Inside Upway: The Culture Driving Our Growth
Written by: Marta Anadón Rosinach | February 20, 2025 | Time to read 4 min
What makes Upway more than just an e-Bike retailer or marketplace? It’s our people, our mindset, and the values that drive us every day to build something great. From how we collaborate to how we grow, our culture is the foundation that keeps us moving forward: fast, laser-focused, and always looking ahead to the mission of making electric bikes more accessible for everyone as we think that the world would be in a better place if more people were on two wheels (and we have a hunch that you might think the same).
More about the Author: Marta Anadón Rosinach
Engineer by training, I spent years at Uber in Strategic Finance and Operations across Europe and the US. I led Upway's US launch—joining the funding team and scaling the e-Bike business. I'm also a proud mom of two toddler boys, a baby girl, and an energetic Dalmatian.
We’re a team that moves fast, challenges the status quo, and builds for the long term. Whether we’re refining the customer experience, expanding globally, or pushing the boundaries of what’s next, our values keep us aligned and ambitious.
So, what does life inside Upway look like? Our cultural values keep our feet on the ground (when we’re not pedaling, of course) while aiming high to achieve our goals.
Upway’s Cultural Values
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1. We start with the customer
Upway was founded because we knew customers were searching for more affordable, high-quality electric bikes. We continue to analyze and reflect on the customer problems we are trying to solve, using this as a base to ground our thinking, even as we grow. We are obsessed with this mission—because solving these problems is the very reason we exist.
Upway keeps a close eye on customer needs and empirical data to establish solid ground, and then we branch out and strategize further. Some of the most recent trends include a rise in commuter e-Bike use and new e-Bike voucher initiatives, such as programs in Minnesota and California! The electric bike market is evolving fast and Upway is staying tuned in on the latest news, customer feedback, and industry changes.
Book recommendation: Working Backwards: Insights, Stories, and Secrets from Inside Amazon by Colin Bryar and Bill Carr.
2. We care deeply about one other
Book recommendation: Trillion Dollar Coach: The Leadership Playbook of Silicon Valley’s Bill Campbell by Eric Schmidt, Jonathan Rosenberg, and Alan Eagle
3. We build for the long term
Book recommendation: The Almanack of Naval Ravikant: A Guide to Wealth and Happiness by Eric Jorgenson
4. We are transparent & open-minded
Communication is key— and we’ve probably all heard that before, though it doesn’t make transparency and open-mindedness any easier. Upway constantly works hard to support healthy communication. Honest feedback and idea sharing require a positive culture and proactive nurturing to ensure that everyone can give their true input and consider others’ ideas. Upway prioritizes these values to make sure that the best idea emerges and that everyone is aligned on the most important plans moving forward.
Book recommendation: Principles by Ray Dalio
5. We are all entrepreneurs
Ownership is at the heart of how Upway operates. Every member of the Upway team owns their work and has ownership in the company, meaning there is shared responsibility across the business. At a personal level, we take responsibility for the impact of our work and align our no-excuse mentality with the high expectations of our customers. As a team, we share the responsibility of helping each part of the company achieve its goals and embracing that interdisciplinary approach.
Book recommendation: Skin in the Game: Hidden Asymmetries in Daily Life by Nassim Nicholas Taleb
6. We never settle
The wheels on a bike will keep rolling and Upway won’t stop moving forward either. Upway strives for excellence not only now, but also in the future. We have high standards and are motivated by the growing expectations of our customers, recognizing that we can’t sit back and settle into our comfort zone. Electric bikes keep getting better and better, and Upway will be doing the same!
Book recommendation: The Hard Thing About Hard Things by Ben Horowitz
