DP2 Business Management students were invited to the Royal Dutch Gezelle bicycle factory in Dieren. In the morning, CEO Huub Lamers gave a presentation about the company. Different topics were addressed, such as the history of the company, production and sales numbers, human resource issues, marketing strategies and changes in the external environment such as the increasing demand for e-bikes. After a nice lunch, we were taken on a guided tour through the factory, to see the assembly of the bikes. We have learnt that still a lot of the manufacturing is done by hand, even though labor costs are quite high. This is to guarantee high quality to satisfy all customers and stay close to their traditional values. Production process methods such as Kaisen are implemented, and we could have a look into their test-lab, where all bikes are carefully tested. Finally, our students had the opportunity to test different prototypes of e-bikes. Students could test the tools, but mainly the speed of the bikes, by riding over the parking lot as fast as possible. It was a very interesting day. We would like to thank mister Rave for making this trip possible.