Cowboy is the Belgian smart e-bike startup that redefined connected cycling. Founded in Brussels in 2017, Cowboy bikes feature integrated GPS, theft detection, automatic lights, and a sleek app that tracks every ride. Their minimalist belt-drive e-bikes remove all complexity — no gears to shift, no chain to oil, just get on and ride. Cowboy represents the future of urban mobility where technology and simplicity meet.
📋 Company Profile
| Founded | 2017 |
| Headquarters | Brussels, Belgium |
| Products | Connected urban e-bikes |
| Markets | Europe, United States |
| Key Models | Classic, Cruiser, Cruiser ST, Cross, Cross ST |
| Belt Compatibility | Gates CDX (single-speed) |
🔧 Products & Technology
Cowboy has evolved from a single-model startup to offering a complete range of connected urban e-bikes. Each model shares the core Cowboy DNA: belt drive, connectivity, and minimalist design.
Cowboy Classic — The original that started it all. A pure single-speed belt-drive e-bike with integrated lights, removable battery, and the full Cowboy connected experience. Perfect for flat urban environments.
Cowboy Cruiser & Cruiser ST — Comfort-oriented models with a more relaxed geometry and wider tires. The ST (step-through) variant offers easy mounting and dismounting. Both feature the same smart connectivity and belt drive reliability.
Cowboy Cross & Cross ST — The versatile all-rounders with front suspension and more aggressive tires. Designed for riders who face mixed terrain — from city streets to light gravel paths. The ST version provides step-through convenience.
All Cowboy bikes feature AdaptivePower — an intelligent motor system that automatically adjusts assistance based on your speed, cadence, and the terrain. No gear shifting, no mode selection — the bike simply responds to how you ride.
The Cowboy app is central to the experience, offering:
- Real-time GPS navigation with turn-by-turn directions
- Theft detection and movement alerts
- Ride statistics and fitness tracking
- Remote diagnostics and over-the-air updates
- Find My Bike location tracking
- Crash detection with emergency contact alerts
🌍 Markets & Distribution
Cowboy operates in select markets with strong urban cycling cultures and developed infrastructure:
- Belgium — Home market with full service network and test ride availability
- Netherlands — Natural fit for the world’s cycling capital
- Germany — Strong presence in major cities like Berlin, Munich, Hamburg
- France — Paris and major urban centers
- United Kingdom — London and expanding UK presence
- United States — Select major cities with growing service network
- Austria, Italy, Spain — European expansion markets
Cowboy sells direct-to-consumer with home delivery, but also offers test rides at pop-up locations and partner stores. Their subscription model (Cowboy Unlimited) includes maintenance and theft protection.
⚡ Belt Drive Philosophy
Cowboy’s belt-drive choice is inseparable from their broader design philosophy: remove friction from urban cycling, both literally and figuratively.
- No Maintenance Promise — Belt drive is central to Cowboy’s “zero maintenance” positioning. Combined with single-speed simplicity, there’s almost nothing to adjust or repair.
- Silent Tech — Belt drive complements the quiet motor for a whisper-silent ride — pure urban sophistication.
- Clean Living — Cowboy targets style-conscious urban professionals. A grease-free drivetrain matches their aesthetic and lifestyle.
- Software First — With AdaptivePower doing the “shifting,” belt drive’s single-speed limitation becomes a feature. The bike is simple; the software is smart.
- Durability Guarantee — Gates CDX belts match Cowboy’s 2-year warranty and long-term reliability expectations.
Cowboy proves that belt drive isn’t just for performance bikes — it’s the foundation of truly modern urban transportation.
🛒 Where to Buy
Cowboy bikes are available directly from their website with home delivery. Test rides are available in major cities, and their subscription model offers an alternative to outright purchase:
Visit Cowboy Official Website →
🚲 In Our Catalog
Explore the complete Cowboy lineup in our belt-drive database. All models feature Gates Carbon Drive and Cowboy’s signature connected experience.