The showroom sells like a friend. The webshop still sells like a catalogue.
This is an open application for a role you haven't posted: someone to own the digital side of the Wolfi's Experience. I'm Ramona Furter, a cyclist who built a cycling community platform end to end, ran e-commerce for a CHF 100M+ business, and I'm planning my move to Dubai.
Below is the first piece of that work, already done: your own Sunday ride, used as the test route for wolfis.ae.
The Sunday ride test
Your About page promises a webshop where a rider feels "just as looked after, important and informed as if you had walked into our showroom". Today wolfis.ae opens with a search filter 200 product types deep, while the advice, the coffee and the ride itself live offline.
A worked example, built on the Dubai Roadsters Sunday ride as your own pages describe it. Pick a point on the route.
I designed and built this application myself with the AI toolchain I work with every day, Claude Code included. It is the same way I build Pedal Peak.
Three reasons this works
Your online ambition needs an owner.
You want the "local online bike shop" that feels like the showroom. I have owned exactly that surface: Senior Product Manager, Lead E-Commerce at Ifolor, a CHF 100M+ business, where research and A/B testing lifted conversion 9% and the checkout step rate 15%, leading a cross-functional team and external agencies.
Community impact is your stated value. It is my native ground.
I founded Pedal Peak, a live cycling platform for rides, events and community, built end to end and running today. Before that I spent three years on the founding team of WePractice, a Migros venture that grew community-first to 10 locations, 23 people and 170+ customers through two funding rounds.
AI that ships, behind the counter.
As AI Project Lead at Swiss Post I cut time spent on sales 30% through automation and cut proposal feedback loops 90% with a pitch-check avatar I built. Pointed at Wolfi's, that toolchain belongs in catalogue content, demand planning and event operations, never between a rider and your staff.
What I don't bring: years behind a bike-shop counter. My trade schooling came from FMCG product marketing, Domaco to Promena, negotiating with brand manufacturers and running promotions end to end. My cycling education came from the saddle.
The route so far
AI Project Lead, Business Development, Swiss Post, Zurich
AI business models from opportunity sizing to launch. Cut time spent on sales 30%; cut pitch feedback loops 90%.
Founder, Pedal Peak
Live cycling platform: rides, events, community. Built and run end to end.
In between jobs and own ventures
Cycling in Togo and Benin, then built smedium and went deep on AI tooling.
Senior Product Manager, Lead E-Commerce, Ifolor Group, Zurich
Owned the e-commerce ecosystem of a CHF 100M+ business. +9% conversion, +15% checkout step rate.
Lead Project Manager, Brixel, Zurich
Owned the partnerships with UBS and Baloise that drove growth.
Marketing & Growth Lead, Founding Team, WePractice, Migros Group
Two funding rounds; 10 locations, 23 people, 170+ customers; 1000+ client matches in year one.
Growth & Venture Builder, Sparrow Ventures, Zurich
Go-to-market for internal startups, validation to scale-up.
Intrapreneur, Innovation, Die Mobiliar, Bern
Market pilots from MVP to launch: Smide, XpertCheck, Lizzy.
Product marketing and trade, FMCG
Promena, Cruspi, Domaco, accounting at Kuoni and AMAG, commercial apprenticeship at Bridgestone.
About me
I'm from Zurich, I ride, and building things for riders is what I do when nobody pays me for it. In late 2025 that meant bikepacking through Togo and Benin. Most of the time it means Pedal Peak, the cycling platform I started because my own community needed a home, built the way Wolfi started: one person, doing the work themselves, because the riders were worth it.
German is my mother tongue, English is my working language, and my partner and I are planning our move to Dubai. The first Sunday after I land, I'll be at Nad Al Sheba for the 6:30 start.