LA Launch and Why It Matters: My Reflections on the California UpCenter
Written by: Marta Anadón Rosinach | March 24, 2025 | Time to read 5 min
3… 2… 1… we have lift-off! We’ve just launched the newest UpCenter in Los Angeles and here’s why California matters to Upway’s ambitious e-Bike goals.
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.
As a founding team member and US market lead at Upway, I’ll share my perspective on why this expansion to California matters and the importance of the latest UpCenter.
Why California matters
"With the LA UpCenter, we’re not just selling e-Bikes— we’re building a movement toward cleaner, more people-friendly cities.”
—Marta Anadon (General Manager Upway US, West Coast)
Los Angeles UpCenter unlocks new opportunities
Having an UpCenter in LA and our team on the ground means we can bolster even better relationships with our California-based partners like Aventon, Super73, Rad Power Bikes, Pedal, Santa Cruz, among others. It also makes Upway eligible to be an approved retailer for the California E-Bike Incentive Project so riders can score even sweeter deals on their favorite e-Bikes.
🤝 Looking for a sweet deal?
Get an even better discount when you sell your old electric bike!
Click here for a price estimation!
“Launching the LA UpCenter isn’t just about expanding our footprint— it’s about deepening our commitment to making e-Bikes the most accessible, sustainable, and exciting choice for urban mobility. California’s energy, innovation, and passion for cycling make it the perfect place for Upway to thrive."
—Marta Anadon (General Manager Upway US, West Coast)
Shaping the future of cities
Certified second-hand e-Bikes are a workable solution to replace certain car tips and increase urban efficiency by lowering traffic congestion. E-Bikes also emit far less than gas-powered and electric cars as cities and states aim to be more sustainable. With boots on the ground in California, Upway and my team will be actively collaborating with local governments to build infrastructure that encourages e-Bike ridership, including bike lanes and charging hubs.
“Upway is redefining urban mobility by championing e-Bike adoption through affordability, accessibility, and trust. Through partnerships, advocacy, and industry-leading e-Bike reconditioning, Upway is shaping a future where sustainable and people-centric cities become the norm."
—Marta Anadon (General Manager Upway US, West Coast)
Changing how customers buy electric bikes
Accessibility also takes into account location and logistics— Upway’s online inventory ships all across the country but we also partner with local bike retailers to facilitate our trade-in program in both urban and rural areas. Our unboxed delivery option makes it easier than ever to purchase an e-Bike and start riding immediately, without having to touch a tool. Upway prioritizes affordability, availability, and trust to encourage people to join the e-Bike movement.
Innovation within the e-Bike industry
I can sense the tangible excitement from being part of the growing e-Bike industry, where innovation happens fast and sustainability is always on the mind. Upway works to set the bar high via our commitment to the circular economy, reconditioning used electric bikes to give them a second life.
We process thousands of e-Bikes to prevent them from ending up in landfills, create local jobs, and help support reindustrialization efforts across the world. And these complex operations are running at top efficiency due to proprietary pricing algorithms, lower logistics costs, and scale refurbishment capabilities. The launch of the LA UpCenter doubles down on this dedication to redefining the industry and working towards our ambitious goals.
Key Takeaways
- Expanding Impact in California: Upway’s new LA UpCenter strengthens its presence in the U.S., tapping into California’s booming e-Bike market, fostering brand partnerships, and enhancing logistics for faster shipping and easier trade-ins.
- Driving Sustainable Urban Mobility: Upway has big goals to reduce car dependency by making e-Bikes more accessible and advocating for better cycling infrastructure, including bike lanes and charging hubs.
- Innovation & E-Bike Leadership: By refurbishing thousands of e-Bikes, Upway prevents waste and advances sustainability objectives to make our cities more people-centric.
