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Founded in 2017 by start-up entrepreneurs Adrien Roose, Karim Slaoui and Tanguy Goretti, Cowboy is headquartered in Brussels, Belgium. The world's most connected electric bike for urban riders continues to transform the bike and mobility industries — from point of sale to point of service. Its mission is to build a better bike, create a better self and leave a better world. In 2022 Cowboy became the first e-bike maker to achieve B Corp status.

Cowboy now has customers in more than 2,500 towns and cities across Europe and the US. Cowboy is the winner of the Eurobike 2017, the Red Dot Bicycle Design Award 2018, the Red Dot 'Best of the Best' award for product design in 2019, 2021 and 2024, one of TIME Magazine's "Best Inventions" of 2022, and the Wallpaper* Smart Space Award for Most Revolutionary Personal Transport in 2023. In 2024, its new model Cross, picked up its first accolade, being named Best E-Bike by GQ Magazine.