We had the good fortune of connecting with Ruben Figueredo and we’ve shared our conversation below.

Hi Ruben, we’d love to hear about how you approach risk and risk-taking
My life has been full of risks, in both my personal and professional life. Over the years, I have gotten better at making more calculated risks where I don’t lose everything I put it, whether it’s time or money or both. I have created or been involved in 6 startup companies in the last 8 years where I risked my time and personal finances. Half of those were a total bust, and 2 of them are still moving along (2 stagnant due to COVID19, and 1 was founded during the 2020 Pandemic). Of course, the reason I took the risk every time was because the potential reward outweighed the risk 100 to 1. Taking those risks to reap the reward motivates me to keep pushing forward as I don’t have a choice but to put 100% of my effort to it’s success. Risk it for the biscuit.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My most recent startup is Vene Rides, the Micro-EV store, which focuses on sales/service for electric bikes and electric scooters. We are the only startup in the micromobility indusry that has creating an ecommerce marketplace, physical storefront, and our own product lineup of electric bikes and scooters. I got involved before we opened our first store as a bike shop manager but immediately my entrepreneurship skills showed so I became more involved with the entire business leading to my Co-Founder / COO position. The Vene Rides team has worked tirelessly and long hours making sure we are headed in the right direction. With a multi-disciplinary team working multiple angles of business, it has been a struggle but we are ready to push forward until we are the #1 Electric Ride marketplace and chain of stores in the US. The lessons I have learned with Vene Rides is that selecting the right people to build your small team is my most important job. I try my best to hire the best I can find in order to create the best product, service, and journey for our customers. The world needs to know that cars are the past in modern day cities. Electric bikes, scooters, and mopeds will be spreading throughout metropolitan cities as the best form of transportation for trips under 10 miles. When you think Micro-EVs, Vene Rides is here to change the way you move.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
As an outdoorsman and adventurer, I would take them to go workout in my favorite spots, take them to the best unknown trails, and drink the most delicious craft beer in the city. As a Miami Beach resident, the beach is one of my favorite places to be, South Pointe Park has the best Sunset Miami has to offer. Of course we would ride electric bikes or scooters around town to Española Way, over the Venetian Causeway, and to Muscle Beach South Beach for a workout. When we get hungry, we will stop at A La Folie Cafe for delicious French Cuisine. If it’s a wild story they are looking for, we will swing by the Vene Rides store in Sunset Harbour as the technician Adrian has traveled the world and has fascinating stories from racing sailboats to trekking up to Basecamp Mount Everest.

Who else deserves some credit and recognition?
My friend and colleague Carlos Escobar, CEO of haku, has been a great mentor for me over the last 6 years. I met Carlos in the early days of haku, and have seen how he and his great team created an amazing company that has been top class since day one. He has introduced me to people that have changed my professional path to success. He has been a supporter of me since timing the Miami Corporate Run (19,000 finishers) when I was 23 years old. His mentorship on the importance of focus has been crucial to my daily success. Since 2016, I jumped into a startup full time and also began dating Christy Gardner. She has been my anchor and her unconditional love has given me purpose to everything I do. Which is why we will be married soon 🙂

Website: rubenfigueredo.com

Instagram: instagram.com/rubenfigs

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