Cowboy

Cowboy designs and builds connected electric bikes for daily urban commuting. Founded in 2017, the company works across e-bike engineering, embedded sensing, real-time power control systems, connected mobility, and product and industrial design. Its AdaptivePower technology senses incline, wind, and rider and bike weight, adjusting power delivery in real time. The bikes are designed in Belgium and assembled in France from over 200 parts, many fitted by hand by skilled local experts.

The company's e-bikes are available to riders in more than 2,500 towns and cities across Europe and the United States. Its stated aim is to make urban cycling the most natural, joyful, and efficient way to move through cities. In 2022 Cowboy became the first e-bike maker to achieve B Corp certification, reflecting commitments to sustainability and responsible business practice.

Cowboy joined ReBirth Group in December 2025, with an emphasis on long-term sustainability and reliable deliveries. The engineering remit spans hardware, embedded systems and manufacturing and assembly, and the company describes itself as mission-driven, focused on encouraging more people to move by bike and on supporting its rider community.