January 24, 2025 - Ottawa’s Scooteretti opened its doors to its own brand of electric scooters back in 2010, but soon shifted to e-bikes and e-cargo bikes exclusively as the popularity of electric bicycles was taking hold around the globe. Scooteretti’s owner, William Leishman, could feel the pulse as the affordability, convenience, and environmental sensibility of e-bikes continued to soar. We caught up with him for a look at the early days, and how Scooteretti has evolved successfully in Canada’s capital city, as the e-bike revolution continues to surge world-wide.

Please give us a brief history of your background in cycling and with e-bikes.
William Leishman: Growing up, road cycling (non-electric) was my passion. I’d ride at least once a day, and when the weather was favourable, I’d often head out early in the morning and again later in the evening – around 100 kilometers of daily riding was not unusual. As I got older and entered the workforce, time constraints and different life priorities meant cycling took a backseat for a while.

Back in 2010 what was the motivation to start Scooteretti?
WL: Between 2007 and 2010, I was transferred to China by a North American company to oversee their newly acquired businesses and integrate them into the corporate American culture. During my two-year stay, I was struck by how commonplace electric scooters and e-bikes were for everyday commuting and errands. Even though I had a company car at my disposal, I frequently chose an e-scooter for trips of around 15 kilometers or less because it was quicker, more enjoyable, environmentally friendlier, and far easier to park.

These experiences made me crave a change from the corporate world. I’d long wanted to be my own boss and recognized an opportunity to bring practical and eco-friendly mobility solutions to Canada.

Upon returning in 2010, I stepped away from corporate America and launched Scooteretti, initially focusing on our own brand of electric scooters. By 2011, we had expanded into e-bikes starting with A2B, and later added brands like Pedego and Easy Motion.

In 2016, we discontinued the electric scooter line to focus entirely on e-bikes, and by 2019, we committed exclusively to Bosch-powered models. After years of working with multiple brands and systems, I found Bosch’s reliability, UL-certified safety, and overall performance to be unmatched—perfectly aligning with the standards we strive to offer our customers.

Talk about the early days and the introduction of e-bikes to Ottawa area residents.
WL: In the beginning, very few people knew about electric-powered modes of transportation. Educating them on why battery-powered scooters and e-bikes were an excellent alternative to gas-powered scooters—or even faster than public transit for many—required a tremendous amount of effort. We spent countless hours attending events, trade shows, and supporting local charities with giveaways, while also appearing on multiple TV programs and news channels. It was a full-time, seven-days-a-week endeavour, often starting early in the morning and enlisting help from my family just to keep up.

All of this outreach paid off as interest in electric scooters and e-bikes started to grow rapidly as people embraced the concept and values these products represented – affordability, convenience, and environmental responsibility. Our sales increased significantly, confirming that there truly was a place for electric mobility in Ottawa and beyond.

Were e-cargo bikes offered from the get-go… and how were they received?
WL: Although our primary focus in the early days was on electric scooters and standard e-bikes, our journey with e-cargo bikes really took off around 2015–2016 with the introduction of our first longtail electric bike. This was a relatively new concept in Canada—an e-cargo bike specifically designed to transport children and cargo. While such bikes were already popular in Europe, it was more challenging to gain traction here because so few people were familiar with them.

While interest and acceptance of e-cargo bikes has grown significantly, we still believe North America is in the early stages of adoption. Once people see families using front-loading cargo bikes or longtail models around town, the snowball effect begins. It’s amazing to witness from our customers’ feedback how cycling together can create stronger family bonds, all while offering a more convenient and cost-effective alternative to traditional modes of transportation.

What brands/types of e-bikes and e-cargo bikes do you currently stock?
WL: Our focus has always been to offer reliable, high-quality bikes that can be serviced for years to come. We work with brands that offer good support and only sell e-bikes and e-cargo bikes that meet UL 2849 safety standards. We expect this certification to become a legal requirement in the near future.

Presently, we carry over 75 different models across various categories including city bikes, commuter bikes, mountain bikes, touring bikes, compact/folding bikes, and cargo bikes. Our key brands include Cube, Gazelle, Moustache, Tern, Benno, Urban Arrow, and Riese & Müller.

You claim to be Canada’s only Bosch eBike Expert level retailer… tell us more.
WL: Until recently, we held the designation as a Bosch eBike Expert-level retailer—one of the few in North America. However, as of 2024, Bosch is no longer differentiating retailers in North America the way they do in Europe (e.g., Service Centers vs. Expert Retailers). Consequently, we’ll be removing this designation from our communications in the coming weeks since it’s no longer relevant from Bosch’s perspective.

That said, our commitment to maintaining and exceeding these high standards remains unwavering. We continue to invest heavily in hiring, training, and equipping our service and sales teams. This includes annual upgrades in tools, spare parts, diagnostics equipment and education to stay at the forefront of set-up and servicing—not only for Bosch systems but also for components such as Gates, Enviolo, Rohloff, and more. Our goal is to ensure every customer receives top-tier support and a seamless experience throughout the life of their e-bike.

Talk about the demographic of your customers… both for e-bikes and for e-cargo bikes?
WL: Our customers come from all walks of life—commuters looking for a sweat-free ride to work, retirees wanting to keep cycling without as much strain, and families who use e-cargo bikes instead of a second car. We also see local business owners who appreciate the convenience of e-cargo bikes for quick deliveries.

How has the pandemic impacted interest in electric bikes, cargo bikes and sales?
WL: The pandemic led to an enormous spike in interest for electric bikes and cargo bikes, driven by a desire for safe, socially distanced travel and outdoor activity. This surge also attracted numerous new retailers and importers but as demand stabilizes we’re seeing a number of these newer companies disappear. As the marketplace adjusts to more appropriate inventory levels retailers who focus on long-term quality, service, and customer support are the ones poised to thrive in this new landscape.

Ottawa seems to have embraced cycling over the years… your thoughts?
WL: Ottawa and Gatineau have made notable progress toward becoming more bike-friendly, yet there’s still room for significant improvements and continued investment. Despite some negative media coverage, we’ve found that the general population in both Ottawa and Gatineau is largely supportive of these developments. Feedback from our new and long-standing customers consistently shows that people want safer, more convenient ways to travel. Investing in better roadway infrastructure that accommodates cars, cyclists, and pedestrians alike is money well spent—regardless of a few loud voices that argue otherwise. Moreover, data from cities and countries worldwide proves that making smart investments in infrastructure fosters a happier, healthier, and safer society for everyone.

In 2021 the City of Ottawa approved Ontario’s pilot e-cargo bike personal/commercial program… did this help?
WL: We noticed a positive effect from this pilot program. It helped highlight the benefits of e-cargo bikes for both families and businesses, creating awareness around their practicality and convenience. These kinds of programs are key in motivating people to consider alternatives to cars.

Banff and Edmonton have offered e-bike rebates including B.C. and Quebec… is Ottawa next?
WL: We’re hopeful that Ottawa, and the province of Ontario, along with other regions across the country might explore additional e-bike rebate programs in the future. Incentives can play a powerful role in accelerating adoption by lowering initial cost barriers. It’d be fantastic to see similar initiatives that reflect the city’s push toward sustainable transportation.

Any comments on the recent bike-lane fiasco with Premier Ford’s Ontario government?
WL: Most cyclists and even many non-cyclists view Premier Ford’s decision as a clear step backward. The data shows that well-designed bike infrastructure benefits cities economically and enhances public safety and health—quite the opposite of the Premier’s arguments. Many people recognize that certain political decisions are made without fully considering the facts, often driven by ulterior motives aimed at securing votes rather than serving the broader public interest. At the end of the day, it’s up to the voters to decide if they support this political platform or not.

What do you ride?
WL: At the moment, I’m actually between bikes—I recently sold my Riese & Müller Delite 4 to one of our long-time customers. For the 2025 season, I’ll be riding the new 2025 Riese & Müller Superdelite 5 featuring dual batteries (for a combined 1200Wh), a Rohloff hub, a Gates belt drive, and ABS for enhanced safety. I’m also considering adding a Moustache Tandem to the lineup, so I can take my mother on family rides. She really wants to ride but, due to a balance issue, she can’t cycle on her own. A tandem would let us continue sharing the joy of cycling—together as a family.

Anything you’d like to add?
WL: Although our roots are firmly in Ottawa, we proudly sell e-bikes across Canada and ship accessories and parts worldwide. What began as a one-person startup has evolved into a much larger operation, complete with a state-of-the-art retail store in Ottawa, an e-commerce platform, and off-site warehousing—growing stronger every year.

I’m also proud to serve on the National Bicycle Dealers Association’s (NBDA) “Bicycle Industry Retailer Focused E-Bike Safety & Standards Panel,” which works to raise awareness of e-bike safety throughout North America. By collaborating with industry leaders, we aim to keep elevating the standards for everyone who rides an e-bike.

Thanks for your time and all the best going forward.
WL: Thank you again for considering Scooteretti for your publication. We look forward to continuing to support the growing e-bike culture.

For more information please visit Scooteretti here.