PENDLR and Beta join forces: building the workplace of tomorrow together
Dec 8, 2025
•Bram van Duinen•3 min. reading timeSometimes the right partners cross paths at exactly the right moment. That’s exactly what happened with PENDLR and Beta. What started as a coincidental encounter grew into a collaboration built on trust, expertise and a shared ambition: helping bicycle dealers move forward and shaping the workplace of the future. “It actually began very coincidentally,” says Brian van Boeckholtz from Beta with a smile. “One of our account managers ran into a former colleague at the B2B Festival, who now works at PENDLR. They started talking, and from there the idea to continue the conversation emerged. Those spontaneous moments often spark the most valuable partnerships.”
From first conversation to shared vision
What began as an exploratory chat quickly evolved into a shared vision for growth and quality. Remco Lagendijk, Category Developer at PENDLR: “It started very practically just seeing whether we could mean something to each other. But soon we realised that we share the same ambition: to support dealers better with solutions that truly make a difference in their day-to-day work.”
That connection became concrete almost immediately. Brian adds: “For us, PENDLR instantly felt like a natural partner. They have a vast network and deep expertise in the bicycle industry, and are known as a preferred supplier. We bring specialist knowledge and a complete range for the workplace from tools and compressors to safety shoes. Together, we can help dealers elevate their workplace to the next level.”
Specialist expertise in practice
Beta is not your average supplier. The company focuses entirely on professionals, mechanics and workplaces, offering everything needed for a safe, efficient and future-proof working environment. More and more retailers recognise that a well-designed workplace directly boosts profitability: with a logical layout and the right tools, you can accomplish more work in less time. And with the rise of high-end e-bikes, cargo bikes and longtails, the demand for specialist tools and knowledge is growing rapidly.
With a dedicated team of account managers and sales promoters on the road every day, dealers can see and test products and receive direct advice on the best solutions. Remco: “For our retailers, this means they don’t just receive products — they gain a partner who thinks along with them. From advice on workplace layout to full implementation, together we make sure the workplace is ready for the future.”
Ready for tomorrow
From 15 December onwards, Beta’s solutions will officially be available through PENDLR. It marks a new step in our shared mission to help bicycle dealers grow with smart, safe and future-ready workplaces. Remco concludes: “We look forward to introducing our dealers to Beta’s range. This is exactly the kind of collaboration that makes everyone stronger: united, ready for tomorrow.”
Interested in Beta?
With Beta on board, we’re taking the next step toward a future-proof workplace that truly works for you. Interested in Beta? Become a PENDLR customer!
Bram van Duinen
Performance Marketeer
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