#257 - Marta Anadón Rosinach | Upway - Scaling Micromobility: How Upway Is Changing The E-Bike Market In The US Building Better With Brandon Bartneck podcast

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#257 - Marta Anadón Rosinach | Upway - Scaling Micromobility: How Upway is Changing the E-Bike Market in the US

2d ago 37:35

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Electric bikes are more than a trend—they’re a key part of a more sustainable, accessible, and human transportation ecosystem. But the market is still early, and big challenges stand in the way: trust, affordability, infrastructure, and shifting consumer behavior.

In this episode, Brandon Bartneck talks with Marta Anadón, Head of US at Upway, the leading global platform for refurbished e-bikes. Marta shares her insights from building operations and logistics at Uber Eats, and how she’s now bringing that experience to help Upway grow in the US. The conversation covers what’s working, what’s not, and what it really takes to scale micromobility in a car-centric country.

They discuss consumer mindsets, the importance of ownership and trust in the secondhand market, and why e-bikes might hold the key to more livable, efficient cities.

About Marta Anadón:
Marta Anadón Rosinach is Head of US at Upway. She previously led Uber Eats across Europe and the US, bringing deep experience in operations, logistics, and marketplace growth. Marta holds degrees in Civil Engineering from Universitat Politècnica de Catalunya and in Management from HEC Paris. She’s passionate about the circular economy and the role of micromobility in building better cities.

About Upway:
Upway is the global leader in refurbished e-bikes. Operating in eight countries, Upway offers high-quality e-bikes from 200+ top brands—certified by professional mechanics and backed by a one-year warranty. Their mission: make sustainable mobility accessible to everyone. With a growing US presence, Upway is redefining how people move, how products are reused, and how cities adapt.

Key Takeaways:

E-bikes are an essential piece of the sustainable mobility puzzle.
The US market is still developing—but interest is growing.
Upway is solving for trust by owning inventory and certifying quality.
Safety and infrastructure are still holding many people back.
Most buyers are in the 35–50 age range, and increasingly in suburban areas.
Partnerships with local bike shops expand service and support.
Affordability is a key unlock—Upway prices are often ~60% of retail.
Marta’s leadership playbook emphasizes simplicity, speed, and staying close to the user.

Sound Bites:

"Our prices can be up to 60% of retail."
"We guarantee the products that we sell."
"The average age is probably around 35 to 50."

Links & Resources:

Learn more about Upway: upway.co
Explore AmbiSort: Upway US KTLA Feature
Follow Upway on LinkedIn: LinkedIn Page
Connect with Marta Anadón: Marta on LinkedIn
Show Notes: brandonbartneck.com/buildingbetter/martaanadon

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