Six years in the making

We made history.

Everyone was selling e-steps. Nobody was allowed to ride them on the road. We thought that had to change. So we didn't just build a step. We helped write the rules.

Why we started

A city where you move freely.

We wanted to make the first legal e-step in the Netherlands, with quality and safety as the starting point.

Our goal is a liveable city, where people can move freely and without hassle, without the planet paying the price.

Our inspiration

Apollo 11 did the impossible.

In 1969 the Apollo 11 team set foot on the moon for the first time, while the world watched. Something everyone thought impossible turned out to be a matter of nerve, precision and perseverance.

That pioneering spirit drives us too. Where they pushed the limits of exploration, we push the limits of city mobility.

Sharing service · bondi

Share first. Then buy.

Because e-steps weren't allowed on the road yet, we started with bondi: a sharing service, so everyone could already ride.

8 cities. More than 100,000 users.

Behind the scenes

The photo album.

Starting a company in a lecture hall between classes. Claimed with a logo board and the smell of coffee beans. (2019)

First time in the media, with a public promise: the e-step will become legal. (2019)

One of many pitches in our first year. (2019)

The first real office. Thanks to Kevin, for his support from day one. (2019)

Registering the company, with help from Deline and Anna. (2019)

The first prototypes arrive in the Netherlands. The start of six years of testing. (2019)

Pixel by pixel, part by part, test after test. (2020)

We built this machine to simulate a crash into a wall at 40 km/h. Don't try this at home. (2020)

Our engineer Dixon working on the electronics, with Piece Of Your Heart by MEDUZA at full volume. (2020)

First visit to the RDW test centre, and the prescan is passed. They got to keep our shirt. (2020)

Launch of sharing service bondi, so everyone could already ride. Launched in 8 cities, with more than 100,000 users. (2021)

Our steps on Het Klokhuis, in the episode about micromobility. (2022)

One of many long drives to test and inspection centres, this time Hamburg. The towel is for secrecy. (2022)

The RDW hardware inspection is passed. Super Max brought champagne, for our hamster too. (2022)

A test production run of 500 units rolls off the line. (2023)

The SELANA Omega, sold worldwide for shared use. (2023)

Back to the drawing board to make the SELANA Alpha design even better. (2024)

The final steps: finalising the approval. (2025)

Full RDW approval. The first legal e-step in the Netherlands. (2025)

Our first customer, Sam. His plan: leave the car at home and ride the step through the city from now on.
At the start we naively thought we'd get it done in a year. That turned into six.

Max Schalow · De Ondernemer, August 2025

Only the beginning

A step. And a new standard.

Six years of research, development and testing, together with partners we trust. Prototype after prototype. Dozens of certificates and 528 pages of documentation later, there wasn't just an approved e-step, but also a fixed standard for the rest of the market.

And this is only the beginning.

In numbers

6 yearsfrom student idea to the street
528pages of technical documentation
40 km/hcrash test into a wall, on a machine we built ourselves
100+dealers in the Netherlands →

The name

Named after the moon.

SELANA comes from Selene, the Greek goddess of the moon. Every night she drove her chariot across the sky, bringing light to the dark. That's how we want to light up the city: cleaner, quieter and freer. Our colours come from the same sky.

What we stand for.

01 · Simply legal.

Every SELANA we deliver rides with a licence plate and can be insured.

02 · Made to be repaired.

Standard parts that stay available for years. So your SELANA lasts a long time.

03 · Proudly Dutch.

A Dutch brand from Amsterdam. Designed for Dutch roads and rules, with support and service in the Netherlands.

04 · Every ride counts.

Every ride that replaces the car makes the city a little cleaner and quieter.

Quality

Beautiful to look at. Better to ride.

A SELANA should look good and ride even better. We only work with the highest-quality materials and parts, and our attention to detail doesn't stop at the paint.

Tested and approved by DEKRA, TÜV and the RDW. Built to last for years.

Bright · video review

“A really well-built, sturdy step.”

“The Apple of e-steps”

Logbook

More stories.

2026

What Does an E-Scooter Cost per Year? The Complete Breakdown

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Buying a Legal Electric Step in the Netherlands: Complete Guide 2026

bijzondere bromfiets

Welke elektrische voertuigen mogen niet de weg op? (2026)

The Alpha

Now it's your turn.

Step on and feel the difference. Or book a free test ride first.

Discover the Alpha