Segway launched an electric bike (e-bike) division in the United States to support its new e-bike models. The Xyber and Xafari, Segway’s first e-bikes, will arrive in the first quarter of 2025. The company previewed these models at CES 2024, highlighting its commitment to innovation.

Segway’s Commitment to E-Bikes

“We’re committed to entering the e-bike market in a big way and doing it right,” said Nick Howe, head of e-bike. “This means doing something new and different with both our products and our sales model. We see an opportunity to redefine the e-bike and micromobility product categories and return to a true dealer-centric sales model in the process.”

Howe highlighted Segway’s understanding of the bike industry’s unique challenges. “Segway recognized that the bike industry is a different animal. And senior leadership knew that we were going to need a talented team with experience in that world to be as successful with e-bikes as we are with our other product lines.”

Leadership Team Brings Industry Expertise

Howe chose Heather Henderson as senior brand manager and Sophie Eaton as sales operations director for the e-bike division. Henderson’s experience includes senior product management and marketing roles at Trek, Cannondale, and Cervélo Cycles. She also owned a bike shop, adding valuable firsthand knowledge. Eaton brings senior sales expertise from HLC, Cinelli Bicycles, Giant Bicycle, and Clif Bar.

Dealer-Centric Sales Model

Segway plans to grow its dealer network by partnering with independent bicycle dealers, electric bicycle dealers, and others. Customers can buy e-bikes on Segway’s website and have them shipped to local dealers, who earn a margin.

“These are awesome machines,” said Howe. “But they’re also very sophisticated and technical. We want to ensure the customer has the best experience possible, and that means professional assembly and service. It also gives us a great opportunity to support the dealers who are the backbone of the bicycle industry.”

Dealer Support and New Xchange App

Segway provides competitive pricing, strong margins, and access to parts, service, and support for its dealers. Segway developed the Xchange app for Apple’s App Store and Google Play to help dealers manage inventory, orders, and service.

Building a National Sales Network

Segway began signing up core dealers across the U.S. to establish a national network by early 2025. Howe and Eaton assembled a national sales team with deep experience in the bike industry. Christopher Rubin leads as U.S. inside sales manager, with regional managers Gavin Hayes, Chandler Head, Paul Middleton, David Bell, and CJ Bradbury.