Cowboy

TLDR

Cowboy is a Brussels-based electric bike company that designs premium, connected e-bikes for urban commuters, sold direct-to-consumer across Europe.

Overview

Founded by Adrien Roose in Brussels, Cowboy builds minimalist, software-connected electric bikes aimed at urban commuters who want a design-forward alternative to traditional cycling or public transport. Each bike integrates GPS, theft detection, and a companion app that provides navigation, ride statistics, and remote diagnostics.

The company raised significant venture funding and expanded its product line and distribution across European cities. Cowboy competes in the premium urban e-bike segment against brands like VanMoof (now defunct) and Specialized's e-bike lineup.

Cowboy is a notable example of Belgian hardware and software integration in the consumer mobility space.

Key People

• Adrien Roose - Founder

Connections

Part of the Belgian Consumer Tech landscape alongside Loop Earplugs. Brussels-based mobility reference company.