Fast Forward Green City Zone is working to achieve Gothenburg's ambitious 2030 targets — 90% transport emission reductions and 25% traffic reduction — by mobilising the private sector actors that control the infrastructure for change: real estate owners, parking operators, large employers, and the tourism and hospitality industry. The approach uses design-led commercial sprints and economic incentives to catalyse business model innovation, rather than relying on regulation alone. Year 1 focused on internal anchoring and stakeholder mobilisation. Getting consistent commitment within city departments and Gothenburg & Co proved more time-consuming than anticipated — but the team learned that this groundwork is a prerequisite for meaningful external engagement. Five workshops with real estate and mobility actors co-developed early-stage concepts around car sharing, carpooling, and multi-modal mobility. Two pre- studies mapped emission streams across the visitor economy and explored how a voluntary "handshake" climate commitment could work in a sector where the city's role is promotional rather than regulatory. The EVS38 Electric Freight Initiative demonstrated fully electric taxi and logistics operations during a major international event, with 10+ stakeholders committing voluntarily.