Stroohm‘s strategy is based on a unique model: providing direct access to the wholesale energy market, known as BELPEX, to ensure more competitive rates for its clients.
This, according to Bart Massin, CEO and founder of the firm, allows for a reduction of between 30% and 40% in electricity prices for fleets.
“We carry out all the necessary calculations to determine the best locations and times for charging, whether at offices, homes, or public charging points,” he highlights in an interview with Mobility Portal Europe.
In this way, unlike many companies that simply install chargers, Stroohm positions itself as a strategic partner for businesses.
How? By also offering fleet managers training in optimisation strategies.
Its method integrates intelligence into the “refuelling” process, for example, by charging vehicles during the day in summer to take advantage of solar production, and doing so at home during the night in winter.
This not only reduces costs, but also alleviates pressure on the electricity grid during peak hours, contributing to a more balanced energy system.
Stroohm’s roadmap in the EV charging sector
Since its founding in 2017, the company has experienced significant growth, expanding from a single employee to a current workforce of approximately 60 people.
“We were among the first in Belgium to assist everyone with electrification,” emphasises the CEO.
Initially, it started as a consultancy and, in 2019, began installing charging infrastructure on its own.
At this point, it is important to mention that the firm deploys chargers at homes and offices, but not in public spaces, although it provides cards to facilitate “refuelling” at external stations.
“In 2023 we doubled in size, but this year we are aiming for stability, as continuous growth is not healthy for a company if we want to maintain quality,” explains Massin.
In addition to its internal expansion, Stroohm seeks to strengthen its financial position in a competitive market.
“Our goal is to consolidate our position and seize the opportunities that may arise in an industry where some companies may exit their business,” he notes.
In this context, it has innovated by offering submetering and specific contracts with access to the wholesale market.
This allows for electric car charging based on dynamic hourly prices, a pioneering solution in the Belgian fleet market since April 2024.
“We are the first company in Belgium to implement this commercially,” says the founder.
The main challenge lies in educating fleet managers about electricity price fluctuations, which are much more significant than traditional fuel costs.
While filling a petrol tank offers a limited range of price variations, charging an eVehicle can present differences of up to one euro per kilowatt-hour depending on the time and location.
To address this, Stroohm organises masterclasses for managers to explain how to leverage these dynamics and maximise savings.
“The fleet sector must understand that the cost difference can be a multiplier of 20 depending on the location and time of charging,” argues Massin.
In this way, its mission goes beyond fleet electrification, aiming to contribute to global transformation.
“Electric vehicles must be the solution to the energy transition, not a problem,” he asserts.
This involves avoiding charging during peak hours and prioritising low-demand periods, such as nights in Belgium, where the grid’s capacity allows for the charging of millions of vehicles without issues.
It also means intelligently integrating charging infrastructure with the distribution grid, ensuring that zero-emission cars become allies in the transition.
“It is crucial to charge during times that coincide with abundant solar energy or low-demand periods to avoid unnecessary pressure on the system,” emphasises the CEO.
Since its founding, Stroohm has installed more than 12,500 charging points and is positioned as one of the five leading companies in the sector in Belgium.
Its independence allows it to focus on optimising tariffs for its clients, which Massin considers its greatest achievement.
“It’s not just about installing chargers, but using energy intelligently,” he notes.
He concludes: “Installing a charger is a means, but not a purpose in itself: our goal is to help managers reduce their electricity costs for their fleets.”
