Meet Electric Bikes Brisbane – the electric bike specialists

E-bikes having been making waves in the cycling space for years, and year-on-year the technology and options have improved. In recent years, the kinds of e-bikes available are incredibly diverse. There are e-bikes to suit commuting, full-time courier work, families, tourers, mountain bikers, gravel riders, kids – and even those low on room who need a folding e-bike!  

Back in 2013, Nick and Samantha Willis founded Electric Bikes Brisbane. At the time e-bikes in Australia were starting to grow in popularity, but there were very few specialist stores to cater for riders looking for an e-dvantage. The inspiration to create an e-bike specific business came up where all good ideas do – on a bike ride. I recently caught up with the two of them at their store in Milton to hear about how they started, and where e-bikes are heading. 

‘I was riding up Settlement Road and working quite hard. A rider breezed past me and I thought “wow, he’s going really well”. I did eventually catch up to him at some traffic lights and realised he was on an e-bike. It’s something that wasn’t really on my radar.’  

‘I did a bit more research into it, and that was the starting point. We quickly realised there was something in this.’ With more research, Nick and Sam realised that while stores were offering e-bikes, no one really shoed the breadth and range that was on the market. 

As long-time road and mountain bikers, neither sought to set up a boutique store catering to those markets. No one was really specialising in e-bikes in Brisbane, and they saw the benefits that e-bikes could bring for health, reduced congestion and social inclusion. 

Over more than a decade, a lot has changed in the e-bike space. And Sam and Nick have seen those changes and how that impacts the user experience. 

‘When we started out we ran a lot of demo days’ Sam explains. ‘We spent a large proportion of our time back then explaining what an e-bike was. Now when we run a demo day, we have a much more informed audience. The conversations will be about battery capacity, range, charge times – the market is also a lot more accepting of the great things that e-bikes can do.’ 

‘Range anxiety has also disappeared,’ adds Nick. ‘Originally we may have been stating 30-40km, as we never wanted to over state range given how it can be impacted so easily. Now it could be 100, 140km. You can change the mode, the programming – the autonomy is just unreal.’ 

Nick also points out how all the updates with new systems, better integration and more e-bike types has created a better ride experience. Even experienced cyclists can jump onboard a good e-bike and not feel disconnected from the ride – something that may not ring true on a bike from around a decade ago. 

The need to specialise 

There still aren’t many stores around that are e-bike specialists, despite the huge growth in e-bikes.  There is a lot of knowledge and expertise involved, but it is a case of building on a strong foundation already acquired. 

‘The underlying tech does change each year, but not so much that it is all-new each year’ Sam explains.  

‘Coming in cold now would be overwhelming,’ confirms Nick. ‘It’s an evolution for us, but there is a lot of choice out there around specifications and configurations.’ 
 
That is all knowledge that their staff have – you can even use a contact form on their website with a range of questions to get their feedback on an e-bike that may be a best fit for you, based on how often you want to use it, what you want to carry, your height, your budget and more. 

Chicken or the egg? 

Anyone visiting Brisbane now compared to a decade ago would be hard-pressed to say they didn’t notice better cycling infrastructure and more people on bikes. Sure, there is plenty of room to grow – but there has been a real increase in users and amenities. I’m keen to know if Nick and Sam feel that’s to do with e-bikes making it easier, or if gradual investment in infrastructure has tempted more people onto bikes? 

‘There is a symbiosis. I don’t always believe the build it and they will come analogy but I think in this case that has worked. Bike riders need to feel safe. So once the network is there, or an investment in a mountain bike network is there, you do get more riders.’ 

‘The countries that set the strategy a long time ago about having cycling as a key part of their transport infrastructure are proof that it works,’ Sam adds. Queensland may be a bit behind notable countries in Europe or Asia, but the only difference is time and investment. ‘People aren’t worried about going from A to B on a bike or an e-bike, and it’s wonderful.’ 

Further growth in people riding is likely going to take some incentives. We talk about an EV incentive like the state and federal government offer on electric cars – which of course do nothing to reduce congestion as Nick points out. And of course, the 25km/h vs 32 km/h argument for limits on pedal-assist bikes. But Nick believes the biggest incentive lies elsewhere – and that’s speed limits. 

“If you get speed limits in heavily populated or congested routes down to 30km/h, and perhaps the pedal-assist limit is around 30, you’re not getting the speed differential. I could see that working, as there is no real difference in closing speed.” With Queensland’s first Safe Active Street opening in Toowoomba, maybe this is coming. 

Around the store 

Both Nick and Sam have continually refined their offering in the store. They stock a wide range of e-bikes, from basic models through to long travel, burly mountain bikes. It’s an extensive range, and one done with thought and experience. 

With over a decade of experience they both know what works, what products are reliable, and which ones won’t serve riders in the long term. They well and truly stand by what they stock. 

‘There’s still a sign around from when we opened, stating ‘5 star service, boutique brands’ Nick tells me. ‘And that’s still what we deliver; service, choice and quality.’ 

‘We’ve culled a lot of brands and a lot of bikes,’ Sam adds. ‘It’s the school of hard knocks that has given us the range we have on the floor. I wouldn’t hesitate to put my mum or father or a friend or family member on one of the bikes we stock.’ 

What’s really inspiring about Electric Bikes Brisbane isn’t just the range on the shop floor. It’s how well the business caters to different needs. There are e-bike hire options, a delivery service, full workshop and even a trade-in scheme. Nick and Sam have also worked to create a community via their Owners Club, with planned rides in the greater area – along with tips. 

‘It is our love of cycling that drives us. We just want to make sure it’s more accessible for a lot people, which is what an e-bike can help with.’ 

electricbikesbrisbane.com.au 

Bicycle Queensland have a number of partner stores around the state. You can find more details via the Store Locator on our website. bq.org.au/bike-store/locator/