Why VanMoof & Cowboy should let riders create events.

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:

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:

The infrastructure exists. The demand is proven. The question is whether they'll prioritize connection alongside transportation.

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.