Founded in 2017 by start-up entrepreneurs, Cowboy has its head office in Brussels, Belgium.

Cowboy is the connected e-bike for urban riders and is still transforming the biking and mobility sector – from point of sale to services. Its goal is to power owners to chart their own paths, and those of the cities where they live, to reduce the presence of cars by offering a more environmentally friendly and relaxed alternative transport that other citizens can witness.

The Cowboy brand has won the Red Dot Best of the Best award for product design in 2019 and 2021.