For the past couple of years, I’ve been interested in e-bikes.
My deep dive started with a client who develops them. I learned all about stepless shifting, maintenance-free belt drives, and why mid-drive systems generally outperform hub drives.
Working in the space taught me more about e-bikes than most people who’ve never owned one know.
But my interest is also personal.
My wife and I love cycling together, but we live on top of a hill. While I can power through long rides at high intensity, that final climb home can be agonizing for her. She also can’t ride as fast or as far as I like to.
That difference has had an impact from our very first bike ride together more than 30 years ago, and I accepted along the way that in order to ride together, I have to mostly sacrifice my own workout.
(And I’ll admit, it took me way too long to figure that out.)
An e-bike would make cycling more about shared enjoyment than endurance differences.
This is where e-bikes shine – as equalizers between riders of different strengths and fitness levels.
Yet the market has evolved far beyond this use case.
When e-bikes first gained popularity, they were primarily seen as mobility aids.
The typical user was someone with a knee replacement or easing back into fitness.
Urban commuters came next, drawn by environmental benefits and the ability to arrive at work sweat-free.
Now Schwinn has launched the Hurricane – a compact e-bike specifically for teens.
(I have a teen. Energy is not a problem.)
At US $599, it’s positioned to be attainable to many. And with a 250-watt motor reaching 17.5 mph and a 30-mile range, it’s built for after-school adventures and weekend exploration.
The market has naturally segmented itself. Seniors maintain independence and active lifestyles. Couples overcome fitness gaps to share experiences. Commuters solve transportation challenges.
Teens – Schwinn’s latest target – gain freedom and social connection. Environmentalists, which are prevalent in this young audience, can reduce their carbon footprint.
Each segment brings unique motivations:
- Seniors: Staying active and independent
- Couples: Sharing experiences together
- Commuters: Practical transportation
- Teens: Freedom and fun with friends
- Environmentalists: Sustainable transport
Schwinn’s strategy reveals a broader truth about market expansion: Success emerges from understanding how different users reimagine your product’s possibilities.
The Hurricane, with its retro touches from the 1978 original model, speaks directly to Gen Z’s appreciation for vintage aesthetics while delivering modern capabilities.
Which other product categories might expand by deeply understanding different user needs rather than simply tweaking features?
Laurier