentation of Ruff Cycles' e-bike was an overwhelming success. "In just one day, we sold 500 units," Pero shared. This momentum pushed Ruff Cycles to expand beyond Bosnia and Herzegovina, selling bikes in global hubs like London, Tokyo, and Las Vegas.

Pero emphasized the role of local talent in this success. "Our bikes are exported worldwide, but it’s our people—people from Bosnia and Herzegovina—who make this possible," he said.

Selling More Than Bicycles
For Pero, Ruff Cycles is about more than just bicycles; it’s about a way of life. "Our brand doesn’t sell bikes," he said. "We sell a lifestyle. We don’t aim to be the strongest but to offer a feeling—a connection. We want to be a part of our customers’ lives, just as our bikes are."

This unique branding has resonated with celebrities and athletes around the world. "You know your branding is strong when footballers start calling you," Pero remarked with a smile, listing names like Achraf Hakimi, Luka Modrić, and Cristiano Ronaldo as fans of Ruff Cycles.

Local Roots, Global Dreams
Pero's story is a testament to the power of local inspiration in creating global impact. By infusing the spirit of Bosnia and Herzegovina into Ruff Cycles, he has proven that even a small town like Travnik can give rise to a brand that captures the world’s imagination.

At the Future Leaders Summit, Pero’s journey inspired attendees to dream big, think global, and stay true to their roots. Ruff Cycles is not just a brand—it’s a symbol of what’s possible when passion meets perseverance.

From Travnik to Tokyo: Pero's Vision of a Global Lifestyle Brand