Cycling Experts Nathan Hooghof Nathan is a policy advisor for the province of Noord Brabant, a mixed province of mid-sized cities and rural areas. The province hosts the world’s leading smartest region: Eindhoven. Innovation is our key-word and this also reflects on cycling. Brabant is the leading province in the Netherlands concerning bicycle stimulation, marketing and data. Cooperation with governments and research institutes is key to this success. As an economist, Nathan likes to promote cycling as the most efficient mode of transport, combining it with health, social interaction and environment. Nathan is project leader of B-Riders, a successful bicycle stimulation program, where thousands of commuters switched from driving to cycling to work.