October 24, 2023 - The Canadian Electric Bicycle Association (CEBA) was quietly launched back in 2019 by Michael Pasquali, who owns the Electric Avenue E-bikes shop based in Hamilton, Ont. As e-bikes quickly grew in popularity, Pasquali realized that there was a growing need for reliable, in-depth knowledge to help dealers service them. We caught up with him to find out about his passion for cycling and e-bikes, his take on the industry, and the past, present and future of CEBA.

Please tell us about your cycling background.
Michael Pasquali: I started out as a BMX rider and transitioned to mountain biking — now I ride an electric bike. I’ve always been curious about how things worked and when e-bikes entered the market, I dissected one and then put it back together to fully understand how it functioned. We opened Electric Avenue E-bikes in Hamilton, Ont., in April 2011 and quickly outgrew our small 700-square- foot shop. We moved to a bigger storefront with 4,000 square feet and also focused on servicing all makes and models of electric bicycles.

What motivated you to start CEBA?
MP: We launched CEBA in 2019, as it was evident that the e-bike industry in Canada, which was growing fast, did not have a clear voice. From our perspective, technician training was one of the biggest bottlenecks as there’s a huge opportunity for traditional bicycle shops to capitalize on e-bike repairs. The key barrier to capitalize on this business is training.

How did the cycling community respond, and how did the pandemic affect CEBA?
MP: It was very challenging to launch CEBA during the pandemic. We had 10 students booked for our in-person training class in November 2020, but with Covid and travel restrictions we shifted our training to an online format. Once shops learned about our online e-bike technician training courses, we had a resounding response in the off-season. You’re sponsored by the Government of Canada, Ontario, Employment Ontario, and the City of Toronto… tell us more. MP: We worked diligently to foster relationships with the City of Toronto, the provincial and federal government, along with Employment Ontario because it’s necessary to be at the table as stakeholders to help develop policies and provide feedback on behalf of the industry. Early on, we did receive some funding as part of a program by the City of Toronto.

How many people attend your courses?
MP: We decided to limit the class size to six (6) students, as this allows the opportunity to spend time one-on-one with each student, create a better overall learning experience, and ensure everyone has a full grasp of the curriculum.

Are bicycle shops the primary attendees?
MP: We have a high number of bicycle shops attending the e-bike technician training courses as many shops are receiving several calls daily to diagnose and service e-bikes.

The positive testimonials on your website must be satisfying for the CEBA team.
MP: The reviews we receive are absolutely gratifying and really mean a lot. The most satisfying part is seeing how students, who may have no experience with e-bikes, gain confidence after the training.

Is CEBA’s certification of bicycle technicians recognized?
MP: Among other things, we are working towards having the curriculum recognized by our respective partners. Currently, we believe that we are the only e-bike technician training program designed for professionals and people who are entering the e-bike industry.

What are the benefits to bicycle dealers?
MP: Our courses teach technicians how to properly diagnose and fix issues, and learn several proven techniques and methods in a safe, easy-to-learn and functional manner. This also gives a shop the ability to service any make or model of e-bike that has a brushless hub motor, which is one of the most common types on the market today. We also teach the safe handling of lithium batteries, including storage, charging, disposal and best practices as well. Our training has changed the “we only service what we sell” mentality.

What are CEBA’s goals/plans for the future…?
MP: One of our main goals is to have e-bike technicians recognized as a trade and every dealer to have a certified technician so they can safely work on e-bikes — similar to the auto industry. Our plans include continuing to lobby for a federal rebate program for e-bikes, and to encourage the growth and use of electric bicycles across Canada. – BAS