LAS VEGAS, NV (BRAIN)-YaYa Bike took a new name and face yesterday: Mobeus Independent Bicycle Co-op. The brand reflects its revitalized mission: stop at nothing to help independent bicycle dealers thrive.
The name and logo, an adaptation from the iconic Màbius strip, is based on the idea of a continuum of unity and support—two things that speak to the core of the Mobeus organization.
“Our history has always been to support America’s independent bicycle retailers. We’ve done a solid job of providing that over the years,” said Jeff Milbauer, chairman of the Mobeus board of directors and owner of Valley Bike & Ski in Apple Valley, Minnesota. “However, with increasing pressure from big box retailers on independent dealers, we felt it was time to raise our voice a bit higher on behalf of our constituency. Our new name and tagline, Mobeus Independent Bicycle Co-op, Unity Works, tells that story more explicitly than YaYa Bike could.”
Mobeus unveiled its new look and communicated its revitalized mission yesterday at its annual member meeting at the Flamingo Hotel. Members, preferred suppliers and a few advocacy groups attended.
“This has been a great process for us to examine not just our name, but our mission,” Milbauer said. “Our team is re-energized around what we do as a group. It’s brought us back to our core: independence is a great thing. This has added fuel to our passion for independent bicycle dealers, and the role we play in America’s bicycling culture.”
The organization’s booth, Booth 4616, and its materials reflect the re-branding.