Malika Serrar is always on the look out for novel ways to promote her hair salon, Pull My Hair, on Front Street.

Last month, she became the first local business owner to fully customise a Whip Ride Share electric scooter with her own colour, pink, and logo.

“Other businesses have put little stickers on Whip scooters, but I am the first one to do a full customisation,” Ms Serrar said.

She saw a “beautiful opportunity” the first time she spotted a normally blue, Whip e-scooter on the road.

“At first I did not know who had Whip,” she said. “Then I found out that Alex Marshall owns it. He was one of the first people I met when I moved to Bermuda from Montreal, Canada, five years ago.”

Mr Marshall launched Whip back in May and welcomed a collaboration with Ms Serrar.

“We are happy to work with any business who is looking for more exposure,” Mr Marshall said.

So far, there are five Pull My Hair e-scooters on the road. If the project is successful, Ms Serrar may customise more.

Whip e-scooters can now be rented from outside of Pull My Hair at 95 Front Street in Hamilton using the grabawhip.com app. But there are e-scooter parking locations all over the island, so the pink Pull My Hair e-scooters do not have to be returned to the same space. The pink e-scooters could be spotted in any corner of the island.

Ms Serrar is a big fan of the vehicles.

“I now have my own customised Whip electric scooter,” she said. “I made my house a location. I only live down the road from the shop, so I travel by Whip morning and night.”

The scooters come with a helmet. Wearing it is optional, but Ms Serrar urged people to use it.

“In the past I was a social worker and worked with people who had long-term brain damage from traffic accidents,” Ms Serrar said. “I strongly recommend people wear the helmet. It can save your life.”

So far, the e-scooters have attracted a lot of attention outside of her store.

“I have seen people come by and look at them and touch them,” she said.

Mr Marshall said Whip had been doing “amazingly” well.

“In June we crossed the 2,000 ride mark,” he said. “Users are equally locals and tourists.”

One of the most challenging things for him has been getting the community adjusted to the idea of e-scooters.

“Maybe some people don’t understand,” he said. “You can take it from one location and leave it in another Whip zone parking area. And there are hundreds of parking locations island wide.”

The Town of St George has been one of their most popular rental areas. People often rent the bikes to putter over to Clearwater Beach or Tobacco Bay, rather than walk in the heat.

“It is giving a new vibrancy and energy to St George,” Mr Marshall said. “You could go the whole length of the island on one battery charge.”

Whip has a maintenance team that swaps out the batteries in the scooters on a daily basis and resets them.

To use a Whip e-scooter people download an app from grabawhip.com and agree to the terms of use. Riders put their credit card number into the app. It costs $3 to unlock a Whip and then 50 cents a minute, or $30 for an hour. Users must be 16 years old or older.

Mr Marshall said other businesses interested in partnering with them could contact them through grabawhip.com.