One thing’s for sure – this season has been anything but quiet. The e-bike market is shifting fast. Big-name brands are being reshuffled, while newcomers like DJI and Amflow are shooting straight to the top. Meanwhile, familiar names are going under, merging (like Brose and Yamaha), or entering restructuring processes – like YT. Prices are on a rollercoaster, e-bike power is on the verge of regulation … and reactions are all over the map.
Some are rattled, passive, unsure of what to do. Others stay calm. A few are taking control and shaping what’s next. And the rest? They’re stuck – lacking the tools, the vision, or the confidence to move forward.
Times are tough – not just for most bike manufacturers, but also for everyone who saw big business potential in the bike boom of the COVID era. Today, there are around 50 different motor manufacturers competing for the attention of bike brands. It’s clear that, in the long run, there won’t be room for even half of them. Who will deliver the right product at the right time? And who will manage to position themselves strategically?
We took a closer look at one of the more ambitious contenders: Swiss motor specialist maxon, who are aiming to set new benchmarks with their BIKEDRIVE AIR S system – drawing on expertise from Mars rovers, Formula 1 and humanoid robotics. But can they really deliver?
The latest issue is available now in our free magazine app. If you haven’t installed our app yet, now’s your chance to download it for free in the App Store (iPhone/iPad) or in the Play Store (Android smartphones & tablets).
In this issue, we’re finding out why doing everything at once – and doing it all perfectly – so often backfires. We kick things off with an essay on our collective obsession with optimisation and take a closer look at what really matters (and what doesn’t). Then, we turn to a burning topic that’s been sorely overlooked in the heated debates surrounding the e-bike world.
In our in-depth analysis “Have We Gotten Even Dumber?” we unpack the dangers of the current e-bike regulation dilemma and lay bare the real pain points of the bike industry – along with concrete demands and actionable solutions. It might bruise a few egos, but it’s not an attack on anyone. It’s a clear-eyed, honest, and fair look at what’s missing – and what it will take to build a better future.
At 41 Publishing, it’s always been our mission to actively shape the world of cycling – through our magazines, the Design & Innovation Award, and our Think Tanks. We’ve never wanted to be just spectators or commentators. More recently, we’ve taken that commitment even further with the C.I.A. (Cycling Innovation Accelerator), offering consulting services to both newcomers and established players in the industry. Why? The answer is simple: if not us, then who? We have the knowledge – and more importantly, the passion – to drive big changes and accelerate innovation in the cycling world. Not using that expertise would be a waste. Because when costly mistakes and detours can be avoided, it’s not just the industry that benefits, but the entire community.
Just recently, we spent nine days in California after being invited to the home of Specialized founder Mike Sinyard – a trip packed with deep insights, prototypes, test rides, strategic portfolio discussions, and feedback sessions. And plenty of great conversations about life, adventure, Cybertrucking, night rides, overnighters, and those all-too-short coffee stops 😉
The future isn’t a matter of chance – it’s shaped by those who are willing to take responsibility, stand up for their interests, and actively help steer the course.
And that doesn’t just apply to the industry, but to all of us – the global bike community! That’s why your feedback in our reader surveys is so valuable. It helps shape not only our magazines but also the direction of the entire bike world – after all, it’s the largest connected market survey on eMTBs worldwide. If you haven’t taken part yet, now’s the time – before the deadline closes and the chance to win some awesome prizes is gone!
The times we’re living in can feel overwhelming – and it’s easy to fall into framing traps or get lost in frantic, knee-jerk action. Zen Buddhism offers a simple remedy: “You should meditate for 20 minutes every day. Unless you’re too busy – then you should meditate for an hour.”
This paradoxical line reminds us that the greater the stress, rush, and pressure we feel, the more we actually need calm, awareness, and clarity. The more we convince ourselves we “don’t have time,” the more urgent it becomes to pause. At its core, this wisdom suggests that the perceived urgency of everyday life is often just a symptom of inner restlessness – and that taking a step back is the most powerful way to regain perspective and move forward with purpose.
That’s why, in the midst of all the noise and pressure, we decided to hit pause – grabbed our friends and families and wrapped up our SUV e-bike group test in the best way possible: with a well-earned getaway into nature, somewhere between everyday life and adventure. One big takeaway? You don’t have to go far to find the extraordinary – sometimes it’s hidden in the ordinary.
What can the bike industry and every rider learn from Kung Fu?
At our recent E-MOUNTAINBIKE Think Tank, some 60 industry experts and CEOs got a first glimpse into the world of Kung Fu with Sifu Taner. This time, we went one step further – travelling to Hong Kong to immerse ourselves in the practice alongside Sifu Göksel. In this interview, originally conducted for our sister magazine DOWNTOWN, we discuss Hollywood and dive into principles that teach us to first master ourselves before attempting to overcome others. These are lessons the bike industry urgently needs – to grow, to act with purpose, and to confidently represent its interests on the global stage.
You see – there’s plenty to do this season. So let’s get to it. Not from a defensive or fearful mindset, but with calm, clarity, and vision.
Pro tip: if you feel like you don’t have time — take a break. Or go for a ride.
Enjoy the read!
Words: Manne Schmitt Photos: diverse
About the Author
Manne Schmitt
Manne Schmitt is a Procurator at 41 Publishing, contributing a wealth of methodological expertise from his career as a Chief Analyst for a state authority. This background ensures the journalistic depth of his research, and the acquisition of exclusive news for E-MOUNTAINBIKE, ENDURO, GRAN FONDO, and DOWNTOWN. Active in cycling since 1989, he combines operative test support with administrative responsibility, strengthening the quality of editorial processes. The world of racing remains a passion; no one on the team knows the EDR professionals better than Manne.
