Micro
Micro Mobility Systems AG is a Swiss, family-owned manufacturer of micro-mobility products — scooters, kickboards, balance bikes, electric scooters, and accessories — serving children, teens, and adult commuters through 5,000+ dealers worldwide and direct e-commerce.
- Company typePrivate
- Founded1997
- HeadquartersKüsnacht, Switzerland
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Micro does
Micro Mobility Systems AG is a Swiss Aktiengesellschaft headquartered in Küsnacht, Switzerland, founded in 1997 by Wim Ouboter, operating as a private family-owned enterprise. The company designs, manufactures (via ISO 9002-certified factories in China), and distributes a comprehensive range of micro-mobility products including kickboards, scooters, balance bikes, electric scooters, freestyle scooters, ride-on luggage, helmets, and protective accessories. Its core technical differentiation rests on a patented lean-and-steer weight-transfer steering mechanism developed with Swiss medical professionals, supplemented by motion-powered inductive LED wheels, fiberglass decks, ABEC 9 bearings, and non-toxic child-safe components; flagship lines include the Mini Micro Deluxe, Maxi Micro Deluxe, Micro Sprite, Micro Flex, Micro Suspension, and the electric Micro Explorer/Merlin series.
The business model is hardware sales through a multi-channel distribution architecture: more than 5,000 independent dealers globally, a country-localized direct-to-consumer e-commerce storefront at micro-mobility.com, a flagship retail store in Zurich, and regional subsidiaries in the UK and US. Pricing is unit-based across three tiers (Kids entry-to-Deluxe, Adult commuter-to-performance, Electric urban-to-long-range), augmented by an accessories attach base. Revenue is also leveraged through co-branded and CSR partnerships (Porsche, Right To Play) and through the related Microlino electric microcar brand, which has accumulated more than 10,000 non-binding reservations.
The company serves two primary customer segments: children aged 1-12 plus teens (developmental balance/mobility use case) and adult commuters/last-mile riders (urban transportation use case), with secondary segments in freestyle/sport and travel. Target end-buyers are distributed individuals rather than enterprise accounts, and acquisition relies on product-led growth backed by brand certifications (ASTM, EN, ANSI, TUV), prestigious awards (Toy of the Year, Green Product, NYT Wirecutter), and community-driven social channels (Instagram, TikTok, YouTube, Facebook, LinkedIn).
Micro firmographics
Firmographics- Name
- Micro
- Legal name
- Micro Mobility Systems AG
- Website
- https://micro-mobility.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Micro Mobility Systems AG is a Swiss, family-owned manufacturer of micro-mobility products — scooters, kickboards, balance bikes, electric scooters, and accessories — serving children, teens, and adult commuters through 5,000+ dealers worldwide and direct e-commerce.
- Ownership category
- akta.pro rank
Micro industry classification
Industry- Product category
- Personal Mobility Scooters
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- E-scooters & E-mopeds Manufacturing (IMACAOAB)
- akta.pro secondary industries
- E-Scooters (Stand-Up) (CRACASAB), Kids & Youth E-Mobility Devices (mini e-bikes/scooters) (CRACASAH)
Keywords
Where Micro is headquartered
LocationHeadquarters
- HQ city
- Küsnacht
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Micro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Scooter and Kickboard Sales: Micro generates revenue through the sale of micro-mobility products including kids scooters, adult scooters, electric scooters, freestyle scooters, and accessories. Products are sold through a network of 5000+ dealers globally and direct-to-consumer through their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kids Scooters - Entry to Premium |
| Unit Pricing | Pay-as-you-go | Adult Scooters - Commuter to Performance |
| Unit Pricing | Pay-as-you-go | Electric Scooters - Urban to Long Range |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Micro product offering
Product offeringCore offering
Micro designs, manufactures and sells micro-mobility vehicles — primarily kids' and adult scooters, kickboards, balance bikes, electric scooters, freestyle scooters and scooter luggage — sold through a global network of more than 5,000 dealers and via direct e-commerce on micro-scooter.com. The product line targets children, families, urban commuters and action-sports riders across 80+ countries, with safety-certified designs and patented lean-steer steering as the technological backbone.
Product overview
Micro Mobility Systems AG is a Swiss company that designs, manufactures, and sells micro-mobility products including a comprehensive range of scooters, electric scooters, balance bikes, freestyle scooters, travel products, and accessories. The product portfolio centers on the Mini Micro (for toddlers 1-5 years), Maxi Micro (for children 5-12 years), and adult scooters including the Micro Sprite, Micro Flex, Micro Speed, Micro Classic, and Micro Suspension lines. The electric range includes Micro Explorer S, Micro Explorer II, and Micro Merlin II. Freestyle products feature Micro Trixx, Micro Ramp, and Micro Black Ice for skate park and snowpark riding. Travel products include Micro Scooter Luggage and Micro Ride On Luggage. Accessories span helmets, protective pads, lights, bells, and locks. The company also offers sustainable ECO products made from recycled ocean plastics. The company has a distribution network of over 5,000 dealers worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Microlino: Electric micro-car developed in collaboration with Micro Mobility, featuring compact urban design with up to 200km range.
Quantifiable outcome
- Products certified to international quality and safety standards including ASTM, EN, ANSI, and TUV
- +2 more outcomes
Companies that use Micro
Customer profileSegments4 records
Ideal customer profiles4 records
Micro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Micro partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- PorscheflagshipMicro has partnered with Porsche on various initiatives including the Micro x Porsche collaboration. The partnership appears to focus on premium mobility products and joint brand positioning.
- Benj FriantcoreFreestyle team collaboration with professional rider Benj Friant to develop the best scooters for street and park riders.
- MicrolinocoreRelated entity under Micro Mobility Systems AG focused on compact electric vehicles (L7E category). The Microlino is a bubble-style electric car with 15 kW motor, 90 km/h max speed, and 125-200 km range.
- Micro UKcoreRegional subsidiary handling Micro product distribution and operations in the United Kingdom market.
- Micro UScoreRegional subsidiary handling Micro product distribution and operations in the United States market.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Micro competitors and assessment
Company assessmentDirect peers
- Razor USA: Razor is the most direct competitor in the kids kickboard / kick-scooter category globally, with comparable age-segmented SKUs and a similar mass-market distribution model. Micro competes head-to-head with Razor on retail shelves and on family purchase consideration.
- Globber: Globber is a European scooter brand with a comparable kids-to-adult kickboard portfolio and a similar folding/lean-and-steer design philosophy. It is the closest European price-to-feature peer to Micro's Mini/Maxi lines.
- Oxelo (Decathlon): Oxelo is Decathlon's owned scooter brand offering kids and adult kickboards at value price points. It is a direct competitor on retail shelf space and family purchase decisions, particularly in European sporting-goods channels.
- Hudora: Hudora is a German scooter and inline-skate manufacturer with comparable kids kickboard and adult scooter offerings. It competes with Micro in DACH-region retailers on similar age-segmented product lines.
- Mongoose: Mongoose is a heritage BMX/scooter brand with a comparable freestyle and kids scooter lineup. It competes with Micro's Trixx and Ramp freestyle lines and Maxi-age kid scooters in North American sporting-goods retail.
Broad incumbents
- Segway-Ninebot: Segway-Ninebot is the global leader in electric stand-up scooters and a broad incumbent in personal mobility. Micro's electric Explorer/Merlin line competes in the same adult e-scooter category, but at a much smaller scale.
- Xiaomi (Mi Electric Scooter): Xiaomi's Mi Electric Scooter line dominates the mass-market electric kick scooter category globally. Micro competes in the same adult commuter segment but at a higher price tier with a more limited catalog.
- Smoby: Smoby is a major European toys-and-children's-vehicles manufacturer (owned by Simba Dickie Group). It overlaps with Micro's toddler kickboard, balance bike, and ride-on categories in the same toy-retail channel.
- Radio Flyer: Radio Flyer is an iconic American children's ride-on and wheeled-toy brand. It competes in the same parents-of-toddlers purchase occasion as Micro's Mini Micro and balance-bike lines in North American mass and specialty retail.
Emerging players
- Banwood: Banwood is a premium Scandinavian children's balance bike and ride-on brand. It overlaps with Micro's toddler balance-bike and kids kickboard category at a similar premium price tier, primarily in European design-led retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Micro social profiles
Digital presenceMicro compliance and trust
Trust signalCompliance5 records
Micro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Micro leadership team
Management profileNumber of profiles
Profiles1 record
Micro subsidiaries and ownership
Company hierarchySubsidiaries1 record
Micro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Micro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Micro
What does Micro do?
Micro designs, manufactures and sells micro-mobility vehicles — primarily kids' and adult scooters, kickboards, balance bikes, electric scooters, freestyle scooters and scooter luggage — sold through a global network of more than 5,000 dealers and via direct e-commerce on micro-scooter.com. The product line targets children, families, urban commuters and action-sports riders across 80+ countries, with safety-certified designs and patented lean-steer steering as the technological backbone.
Is Micro a public or private company?
Micro is a private company. It is classified as family owned and is currently operating.
When was Micro founded?
Micro was founded in 1997. It employs 51 to 100 people.
Where is Micro based?
Micro is headquartered in Küsnacht, Switzerland, in the Europe region.
How does Micro make money?
One revenue line is on record: scooter and Kickboard Sales.
Who are Micro's main competitors?
Direct peers on record are Razor USA, Globber, Oxelo (Decathlon), Hudora and Mongoose. Broad incumbents are Segway-Ninebot, Xiaomi (Mi Electric Scooter), Smoby and Radio Flyer. Banwood is listed as an emerging player.
Does Micro have an API?
No public API is recorded for Micro.
What industry is Micro in?
Micro's product category is Personal Mobility Scooters. Its primary akta.pro industry code is IMACAOAB, E-scooters & E-mopeds Manufacturing, with a secondary code of CRACASAB, E-Scooters (Stand-Up). Its NAICS code is 336991 and its SIC code is 3751.