How Joco Pivoted from Near-Failure to Profitable E-Bike Lifeline for Delivery Riders

From Empty Parking Garage to E-Bike Hub

In September 2024, two visionaries named Jonathan Cohen stood in a cavernous 15,000-square-foot parking garage near Hudson Yards, New York. This space would soon transform into a revolutionary hub for electric vehicles serving delivery workers across the city.

“We’re creating a dedicated space for electric two-wheelers, three-wheelers, and charging infrastructure,” explained Jonathan Cohen (NY), Joco’s Chief Growth Officer. The London-based Jonathan Cohen, Joco’s CEO, described their vision for a multifunctional space including:

• Mechanic workshops
• Battery charging cabinets
• Docking stations
• Rider concierge services
• Rest areas with bathrooms

“Think of it as a gas station for delivery riders,” added Cohen (NY), “a place to recharge both bikes and themselves.”

The Rocky Road to Success

Joco’s journey began in 2021 as a Citi Bike compe*****, but the NYC Department of Transportation swiftly shut down their initial model. This regulatory hurdle forced a crucial pivot:

1. Original Plan: Consumer e-bike sharing
2. Pivot: Focus on last-mile delivery solutions
3. Current Model: Serving both gig workers and enterprise clients

Building a Delivery Ecosystem

Today, Joco operates:

• For Gig Workers: Affordable daily/weekly e-bike rentals
• For Enterprises: Fleet management solutions for companies like Grubhub and Fresh Direct
• Safety Focus: FDNY-approved battery charging cabinets to prevent fires

“The DOT’s pushback was a blessing in disguise,” reflects Cohen (London). “It forced us to focus intensely on customer needs.”

Customer Obsession Drives Growth

Joco’s success stems from exceptional customer service:

• ²⁴⁄₇ Support: Including emergency bike retrievals
• Concierge Services: Rest areas with phone charging and supplies
• Community Building: Fostering rider connections

“We make unusual efforts that create fierce loyalty,” says Cohen (London). This approach has driven:

• 100% daily bike utilization
• Double-digit monthly growth
• Zero marketing spend

Sustainable Expansion Plans

With profitability achieved on just $7.5 million funding, Joco plans:

• Fleet Growth: From 3,000 to 10,000 bikes by 2025
• Geographic Expansion: More stations in Brooklyn and Queens
• Product Innovation: More four-wheeler cargo bikes
• Safety Infrastructure: 1,000 battery cabinets in buildings

As NYC implements congestion pricing, Joco stands ready to provide affordable, eco-friendly delivery solutions. Their story proves that regulatory challenges can spark innovation, and customer focus builds lasting success.

📚 Featured Products & Recommendations

Discover our carefully selected products that complement this article’s topics:

🛍️ Featured Product 1: AIR JORDAN 1 RETRO “MIDNIGHT NAVY” PS

Image: Premium product showcase

Advanced air jordan 1 retro “midnight navy” ps engineered for excellence with proven reliability and outstanding results.

Key Features:

• Industry-leading performance metrics
• Versatile application capabilities
• Robust build quality and materials
• Satisfaction guarantee and warranty

🔗 View Product Details & Purchase

💡 Need Help Choosing? Contact our expert team for personalized product recommendations!