Case Study: How Upway Leveraged NBDA Membership to Transform Their US Market Presence

Executive Summary

This case study examines how Upway, a European-based refurbished e-bike company, strategically utilized their National Bicycle Dealers Association (NBDA) membership to expand from a limited US presence to working with hundreds of retailers nationwide within 28 months. Through consistent engagement, strategic participation, and value-driven content sharing, Upway transformed from a lesser-known US entity to a trusted retail partner.

Company Background

Upway is changing how people in the U.S. buy and sell e-Bikes. The company started in Europe and is known for expertly refurbishing high-quality electric bikes. When Upway launched in the U.S. in early 2023, the focus was on earning trust and introducing the refurbished e-Bike concept to retailers who had never worked with it before.

The Challenge

April 2023 Situation:

• Limited presence in the US bicycle retail market
• Minimal brand recognition among American bike dealers
• Need to establish credibility and trust with retailers
• Lack of direct relationships with key decision-makers in the industry
• Understanding of US market dynamics and retailer needs was limited

Strategic Solution: NBDA Membership

In April 2023, Upway made the strategic decision to join the National Bicycle Dealers Association (NBDA) as an association member. This decision was driven by their need for industry introductions and credible market entry.

Initial Objectives:

1. Gain industry credibility through association membership
2. Access NBDA’s extensive retailer network
3. Learn about US market dynamics and retailer needs
4. Build relationships with key industry stakeholders

Implementation Strategy

Phase 1: Foundation Building (April-August 2023)

Leveraging Standard Membership Benefits:

• Social Media Announcements: NBDA featured Upway’s membership across their social channels, introducing the company to thousands of industry followers
• Newsletter Inclusions: Regular mentions in NBDA’s weekly newsletters reached over 4,000 bicycle industry professionals
• Member Directory Listing: Enhanced visibility in the NBDA member directory with detailed company information
• Webinar Access: Participated in member-exclusive webinars to understand market trends and retailer challenges

Strategic Requests:

• Key Retailer Introductions: Upway specifically requested NBDA facilitate introductions to top-tier retailers in target markets
• P2 Member Presentations: Secured opportunities to present their value proposition to NBDA’s Premium Partnership (P2) members

Phase 2: Active Engagement (September 2023-March 2024)

Virtual Event Participation:

• Attended 100% of NBDA virtual events and educational sessions
• Participated in all P2 workshops, contributing insights on the European e-bike market
• Engaged actively in Q&A sessions, positioning themselves as subject matter experts

Content Sharing Strategy:

• Contributed articles to NBDA newsletters on refurbished e-bike trends
• Shared European market insights during industry discussions
• Provided data on consumer preferences for sustainable cycling options

Phase 3: Deep Integration (April 2024-Present)

Trade Show Presence:

• CABDA West: Partnered with NBDA for retailer education session
• CABDA East: Partnered with NBDA for retailer education session
• CABDA Midwest: Partnered with NBDA for retailer education session
• NBDA Retailer Summits: Became a regular presenting partner

Workshops: 

1. CABDA West: Partnered with NBDA for retailer education session
2. CABDA East: Partnered with NBDA for retailer education session
3. CABDA Midwest: Partnered with NBDA for retailer education session

Industry Leadership

1. Advisory Role – Joined NBDA’s E-Bike Advocacy Panel 
2. Thought Leadership – Featured speaker at NBDA events throughout 2024-2025
3. E Bike Input – Provided insights on e-bike sales based on European experience

Key Success Factors

1. Consistent Participation

Upway attended every available NBDA event, workshop, and educational session, demonstrating commitment to the industry and building familiarity with retailer members.

2. Value-First Approach

Rather than pushing sales, Upway focused on providing valuable insights, education, and market intelligence to NBDA members, establishing trust before pursuing business relationships.

Upway hosted multiple webinars in partnership with NBDA.

3. Strategic Patience

The company invested in relationship-building for 12+ months before seeing significant business results, understanding that trust-building in the bicycle industry takes time.

4. Authentic Engagement

Upway’s team participated in industry discussions, contributed meaningful insights, and supported members’ initiatives, becoming true community members rather than just vendors.

5. Leveraging NBDA’s Platform

By utilizing NBDA’s communication channels, events, and member network, Upway amplified their reach far beyond what they could have achieved independently.

Lessons Learned

What Worked Well:

• Education-First Strategy: Leading with market insights and education built credibility faster than direct sales approaches
• Omnichannel Engagement: Participating in virtual events, trade shows, and one-on-one meetings created multiple touchpoints
• Long-term Thinking: Patience and consistent engagement paid dividends over time
• Partnership Mentality: Treating NBDA as a true partner rather than just a membership yielded better results

Future Outlook

As of September 2025, Upway continues to deepen their relationship with NBDA and their retailer member base. Planned initiatives include:

• Co-developing educational programs for e-bike sales
• Supporting NBDA’s advocacy efforts for e-bike policy development
• Supporting the NBDA Community at trade shows and events

Conclusion

Upway’s strategic approach to NBDA membership demonstrates how companies can leverage industry associations for market expansion when they:

1. Commit fully to association participation and community building
2. Provide value first through education and market insights
3. Maintain consistency in engagement and communication
4. Think long-term about relationship building rather than quick wins
5. Integrate authentically into the industry community

The transformation from a European company to a trusted partner of hundreds of US retailers in just 28 months showcases the power of strategic association membership when executed with genuine commitment to community value creation.

This case study illustrates the potential for strategic association membership to accelerate market expansion and relationship building in the bicycle industry. Results may vary based on company commitment, market conditions, and execution quality.

Learn more about Upway online.