Source: Bicycle Retailer

LEVA-EU member Segway to reveal details of two new e-bike models at the CES show in Las Vegas, USA, next month. The company also announces its focus on selling through independent bike dealers (IBDs).

To help them maximize their efforts towards this they have recruited numerous bicycle industry veterans, including the former Orbea and Trek executive Nick Howe, who has over 25 years of industry experience. He has been serving as Segway’s head of e-bikes since summer 2024.

He stated the following to US media outlet Bicycle Retailer, “We’re committed to entering the e-bike market in a big way and doing it right. This means doing something new and different with both our products and our sales model. We see an opportunity to redefine the e-bike and micromobility product categories and return to a true dealer-centric sales model in the process.”

Segway showcased its Xyber and Xafari electric bikes at the 2024 CES show last January. At the forthcoming January 2025 event, the company will release details about the models, which Segway said will be available in the first quarter.

Unlike its other product offerings, Segway will not sell them directly to customers or through major retail chains and websites.

Further hiring updates for the Segway team

Howe emphasizes the importance of having a team with a wealth of bicycle industry experience for Segway’s new direction. “Segway recognized that the bike industry is a different animal, and senior leadership knew that we were going to need a talented team with experience in that world to be as successful with e-bikes as we are with our other product lines.”

Further hiring updates for Segway’s e-bike division include Heather Henderson as senior brand manager, as well as Sophie Eaton as sales operations director. Henderson’s experience includes senior marketing and product manager roles at Trek, Cannondale and Cervélo Cycles, and like Nick Howe, she has also operated her own bike shop. Eaton has plenty of senior sales experience with HLC, Cinelli Bicycles, Clif Bar and Giant Bicycle.

Further postings to Segway’s sales team include Christopher Rubin as the US inside sales manager, with regional sales managers including Gavin Hayes, Chandler Head, Paul Middleton, David Bell and CJ Bradbury. Other new appointments include Erica Boyd as dealer support manager, Sarah Courtney as senior product manager, Suzy Sommer as digital marketing manager and Nate Werner as retail marketing manager.

New independent dealer focus

Segway has stated its focus on independent bicycle, e-bike, and other bicycle dealers, including powersports, motorcycle and outdoor retailers. Customers will also be able to purchase from Segway’s website and be able to ship e-bikes to their local dealer, who can earn margin for the fulfillment.

Howe adds, “These are awesome machines, but they’re also very sophisticated and technical. We want to ensure the customer has the best experience possible, and that means professional assembly and service. It also gives us a great opportunity to support the dealers who are the backbone of the bicycle industry.”

Segway’s head of e-bikes has promised competitive retail pricing, industry leading margins, as well as outstanding retailer access to parts, service and support. This access includes the Segway dealer portal, its new Xchange app, which can be used on mobile devices, enabling retailers to handle inventory, orders, test riders, warranties, service and more.