Pros
Swapfiets started as a fun company with a great ethos where people were proud to work there, and I still believe they want to make a positive change and they are (steadily) helping grow the number of people cycling in London.
Kontras
The London business despite doing well in subscriptions has been on a steady decline due to new management coming in, with many employees leaving due to the culture and values changing and it no longer being a nice place to work. It has become much more of a corporate enterprise without any of the benefits (ie pay, promotion opportunities, working conditions, etc) and only the negatives (ie severely tightened budgets, lack of values and respect, a growing divide between management and lower level employees, and in the last few months unsafe and unhygienic working environment - in the warehouse at least). Unfortunately I do not think the future looks bright, I have heard many horror stories from the working conditions in warehouses like LIME bikes & scooters, Swapfiets used to be different but it is rapidly going the same way as these companies, the enjoyment and professionalism is being taken away in favour of speed and short term profitability, of course it will always need to be a balance but it is certainly going in the wrong direction.