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Press Releases

Haibike Saddles Up with Backbone Media

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Simi Valley, Calif. (February 24, 2016) – Haibike, the pioneering German electric bike brand, has chosen leading active-lifestyle agency Backbone Media as its U.S. public relations agency of record.

Haibike is the winner of the inaugural Interbike e-bike of the year award as well as numerous European design awards. Established in Germany in 1995, and distributed in the U.S. since 2014, Haibike offers a full range of high-end ePerformance road and mountain bikes.

Each Haibike ePerformance bike compliments rather than supplants human power. With over 50 different models to choose from for 2016, Haibike offers bikes for every riding style, from long-travel downhill frames to carbon-fiber all mountain bikes, to entry-level hybrid bikes perfect for commuting.

“E-bikes are the fastest growing segment of the bike industry and we need an agency partner that can help us speak to new audiences,” states Ken Miner, director of sales for Haibike USA. “Backbone represents a broad spectrum of active-lifestyle brands and we’re confident in their ability to tell our story to both endemic cycling and mainstream media.”

Haibike’s 2016 ePerformance lineup features industry-leading Bosch motors in its premium XDURO category and industry-exclusive Yamaha motors in the high value SDURO line.


“E-bikes can be a polarizing topic in the cycling world,” says Backbone Media Managing Partner, Nate Simmons. “But the truth is that they make cycling more accessible for more people, whether you’re commuting 20 miles every day or riding a mountain bike for the first time. Haibike is a dominant brand in Europe and the potential for them in the US is massive.”

Haibike will be exhibiting at the Sea Otter Classic April 14-17, 2016 in booths 739/740 and is the title sponsor for the first eMTB race.

About Haibike: Winora Group CEO Susanne Puello and her husband Felix established Haibike in Germany in 1995, but its roots date back to 1914 when Susanne’s great grandfather founded E. Wiener Retail Trading Company, a manufacturer of custom bicycles. Haibike USA, established in 2015, is Haibike’s North American subsidiary, exclusively selling the company’s popular ePerformance collection of XDURO and SDURO bikes. With superior Bosch and Yamaha drive systems and dynamic inverted motor placement, Haibike’s ePerformance bicycles lead the electric bicycle industry.

For more information about Haibike USA, visit

About Backbone Media: Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation and media planning and buying. For over 16 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and Jackson, Wyoming. For more about Backbone Media, visit

Media inquiries:
Amanda Tomkins