Overview
Adrien co-founded Cowboy in Brussels in 2017 with a mission to build the best urban electric bike on the market. The company grew to close to 100,000 riders. Before Cowboy, Adrien co-founded Take Eat Easy (2012-2016), one of Europe's early food delivery platforms. He stepped down as CEO of Cowboy in December 2025 after the company joined the ReBirth Group.
As a serial entrepreneur, Adrien built two notable Belgian startups. Cowboy combined design excellence with hardware and software integration in the e-bike market.
Career history
Education
- Master's degree, International Management, CEMS2009 - 2010Education
Master's degree, Business Engineering2008 - 2010Louvain School of Management
In the news
- Amble One surpassed $100 million in reservation value just three months after launch 💸 We’re now in the final stages of industrialisation, with production planned to begin in 2027 🚀 First deliveries of the street-legal version for private owners are expected in early 2028 😎 To everyone who backed Amble early: thank you for putting your trust in us 🙏
- Three years ago today, Karim Slaoui left us, after battling cancer for five years. One of his main concerns was for others facing the same loss of mobility he was experiencing, and the lack of simple, affordable solutions that could make daily life easier. To carry that wish forward, Aurore Balsan and Moncef Slaoui created the Karim Slaoui Fund. I’m honored to play a small role in it. https://lnkd.in/eXQAKGDm On October 19th, we’re hosting the Fund’s first charity dinner at The Hoxton in Brussels, Karim’s style: great food, great
- Sharing the amble story today with my co-founders José António Uva and Julian Hoenig . Thank you Monocle for having us on stage. If you’re in Lisbon today, come say hello, the prototype is on display at the entrance of the Fondation Calouste Gulbenkian.
- My Co-Founder and Chief Design Officer Julian Hoenig was on TBPN last week to share amble's story and design process. Julian spent his career designing some of the most iconic products in mobility and consumer technology: from the Audi RSQ, R8 and A4 to Apple Watch, Vision Pro and Apple Car. Now he’s bringing that same level of care to a category that deserves much better design: light electric vehicles. Thanks for the connection Reilly.
- Cars changed the world. They gave us freedom. But they also became too large, too heavy and too detached from the places they move through. They work well on motorways. They work less well where life is meant to be lived. We believe short journeys deserve better. They should be quieter, lighter, more open and more considered. They should connect you to the landscape, not separate you from it. They should make movement part of the experience, not just the thing that happens between experiences. Our first answer is Amble One: a new
- Cars changed the world. They gave us freedom. But they also became too large, too heavy and too detached from the places they move through. They work well on motorways. They work less well where life is meant to be lived. We believe short journeys deserve better. They should be quieter, lighter, more open and more considered. They should connect you to the landscape, not separate you from it. They should make movement part of the experience, not just the thing that happens between experiences. Our first answer is Amble One: a new
- Tomorrow.
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