I wrote about this years ago — before the world shifted, before COVID, before the boom and burnout cycles of urban micromobility. Back then, the idea felt almost too simple: let e-bike riders create and join events directly from the app.
The premise hasn't changed. In fact, it's become more relevant than ever.
The Missing Social Layer
Both VanMoof and Cowboy built their brands on more than just bikes. They sold a lifestyle — urban freedom, sustainable transport, a community of forward-thinking riders. Yet their apps remained surprisingly transactional: unlock your bike, check your battery, track your ride. Done.
What's missing is the social layer that could transform isolated rides into shared experiences.
Why Events Matter
Consider what in-app events could unlock:
Find riders in your area without joining separate Facebook groups or Reddit threads.
Turn brand customers into brand ambassadors through shared experiences.
Discover the best paths through your city from people who actually ride them.
Evening commutes and weekend explorations feel different when you're not alone.
The Implementation Challenge
Of course, building social features isn't trivial. Moderation, privacy, liability — these concerns are real. But other cycling apps have solved them. Strava segments, Komoot routes, even Peloton's live classes prove that connected fitness experiences create lasting engagement.
The e-bike market is different, though. These aren't just fitness devices — they're daily transport. The social potential extends beyond weekend group rides to:
- Commute buddies discovering shared routes
- Neighborhood watch groups keeping an eye on theft
- New rider mentorship and maintenance tips
- City-wide initiatives for bike infrastructure advocacy
What Moofment Built
When I surveyed the VanMoof community about whether they'd use an event feature, over 80% expressed interest. That feedback led directly to the creation of the Moofment App.
Moofment now includes:
Set a time, place, and route. Invite others or make it public.
Automatically discover nearby riders who want to connect.
No tracking, no data mining. You control what you share.
Looking Forward
VanMoof under Lavoie's leadership and Cowboy with their growing fleet both have opportunities to embrace community features. The infrastructure exists. The demand is proven. The question is whether they'll prioritize connection alongside transportation.
Until then, independent apps like Moofment will continue filling the gap — built by riders, for riders.