What shaped Cowboy in 2024

Dear Cowboy Community,

As 2024 draws to a close, I want to take a moment to reflect on the achievements and challenges of the past year, as well as the invaluable insights we’ve gained from you—our riders.

Listening and learning from you

This year, each member of our leadership team has dedicated several hours each week to speak directly with existing customers. Hearing your experiences firsthand has been invaluable. Your loyalty, trust, and passion for Cowboy continue to inspire us.

Here’s what we’ve learned and how we’re acting on it:

• Personal connection matters. While automation supports fast and accurate diagnostics, the ability to speak with a human remains essential. We now ensure advanced cases are handled by our in-house Brussels team, supported by hardware and software engineers.
• Transparency and accuracy are key. We’re now enhancing delivery systems to provide clearer, more reliable updates on bikes and spare parts deliveries.
• Spare parts logistics remain a priority. Restocking has been accelerated, and we are offering more convenient maintenance options through our growing network of service partners and mobile mechanics.

We’ve also taken steps to bring our community closer together through the launch of the Cowboy Cycle Club. With sell-out events in key cities, this initiative creates more opportunities for riders to connect, share experiences, and celebrate their passion for cycling.

Resilience amidst industry challenges

The cycling industry faced significant disruption in 2024, with global overstocking and financial instability impacting bike brands worldwide. At Cowboy, we took a more cautious approach, managing inventory tightly to mitigate risk.

While this decision helped us avoid some of the challenges faced by competitors, it also led to longer delivery times for bikes and spare parts during peak periods. This led to repair delays, leaving some riders without their bikes longer than we’d like. We understand how disruptive this has been for some of you, and have taken decisive action to address it. By early 2025, we will return to fast delivery times for bikes and parts, supported by a new assembly partner in France to ensure greater stock availability.

These steps, supported by €7.3m in new financing in late Summer, are part of our commitment to improving your experience and ensuring you can rely on Cowboy when you need it most.

Leading with innovation

We continued to lead the sector with innovation:

• We launched the all-road Cross model to critical acclaim, earning GQ’s ‘E-Bike of the Year’ just weeks after its debut.
• Updates to AdaptivePower™ 2.0 and Connect software have refined the riding experience, making every journey smoother and smarter.
• The Check My Bike diagnostic tool continues to evolve, with proactive issue detection rolling out to all riders in 2025.
• Launched industry-first On-Demand Services, offering ultra-convenient at-home support for riders, including maintenance, bike setup, and accessory installations.
• As a proud B Corp, we piloted a trade-in partnership with Upway to offer more accessible options for used bikes while extending the life of pre-owned models.

Looking ahead to 2025

As we gear up for an exciting 2025, we’re more committed than ever to ensuring every rider has the best experience possible. We know there’s always room to grow, and your input is invaluable in shaping our journey forward.

We’d love to hear from you—whether it’s ideas for new features, feedback on our services, or stories about how Cowboy fits into your life. Share your thoughts via your Cowboy app. Your voice drives our innovation and helps us build a stronger, more connected Cowboy community.

Here's to more rides, more adventures, and continued success together,

Thank you for riding with us.

Warm regards,
Adrien Roose
Co-Founder and CEO, Cowboy