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Cowboy relaunches 'Circular' ebikes as company achieves coveted B Corp certification

Cowboy achieves B Corp status Back to News Top

Cowboy is the first ebike retail brand to achieve B Corp status with an impressive score of 89.5, joining a global community of responsible businesses. To coincide with B Corp, Cowboy has relaunched Circular; bikes refurbished by in-house mechanics to the highest standard. Riders of Circular will join Cowboy's global community who take over 1 million trips per month, with 27% of rides replacing car trips. Cowboy already controls the sustainability of its supply chain, packaging and the recycling of its bike components.

Cowboy achieves B Corp status

Cowboy, the world's most advanced ebike brand, has today announced it has achieved B Corp certification, a rigorous assessment that certifies companies meet high standards of social and environmental performance, public transparency, and legal accountability. To celebrate this announcement, Cowboy has relaunched its hugely popular Circular programme which offers conscientiously refurbished models that have been reconditioned for a second life by their in-house mechanics.


Cowboy's previous Circular bikes have proved so popular that they have sold out within minutes. From today a limited batch of 700 Circular bikes are available to buy, with all models covered by a two-year warranty.

The B Corp verification process administered by the nonprofit, B Lab, measures a company's social and environmental performance. To become a Certified B Corporation, companies undergo a scrupulous review of the impact of their operations and business model on their workers, customers, communities and environment, and must meet a minimum verified score on the B Impact Assessment. B Lab allocated Cowboy an impressive score of 89.5.

B Corp

Those purchasing Circular ebikes will join Cowboy's inclusive rider community, spanning more than 2,500 towns and cities across Europe and the US and completing more than 1 million rides per month. Just this year, Cowboy riders have travelled over 32 million KMs with 27% of trips replacing a car journey. Over 4 million KGs of CO₂ have been prevented from entering the atmosphere, with this number increasing year on year.

“Cycling has clear benefits for personal and environmental wellbeing. This B Corp certification and our renewed focus on our Circular e-bikes shows our rider community that we offer value with values."

Adrien Roose — Cowboy co-founder and CEO

The B Corp certification is the latest in a long list of responsible business practices from Cowboy. By owning the sourcing of each and every component of its products, Cowboy is in control of supply chain sustainability, auditing suppliers to high levels of accountability.

Owning its logistics end to end leaves Cowboy with the control over its transport emissions, reflected in its recent vehicle life cycle assessment. Furthermore, the packaging of components is also controlled by Cowboy, which chooses sustainable packaging methods and optimises for the use of as little material as possible.

Cowboy products have been designed prioritising recyclability of its components, with a particular focus on using aluminium which is infinitely recyclable. All components can be disassembled and Cowboy works with independent recycling partners for its battery and bike parts.

"We are thrilled to welcome Cowboy to the B Corp community at this pivotal time, where ebike demand soars and the world needs more people that use their business as a force for good,” Tessa van Soest, Executive Director B Lab Benelux. “Cowboy's commitment to continuous improvement and determination for long lasting value for their communities, workers, suppliers, environment and customers is well reflected in their overall score on the B Impact Assessment. We congratulate Cowboy and look forward to seeing them inspire other bike companies to follow suit." – Tessa van Soest, Executive Director B Lab Benelux


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