Story of Cowboy: Manufactures electric bikes with sleek designs and smart technology integration
Story of Cowboy:
Founding and Vision
Cowboy, headquartered in Brussels, Belgium, was founded in
2017 by Adrien Roose, Karim Slaoui, and Tanguy Goretti. The company aims to
revolutionize urban commuting by offering sleek, high-tech electric bikes that
provide an eco-friendly alternative to cars and public transport.
Inspiration Behind Cowboy
Adrien Roose’s experiences with bike delivery networks,
electric bikes for older individuals, and his own cycling hobby inspired him to
create a modern e-bike. He envisioned a product that would make cycling
accessible, efficient, and environmentally friendly for urban riders of all
ages.
Design Philosophy
Cowboy e-bikes are designed from the ground up rather than
assembling parts from third parties. Known for their minimalist brushed-metal
frames, discreet battery placement, and lightweight design (around 19kg), the
bikes blend aesthetics with performance for daily urban commuting.
Smart Features and Technology
Cowboy integrates smart technology, including GPS tracking,
automatic crash detection, and a mobile app that offers route planning,
diagnostics, and progress tracking. These features enhance safety, convenience,
and overall riding experience for users.
Product Models
Cowboy currently offers two gear-free models, the C3 and C4,
including a step-through version for shared e-bike users or smaller riders. The
bikes provide nearly instant acceleration, 70km battery range, and phone mounts
for navigation and in-ride usage.
App and Services
Alongside the bikes, Cowboy offers an app that delivers
services such as insurance, crash recovery, and maintenance through “Cowboy
Care,” available in 22 cities. The company is also exploring a circular economy
model, allowing users to sell used bikes on the platform.
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Funding and Expansion
Cowboy has raised $150 million in Series C funding from
investors including Wind Capital, Cypress Capital, and Althetico Ventures. The
funds will be used to improve bike technology, expand app services, and hire
talent for scaling operations globally.
Global Presence
While Europe remains Cowboy’s primary market, the company
expanded to the U.S. in 2021. Today, Cowboy bikes are used in over 2,500 towns
and cities across Europe and North America, demonstrating the brand’s growing
international reach.
Sustainability Goals
Cowboy supports the global push for decarbonization of urban
mobility. Its electric bikes reduce carbon emissions and provide a sustainable
alternative to conventional transportation, aligning with the increasing demand
for environmentally responsible commuting options.
Market Position and Competition
The e-bike market is projected to reach $50 billion over the
next six years, including competition from rental platforms like Uber and other
e-bike brands. Cowboy positions itself as a premium option, combining advanced
hardware, software, and subscription services to deliver an aspirational
experience.
Future Outlook
Cowboy plans to lower bike prices over time, expand app
functionality, and hire talent to drive innovation and growth. By blending
design, technology, and sustainability, the company aims to make e-bikes more
accessible, practical, and popular for urban commuters worldwide.
Timeline of Cowboy
- 2016
– Adrien Roose conceptualizes Cowboy after experiences with bike delivery,
personal cycling, and electric bikes for older adults.
- 2017
– Cowboy founded in Brussels, Belgium by Roose, Slaoui, and Goretti.
- 2017–2019
– Wins Eurobike Award (2017) and Red Dot Bicycle Design Awards (2018,
2019).
- 2021
– Expands into the U.S. market.
- 2022
– Achieves B-corp status; recognized by TIME Magazine as one of the “Best
Inventions.”
- 2023
– Wins Wallpaper* Smart Space Award for Most Revolutionary Personal
Transport.
- Series
C Funding – Raises $150 million for technology enhancement, app
expansion, and global growth.
- Current
Models – Offers C3 and C4 e-bikes, including step-through version,
with app-enabled services.
- Global
Reach – Available in 2,500+ cities across Europe and the U.S.,
targeting both private ownership and shared mobility solutions.
- Future
Goals – Plans to lower bike prices, expand services, hire talent, and
make urban commuting greener and more accessible.
