Cowboy e-bikes at frontier of urban green transport

In a world increasingly focused on sustainability, e-bike manufacturer Cowboy stands out as a beacon of ethical responsibility. Founded in 2016 by Belgian entrepreneur Adrien Roose, Cowboy has been making waves in the e-bike world from the start. The company launched its first bike to critical acclaim, winning the Eurobike Award in the same year. Subsequent years brought a Red Dot Bicycle Design Award in 2018 and the prestigious Red Dot Best of the Best Award for product design in both 2019 and 2021.

In 2022, Cowboy became the first e-bike maker to achieve B Corp accreditation, joining a global community of companies that meet the highest social and environmental standards.

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Achieving B Corp status involved meeting rigorous standards across five key areas. Cowboy's Circular Bikes programme refurbishes previously ridden bikes for resale reduces  waste and helps make high-quality e-bikes accessible to more people. And the company prioritises local communities through its test ride and repair networks and a supply chain focussed on assembly and sourcing in Europe. Local production not only reduces the carbon footprint but strengthens communities by creating local job opportunities.

One of Cowboy’s standout features is the sleek, minimalist design of its e-bikes. With clean lines, integrated technology, and a modern aesthetic, Cowboy’s e-bikes prove that sustainable transport can be stylish too.

Cowboy’s vision goes beyond simply selling e-bikes. By encouraging fewer cars on the road and more e-bikes in cities, they’re helping to create healthier, more liveable urban spaces. The freedom to move without congestion and the ability to breathe clean air are fundamental to their vision of the future.

If you're quick, you might catch their winter sale. There is a discount of £800 on the Cruiser model pictured above.

Cycle Rescue

If you suffer a breakdown (including punctures, or even a flat battery) our 24-hour Cycle Rescue team is on hand to arrange transport for you and your bicycle to a safe location.

Cycle Rescue costs only £24 per year with no hidden extras to pay if your bicycle suffers a breakdown.

Free Cycle Rescue with ETA cycle insurance

Every cycle insurance policy of ours includes the following as standard:

• Theft, accidental damage & vandalism
• E-bike battery theft cover
• Cycle Rescue
• No devaluation of your bike over time
• £2m third party PLUS £20,000 personal accident cover
• Shed and garage storage
• Low standard excess of 5% (£50 minimum)

Read a full list of everything we include as standard.

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The ethical choice

The ETA was established in 1990 as an ethical provider of green, reliable travel services. Over 30 years on, we continue to offer cycle insurance , breakdown cover and mobility scooter insurance while putting concern for the environment at the heart of all we do.

The Good Shopping Guide judges us to be the UK's most ethical provider.

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