room44 diversifies into eBikes – announcement


Business needs to start walking the environmental walk – or riding it.

room44 diversifies into eBikes.

Leading innovation consultancy room44 is delighted to announce its latest venture: teaming up with, London’s premier eBike specialists, room44 will open a test ride centre and workshop at the UK’s iconic Silverstone race track next month.

Unlike most consultancies, room44 doesn’t just talk about new consumer trends: it puts its money where its beliefs are and invests when it can. So far, it has sponsored a charity that cleans plastic off beaches and has lobbied industry to move away from plastic packaging. room44 has also financed a small screen-printing business that only uses organic cotton and water-based inks to produce single design t-shirts.

It’s time to walk the walk

And now, it’s proud to announce another new venture: the opening of a test ride centre and eBike workshop at the UK’s iconic Silverstone race track, in partnership with, London’s premier eBike specialists.

Fully Charged has been promoting eBike use in London since 2014 and has unparalleled experience in knowing how to match people to bikes.

“Teaming up with Fully Charged is hugely exciting,” says room44 founder Tristan Allen. “The relationship will provide this (MK, OX, CV and NN postcodes) region with eBikes from ten brands and the benefit of Fully Charged’s many years of eBike experience. As a cyclist myself, I understand the transformation an eBike can make to people’s experiences of commuting, last-mile delivery and leisure activities, and I’m thrilled to be making that accessible to more people.”

Founder and CEO of Fully Charged, Ben Jaconelli, says, “We’ve always believed in the power that eBikes have to transform urban travel and to contribute to people’s wellbeing. Fully Charged was a pioneer in this market before it was even a market, which has been a key factor in our success.”

Why Silverstone Park?

The new Silverstone Park site extends Fully Charged’s reach into the UK’s Growth Arc and #supercluster, where new technologies are changing traditional thinking about personal mobility. Silverstone Park is a hotbed for bleeding-edge technology development and is a perfect location for this new venture.

“We’ve been helping companies to anticipate market changes since 2014, and we’ve tried to lead by example when the opportunity arises,” adds Tristan. “As an advocate for new thinking about the way we travel, room44 has made the bold move to extend its interest into making new mobility tech available, and we will be active in regional promotion of eBikes.”

Fully Charged at Silverstone will operate independently, while room44 continues its work as one of the UK’s few dedicated Innovation Consultancies. “There should be no confusion about the exclusive nature of this business development,” says Tristan. “room44 remains committed to delivering consumer-centric strategy, but we simply cannot ignore changes in the markets we work in. It’s time to step up and be involved in the development of new mobility models.”

Fully Charged

Fully Charged COO, Dan Parsons, commented, “I’ve been working with Tristan for almost a year to create the opportunity for Fully Charged to step outside the M25. This is the right time for us to work with enthusiastic partners like room44 and we expect our impact in the region to be rapid. The UK Government’s subsidies for buying eBikes through Ride to Work schemes, and for business to benefit from grants for eCargo bikes, make them a truly viable alternative to delivery vans in towns and cities.”

For press enquiries:

Dan Parsons

Tristan Allen

For test ride appointments