Launching the Physical Internet Ambassadors Community

The IKIGAI Project is proud to officially launch the Physical Internet (PI) Ambassadors Community, a key step forward in our mission to enable open, collaborative, and zero-emission freight transport systems. 

On 30 November 2025, we hosted two dynamic kick-off webinars to welcome the inaugural cohort of IKIGAI PI Ambassadors – a diverse and influential group of experts from industry, academia, public authorities, and civil society who are leading the transition to the Physical Internet (PI).

What is the role of a PI Ambassador? 

PI Ambassadors are recognised professionals who embody and promote the principles of the Physical Internet. They play a critical role in advancing open, interoperable logistics systems aligned with the PI Norm. Through their work, they contribute to disseminating implementation examples and best practices while enabling dialogue between stakeholders from research, business, and government. As connectors and multipliers, Ambassadors help extend the visibility and impact of both IKIGAI and the wider PI Coalition. Although the role is honorary, it offers significant influence and recognition within the international logistics innovation community. 

Meet the first round of PI Ambassadors

We are thrilled to introduce the first 29 PI Ambassadors, each of whom brings unique experience, thought leadership, and commitment to building the logistics systems of the future: 

• Sandra Stein (Fraunhofer Austria Research GmbH & TU Vienna) – A leader in digitalised logistics with deep EU project expertise. 
• Sergio Barbarino (Independent/formerly P&G) – PI Pioneer and co-founder of ALICE, with strong policy and innovation impact. 
• Greg Foliente (University of Melbourne) – Head of PI@Melbourne Lab, bridging academia and practice in Australia and the Philippines. 
• Andreas Nettsträter (Open Logistics Foundation) – Author of the PI Roadmap and advocate of open-source logistics infrastructure. 
• Xiangtianrui Kong (Shenzhen University) – Key Chinese academic in logistics digitalisation and PI builder. 
• Matthieu Lauras (KEDGE Business School & Georgia Tech PI Center) – Expert in resilient supply chains and circular logistics. 
• Shenle Pan (MINES ParisTech) – PI Pioneer and active player in EU-China PI cooperation. 
• John Rodney Franklin (Kuehne Logistics University) – Long-time PI advocate and educator. 
• François-Régis Le Tourneau (L’Oréal) – Chair of ALICE, championing PI as a corporate sustainability strategy. 
• Zhiheng Zhao (Hong Kong Polytechnic University) – Chair of IPIC 2025 and start-up leader in smart logistics. 
• Fernando Liesa Carrera (ALICE) – Author of the PI Roadmap and leading voice in EU freight R&I. 
• Eric Ballot (MINES ParisTech) – Founding figure of the PI concept and global research leader. 
• Andrea Condotta (Gruber Logistics) – Logistics policy innovator and decarbonisation strategist. 
• Paola Cossu (FIT Consulting) – Advocate for proximity logistics and coordinator of IKIGAI and DISCO. 
• Jaco van Meijeren (TNO) – Founder of Future Proof Smart Logistics and national PI advocate. 
• Dario Biggi (CRPP Srl) – Developer of Pipe§Net and long-time innovator in alternative freight systems. 
• Tadashi Mizutani (Nomura Research Institute) – Contributor to Japan’s PI Roadmap and leader in standardisation. 
• Johan Leveque (La Poste Group) – Innovator behind the world’s largest cargo bike logistics network. 
• Masoud Kahalimoghadam (University of Melbourne) – AI-based urban freight expert and IPIC 2025 awardee. 
• Ruud Vossebeld (INFORM GmbH) – Business development leader in logistics digitalisation. 
• Russell Thompson (University of Melbourne) – Respected researcher in last-mile and urban logistics. 
• Justin Lemmens (LKW WALTER) – SHEQ leader focusing on decarbonisation and data standards. 
• Kevin Liu (Liu Shi Hong) (PI Alliance of China) – Global representative of Chinese PI initiatives. 
• Philippe Michiels (imec) – Builder of modular logistics and digital data space solutions. 
• Anne Goodchild (University of Washington) – Urban freight pioneer in the U.S. and Director of the Urban Freight Lab. 
• Pietro Darpa (Procter & Gamble) – Strategic leader aligning industry operations with PI. 
• Benoît Montreuil (Georgia Tech) – Founder of the Physical Internet concept and global thought leader. 
• Birger Schrevens – Active contributor to PI research and dissemination (affiliation to be confirmed). 

Kick-off webinars

To mark the official launch of the PI Ambassadors Community, IKIGAI hosted two dedicated kick-off webinars on 30 November 2025. These sessions brought together the newly appointed Ambassadors – seasoned professionals from academia, industry, public authorities, and civil society – who share a commitment to advancing the Physical Internet.  

The webinars provided a platform for the Ambassadors to connect with the IKIGAI coordination team, gain a deeper understanding of the project’s vision, and explore the five Logistics Innovation Pilots, including the ALICE EXPRESS. Participants shared valuable perspectives on how the community can enhance international cooperation, accelerate knowledge exchange, and amplify outreach. The level of engagement underscored the group’s motivation to collectively support the transition to open, interoperable, and zero-emission logistics systems. 

Why become a PI Ambassador?

Becoming a PI Ambassador is an opportunity to take part in shaping the logistics ecosystem of tomorrow. It offers early access to emerging IKIGAI innovations and insights, as well as a platform to contribute directly to policy and industry discussions at the EU and global levels. Ambassadors join a vibrant, multidisciplinary network of researchers, practitioners, and decision-makers and gain visibility across European and international supply chains. While the role is voluntary, it allows committed professionals to lead change, inspire others, and generate meaningful, long-term impact. 

Next round of applications now open

The next call for applications to join the PI Ambassadors Community is officially open. IKIGAI invites motivated professionals with demonstrated achievements in logistics innovation, digitalisation, or sustainability, and a strong track record of supporting Physical Internet solutions. Candidates should hold recognised influence in their field – whether in academia, industry, or the public sector – and may have received awards within the PI or logistics innovation communities. 

The upcoming cut-off date for applications is 7 January 2026. Interested individuals are encouraged to submit their candidatures via the following link: How to become PI Ambassador – Physical internet  

Together with our Ambassadors, IKIGAI is accelerating the shift towards a connected, competitive, and climate-neutral logistics future. 

Learn more at https://www.physical-internet.eu