On Monday, 12 October, the Ananda european headquarters in Arnhem, The Netherlands welcomed 38 dealers for a full day of technical training, hands-on workshops and a closer look behind the scenes.
The event is part of our European Dealer Training Tour 2026, an initiative focused on helping dealers become more familiar with Ananda systems and providing them with the knowledge and tools to support their customers.
This training session was specifically organised for dealers in the Benelux region, with most of the programme given in Dutch. The majority of participants came from the Netherlands, but we also welcomed dealers from Belgium.
For us, it was a special occasion since this was the first time we hosted a dealer training event of this scale at our own European headquarters in Arnhem.
“With a day like this, we want to show dealers that we are here to support them and that our technical team is always accessible when they need assistance,” said Ruben Brinkman, Marketing Coordinator at Ananda, who organised the event
Getting to know Ananda
The mornig started with an introduction to Ananda, our European service organisation and the people behind it. For many dealers, it was also an opportunity to meet the local team they normally speak to by phone or email.
For retailers, Ananda’s call centre in the Netherlands plays a central role as the first point of contact for technical questions and support. In addition to Dutch and English, dealers can also receive assistance in fluent German and French. Behind the scenes, the call centre is supported by field service specialists and the product team at Ananda’s headquarters, that that even more complex technical issues can be handled quickly and efficiently.
The most important of this morning sessions was to clarify how we can make service easier for dealers, from technical support and diagnostics to spare parts and warranty procedures. Most of the information told during this morning sessions is all available on the website under the service page
From Theory to Practice
In the afternoon, it was time to get hands-on. During the Ananda Link workshop, dealers learned how to inspect systems, identify potential issues and perform diagnostics using our service software.
Rather than simply explaining how the software works, we wanted participants to experience how straightforward it can be to use in their daily workshop activities.
Every participating dealer also received an Ananda Link tool to take home, allowing them to immediately put their new knowledge into practic
“This day really took my technical knowledge of Ananda systems to the next level. I also now know that Ananda is easy to reach and that I can contact the service centre in Dutch, which gives me even more confidence in our collaboration
Ruud van Mil – Passion 4 sports
Behind the scenes
One of the ideas of hosting the training at the European Headquarters was the opportunity to show dealers what happens behind the scenes.
During the tour of the warehouse, participants learned more about the spare parts stock, service operations and the logistics involved in supporting dealers.
“From Arnhem, we maintain a local stock of systems and spare parts. Having these components readily available helps reduce waiting times and improves the after-sales experience for both dealers and their customers,” Ruben explained.
“At the end of the day, Ruben continues we share exactly the same goal as the bicycle shop: getting cyclists back on the road as quickly as possible.”
Also the plans for the service partnership programme popped up, which aims to launch in 2027. This programme will give bicycle shops the opportunity to become certified Ananda service partners, with benefits such as improved spare parts purchasing conditions, additional training and branding support.
Time to ride
Of course, a dealer training day would not be complete without getting on a bike.
In front of the Arnhem office dealers could experience several of latest e-drivesystems, including the R900 integrated hub motor and motors from the new M7000 Series.
It was a great opportunity to experience the different riding characteristics firsthand, exchange feedback and discuss the technology in a more informal setting.
Looking Ahead to 2027
Beyond the technical sessions, what made the day particularly valuable was the opportunity to connect personally. With plenty of room for questions, conversations over lunch and direct contact with our service team, we gained valuable insights into what dealers need from us.
“The enthusiasm and active participation showed us how valuable these training sessions are. It is not only about sharing technical knowledge, but also about building relationships and understanding what dealers need from us,” said Ruben.
After a successful first edition in Arnhem, we are already looking forward to continuing our dealer training activities in 2027.
The next training opportunity will take place during Velofollies 2027, from 22–24 January in Kortrijk, Belgium. Dealers interested in participating can register through the Ananda dealer page
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For collaboration opportunities or to learn how Ananda can power your next e-bike project, contact us.
