Adrien Roose is Co-Founder & CEO of Cowboy, the Belgium electric bike maker. Leading the design, marketing, and operations teams at Cowboy, Adrien has steered the brand forward with successful product launches year after year, attracting a loyal community of urban riders, an ever-expanding brand footprint and a roster of awards; from the Red Dot Bicycle Design Award 2018, and Best of the Best award for product design in 2019 and 2021, to TIME Magazine's "Best Inventions" of 2022. In 2022 Cowboy became the first e-bike maker to achieve B-corp status.
Adrien’s interest in electrification and mobility as a means of improving human experience began long before he launched Cowboy in 2017. After graduating with a BA in Business Engineering and a Masters in International Management, Adrien studied the impact of rural electrification on education in Bangladesh, where he first saw how expanded service access lifts the entire community. Then, in 2012, Adrien launched his first venture, Take It Easy, a bicycle only home delivery service for restaurants. Both experiences helped shape the very first Cowboy model, and what the Cowboy product and community is today.