Tans spent 20 years overseeing Booking.com’s expansion from Dutch start-up to one of the world’s leading online travel agencies.
She will lead the firm’s management team and oversee business operations, taking up the new position with immediate effect.
“Born and raised on a bike, I’ve seen first-hand how riding opens cities up,” said Tans.
“As a dedicated VanMoof rider myself, I’ve been following Taco and Ties’ journey over the years and I’m thrilled to play a part in scaling this unique brand at such an exciting moment.”
Founders Taco and Ties Carlier have worked closely with Tans since she invested in the business several years ago.
The Dutch brothers, who remain Co-CEOs, have developed deep respect for Tans’ considerable managerial and executive expertise.
“She’s been an incredibly valuable mentor to me and Ties over the years,” said Taco Carlier.
“How we scale is as important as how we develop our product. Deepening our leadership with Gillian expertly sets VanMoof up to realise our ambitious goals in this next chapter for the company.”
VanMoof now operates in more than 50 locations worldwide.
The firm’s recent reveal of its next-generation S5 and A5 e-bikes saw all early stock sell out ahead of shipments.