PASSIONATE ABOUT ELECTRIC BIKES, THE COMMUNITY AND THE ENVIRONMENT
BY SHALEEN DESTEFANO
Denver ranks in the top five when it comes to bike-friendly cities. There are countless benefits to commuting via bike vs. a car and any passionate cyclist will be more than happy to rattle off a few. We had a chance to chat with one of Denver’s most passionate cyclists, Houshmand Moarefi, owner of eBikes USA. Houshmand’s love of electric bikes for both personal health and for the health of our environment was the reason he opened his expansive showroom in Cherry Creek. He saw a need in the community to save money on transportation while at the same time, healing the planet.
What did you do before you opened eBikes USA?
I spent most of my career prior to eBikes USA in the technology sector. I am an engineer by trade. I have a structural engineering and 2 graduate degrees – MBA and Computer Science Information Technology masters. Prior to eBikes USA I spent 30 years in the technology sector; my last professional assignment, I was the VP of Technology at a cable company where I developed software applications, implemented new content information systems all related to technology.
What inspired you to open and electric bike shop here in Denver?
In 2015 I purchased my first eBike. I was always a cyclist and enjoyed cycling, but as life happened and I got a little bit older, the hills weren’t as much fun as they used to be. The Colorado mountains weren’t as much fun. So in 2015, I purchased an e bike and I loved it. I became addicted immediately. I realized the value for transportation, getting back into the outdoors, and exercising. Sometimes in the past 7 years, I made the decision that this was the direction I wanted to go. I transitioned out of my corporate life. Opened a showroom here in cherry creek. We focus purely on eBikes and the lifestyles they afford our consumers.
Your shop is extremely impressive, as you have such a large selection. Can you give our readers an idea of the range of inventory you offer?
So, when I started, I wanted to be able to offer something for everyone. This wasn’t about high-end bikes or low-end bikes. It was about diversity of products, pricing, and we also wanted to accommodate different people’s needs – their lifestyles, their physical needs, and what they wanted to do with the bikes. As a result, we carry 10-12 different brands and 50 unique models. Our goal is to have a diverse product offering that can accommodate everyone from 4’10” – 6’8”. We also offer a wide range of pricing from $1200 – $10,000. But it’s also about capabilities – we offer cruiser bikes, road bikes, mountain bikes, collapsible bikes. Our bikes are designed for people that want to commute to work, use them for recreation and we have clientele that come in after a major surgery and need bicycles as a means of rehabilitation. We will work with them to find the right bike for them that is comfortable, safe and fits them.
Purchasing an eBike can feel intimidating, but your staff is extremely knowledgeable and friendly. What kind of experience can someone expect when they come to your store?
We take pride in providing information first. We would like our consumers to make informed decisions. As a result, we take pride in providing information and explaining the technology, we talk about the motors (mid drive vs. hub drive, torque sensing vs. cadence sensing, the powers of the motors, the restrictions around where they can ride, etc. We also encourage every customer to test ride 2-3 bikes before making a purchase. We want to make sure they understand the differences between technologies and ensure they are purchasing the right bike for them. In some instances, we will send them to other companies if we feel we do not have the right bike for them. We prefer to see them on the right bike for them – one that meets their needs. As a result, we’ve created a no pressure sales approach. Our goal is to educate and offer as many test rides as possible to ensure they choose the best bike for their needs. We offer Denver Country Club for test rides, a safe and beautiful environment. Once they decide to purchase from us, we will make sure they fully understand the battery-charging processes, proper operation of the bike and we also talk to them about service. We have created a dedicated service center to ensure we can provide service after the purchase. At eBikes USA, we have created a true shopping experience at our showroom in Cherry Creek – a beautiful neighborhood to test ride, education and information, a very pleasant shopping experience. But we also recognize that for service, we needed a very different experience so we have created a 6000 square foot service center off of I25 and Alameda where our master technicians work. They not only service the bikes we have sold but any e-bikes regardless of where they were purchased. We are an authorized service center for many different companies, so we work with brands that we don’t even sell, but we can support direct to consumer.
What does maintenance look like for a new owner of an electric bike?
These are, after all, bicycles. The mechanical part of the bike is no different than any other bicycle – flat tires, adjust the brakes, adjust the gears, etc. The electrical portions are practically maintenance-free. However, if there are issues that come up, we will work with the companies or with our master technicians to repair the electrical components. We are known nationally for the work we do on the electrical systems; if necessary, we can replace motors, batteries, displays, basically any of the components that need to be repaired.
Denver has made great strides to become a more bike-friendly city. What do you hope to see for the future of biking in Colorado?
Denver has made great strides by expanding the bike lanes and creating dedicated, protected bike lanes which we can enjoy. We are also very fortunate that we are close to Denver’s Cherry Creek bike path, Platte river bike path, I can practically commute to anywhere in Denver utilizing my electric bike by using dedicated bike paths, dedicated bike lanes, and the side streets that are not very busy. Denver has recently introduced a rebate program to encourage adaptation of electric bikes as an alternative form of transportation. This is a great program that we are a key participant in. We are also adding additional incentives for those who come in with their rebate vouchers to make it as easy as possible. What I would like to see in the future is not just Denver, but also the surrounding communities take the same path of expanding the infrastructure, building more bike lanes, to encourage bicycles in our daily lives. We enjoy beautiful weather here in Colorado so commuting year-round is possible. We may just need to wear wind-proof clothing, but thanks to the ski industry being so popular we all have plenty of warm clothing to ride during inclement weather.
What age would you say is optimal for a first-time electric bike rider?
We have had riders as young as 13, but there is no age limit. Anyone who can balance a bicycle can ride an eBike. Those individuals who need additional balance we offer electric tricycles. I believe our oldest customer was 91 years old and he purchased an electric tricycle for getting to the mailbox and UPS store. Our youngest is 13, and everything in between.
When you’re not in the shop, how do you and your family spend your free time?
My family and I love to travel. Hawaii is one of our favorite places! We are also into photography and we love the Colorado mountains tremendously. We like winter sports. We obviously love riding bicycles. My wife and I like cooking and we live a stress-free lifestyle. We also love our Sprinter van and experiencing van life in limited cases.
Thank you, Houshmand! It was a pleasure getting to know you and your showroom. So, whether you’re a new or veteran rider, road or mountain aficionado, we encourage you to check out the friendly and knowledgeable staff at eBikes USA at 201 University Blvd. Visit www.ebikesusa.com for more details.