“A go-getter, a hard worker, and someone who gains energy from helping others grow.”
That’s how Ruben Jansen describes himself as an entrepreneur.
Three years ago, he took over Schild Inc., a company specializing in metal labels for bicycle shops.
What started as an opportunity has now grown into a business supporting hundreds of stores across the Netherlands with their branding.
From trading with China to quality close to home
Ruben already had experience in e-commerce and real estate when he started Schild Inc.
“For years I sold products from China. Not always with the best quality and my customers let me know that. It didn’t feel right.
I was looking for a product that was truly high-quality, something that makes customers happy.
That’s when metal labels crossed my path. Everything just fell into place: I was already drawn to the bicycle industry an established market and I loved the idea of helping small and medium-sized businesses grow.”
The power of craftsmanship and detail
Why metal labels in particular?
“Because there’s craftsmanship in them,” Ruben explains. “Such a label isn’t made at the push of a button.
It starts with raw materials and goes through an entire process to become a unique product.
That inspires me. It’s quality you can be proud of and entrepreneurs feel that too: details make the difference.
A bicycle shop’s service can be amazing, but without proper branding, you miss a level of reach and presentation.
That’s exactly where we want to contribute.”
Honest entrepreneurs in a changing market
What Ruben values most are the people he works with.
“Bicycle shop owners are real Dutch entrepreneurs: honest and straightforward.
Price matters, but more and more of them see that reach and branding are just as important especially now that e-bikes have taken off and bicycles have become more expensive.
Then you need a complete picture, and a cheap plastic sticker does more harm than good.
It’s great to see how stores are becoming more open to that.”
View our bicycle labels here →
Proud of the Netherlands and its cycling culture
“Yes, I guess I’m a bit nationalistic,” Ruben says with a smile.
“I’m proud of the Netherlands of our entrepreneurship and our cycling culture.”
Nowhere else in the world is the bicycle so intertwined with daily life as here.
From an early age, the bike plays a role in every stage of life.
Learning to ride teaches you not to give up that perseverance pays off.
It symbolizes independence early on.
And as you grow older, the bicycle evolves with you: what used to be a second-hand bike is now often an e-bike.
Our infrastructure is built around it, and the quality of bikes here is exceptional.
That inspires me to position our high-quality fender labels as an export product too a piece of Dutch craftsmanship alongside our world-famous bicycles.”
More than just profit
In his earlier ventures, the focus was mainly on growth and profit. But that changed a few years ago.
“In the past, I wanted to build a big company and generate turnover.
But now I do things out of passion. Profit and prestige are no longer goals in themselves.
What matters to me is the connection with people, delivering something beautiful, helping other businesses grow.
That gives me far more satisfaction.”
Vision for the future
Ruben is clear about the future:
“I see Schild Inc. in five years as the leading name in branded products for the bicycle industry both in the Netherlands and abroad.
Germany, Denmark countries where cycling is also deeply rooted. We want to establish a foothold there.
In the Netherlands, we’re market leader in fender labels, but I want to broaden our scope: inspire and support entrepreneurs with great initiatives.
Always with the same focus—quality, appearance, and helping bicycle shops strengthen their name recognition.”
A message to entrepreneurs working with Schild Inc.
“I see so many bicycle shop owners who are passionate about their craft.
They love helping customers, love their products, and deliver bikes in top condition.
You should be proud of your team, your store, and the image you create.
And if Schild can contribute even a small part to that with our labels, that makes me truly happy.”
View our bicycle labels here →
Same Interview in Q&A Style
Interview with Ruben Jansen, Founder of Schild Inc.
“A go-getter, a hard worker, and someone who gains energy from helping others grow.”
That’s how Ruben Jansen describes himself as an entrepreneur.
Three years ago, he took over Schild Inc., a company specializing in metal labels for bicycle shops.
What started as an opportunity has now grown into a business supporting hundreds of stores across the Netherlands with their branding.
Q1. How would you describe yourself as an entrepreneur?
I think I’m a go-getter that’s crucial in entrepreneurship. Also a hard worker.
And I get energy not only from growing our own company, but from making a positive impact on other businesses too.
Q2. What sparked your decision to take over Schild Inc. three years ago?
Years ago, I sold products from China. Not always of high quality and I experienced the downsides.
Not every customer was happy with what I delivered. That didn’t bring me satisfaction; I wanted to change that completely.
I was looking for a product that was truly good quality and made people happy.
Then this came along. I was already drawn to the bicycle sector: it’s a mature market, but still small-scale enough to feel personal.
I love helping small and medium-sized businesses grow. Everything came together when I took over this company.
Q3. Why did you choose metal labels specifically?
Because it’s a product with craftsmanship and quality. Such a label isn’t made with one click it starts with raw materials and goes through a detailed process to become something unique.
That production process really inspired me.
Q4. What do you enjoy most about working with bicycle shops and entrepreneurs?
I see bicycle shop owners as real Dutch entrepreneurs: honest and straightforward.
Price matters, but more and more business owners see that appearance and branding are crucial too especially now that e-bikes are booming and bikes are becoming more expensive.
That calls for a complete package. I love that we can contribute to that.
Q5. You have experience in real estate and e-commerce. What do you bring from that to Schild Inc.?
Mostly marketing knowledge and the mindset of improving a little every day. Details make the difference.
I brought that to Schild Inc. and the big advantage is that now I offer a product that makes people happy.
Q6. How important are Dutch pride and cycling culture in your company?
A big part. I’m proud of the Netherlands and our entrepreneurship.
Cycling is deeply part of our culture nowhere else is it this strong.
Our infrastructure supports it, and we have amazing-quality bikes.
From a young age, cycling teaches perseverance and independence.
And as you grow older, your bike grows with you from a hand-me-down to an e-bike.
That sense of freedom and progress fits perfectly with our culture.
It inspires me to add something to that with Schild Inc. a piece of Dutch craftsmanship that lets bicycle shops show their pride.
Q7. What small details make the biggest difference for entrepreneurs?
Details in the product, but also in how you treat people.
I always try to understand what drives my team, what makes them happy because when people enjoy their work, it shines through to the customer. And customers feel that.
Q8. What drives you most personally profit, growth, or helping entrepreneurs grow?
In the past, it was profit and scaling up that was the goal itself.
But about four years ago, that changed. Now I want to do things out of passion and love for what I do.
Profit is no longer the goal, but the result.
The one-on-one connection and delivering something meaningful that’s what gives me energy.
Q9. Where do you see Schild Inc. in five years?
As the leading player in the Netherlands and beyond in branding for bicycle shops.
Think Germany and Denmark, countries with strong cycling cultures.
We’re already market leader in fender labels here, and we want to expand both internationally and with a broader range of branding solutions.
Q10. If you could share one message with bicycle shops using your labels, what would it be?
I see so many entrepreneurs working with passion who love bicycles, love seeing happy customers, and take pride in their craft.
My message: keep going, be proud of your store, your team, and your image.
And if Schild can play even a small role in that, that’s the greatest reward for me.
Would you like to be part of our journey through the world of cycling?
We’d love to create a beautiful label for your store.
View our bicycle labels here →
Or would you like to chat with Ruben about branding or entrepreneurship?
He’s always open to that—email him directly at ruben@schildinc.com
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