The Austrian kids’ bike brand woom, already ubiquitous in Europe, is tackling a trickier American market with its first off-road ultralight bicycle.
Family-founded in Vienna in 2013, woom — like “zoom” — makes a line of lightweight bikes for kids ages 1 and a half through 14. The colorful aluminum series, ranging from a low step-through balance bike up to an around-town 26er for teens, has caught on in Europe, where riding bikes is already an integral part of life.
Now woom, from headquarters in Austin, Texas, is after the U.S. market with the just-launched woom OFF, a sleek, all-black, gravel-friendly, off-road bike. It might just catch the attention of Americans, who tend to want more weekend adventure, and less everyday commuter, in their bikes.