January 26, 2023 - (Ann Arbor, MI) With entrepreneurial gusto, Human Electric Hybrids (H.E.H.) opened in 2013 in the university town of Ann Arbor, Michigan and hasn’t looked back. Run by Jim Summers and Kim Mayes the dynamic duo set out to be part of the solution to the climate crisis while providing greener transportation options with newly emerging e-bikes. Early success led to a journey full of many rewarding exchanges with customers, while supporting local initiatives and even snagging a few humble awards along the way. Getting people on e-bikes is what they’re most proud of and here’s an inside look at how they’ve been trying to make a difference.
What was the genesis that led to the opening of Human Electric Hybrids?
HEH: Back in 2012 Jim was doing a daily bike commuter to his job as a controls engineer but when he moved closer to Kim and bought an e-bike conversion kit, he now had a 20-mile (33km) ride to the office. When the kit didn’t work properly he was unable to get tech support and with encouragement from Kim he designed a logo and website and in March, 2013 launched Human Electric Hybrids, LLC.
How were e-bikes received in the early days?
HEH: Most were unfamiliar with e-bikes and suspicious of them, but those who gave one a try were often instantly hooked. In those days cycling was for exercise, sports and recreation and e-bikes were even considered cheating by some. Eventhough we used them for commuting/transportation and thought others would do the same, most of our customers were folks who were retired who wanted them for recreation. While the majority of our customers are still recreational cyclists, more young people looking for healthier lifestyle choices, and more bike commuters are coming in all the time.
When did you first start selling e-cargo bikes … and how did customers react ?
HEH: We had sold non-electric longtail and midtail bikes, but our first e-cargo bike was a Yuba Spicy Curry in 2016. Soon after we began selling Bakfiets (box bikes, front-loaders) and initially people were hesitant but it only took a few of the more “influential” families to start doing the school run with a Bakfiets for the trend to catch on. Now people’s reaction is more like, “I see those things all over town.”
What brands and types of e-bikes and e-cargo bikes do you currently stock?
HEH: We try to have something for everyone both small and large, from tricycles to mountain bikes, with too many brands to list then all. Our main e-bike brands are Stromer, Riese & Müller, Gazelle, Haibike, Diamondback, iZip, Yamaha, Magnum, and iGo. For e-cargo bikes we stock Benno, Larry vs Harry, Riese & Müller, Tern, Urban Arrow, and Yuba. We have a couple of Triobikes as well and we also carry Terra Trike recumbents.
Talk about the demographic of your customers.
HEH: Our customers are equally divided between men and women who use their e-bikes for recreation and running errands. Most are over 40 with probably half over 50. It’s very common for a couple to buy an e-bike for the less athletic rider, and then return shortly thereafter for another e-bike as the less athletic rider is having more fun cycling. A little over 10% of our customers use their e-bikes for commuting to work while e-cargo bikes account for a little over 10% of our sales, primarily used to carry children.
How has the recent pandemic and cycling boom impacted things… ?
HEH: Bike sales increased fast like in most other shops around the world, and the supply chain problems affected us as well. People bought what we had, even if it wasn’t what they wanted – we were well stocked with e-bikes which fit the bill. This is a college town and students bought e-bikes as there were no campus buses, or they were running at half capacity. When workers returned to the office many came in to get an e-bike for commuting as they realized the time, money, and aggravation associated with their automobile was less preferable. Others who weren’t going to go back to the office came in to buy an e-bike for transportation in lieu of their car. In addition, we greatly benefited from the media coverage reporting on the popularity and advantages of e-bikes for transportation during the pandemic. With more electric bikes on the road, the news stories about them continued and more people considered trying them.
Has the pandemic & climate change expanded the type of customers that are interested in cycling/e-bikes?
HEH: In a word, “yes”. While young adults (18-35) are currently the minority of our customers, they’re also our fastest growing demographic. Young families want to show their children that bikes are good for transportation, and e-cargo bikes enable them to carry their children and all their stuff with ease. We’re also hearing from businesses that are looking for greener ways to operate and replace gas-powered fleets with EVs – e-cargo bikes are a simple and economical way to do that. Planning for the 22nd century means fewer cars and more public transportation. The University of Michigan – practically a municipality in itself, with 50,000 students and about 50,000 faculty and staff, including a hospital – and the City of Ann Arbor are also beginning to ask us about e-bikes and e-cargo bikes.
Tell us about Ann Arbor and the city’s love affair with cycling.
HEH: Ann Arbor is a university town with a total of five colleges and universities. Lots of students ride and the city is accustomed to sharing the roads close to campus with bikes. Ann Arbor is also consistently rated one of the best places to retire and many retirees also ride bikes for recreation and transportation. The City’s transportation plan includes a lot of infrastructure designed to make cycling safe and Ann Arbor is a “Gold Level Bicycle Friendly Community” according to the League of American Bicyclists. In spring 2020 the City asked us to offer a discount to residents who purchased an e-bike and we happily gave customers $100 off an e-bike, and a $50 credit towards a lock, helmet etc. The “incentive” ran for about a year, and a second request came in to repeat it. We suggested a bigger discount matched by the City to really hit home. They said they’d get back to us (but haven’t in several months; we understand that they’re expecting greater funding soon).
H.E.H. won a 2022 NBDA Bicycle Retailer Excellence award… what are you most proud of over the years ?
HEH: We are most proud of getting so many people onto bikes who wouldn’t otherwise ride a bike at all. Most of our customers are not cyclists or athletes, and we are able to make them feel comfortable asking questions and trying things out. We have a bike for virtually anyone who wants to ride one, even disabled people who need special adaptations. “This bike changed my life,” is a common refrain in our store as customers come back to buy an accessory and thank us. We have even heard, “this bike saved my life.” The purchase of an e-bike is often a catalyst for a lifestyle change, and the lifestyle change can be transformative.
Tell us about any other initiatives you’re involved with.
HEH: Jim recently stepped down as a commissioner on the city’s Transportation Commission. We’re members of the League of Michigan Bicyclists and support the local bicycle co-op, Common Cycle. We’re also part of “A2 Zero Partners,” a group of businesses and organizations working toward a carbon neutral goal of 2030 for Ann Arbor (A2 is shorthand for Ann Arbor). We support and participate with the Ann Arbor Downtown Development Authority in educating residents in using new bike infrastucture. We’re members of Walk Bike Washtenaw, a non-profit advocating for better pedestrian and bicycle safety. In addition we’re working with a local fire department on building a cargo bike for rescues on bike trails and other places where fire trucks can’t fit. Finally we also work with the City of Ann Arbor Office of Sustainability and Innovation on events and initiatives to encourage cycling and educate residents about transportation options.
Are you optimistic that the E-Bike Act will get implemented in the USA as incentives work… ?
HEH: The E-Bike Act seems to have died, but we’re optimistic that cities and counties, and even states will enact the necessary laws, regulations and incentives to change the transportation culture. We still have a long way to go but over time we’re optimistic that the necessary changes will prevail.
What do you guys ride… ?
HEH: We ride whatever has recently impressed us the most and tend to change our e-bikes every year or even sooner. Jim is currently riding a Riese & Müller Load 75 and Kim, who usually rides a bakfiets as well, is on a Riese & Müller Nevo 3 Automatic to be able to tell customers how automatic transmission works in the real world (amazingly well says Kim).
Anything you’d like to add… ?
HEH: We consider ourselves first and foremost Human Scale Transportation advocates and started the business to give people greener transportation options and be part of the solution to the climate crisis. As the business has grown it has means that we can employ our sons and train them to be e-bike mechanics, store managers and hopefully a meaningful career – that’s a huge bonus.
Thanks for your time and all the best going forward.
HEH: Thank you so much for the opportunity for us to tell our story.
Learn more about Human Electric Hybrids here.
