Sept 16, 2025, Irvine, CA – The National Bicycle Dealers Association (NBDA) hosted its quarterly E-Bike Safety and Standards Panel on September 16th, featuring industry experts discussing pressing safety concerns affecting bicycle retailers nationwide. The virtual panel addressed three key topics: collaboration with out-of-class e-bike manufacturers, the ongoing throttle debate, and post-sale customer engagement strategies.
NBDA Safety Pledge Aims to Unite Industry on e-bike Safety Standards
Jay Townley of Human Powered Solutions opened the session by highlighting the NBDA's voluntary safety pledge launched in August, which has already attracted over two dozen retailer participants and several supplier commitments. The initiative promotes adherence to UL standards (UL2849 for e-bikes, UL2271/2272 for lithium-ion batteries) tested by nationally recognized test laboratories (NRTLs) to meet OSHA regulatory compliance requirements.
"We're not waiting for regulation," said Jay Townley. "We're taking responsibility and the industry is taking a united stand together for safety, professionalism, and the long-term strength of the bicycle industry."
The safety pledge addresses growing concerns about lithium-ion battery fires and establishes a framework for industry-wide safety protocols, with certified products eligible to display the NBDA safety seal.
Industry Takes Firm Stance on Out-of-Class Vehicles
The panel addressed the controversial topic of whether the bicycle industry should collaborate with manufacturers of out-of-class electric vehicles, including high-powered devices like Sur-Rons that exceed federal e-bike definitions.
Clint Sandusky, e-bike expert and law enforcement instructor, emphasized the importance of parental responsibility in teen e-bike safety, citing social media influencers with millions of followers promoting dangerous riding behaviors on illegal vehicles.
Panel consensus emerged around maintaining clear distinctions between legal e-bikes (750 watts maximum, 20 mph cutoff per CPSC definition) and electric motorcycles. As Jay Townley noted, "Beyond that definition, it's not a bicycle. It's got to be regulated some other way."
Several panelists emphasized that retailers should only service UL-certified products meeting NRTL standards, with liability and insurance concerns driving this conservative approach.
Throttle Debate: Safety vs. Accessibility
Dawn Miller, senior adviser to New York City's chief climate officer, initiated discussion on throttles in e-bike design, questioning whether throttles themselves pose safety risks compared to factors like speed and acceleration.
The panel reached general agreement that throttles serve legitimate accessibility needs, particularly for elderly riders and those with medical conditions. William Leishman, owner of Scooteretti in Ontario, noted that while most customers don't use throttles regularly, they provide crucial assistance for riders who need them.
"Throttles are helpful for new riders, food delivery drivers, and there is a learning curve," said Michael Pasquali of Micromobility Connect. "I think it's a great option for people to have, and the more options we have to make it easier - but safe - obviously the better for our industry."
The discussion concurred that throttles are a feature that consumers are asking for, even if not all riders utilize them, and they are not the main issue in safety concerns. Throttles on in-class e-bikes are solving a need, but proper education is needed.
Post-Sale Education Critical for Safety and Retention
The panel's final topic focused on post-purchase customer engagement, with marketing expert Brandon Morphew of Miso Partners presenting a detailed automated follow-up sequence for new e-bike buyers.
"80% of what you tell them at the point of delivery is forgotten within two days," Morfield explained, advocating for automated email and SMS sequences covering charging safety, problem spotting, and maintenance reminders over the first 30 days.
Michael Pasquali shared practical insights from 15 years of e-bike retail experience, noting that 80% of his service work comes from bikes sold elsewhere, creating opportunities to educate customers who missed the brick-and-mortar experience.
Both speakers emphasized the importance of hands-on education before customers leave the store, with Pasquali requiring new riders to experience their e-bikes first without power, then with minimal assist, before introducing full functionality.
Looking Ahead
The NBDA will continue advocating for voluntary safety standards while monitoring legislative developments, including urging retailers and suppliers to sign the Safety Pledge.
The next NBDA E-Bike Safety and Standards Panel is scheduled for December 9th, 2025 at 1:00 PM EST. Topics are solicited from the membership and industry community.
About the NBDA
The National Bicycle Dealers Association is the premier trade association for specialty bicycle retailers, dedicated to supporting independent dealers through advocacy, education, and industry partnerships. The NBDA provides comprehensive resources, including retailer education programs, profitability initiatives, advocacy efforts, and networking opportunities designed to strengthen the specialty bicycle retail sector across North America. The NBDA is a non-profit organization that strives to elevate the bicycle retail industry and empower dealers for long-term success. NBDA membership is open to retailers, individuals, suppliers and providers, mobile units, and other non-profits. The NBDA community is the most active in the industry, providing real-time solutions and support to help businesses succeed and strengthen cycling communities nationwide. For more information about the NBDA and its initiatives, please visit www.nbda.com.
