Stop selling e-bikes. Start selling experiences.
The e-bike boom is over. The next winners won’t be the ones with the biggest motor or longest range - they’ll be the ones who turn every ride into an experience worth coming back for. Digital isn’t a gimmick. It’s the difference between a product and an experience. Between a one-time sale and a lifelong customer.
The 3 eras of the bike industry
Mechanical bikes
1980–2015
Muscle-powered machines with steel or aluminium frames, mechanical drivetrains, and zero electronics. Brands won on craftsmanship, component quality, and racing pedigree. Reputation was built in bike shops and on the podium, with performance and reliability as the ultimate proof points. In the mechanical era, a bike’s brand name was its strongest selling point.
Winning factors:
A strong brand story rooted in performance or reliability.
Distribution through trusted local bike shops.
Sponsorships in racing to boost credibility and desirability.
Electric bikes
2015–2025
Bikes evolved with integrated batteries and motors, sleek frames, and a focus on comfort and style. Brands made cycling more accessible. Appealing to commuters, leisure riders, and new demographics. In the e-bike era, the spotlight shifted from the bike brand to its motor and battery, with performance specs and sleek integration driving the sale.
Winning factors:
Strong OEM partnerships with motor/battery suppliers.
Competitive performance specs: range, power, weight.
Accessible designs and lifestyle marketing that made e-bikes “cool” and practical.
Digital bikes
2025–
Smart, connected, and constantly evolving. Their edge isn’t just going 50 watts faster than the competitor. They adapt, entertain, and protect themselves with intelligent features. They diagnose problems before the rider notices, update themselves over the air, and evolve with every ride.
For too long, key components have owned the customer relationship - the motor brand in the spec sheet, the battery brand in the marketing. In the digital era, it’s time for bike brands to take back control. A digital bike isn’t just a product - it’s a platform, a loyalty engine, and a continuous source of revenue. Winning brands in digital era use their rider app to launch new features, refresh the riding experience, and make the bike feel new again - long after the sale of the bike.
Winning factors:
Own the experience - keep control of your product, your data, and your rider relationships.
Turn features into feelings - deliver security, conveni, and personalized experiences in ways that build loyalty for the brand.
Grow beyond the sale - unlock recurring revenue through services, subscriptions, and fleet-level business models.
Why digital wins
Majority of e-bikes now ship with at least one mobile app.
Riders expect their bikes to be secure, personalised, and constantly improving - just like their smartphones.
IoT turns your bikes into a service platform you control, not just a product you ship.
If you’re still treating connectivity as an optional extra, you’re already behind.
Security. Experience. New revenue.
The digital era opens three growth levers for every bike brand:
Security: GPS tracking and digital locking, movement alerts, sound alarms, and system immobilizers that win customers.
Rider experience: Automatic locking & digital bike sharing, over-the-air updates, real-time tracking, and new feature launches that keep riders hooked.
New business: Targeted and personalized marketing to the community, subscriptions, service bundles, fleet-level insights, and the data to make smarter moves as a brand.
The winners own their digital future
Let’s be clear —- whoever controls the data and the relationship, controls the customer. Don’t hand that power to someone else. Don’t rely on suppliers who keep you locked out of your community.
Define your digital strategy.
Choose partners who put you in control.
Build an ecosystem you own
Thrive in the digital era.
The inevitability of the digital era - Why does a bike need to be digital?
Did Nokia users ask for touchscreens?
Why did we ditch steering wheel locks when car immobilisers came in?
How many of us still unfold paper maps while navigating?
You track your TV remote with a tag and close the blinds from your phone app - but you accept losing your bike when the chain lock has been broken?
The best e-bikes are digital. And the best brands already know why.
The only question is whether you’ll lead this shift — or follow it.
