Dear Cowboy community,
I am writing to let you know that Cowboy has entered into an agreement to join ReBirth Group Holding SA, and to share what this means for the company.
We started Cowboy to accelerate cycling in cities by designing better electric bikes. We believed that with the right design, technology and experience, cycling could again become the most natural, joyful and efficient way to move through our streets.
Together, we built one of Europe’s leading e-bike brands and helped more people choose bikes instead of cars. From our first prototypes in Brussels, to riders in Paris, Berlin, London and far beyond, Cowboy grew from an idea into a community of people who chose a different way to move.
For many of you, Cowboy became more than a product. It changed the way you move and the way your city feels.
The past year has been difficult. Many of you have faced long waits for new bikes and for spare parts. I know this has damaged your trust and that we have not met the standard you expect from us. The team has worked hard to improve this, and this new partnership is there to give Cowboy the industrial backbone it needs to be more reliable.
This partnership combines Cowboy’s connected technology, design and digital expertise with ReBirth’s industrial capabilities, European manufacturing base and retail network. Together, the goal is to give Cowboy the scale, stability and operational support to strengthen production and build toward long term sustainability.
For you as a rider, this will mean more reliable deliveries, better availability of parts, and a stronger network for service and support over the long term.
For you as a rider, this will mean more reliable deliveries, better availability of parts, and a stronger network for service and support over the long term.
As part of this transition, I will be stepping down as CEO and will no longer be involved in the day to day operations. After nine intense and meaningful years, it is time for a new chapter, both for me and for the company. Cowboy remains in the hands of a strong team who will carry the company forward together with ReBirth.
Cowboy began with a clear mission: to make cities better places by inspiring more people to move by bike.
To our riders, investors, partners, suppliers and above all our team, thank you for believing in Cowboy, for challenging us, and for staying with us through both the highs and the lows. You are the ones who made Cowboy what it is.
I am proud of what we have built together and I leave confident that Cowboy is better equipped to deliver on that mission.
With gratitude and pride,
Co-founder, Cowboy