How We Built Germany’s Leading E-Bike Platform
How We Built Germany’s Leading E-Bike Platform
In the early days before my career with Rebike, I worked at Carfax, a company renowned for providing vehicle history information to buyers and sellers of used cars. Little did I know that a former colleague’s venture into the burgeoning e-bike industry would soon alter my professional path.
A Call to Adventure
Approximately six months after joining Carfax, a close friend and colleague departed to become the first employee and Chief Technology Officer (CTO) at Rebike. His mission was to develop a basic e-commerce platform and launch a Minimum Viable Product (MVP) to demonstrate the viability of the business model to potential investors. Recognising the need for a visual designer with user experience (UX) expertise to optimise the website and enhance conversion rates, he persistently encouraged me to join him at Rebike.
At that time, my knowledge of the e-bike market was limited. However, his unwavering enthusiasm and vision for Rebike eventually persuaded me to take the leap.
The Modest Beginnings
My initial visit to Rebike’s office was eye-opening. The company operated out of a rented four-bedroom apartment above a washing machine shop in Krailling, a secluded area outside Munich. The backdoor led to a supermarket parking lot, and we had also rented the basement and the adjacent store to serve as our bike refurbishment area.
At the time, the team was small but dynamic, each member playing a crucial role in getting Rebike off the ground. We had two bike mechanics handling repairs and refurbishments, two logistics specialists managing packing, shipping, and customer inquiries—including complaints. One person in marketing worked on building our brand, while a working student supported various tasks. We also had a couple of team members focused on sourcing bikes, an accounting specialist, and at the core of it all, me and the CTO, driving the platform’s development and overall web strategy.
My interview with the co-founders took place in a former living room, a makeshift meeting room furnished with budget-friendly IKEA furniture. We discussed my background in website and e-commerce design, evaluated their current website, and envisioned the future of Rebike. After agreeing to join the team and signing the contract, we celebrated with schnitzel rolls and coffee, standing in the parking lot, as there was knowhere else to go, a humble but memorable start to our shared journey.
Rapid Growth and Expansion
Within six months, Rebike’s growth trajectory was remarkable. We expanded our offerings to include an e-bike subscription platform, allowing customers to lease e-bikes for a year. Upon return, these bikes were refurbished and sold on the Rebike website, embodying a sustainable, circular business model. We also launched a day rental store in Oberstdorf, with those bikes eventually entering our sales platform.
The cramped attic office, accommodating 12 people, presented daily challenges. My workspace was adjacent to the dishwasher, releasing steam after each cycle. The slanted ceilings required constant vigilance to avoid head bumps, and cooking odors lingered due to limited ventilation. Summers were particularly unbearable, with the space resembling a sauna.
The need for a more suitable workspace became evident, leading to our relocation to a proper office near Munich’s city center. Equipped with ergonomic chairs, spacious tables, and dedicated meeting rooms, it felt like a five-star upgrade.
Navigating the Pandemic
The onset of the COVID-19 pandemic introduced unforeseen challenges. Remote work became the norm, and global restrictions limited travel and leisure activities. However, this period saw a surge in interest in personal fitness and outdoor activities. E-bikes emerged as a popular choice, enabling individuals to cover greater distances with less exertion. This shift significantly boosted our sales and accelerated Rebike’s growth.
Scaling Operations
To accommodate increasing demand, we established a new refurbishment facility in Kempten, approximately 120 kilometers from Munich in 2020. Initially, the expansive production hall seemed more than sufficient. Yet, within six months, it was operating at full capacity, necessitating the search for a larger space.
In 2021, we secured a 3,500-square-meter facility, where we developed a state-of-the-art photo studio and enhanced our refurbishment processes. The new space featured organized spare parts storage, efficient logistics with loading bays for trucks, and improved operational workflows. Despite the substantial upgrade, rapid growth soon required additional storage locations nearby.
Market Expansion and Strategic Partnerships
Rebike’s ambition extended beyond Germany. We entered new markets, including Austria, Switzerland, and France, with plans for further expansion. Strategic partnerships with prominent platforms like eBay and Decathlon enabled customers to purchase Rebike’s refurbished e-bikes through their websites. Additionally, select Decathlon stores featured dedicated sections showcasing our bikes. We also established physical stores in Munich and Frankfurt to enhance our retail presence.
Investment and Workforce Growth
Rebike’s success attracted strong investor confidence, securing funding across over 10 investment rounds, totaling in millions of Euros. These investments allowed us to scale operations, expand our team, and establish Rebike as Europe’s largest e-bike refurbishment center.
With this growth, we employed over 160 people and expanded our presence by opening stores in Munich and Frankfurt, with more locations planned for the future. The continued support from investors has positioned Rebike as a key player in the evolving e-bike market, driving innovation and accessibility for sustainable mobility.
Reflecting on the Journey
From a modest apartment setup to leading Europe’s e-bike refurbishment industry, Rebike’s journey has been extraordinary. The challenges we faced, the innovations we implemented, and the unwavering commitment of our team have been instrumental in our success. As we continue to grow and explore new markets, our dedication to sustainability and quality remains at the forefront of our mission.