Craig Atkinson, originally a music school owner and event business manager, has focused for 13 years on projects that uplift his community members and projects that contribute to nature conservation. He works to change people’s lives through music.

“Music has been proven to build self-confidence and be a conscious way to overcome the stresses of everyday life. My goal has never been to teach drummers how to be the best drummers, but rather to be the best version of themselves and share their talents by developing their unique skills, building their confidence and making them feel better. exposing to the world of live entertainment, ”says Craig. The Electronic drum movement was one of Craig’s main projects. “We have drummers in the group who have had academic and social challenges, and now they are performing in front of thousands of people at shows and festivals.” Through its event company, Packaged productions, he also raised funds for good causes in areas such as wildlife conservation. They have organized concerts for initiatives to save our precious wildlife, raising over R600,000 ($ 38,000) for beneficiaries such as Rhino revolution, Black mamba Anti-poaching, and many more.

His work at JamPacked Productions led to another important project. JamPacked Productions brought “Our last night,” the popular rock band from United States to South Africa. Craig then traveled to the United States for six months, and it was during this visit that Trevor, the leader, introduced him to e-bikes in 2017. Craig, who has a background in motorcycles and bicycles BMX, was so convinced that e-bikes were a game-changer in the last mile delivery space, that he quickly teamed up with Trevor to form Trail cycles. Later that year, they started importing e-bikes, bringing a total of 17 e-bikes to South Africa. At this point, they were importing different models of bikes with a wide range of specs to test them out and see which setup would be best for the steep inclines on the beautiful roads of Cape Town.

In 2018, Craig and his team realized there was a great opportunity in the delivery and fulfillment industry. They then brought in 15 different e-bikes and experimented with others to establish the best bikes for deliveries. Then, in 2020, COVID arrived and event business virtually shut down for most of 2020. The team quickly took to the lessons of their initial riders and then imported their first 100 quality e-bikes. commercial. These bikes were set up to run based on what they learned during the riders. They found six other like-minded and passionate people to join the Pathway Cycles team in Cape Town. Pathway Cycles now has a warehouse in Cape Town. They have several parts suppliers, both locally and around the world, then assemble the bikes in Cape Town.

Giving an overview of the company, Craig Atkinson says:

“Pathway Cycles is the first e-bike delivery solution to market in South Africa, creating a sustainable business model for our stakeholders, delivering a greener and more affordable solution to our customers and providing opportunities for young South Africans. full-time employment. Pathway Cycles quickly became the preferred partner of Advanced Assessments and Afrika Tikkun. In just six months, we have created over 80 full-time jobs for young people in South Africa, and continue to create at least three jobs per week, where young people receive a salary and allowance through our partnership of youth learning and government. elevation program. The survival of this planet depends on a drastic change towards environmentally friendly practices. Not only will the use of e-bikes have a significant impact in our efforts to save our planet, but customers will now also be greeted and greeted by the friendly faces of our Pathway Cycles riders, delivering their food and other items right to their doorstep.

Pathway Cycles has entered into strategic partnerships with Royal Haskoning, working for the Johannesburg Road Agency and collaborating to create a smarter micromobility future for the city of Johannesburg. Pathway Cycles has also partnered with Electric Life Group to provide a complete solution for micromobility in South Africa, such as electric tuk-tuks, electric vehicles, electric scooters, e-cargo vehicles, and more. In addition, Pathway Cycles has entered into an exclusive agreement with the famous Waterfall City – the smartest mixed development city in the world – as a delivery and micromobility partner. The city is striving to go green and eradicate its carbon footprint, as a pioneer in South Africa.

“Youth improvement programs are at the heart of Pathway Cycles’ mission. Pathway Cycles believes in uplifting community. Not only do we provide jobs for our learners, but we also include several educational platforms to enhance their education and prepare them for future businesses. Professional riding lessons and safety training are also part of the program. Pathway Cycles has subcontracted one of South Africa’s leading cycling training institutions (DaisyWay Coaching System) where it is fully qualified UCI instructors who have worked with the best riders around the world train our riders to make sure they are equipped with the best cycling techniques and the best safety practices for the road.

Emphasis is also placed on technical training.

“With a rapidly growing e-bike market in South Africa, we are also offering our learners the opportunity to work in the Pathway Cycles workshop environment, learning the ins and outs of bike assembly. electrical, electronics and working with lithium-ion. This gives our learners a practical head start in the market.

Sales, communications and marketing programs are also included.

“Our creative team offers weekly classes and workshops for learners who want to explore the world of sales and marketing. As micro-entrepreneurs, we offer our learners workshops to develop their sales and marketing skills while earning a commission for any new client they acquire for the company during their service. One of our current learners – Loyiso Buti – tactically acquired the iconic V&A Waterfront as a client in August 2021. ”

Pathway Cycles Electric Bike Specifications

Craig says the Pathway Cycles electric bike was adapted to local conditions after extensive research. “With over three years of extensive research and intensive testing with different models of electric bikes tested on South African soil, our team of professionals have created a one-of-a-kind electric bike, tailor-made for the bike market. South African delivery. , because not just any electric bike will fit the South African commercial market. “

Factors like steep terrain, which is a challenge for many e-bike companies to overcome, were all taken into account, as shown below:

• 52NM High Torque Motor – This is the perfect amount of force for those tough hills.
• 1970 WH Total Current – Our easily interchangeable dual battery combination allows our riders to comfortably cover approximately 90-150 km on a single charge.

Pathway Cycles has also developed the ViziCube ™ for restaurants and other businesses. Restaurants, for example, can now have their food delivered to their customers while simultaneously showcasing their brand for maximum outdoor exposure, at an affordable price.

“Our trademark ViziCube ™ has the technology to automatically switch to the restaurant ad choice as soon as cyclists park within 10 to 15 meters of the restaurant to pick up the order. The Covid-19 has put enormous pressure on small and medium-sized businesses. The ViziCube ™ is a budget-conscious DOOH marketing tool that aims to help these businesses thrive again, providing them with a geographically and temporally targeted platform to attract new customers and business opportunities in these difficult times. Pathway Cycles is currently seeking investment in our Series A phase. In just six months of operation, Pathway Cycles has grown over 354% with an average growth of 34% month to month. other. With our exclusive offers and current customers in place, we are on track to achieve an annual profit of over $ 4.5 million by 2024. “

South Africa has a very high unemployment rate. Statistics South Africa data shows that at the beginning of June, the official unemployment rate among 18-34 year olds was 46.3% in the first quarter of 2021. It’s really great to see startups like these focusing on empowering young people.

Images courtesy of Pathway Cycles

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