Privacy Policy

This Privacy Policy details the privacy practices of BIKE GENERATION., 15130 Concord and its directly and indirectly held subsidiaries (“BIKE GENERATION”, “we”, “us”, or “our”). Please read below and learn how BIKE GENERATION collects, uses and shares your information through a variety of digital means, including any of our mobile applications, websites or other BIKE GENERATION products or services (collectively, “Services”) that link to or refer to this Privacy Policy, and your choices and rights regarding that information. Other BIKE GENERATION Services may have different privacy policies. If you have questions about this Privacy Policy you can contact us.


  • Information you provide to us when you use our Services, including your contact information, your login and password used to access the Services, activity and performance information, information about measurements taken at a retailer so we can recommend the best product for you, and credit card information.
  • Information about the computers and devices you use to access our Services, including their location.
  • Information about your use of our Services, including your purchases, frequency of rides on the bicycle, starting location and ending location of your rides, and information about your bicycle. We use cookies, beacons and other tracking technologies to collect this information.
  • With your prior consent, we may also collect or allow authorized service providers to collect information about your precise mobile device location.


How Do We Use Your Personal Information?Why Your Information is Used?
To process your orders and fulfil your service requests.To make product recommendations based on your measurements.To provide our products and the Services to you.To deliver your purchases.To allow us to satisfy our contractual obligation to you.
To send you emails, newsletters and other marketing communications.To tell you about offers we think you will value.When you have given us your consent for these uses.
To protect the security of our Services.To enforce our terms and conditions.To conduct market research and audience analysis, which allows us to understand who our customers are and the products/services they would like us to provide.To customize the content and advertising you see on our Services and to recognize you as a previous visitor.We have legitimate business interests in engaging in these activities and it may not be feasible to obtain your consent. We protect your rights by notifying you of this use, notifying you of your rights, and limiting amount of information we use to only what is needed to fulfill these purposes.


  • Other BIKE GENERATION businesses: We share information with our affiliates where acceptable under applicable law.
  • Third Party Service Providers: We instruct other companies and individuals to perform services on our behalf. Examples include processing payments, sending e-mail, analyzing data, providing marketing assistance and responding to customer service requests.
  • Business Transfers: If we are acquired or merge with another company, we will share your Personal Information with that company.


We keep your information for as long as you have an account with us or are otherwise an active customer of BIKE GENERATION. Once you delete your account or no longer use our products and Services, we will only keep your information as needed to fulfil our legal obligations or if it is in our legitimate interests to do so.


We collect information you voluntarily provide, as well as information that your computer, mobile phone, tablet, console or other device (collectively, Device”) or browser provides automatically. We use cookies to make the Services perform better for you and for advertising purposes. You can opt out of the use of cookies, but if you do, some features of the Services will not work correctly.

Information You Provide To Us: We, or our service providers (acting on our behalf), collect “Personal Information” (which is information that, on its own or when combined with other information, can be used to identify you) that you provide to us, such as your first and last name, gender, image, email address, telephone number(s), postal address, post code, billing address, age, birth date, profile, location information, activity and performance information, avatar, weight, height, e-bike-specific information, emergency contact details, and when necessary, credit card information.

We collect information from you when you:

  • Place an order from our Services;
  • Return an item or make an exchange;
  • Inquire about our Services;
  • Create an account via our Services;
  • Sign up for email updates or to receive our newsletter and/or advertisements;
  • Register and use your bicycle;
  • Enter a contest or sweepstakes;
  • Use a Service that requests information regarding your location;
  • Are referred to us through a marketing promotion; or
  • Participate in a marketing survey, promotion or event.

Information Collected Automatically: Whenever you visit or interact with the Services, we, as well as our third-party service providers, use a variety of technologies that automatically or passively collect information about how you access and use the Services (“Usage Information”). Usage Information includes:

  • Your IP address or other unique identifier for your Device.
  • Device type.
  • Your location.
  • The type of browser software and operating system you are using.
  • The web page(s) you have accessed, and the time you accessed them.

We also automatically collect certain other information, including:

  • information about your purchases and purchase history;
  • frequency of rides on your bicycle;
  • starting location and ending location of your rides;
  • power consumption during your rides;
  • error occurrences with respect to the battery of the bicycle;
  • motor and bicycle serial numbers and the hardware version you are using;
  • rider behavior (using analytics), rider preferences, ride history, rider performance statistics (e.g., length of rides, distance covered;
  • elevation gain & loss, rider power, cadence, speed, average speed and elevation gain uphill);
  • data from chat features; and
  • billing history, log data and error reporting.

Cookies: We, and/or our third party service providers, place “cookies” (data files placed on a Device when it is used to visit our website), on your Device to collect Usage Information, for security purposes, and to enable you to use the Services, as well as for market research related purposes.

Google Analytics: We use a tool called “Google Analytics” to collect information about your internet use. For example, how often you visit our site, the pages you visit, and what other Sites you may have visited prior to coming to our site. We use Google Analytics to gain insights into how our services are used and to help us improve our products and services. Although Google Analytics plants a permanent cookie on your web browser to identify you as a unique user the next time you visit this site, the cookie cannot be used by anyone but Google. To opt-out of Google Analytics, please use Google’s opt-out tool:

Do Not Track: Currently the Service is not designed to respond to “Do Not Track” signals sent from your browser.


We use the information we collect about you to provide you with products and services, to improve your experience, and to enforce our rights.

We use the Personal Information we collect about and from you:

  • To perform our responsibilities under a contract we have with you. For example:
    • If you purchase goods using the Services, we will need to use your Personal Information to process your order and to enable delivery;
    • If you ask us to recommend products based on your metrics, we will need to use your Personal Information to match you with products we think would work best for you; and
    • We will need to use your Personal Information to perform our obligations under our app or website terms of use.
  • When we have a legitimate interest to do so. For example:
    • To prevent fraud and protect the security of our Services;
    • To enforce our Terms of Use;
    • To communicate updates and improvements;
    • To carry out market research;
    • To develop and optimize our products and services;
    • To let you know when your bike needs servicing;
    • To understand how a specific e-bike is performing, e.g., if errors are logged, BIKE GENERATION will identify the specific e-bike and send fixes and software updates to that particular e-bike to resolve the error;
    • To help us provide and operate the Service; and
    • To comply with our legal obligations.

If you have purchased products and services from us, we may also send you marketing communications about similar products and services.

  • With your consent. For example:
    • We send certain marketing communications to you only if you consent to receive them.
    • We do not share your Personal Information with third parties for their direct marketing purposes without your consent.
    • If you consent, we use your health information to provide you with statistics and visualizations representing key data points like heart rate.
    • We will store your Personal Information if you consent to serve as emergency contact for a friend or family member who owns one of our smart helmets.
    • With your consent, we use your information to personalize your BIKE GENERATION experience, including: to tailor content, advertisements, and offers we serve you.


We share your information with our affiliates and service providers. We will also share your information if we reorganize our business. We will share Personal Information as necessary to enforce our legal rights or meet our legal obligations.

We share your Personal Information with third parties in the following circumstances:

  • Affiliates: Other BIKE GENERATION businesses (our “Affiliates”) jointly use the Personal Information for the purposes described in this Privacy Policy, where this is acceptable under applicable law.
  • Third Party Service Providers: We use third parties to help us provide the Services to you. Third parties we use for payment processing, email, marketing, customer service and other services will access your Personal Information to help us provide these services to you. We will provide your Personal Information to these third-party service providers when the information is necessary for them to perform their duties. For example we will share bank details and credit card information with payment providers that process rider payments (where applicable).
  • Business Transfers: We will share your Personal Information if we are acquired by or enter into a merger with another company, or otherwise reorganize our business.
  • With Third Parties, Where Necessary for Legal Reasons: We will transfer and disclose your Personal Information to third parties where we need to do so in order to conform to the requirements of the law or comply with legal process served upon us, to make sure you are complying with our Terms of Use or other applicable policies, to investigate possible fraud, or to help investigate or fix any security or technical issues relating to the Services.