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Cowboy

Transportation · City of Brussels, Belgium · Founded 2017

Cowboy is a Belgian company that designs and sells connected electric bikes for urban commuters. Founded in 2017 by Adrien Roose, Karim Slaoui, and Tanguy Goretti, the Brussels-based startup aims to make e-bikes a mainstream mode of transport by addressing common barriers such as high cost, poor design, and outdated technology. The founders brought experience from previous tech startups, including Take Eat Easy and Djump, to the urban mobility market. Co-founder Karim Slaoui, a gifted engineer with a Ph.D. in applied mathematics, was instrumental in the company's hardware development before he passed away in 2023. The company operates on a direct-to-consumer model, selling its e-bikes primarily through its website, which allows for greater control over branding and profit margins. This is supplemented by a network of test ride locations and service centers. Cowboy's business strategy also includes recurring revenue through subscription services like 'Cowboy Care' for maintenance and repairs, as well as insurance and sales of accessories. After initially focusing on a direct sales model, the company later expanded to sell through retail stores to navigate market challenges. The company has faced significant financial difficulties, including a period of bankruptcy in 2023, but has secured new financing to continue operations. Cowboy's e-bikes are known for their minimalist, award-winning design, lightweight frame, and integrated technology. Key features include a removable battery, a low-maintenance carbon belt drive, and integrated front and rear lights. The bikes are connected via a mobile app that provides features such as a secure key, GPS tracking for theft protection, live ride statistics, and route navigation. A standout technology is AdaptivePower™, which senses environmental factors like inclines and wind, automatically adjusting the motor's power output to provide a smooth riding experience. The product line includes various models like the Classic, Cruiser, and Cross, with options for step-over and step-through frames and features like front suspension on certain models. In 2022, Cowboy became the first e-bike manufacturer to achieve B Corp certification, meeting high standards for social and environmental performance, accountability, and transparency. Keywords: electric bikes, e-bikes, urban mobility, connected bikes, direct-to-consumer, B-Corp, AdaptivePower, GPS tracking, removable battery, carbon belt drive, smart bicycle, Adrien Roose, Tanguy Goretti, Brussels startup, minimalist design, commuter bikes, mobile app integration, theft protection, crash detection, sustainable transport, e-bike subscription, lightweight e-bike, urban cycling, Cowboy Classic, Cowboy Cruiser, Cowboy Cross