Value proposition

The electric bike for urban riders.
We put intuition into motion to share a street level perspective in the living city.

Cowboy is the connected electric bike for urban riders and continues to transform the bike and mobility industries — from point of sale to point of service. Its mission is to power riders to map their own paths, and those of the cities they live in, through mindful movement that benefits all. Founded in 2017 by start-up entrepreneurs Adrien Roose, Karim Slaoui and Tanguy Goretti, Cowboy is headquartered in Brussels, Belgium. Cowboy is the winner of the Eurobike 2017, the Red Dot bicycle design award 2018 and the Red Dot Best of the Best award for product design in 2019 and 2021. Cowboy operates in Austria, Belgium, France, Germany, Italy, Luxembourg, The Netherlands, Spain, United Kingdom, Sweden, Denmark, and the USA with new moves on the horizon.