Elby Announces New Business Structure, Name, and Ownership

Elby Announces New Business Structure, Name, and Ownership

Elby has reorganized under a new investment group and secured a strategic partnership with newly restructured BionX’s ebike powertrain business in order to continue expanding Elby’s distribution, develop new products, and deliver support to customers and retailers.

Toronto, Ontario, 10 January 2019— Elby, the leader in the pedal-assisted ebike market, announces new investment and ownership after launching with the founder of Magna International. Elby has become Elby Mobility following significant private investment and options with Business Development Bank of Canada’s Green Tech Fund, an incubator for sustainable tech and commercial research.

Additionally, Elby has expanded their partnership with the new owners of BionX International, the popular manufacturer of OEM and aftermarket ebike drivetrains. Their new ownership and subsequent reorganization opened up an opportunity for Elby to not only continue to equip their current S1 model generation with BionX’s category-leading, next generation D-Series motor, but provides access to required inventory, technical support staff, service capacity, and intellectual property in order to provide Elby users with the premium customer experience and post-sales support.

Additionally, Elby has, despite tariffs, inflationary pressure, and increased prices throughout the ebike industry, held their flagship S1 model to its original price of $2,999.99 USD/$3,299.99 CDN. Trade uncertainty continues to plague multiple business categories and Elby is pleased to offer stability and competitive pricing during this time.

“Our mission is to inspire a new era of mobility by delivering the best personal transportation experience,” says Scott Macwilliam, Managing Director at Elby Global. “As a result, we will enhance daily life and the communities in which we work and live.” Macwilliam continues “With our new leadership, resources, and exciting partnerships, the rapidly growing ebike market can be confident that Elby will continue to provide our premium and award-winning ebikes to the market. Our automotive heritage and ‘designed from the ground up’ philosophy will continue to be our R&D mantra, including exciting new technologies in development”

Beyond delivering to consumers, Elby is also working with commercial, corporate, and government agency partners including hotels, resorts, residential urban developers, corporate campuses, and government transportation agencies. By making e-mobility available to these partners, Elby can help them meet the demands of their customers, employees, and constituents for sustainable, cost-effective mobility solutions.

Elby continues to grow rapidly as a standalone company, delivering their award-winning S1 step-through ebike model to an expanding international network of retailers, direct trail and delivery to home online sales via elbybike.com, through Velofix franchise partners, and as commercial fleet solutions and programs.


About Elby Mobility

Founded in 2016, Elby Mobility is pioneering a revolution in the way we move through our communities and cities. The first Elby ebike model, the Elby S1, debuted in late 2016 as a premium, one-size-fits-most pedal-assist bicycle. Backed by a powerful and class range leading 500-watt BionX motor, the S1 moves confidently over 80 miles on a single charge at speeds up to 20 mph. Elby ebikes are designed to address the needs of modern riders with diverse interests and abilities, paving the way for people of all sizes and interests to use a bicycle for both transportation and fitness.

Elby is currently sold direct to consumers via elbybike.com, Amazon, through Velofix mobile bike shops, and through a growing network of independent retailers globally. Free, personal and at-home test rides are available in most markets. Join the thousands who already follow Elby on Twitter, Instagram, and Facebook at @elbybike.


Download PDF version

Over 50? E-Bikes May Be For You!

Like many bike enthusiasts, Gary Kaye from Tech50+ recently returned from Interbike. After three days of touring the show floor, Kaye selected a few of his favorite e-Bikes, one being Elby.

The blogger noted how many electric bikes have cornered the market on elderly riders with features like our step-through design. E-Bikes have come a long way, and are quickly proving they can be fun for riders of all ages. To get the full story head over to Tech50+.

Starting a Revolution


It’s no secret, American’s love cars, but a revolution is starting to build momentum. Asia and Europe lead the way, approving of e-bikes for some time now. Now it’s our turn to evolve our laws and embrace electric bike industry.

Colorado is making moves. They are ahead of the curve with adapting laws and accepting e-bikes, but there is still a long way to go. To read more about Colorado’s electric bike legislation, head over to The Denver Post. 

Locking Your Bike Correctly

Preventing bike theft is one of the most important steps you can take as a bike owner. We’ve already discussed finding the right lock for you. Learning the correct way to protect your bike could be the difference between keeping your new ride or making another purchase.

Momentum Mag recently published an article with great tips for keeping your bike safe. From lock types to locking etiquette, head over to their site for the full story.

Elby Bike and Global Guerrilla Gardener & TEDX Talk Thought Leader meet in LA! (Love at first ride!)

Elby Takes on LA Rush Hour with Another Commuter Race

With all the excitement about the recently launched Metro Line, The Hollywood Reporter decided to send its staff on a race from DTLA to Santa Monica to see which means of transportation would fare the fastest. Senior Writer Gary Baum took his car, Senior Writer Seth Abramovitch grabbed the Metro, and Features Editor Peter Flax hopped on an Elby.

Baum stole the win via car, but Elby was a close second finishing a mere 4 minutes later. For the full play by play, head over to The Hollywood Reporter.

Elby Marketing Guru Lisa Silvera Clocks the Quickest Commute Aboard an Elby


Yesterday Elby took Manhattan & Brooklyn for today’s Gothamist story about commuting in New York City. Pitting a cyclist, a straphanger, and a man in an Uber, Gothamist wanted to see just how long the afternoon rush hour commute would become once the  “L” Train is shut down for construction.


The trio set out for the Bedford Avenue “L” station in Williamsburg from Union Square in Manhattan at exactly 5pm and just 19 minutes later Silvera and her Elby rolled up to the Bedford station without running any stop signs or traffic signals along the way. And without breaking a sweat. That’s Elby for you!


Read the full story on Gothamist.

Commuting In Style

By now, the benefits of ditching your car for a day or three or three hundred are as well known as your grandmother’s Facebook password (hint: it’s her cat’s name, all caps). We’ve heard it all: health benefits, cost savings, mood enhancement, saving the world, look better in tight pants, you name it. If you came of age in the last 30 years, it’s just common knowledge by now. Add to that the growing prevalence of electric assist bikes and you’d think these United States would be the envy of Amsterdam by now.

So why aren’t the streets clogged with bikes, ruling the pavement while your great-uncle putters along in his ailing, rusted Hyundai Excel?

Well, it’s complicated. But it’s getting simpler.

The first hurdle in commuting is often not the bike. It’s not the street traffic. It’s the clothes. Packing your, ahem, personal bounty into a size 0.5 lycra body stocking before going into the office is a tough sell. We’ve watched the Tour de France and even those guys aren’t exactly pulling that scene off. Most of us have a look we like: it’s an expression of ourselves, it’s unique, and, for the most part, it flatters us.

What if we told you that, all that practically-sprayed-on clothing can be left to the middle-aged weekend warriors and the bird-chested Euro pros? What if we told you that you can continue to turn heads while leaving the car in the driveway, saving gas, the environment, and your waistline as you go?

Consider your sartorial bike commuting myths so so busted:

  • “My boot cut jeans will get caught in the chain.”
    • Elby’s drivetrain is enclosed in a weather-proof sheath that keeps your pants legs clean and your chain well-lubed. Also, boot cut jeans are so back again.
  • Padded shorts?
    • Elby’s saddle is a far cry from the heiny hatchets worn by pro riders. Your sofa finally has competition.
  • Warm clothing?
    • Sure, you’ll want an extra layer as you’re rolling in your own personal 20 mph jet stream, but that could be anything from Mr. Rogers’ fave cardigan to Drake’s puffiest windbreaker.
  • Perspiration?
    • Maybe with other bikes. Elby’s high torque motor will do most of the work while you soft pedal your way through your own breezy wind tunnel. Unless it’s Tempe in August, we suggest leaving this one to the sweathogs on traditional two-wheelers.
  • Helmet hair?
    • Pack a comb. Probably the only non-negotiable on this list, and for good reason. Helmets save lives. The ones available today are lighter, more comfortable, and more stylish than ever before, so don’t be shy about it.


Remember, bike commuting is a habit. The first few times will be an adjustment to something new and different, but that’s what growth and change is all about. By the end of the first week, though, most people are hooked and riding that momentum for all its worth.  Do it on an Elby, and you’ll be a convert before you get home.
And you’ll look damn good while you do it.