Visiting Madame Vélo: How a passion for cycling grew into a successful business
Mar 9, 2025
•Bram van Duinen•4 min. reading timeOn March 8, 2025, it was International Women's Day—the perfect moment to highlight a female entrepreneur. And who better than Sylvie from Madame Vélo? The name says it all: Sylvie has been passionately working on bicycles for 25 years.
Where It All Began
Her journey in the bicycle industry started in 2000 when her then-boyfriend opened a moped shop. Sylvie joined the project, on the condition that bicycles would also be sold and maintained. “It was the golden age for mopeds, but I felt their popularity would decline.” After gaining the necessary training and experience, Sylvie became a fully qualified bicycle mechanic. Four years ago, she opened her own shop: Madame Vélo, located on Gentpoortstraat in Bruges.
"The name, of course, comes from French, but in the Bruges dialect, these words are also commonly used. By now, people simply call me Madame Vélo, and I love it!"
A well-considered product range
At Madame Vélo, the focus is entirely on electric bikes, speed pedelecs, and electric folding bikes. She has deliberately removed traditional city bikes without electric assistance from her assortment. The collection of accessories is carefully curated and perfectly matches the bicycles available in the shop. “Locks and panniers are the most important additional purchases, and I’ve noticed a significant increase in demand for helmets. Awareness around this is growing rapidly!”
A look at the key developments
Sylvie sees the bicycle industry evolving but also recognizes significant challenges. She believes there is work to be done both in terms of regulations and technology.
"A lot still needs to change at the government level. Take speed pedelecs, for example: they simply don’t have a proper place in traffic. They don’t fit on the bike path, but they also don’t belong on the roadway. Yet, hardly anyone is thinking about this, even in new developments." According to Sylvie, this creates a dangerous and illogical situation. “How does it make sense that speed pedelecs have to share the road with pedestrians, children on bikes, scooters, and cargo bikes? There is an urgent need for better infrastructure and clear regulations.”
Besides challenges in traffic infrastructure, Sylvie also sees opportunities within the bicycle industry itself, particularly in battery technology. "The bicycle industry has already made huge strides, but batteries can and must continue to evolve. A bike battery has to endure a lot: it needs to be as compact and stylish as possible to match the bike, but this often comes at the cost of performance and durability." Still, she is optimistic about the future. "I expect breakthroughs in this area in the coming years. There is still a lot of potential in battery technology, and it could have a major impact on the bicycle sector."
''A bike battery has to endure a lot: it needs to be as compact and stylish as possible to match the bike, but this often comes at the cost of performance and durability."
The Strength of Madame Vélo
In an era where large chains and online shops are expanding, personal service is becoming increasingly important. This is where Sylvie truly stands out.
"I know every customer and understand exactly what they need. Whether they call or walk in, they always get me on the line or face-to-face. I sell the bikes myself, repair them myself, and personally answer all their questions."
This direct, trustworthy approach ensures that customers always know what to expect. It also allows her shop to provide that extra level of service. "That is becoming increasingly rare in all sectors nowadays. But a bicycle is a product that requires intensive service. You also need to be able to solve any issues from the manufacturer. That’s why I know every product in my store inside and out."
The strenght of madame velo
A Source of inspiration
At home, Sylvie has clearly passed on her passion for a hands-on profession. Her eldest daughter will start higher education next year and, like her mother, does not want a desk job. “She wants a career where people think: wow, a woman doing that?!”
This makes Sylvie a source of inspiration for her daughter and for other women who want to stand out in traditionally male-dominated professions.
Finally, Sylvie shares a golden tip for bicycle mechanics: “I recently got a brake bedding machine, and it’s truly worth its weight in gold. Once you have one, you can’t live without it!”
PENDLR: the partner in micromobility
At PENDLR, we share the vision of Syl from Madame Vélo: personal service and a passion for quality are key. As an entrepreneur, Syl knows better than anyone how important it is to constantly innovate and respond to her customers' wishes.
Would you like to take your passion for bicycles and customer-oriented service to the next level? Or would you like to buy a brakeman yourself? Become a customer at PENDLR and discover how we can support your business with more than 23,000 products, 160 top brands and reliable service.
Bram van Duinen
Performance Marketeer
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