humanforest.co.uk
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HumanForest: The Dark Green Rebellion
How a London ebike startup is fighting for the streets with 46 employees and a $5.3M revenue engine.
In a city saturated with gray and blue micromobility, HumanForest isn't just offering a ride; it's selling a lifestyle. With a name that implies a collective movement and a brand promise to join the 'dark green side,' they are positioning themselves as the anti-establishment choice for London's commuters.
"They aren't selling transportation; they are selling a sustainable identity wrapped in a very specific shade of green."
The SEO Disruption
HumanForest is aggressively battling for brand recall. With 360 monthly searches for 'human forest' and over 2,000 for 'forest bikes,' they are successfully hijacking the generic term 'Forest' to own the category. Their strategy relies on high-intent keywords rather than broad discovery, creating a moat around their brand name despite the low global rank.
The Trust Paradox
Here lies the friction point for investors: a stark contrast between brand equity and customer sentiment. With 290 reviews on Trustpilot resulting in a 1.5/5 rating, HumanForest faces significant operational friction. While the brand narrative is polished (evidenced by their slick tech stack using GSAP and Lottie), the street-level experience appears to be struggling with consistency.
The tech stack reveals a modern, mobile-first approach. Utilizing Vite for build speed, Tailwind CSS for rapid UI development, and PWA (Progressive Web App) capabilities, they are optimizing for accessibility over native app complexity. This lightweight approach is crucial for a service requiring instant booking and low data usage.
- Brand Hijacking: Successfully owning the generic 'Forest' term in search.
- Niche Sustainability: 'Dark green side' messaging differentiates from corporate competitors.
- Operational Debt: High review volume with low ratings suggests scaling pains.
The Verdict: A Brand-First Future?
HumanForest proves that in a crowded market, a strong aesthetic and a cult-like brand narrative can drive revenue—even when the user experience lags behind.
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https://cdn.prod.website-files.com/6707bcb65af64c7288ddba74/67245a9df21982c098b2e4ff_forest-og.jpeg
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Forest Bikes | shared ebikes that look like trees
We're London's most affordable and sustainable shared ebike. Join the dark green side.
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Reviews (20)
Love Forest
Love Forest. Makes my commute to work immeasurably better. App super easy to use. Love the new 40 minutes over 3.days option. Just had a friends get together for Xmas, I took them on theor first forest trip across London. It was an absolute highlight traversing Bank, Soho, Covent Garden, Waterloo, over London bridges. Keep up the good work lads. Only issue is the slidy saddle heighys on older bikes...
Hi Jimmy, thanks for your review, we're so pleased to hear that you're loving our service for your commutes and riding with your friends! We will make sure to pass your feedback regarding the seat adjustments on to our operations team! 🙏 Best wishes, Miri🎄
I don’t understand the negative…
I don’t understand the negative reviews. I personally had an incredibly positive experience with the Forrest customer service team. I asked for my monthly subscription to be cancelled and a member from the team (Rhys) responded within a minute and refunded me, no fuss. Super positive especially considering how long these things take at other subscription services.
Hey Tristan, we're glad to hear you had a good experience reaching out to our support and community team, we're really proud of it! We'll make sure this is passed on to Rhys! Best wishes, Miri 🎄
Mostly hit, sometimes miss
When these rides go well, they are great. And when they go wrong, they are not... When I started using Forest to cycle to work earlier this year, I did have some issues with the bikes themselves. However, there have been various new ones that have come out since and they are Much better; comfortable, lower seat with better seat adjust mechanism. Once on, I find they are much faster than Lime bikes and the basket fits everything I need it to. The (android) app has mostly been ok. I have had problems ending and starting rides and do have to open and close it quite a lot. One morning I realised I was walking towards a bike showing available on the app that was definitely being cycled away! My biggest peeve is that the option to report damage is not the first thing you see after you end a ride - you have to remember to do it afterwards - and there could be many more options to choose from to describe the issue. It would also help make it much less likely to hop on a damaged bike, though thankfully this hasn't happened too often. The main thing that makes me want to chuck the towel in - and what has prompted this review today - is the new "low speed zone" that I pass through every day, twice a day. Nearly every week there is a bike that does not seem to register that it is no longer in the zone and I am capped to half speed for the rest of my journey. Infuriating and exhausting. At the very least, you should only be charged half price for the time spent in the Slow Zone. The slower I go, the longer it takes me, the more minutes I use and the more money I am charged..
Hello, Thank you so much for taking the time to share such a detailed review. We really appreciate your thoughtful feedback. It’s great to hear that you’re enjoying the improvements with our newer bikes and finding them faster and more comfortable for your commute. We’re sorry to hear, though, about your frustrations with the low-speed zones and the occasions when the bike hasn’t returned to normal speed after leaving them. That definitely shouldn’t be happening, and we’d really like to look into the specific rides where this occurred so our team can investigate what went wrong. Could you please get in touch with us via [email protected] and share the email linked to your account or a few ride details (such as dates or bike numbers)? That will help us review this further. We’ve also taken on board your comments about the app, especially around the reporting flow and speed of updates, as we continue working to make the experience smoother for all riders. Thanks again for your patience and for helping us improve. We really value you being part of the Forest community. Best wishes, Gareth Forest Team 🌳
absurd over charging, criminal?
excellent cycles slighty faster and handling is better than Lime App is slower and more complicated often grossly overcharging by app failure and no recourse. never answer questions or complaints
Hi Christopher, Thank you for taking the time to leave this review. We're pleased that you are enjoying our cycles! I’m so sorry to hear that you've been overcharged due to app issues and haven't received replies to your questions or complaints! We've requested your information so we can investigate this further. Best wishes, Miri Forest Team 🌳
I want to leave a balanced review based…
I want to leave a balanced review based on my experience. Pros The speed of the bikes has been satisfactory . Battery performance is good and the remaining battery life is somewhat accurate. Although 5 pounds is targeted at your card beginning of each ride , it is automatically refunded . This is better than other providers where given a number of rides and low limit on a card , the card can rendered useless. Cons Out of the 9 rides I have taken , 5 of those rides had something wrong with the bike , pedals loose , brakes too weak , steering misaligned , loud noises... The pricing structure is not suited for rides less than 5 minutes , as it takes about a minute to park the bike and send a photo . It is easy to start a random ride on a bike not close to you and not know where the bike is , once you start the ride the bike disappears from the GPS . Today I was getting ready to go to work and thought id take the forest bike . I spotted a bike close to my house and checked its battery on the app. Once out of the house i decided not to take that bike due to low battery , and went to another parking spot . I pressed start ride and noticed that ride of the bike I looked at before had started !! it was not visiable on the GPS so I had to walk for 10 minutes trying to find it , only to find it was making mechanical noises!! I wasted 10 minutes of my travel time and 3 minutes of cash and if i had not remembered where the bike was I would not have been able to finish that ride without a photo !! The app also will start the bike , and then hang up , so you need to restart the app in order to finish the ride. The red zones are not intuitive , you can slip in to a red zone not knowing you are in it and find no parking there and there is no alarm telling you are going in there. Many times I have noticed the brakes are very weak. I almost was not able to stop at a zebra crossing and almost hit a pedestrian. Overall my experience has been less than satisfactory. I do not recommend users to use this service , unless they are prepared to take the risks associated. I don't think its an unreasonable ask to fix some of these issues. 1. Bikes started remotely by accident should be able to end without taking a photo. 2.Parking time should be excluded from minutes used ( perhaps allow 2 extra minutes for each ride to find parking and send a photo ) 3.The brakes on the bike really need to be tested each time an inspection occurs. 4.There should be a physical alarm on the bike tell you you are going in to a red zone . This is easily implemented considering its GPS capabilities and remote tracking. 5. There should be a button on the bike to end rides , especially if you loose your phone or battery runs out. Perhaps auto end the ride if there is no activity in a parking zone after 2 minutes.
Hello, Thank you for taking the time to leave such a detailed and balanced review. We really appreciate your highlighting both the positives and the areas where there is room for improvement. We’re really sorry to hear about the issues you encountered across your rides. All of our eBikes receive a full service at least every three weeks, and your feedback has been shared with the management of our operations team to help us improve further. We also ask riders to carry out a quick visual check before starting a ride and to stop riding immediately if anything doesn’t feel right. You can report any damage directly in the app, which really helps us act quickly. We also have a feature where rides that are ended in under two minutes are refunded automatically. We understand your frustration around accidentally starting a ride remotely and the difficulty locating the bike afterwards. We do have a feature that allows rides to be started by tapping directly on a bike in the app if there’s an issue with the QR code, but we’d only recommend using this when you’re physically with the bike. Your feedback around ending mistakenly started rides and the photo requirement has been noted and passed on. Regarding the pricing structure, at Forest, we aim to keep our pricing as sustainable as possible, balancing affordability with the need to ensure the viability of our service. We understand how valuable the balance between competitive pricing and accessibility is to our users, and your feedback on this topic is genuinely appreciated. Just to let you know, we also have Minute Bundles. If you are planning on taking longer rides or riding often, I would advise checking them out. These are set amounts of minutes you can buy; they can be found on the Menu in the app There are also no unlock fees when using our Bundles. We’re also sorry to hear about the app performance issues you experienced. We know how frustrating this can be, especially when trying to end a ride, and your comments have been shared with our app team. If you ever run into difficulties ending a ride, our Support & Community team can help immediately via live chat in the app, email ([email protected] ), or phone from 9am to 5pm on weekdays. Thank you as well for your feedback on red zones and alerts. This has been passed on to the relevant team. Currently, red zones are always visible on the map, and grey No Parking Areas appear once a ride has started. You can preview these by tapping on a bike before starting your ride, and you can also search for your destination using the magnifying glass icon on the home screen. Additionally, we do have an auto-end system in place: rides are paused and locked after 5 minutes of inactivity, and automatically ended after a further 5 minutes. We’re truly sorry that your experience hasn’t met expectations, and we appreciate you taking the time to share such constructive feedback. It helps us improve the service for everyone. If you’d like to discuss your experience further, please don’t hesitate to get in touch with our Support team. Best wishes, Gareth Forest Team 🌳
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About humanforest.co.uk
We're London's most affordable and sustainable shared ebike. Join the dark green side.
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humanforest.co.uk uses 19 technologies across their website including Okta, Webflow, unpkg, jsDelivr, and more.
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humanforest.co.uk receives approximately 8.7K monthly visitors and ranks #2,837,058 globally. The website has a bounce rate of 87% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:08 on the site.
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