The first world bike subscription out the bike capital of the world Amsterdam. Started in 2014. The rest is history. Now, you can hardly turn a corner onto one of Amsterdam’s famous canals without seeing the iconic Swapfiets blue front wheel. With Swapfiets’ subscriber base of nearly 30,000 (5,000 in Amsterdam) built almost entirely on a platform of word-of-mouth marketing. Swapfiets’ is based on a subscription model where users receive a bicycle for a flat fee of €15 per month (€12 for students); a service which includes free repairs within 12 hours, or a replacement bicycle if it cannot be fixed within 15 minutes, or is stolen. The promise is that subscribers never go without a bicycle for longer than two days..