RECCO and adidas INFINITE TRAILS Partnership Highlight Integration of Safety, Preparedness into Running Culture

STOCKHOLM, Sweden — September 17, 2026RECCO, a global search and rescue technology, is celebrating a successful debut of a meaningful partnership with adidas INFINITE TRAILS, the international trail running festival held in Austria’s Gastein Valley. This year’s event brought together 1,600 runners from 59 nations, with RECCO reflectors as required safety gear for the event’s team competition and longer individual distances (30K, 45K and 60K).

The partnership will continue at next year’s event. Registration for adidas INFINITE TRAILS 2027 opened shortly after the race and sold out in just three hours and 25 minutes — a sign of the momentum behind both the race and the culture growing around it.

The atmosphere throughout this year’s race week was incredibly positive, and the mountain safety message was embraced organically by the running community.

Much of that adoption at this event is credited to adidas INFINITE TRAILS Director Mike Hamel, who is an advocate for the integration of safety components, and who introduced RECCO reflectors as part of the event’s core safety requirements this year.

“Preparation is an essential part of trail running, and adidas INFINITE TRAILS shows that adventure and safety go hand in hand,” Hamel said. “A tool like a RECCO reflector  that helps make runners searchable in the event of an emergency, helps support both those who might need assistance as well as the rescuers looking for them.”

Fredrik Steinwall, CEO of RECCO, said partnerships like this one help continue to grow awareness of what RECCO technology is, and the role it can play — along with other tools — in increasing safety in remote and rugged places.

“Mountain safety is a shared responsibility,” Steinwall said. “Tools that help make people more searchable can make a meaningful difference. By building knowledge, raising awareness and giving runners the right tools, we can help create a safer environment for everyone — in training and in competition. We’re proud to continue working with a partner who shares that (same) commitment to mountain safety.”

The RECCO rescue network continues to expand globally, with the system now used by search-and-rescue organizations in more than 900 locations across 32 countries. The RECCO SAR Helicopter Detector can search up to a square kilometer in six minutes under optimal conditions, helping rescue teams respond quicker across large and remote mountain terrain.

For more information on the global RECCO rescue network, please visit recco.com.

###

Photo Link:  https://reccoab.sharepoint.com/:f:/s/RECCOExternalSharing/IgBo8_HUYj5lTZzzGLiZigrZAdgTffTTn7xt05GvNsTnRCo?e=KeDi4p

About RECCO

RECCO® advanced rescue technology makes outdoor enthusiasts searchable to rescuers in case of an avalanche accident or when lost in the outdoors. The technology builds on a two-part radar system. Rescuers carry RECCO® detectors that send out search signals which are echoed by RECCO® reflectors, carried by the user. RECCO® detectors are used worldwide at more than 900 ski resorts and mountain rescue organizations in 32 countries. RECCO® reflectors are integrated into select apparel, helmets, protection gear and boots manufactured by more than 150 leading outdoor brands. RECCO AB was founded in 1983 in Sweden and is owned by its founder Magnus Granhed and the publicly traded investment company Traction AB (listed on OMX Nordic Exchange Stockholm). More info at recco.com.

About adidas INFINITE TRAILS

adidas INFINITE TRAILS is an international trail running festival held annually in Austria’s Gastein Valley. More than a race, it is a gathering point for the global trail running community — a place where lasting friendships are formed and genuine emotion connects people from all over the world, regardless of age, background or ability level. This year’s edition welcomed 1,600 runners from 59 nations. Registration for the event’s 2027 edition sold out in just three hours and 25 minutes after opening. More information at infinite-trails.com.

Media Contact

Verde Brand Communications

(970) 235-0268

recco@verdepr.com

Noto Group Adds Senior Partners Kirsty Schofield and Cody Johns to Expand Global Consumer Practice

PORTLAND, OR | LEEDS, UK — September 15, 2026 — Noto Group, an executive search and leadership advisory firm serving consumer brands across North America and Europe, today announced the addition of Kirsty Schofield and Cody Johns as Senior Partners.

The appointments expand Noto Group’s expertise and strengthen the firm’s ability to support clients through growth, transformation, and strategic change. “Cody and Kirsty bring highly complementary experience, deep consumer sector expertise, and a genuine connection to how we work,” said Sara Spirko, Managing Partner of Noto Group. “Both understand that finding the right leader starts with gaining full context including the desired outcomes beneath the hiring need. That perspective, combined with rigorous assessment and close client partnership, is central to how we approach every search.”

Kirsty Schofield Strengthens International Practice

Based in the UK, Schofield brings 15 years of executive search experience and will help grow Noto Group’s fashion, lifestyle, beauty, and wellness practices. She joins Senior Partner John Copeland in expanding the firm’s international reach, leveraging her network across Europe, Asia, and North America.”

A founding member and shareholder of PartnerWise, Schofield built a senior-level search practice serving leading consumer brands across functions and markets. She advises boards, CEOs, and executive teams on critical appointments, combining Hogan certification and assessment expertise with a strong understanding of the leadership required to drive growth, transformation, and long-term performance.

“Throughout my career, I’ve been drawn to organizations and leaders building something meaningful,” said Schofield. “Noto Group’s consumer focus, values, and proven Sure Hire process really resonate with me. I’m excited to work with our clients as they make important leadership decisions and shape the future of their brands.”

“I’ve known Kirsty for a while and have tremendous respect for the practice she has built,” said John Copeland, Senior Partner at Noto Group. “I’m thrilled to work alongside her as we extend Noto Group’s reach with top leaders and consumer brands around the world.”

Cody Johns Returns to Her Executive Recruiting Roots

Johns has nearly two decades of experience in executive search, talent strategy, and organizational transformation. She joins Noto Group after more than 14 years at Nike, most recently as Director, Talent Business Partner, advising VP and SVP leaders on succession planning, organizational capability, and leadership hiring across Sales, Direct to Consumer, Design, and Product. She also played a key role in a major realignment that moved more than 2,000 employees into a new operating model in fewer than 90 days.

Previously, Johns served as Nike’s Executive Sourcing Director, helping scale the company’s executive sourcing capabilities, and earlier led executive recruiting across Product Management, Merchandising, and Product Creation.

Johns’ move to Noto Group marks a full-circle moment. Notowitz gave her first opportunity in executive recruiting at Generator Group, the search firm he founded before Noto Group. She later built on that foundation through senior talent roles at Adidas and Nike.

“It’s been rewarding to watch Cody build an exceptional career,” said Notowitz. “She returns with a rare combination of executive recruiting expertise and firsthand experience advising leaders inside a global organization on talent, succession, and organizational transformation.”

“I’ve followed Noto Group’s growth and have always respected its commitment to helping great companies make consequential leadership decisions,” said Johns. “Having seen those decisions from both inside organizations and as a search professional, bringing that perspective to Noto Group feels like a natural next chapter.”

Johns will advise clients on executive search, leadership selection, and talent strategy, with a focus on fitness and sporting goods, fashion, wellness, and beauty sectors.

Expanding Noto Group’s Consumer Leadership Platform

“Kirsty and Cody strengthen our firm in distinct but highly complementary ways,” Notowitz added. “Kirsty brings extensive international search experience and deep relationships across global consumer markets, while Cody brings firsthand experience inside a world-class consumer organization. Together, they broaden our ability to help founders, CEOs, boards, and investors build leadership teams equipped to grow, evolve, and endure.”

About Noto Group

Noto Group is a global executive search and leadership advisory firm that helps consumer brands recruit, select, and prepare exceptional leaders for critical roles, often during periods of growth, transformation, turnaround, or strategic change.

Founded in 2009, the firm specializes in C-suite, VP, and Director-level search across sporting goods, outdoor, apparel, footwear, CPG, food and beverage, fashion, lifestyle, beauty, personal care, travel, and hospitality. With offices across the U.S. and UK, Noto Group combines the high-touch service of a boutique firm with the reach and assessment capabilities of the larger global search firms.

Noto Group is a Certified B Corporation since 2013 and a member of 1% for the Planet.

Visit www.notogroup.com to learn more.

Norrøna Unveils a New Lodge at Andørja, Opening Summer 2027

Oslo, Norway, 15 September, 2026: Norrøna, the 97-year-old Norwegian outdoor brand, has revealed a new lodge on Andørja, Northern Europe’s most mountainous island, opening in June 2027. The Norrøna Lodge at Andørja is built for travelers who want to be close to raw nature and real adventure without giving up comfort, and marks the first step in Norrøna’s vision for a new Arctic Voyage, a growing network of lodges along one of Norway’s most untouched coastlines.

“Norrøna’s lodge at Andørja sits at the edge of one of Norway’s wildest and most remote coastlines, on an island with twenty peaks rising over 1,000 metres straight from the fjords,” says Jørgen Jørgensen, CEO and fourth-generation owner of Norrøna. “Its opening is not only a milestone in our nearly 100-year history, it is also a doorway into an entirely new world for our customers, and the first step in connecting this coastline into a single, unforgettable journey.”

Designed for the Wild

The design of the lodge is led by Norrøna, working in partnership with Dark Arkitekter to bring that vision to life. The lodge’s main building began life as a research centre for basking sharks. Norrøna chose to build around the site, preserving what was already there rather than starting from scratch.

The finished lodge will feature 15 guest cabins welcoming up to 30 guests at a time. Each room is designed around the needs of an adventurer, constructed from solid timber insulated with a wood-fibre material, prefabricated and shipped in before being craned onto timber poles, leaving the lightest footprint possible. It will also include a lounge and bar, restaurant, two wood-fired saunas, and a Norrøna shop.

“At Andørja, we’ve focused on preserving the ground and the vegetation,” says Jørgensen. “Everything we’ve built sits on poles, the boardwalks cover the infrastructure, and there’s no road access anywhere on site. We’re building base camps for guests who come here to ski, hike, bike or climb, whatever their experience level, and the whole lodge is designed to make that as easy as possible.”

The Andørja Experience

Open year-round, The Norrøna Lodge at Andørja offers adventure across every season. Guests are welcomed at the airport and arrive at the lodge by boat (weather permitting). Every stay is fully inclusive, covering guiding, dining, recovery, and end-to-end transport, and can be tailored to the guest.

Activities range from skiing untouched terrain to hiking, mountaineering and trail running beneath the midnight sun, or heading into the Arctic night to chase the northern lights, snow-shoe, or fish, right from the lodge doorstep. For something slower-paced, guests can join local guides to learn about the island’s fishing traditions and communities, photograph the Arctic light, explore wildlife, or unwind at the lodge’s sauna, outdoor hot tubs, and fjord dips.

Andørja’s setting also makes it a natural basecamp: neighbouring islands Rolla, Grytøya and Senja offer similarly remote terrain within reach by boat, and many of Andørja’s own peaks are only accessible from the water. Guests travel to and from activities aboard the lodge’s aluminium tender craft, often finding themselves completely alone in nature.

Back at the lodge, meals draw on the same landscape guests explore by day, built around fresh, local Arctic raw materials such as king crab, sea urchin, and foraged berries and wild herbs.

“We believe the best adventures are shaped around the adventurer,” says Christian Schmidt, Chief Experience Officer at Norrøna. “Andørja gives us an extraordinary canvas to do that, guided by people who live and breathe this region and can show our guests something they won’t find anywhere else. Every guest will leave with their own story and some of the most memorable days they’ll ever spend in nature.”

From Gear to Destination: A Fully Integrated Outdoor Brand

Norrøna has been developing premium outdoor gear since 1929. The new Lodge at Andørja marks the next step in the brand’s evolution, pioneering the future of outdoor adventure through both gear and hosted experiences. It joins Canvas Telemark, the brand’s mountain biking hotel in Southern Norway, and Varg S/Y, its expedition sailing yacht, as part of a growing portfolio of adventure destinations across Norway.

“We’ve always made the gear. Now we’re building the places it takes you, where guests can test that same gear in the very landscapes that inspired it,” says Jørgensen. “The Norrøna Lodge at Andørja joins Canvas and Varg in that vision, and it’s where our Arctic Voyage begins: a growing network of lodges opening some of Norway’s most untouched coastline to travelers in a way it never has before.”

To learn more about The Norrøna Lodge at Andørja and join the interest list for early updates and booking access, visit destinations.norrona.com/en/andorja-lodge/.

ENDS

About Norrøna:

Norrøna, the heritage Norwegian outdoor brand, offers authentic, world-class active adventures across the globe. Uniting Norrøna’s 90+ year tradition of technical craftsmanship with a 40-year legacy of expedition travel, the company provides over 100 expertly guided tours in 50+ countries. Specializing in both private and group adventures, the portfolio spans hiking, high-altitude trekking, ski touring, ski expeditions, mountain biking, and tailor-made adventures.

Notes to Editors:

Press Kit: Available here

Images: Available here

Design & Architecture: For more on the design behind Andørja Lodge, see here

All-Inclusive Package: Every stay includes guiding, dining, recovery and end-to-end transport; drinks are not included. Guiding runs daily in groups of five to seven with a professional guide, with a private guide available on request, and weather permitting, at least one guided trip to a neighbouring island is included per stay. Guests can also borrow kayaks, fishing rods and wetsuits, and rent or test Norrøna’s own skis and gear.

Bookings are available from the end of October, with rates from €990 pp/night.

For more information or to arrange interviews, please contact:

Ellee Lines, Senior Account Director, Roam Generation

ellee@roamgeneration.com |  +61 4 34 264 858

Corinne Baud, Senior PR Account Manager, rygr

corinne.baud@rygr.us

Lems Shoes Takes Its Foot-Shaped Design Into Fall with New Leather, Waterproof, and Vibram® Styles

September 15, 2026—Boulder, CO—Boulder-based footwear brand Lems Shoes unveils its lineup for the 2026 Fall Collection, bringing its signature foot-shaped design to the colder season with new options built for trail, work, travel, and everyday wear. For 15 years, Lems has built lightweight, minimalist shoes around the natural shape of the foot, and this fall’s lineup carries that ethos forward with new colorways, leather uppers, waterproofing, and grippier Vibram® Megagrip outsoles on additional styles.

The 2026 Lems Fall Collection includes:

  • Chelsea Boot Tuff – New Colorways & Vibram® Megagrip Outsoles: The Lems Chelsea Boot Tuff returns in two new colorways — Dark Roast waterproof (MSRP $215) and Stone (MSRP $205). Both are now built with new Vibram® Megagrip outsoles for improved grip and durability. The Chelsea Boot Tuff keeps the wide toe box and zero-drop platform Lems is known for, wrapped in a classic silhouette that transitions easily from the office to the trailhead.
  • Tactical Pro Boots – New Colorways: The Tactical Pro line, built on Lems’ widest last and equipped with a Vibram® Megagrip outsole, returns for fall in two new colorways. The Tactical Pro Mid arrives in Coyote (MSRP $215), delivering the traction, durability, and comfortable fit first responders need on the job. The Tactical Pro Tall arrives in Night Hawk (MSRP $235), featuring a 9-inch silhouette and AR 670-1 compliant construction designed for military and tactical use. Both styles are built with demanding work environments and uniform wear in mind, combining Lems’ foot-shaped fit with the performance and traction needed to stay on the move.
  • Trail Blazer – Leather (Men’s): The best-selling Trail Blazer debuts in leather for the first time in a new Bark colorway available in men’s sizing (MSRP $155). This bestseller keeps the wide toe box, rugged full-rubber outsole, and zero-drop design that have made it a go-to for hikes and everyday wear, now with the added durability, protection, and timeless style of a leather upper.
  • Trail Blazer Mid – Waterproof, New Colorway: The Trail Blazer Mid becomes waterproof this season and debuts in a new Knight Storm colorway (MSRP: $165). Built on the same wide toe box and zero-drop platform as the original Trail Blazer, the Mid adds ankle coverage and waterproof protection for hikes, wet-weather adventures, and everyday wear. The Trail Blazer Mid will be available starting in mid-October, following the rest of the collection.
  • Primal Zen – Leather (Men’s): The minimalist Primal Zen gets a polished upgrade with a leather upper in a new Walnut colorway, available in men’s sizing (MSRP $150). It retains the barefoot-inspired platform and relaxed, foot-shaped silhouette the Primal Zen is known for, while adding the timeless look and durability of leather. An easy choice for everyday wear, travel, and business-casual settings, it brings Lems’ signature comfort to a more refined look.

“We’ve always believed a shoe should be lightweight, flexible, and most importantly, it should work with the natural shape of your foot, not against it,” says Andrew Rademacher, founder of Lems Shoes. “With this Fall collection, we wanted to show how that philosophy can translate across everything from rugged terrain and demanding work environments to travel and everyday life. Adding Vibram® Megagrip, waterproofing, and leather to some of our bestselling styles gives people even more ways to get the fit and freedom they expect from Lems.”

The Lems 2026 Fall Collection will be available starting September 15 at www.lemsshoes.com and select retail partners, with the Primal Zen Leather and the Trail Blazer Mid following in October. For sales inquiries, please contact caileigh@lemsshoes.com.

For more information on Lems Shoes and the latest brand news, visit www.lemsshoes.com or contact Stacy Kline at stacy@darbycommunications.com.

### 

ABOUT LEMS SHOES

Founded in 2011 by Andrew Rademacher, Lems Shoes was born from a simple idea: shoes should be built around the natural shape and movement of the human foot. Frustrated by the lack of anatomically correct footwear on the market, Rademacher took matters into his own hands, literally, by dissecting traditional shoes, studying last construction and pattern making, and designing his own. The result? Minimalist footwear that strips away the unnecessary, delivering full flexibility, comfort, and a foot-shaped design. From its first release, the Primal, to its ever-evolving lineup today, Lems remains committed to creating lightweight, versatile shoes that let your feet move the way nature intended. Learn more about the brand at lemshoes.com.

Pajarito Mountain Unveils Largest Infrastructure Investment in Resort History Ahead of 2026-27 Season

LOS ALAMOS, N.M. (Sept. 15, 2026)Pajarito Mountain Ski Area is heading into the 2026-27 winter season on the back of the biggest infrastructure updates in the resort’s 70-year history. The multimillion-dollar program, Project Pajarito, increases snowmaking capacity with 2700% more water available. The new snowmaking capabilities improve the on-mountain experience for skiers and riders with more dependable coverage and extended operating days. The resort is scheduled to open for the 2026-27 season on December 4.

Also new this year is an updated Alpine Lift, improving reliability on the 1,107-foot chair. Project Pajarito is part of a multi-year, multimillion-dollar investment to expand snowmaking to 75 percent of the mountain and update its infrastructure — all with the goal of improving the on-mountain guest experience while maintaining Pajarito’s community culture and world-class tree and bump skiing.

“This investment is a game changer for Pajarito,” said Jasen Bellomy, General Manager of Pajarito Mountain Ski Area. “With consistent water feeding our snowmaking, skiers can count on a reliable season from day one. And with snowmaking now running from top to bottom on more trails, we’re able to open up the mountain for everyone.”

Pajarito Mountain is located on 750 acres, and offers more than 1,200 vertical feet of skiing and snowboarding across 53 trails and six lifts. The resort was founded in the 1950s by Nobel Prize-winning scientists from the Los Alamos National Laboratory. The mountain was run by volunteers until it was purchased in 2014 by Mountain Capital Partners. The resort is known to have the state’s “best fall line,” resulting in steep, fast terrain and legendary bump runs — though its ski school and family-friendly programming make it a great destination for skiers and riders of all levels.

For more information about the 2026-27 season, visit pajarito.ski and follow @skipajarito on Instagram.

Seasonal media assets available here.

Media contact: Becca Katz I Verde Brand Communications I becca@verdepr.com

About Pajarito Mountain Ski Area

Located in Los Alamos, New Mexico, and 30 minutes northwest of Santa Fe, Pajarito Mountain Ski Area offers 53 trails and 6 lifts, all located on 750 acres on the eastern edge of the Jemez Mountains. Known for its spectacular views of the Rio Grande Valley and the Valles Caldera National Preserve, the ski area was founded and developed in the late 1950s by the Los Alamos Ski Club. The fall line and bump runs are heralded as some of the best in the state, and the mountain offers a ski school, restaurant and an equipment rental facility. During the summer season, Pajarito is the closest resort to the Albuquerque metro area. For more information, visit www.Pajarito.ski.

AllTrails and REI Introduce a Partnership Built on Outdoor Adventure and Trail Stewardship

SAN FRANCISCO — AllTrails and REI Co-op today announced a multi-year partnership designed to help people discover trails, plan adventures, and spend more time outside. By bringing together AllTrails’ and REI’s member communities, the partnership makes it easier to explore the outdoors while fostering a connection with nature and taking care of public lands.

With this partnership, REI Co-op members can now save on AllTrails Plus and Peak memberships. The companies are also expanding the Better Trails Club, a joint community program for guided hikes and trail cleanups. The Better Trails Club brought together more than 500 volunteers last spring, with nine additional events planned across the US this autumn.

“This partnership felt natural to us from the start,” said Carly Smith Costello, Chief Business Officer at AllTrails. “We’re equipping REI members with the app they need to explore the outdoors and connecting them to real insights from the AllTrails community – from trail reviews and photos to current conditions and popular times. This is the start of a long-term partnership to support our communities’ shared love of the outdoors.”

“Helping our members spend more time outside is one of the most meaningful ways REI delivers on the promise of co-op membership, and this new partnership with AllTrails helps us do just that,” said Abigail Jacobs, Chief Marketing Officer at REI Co-op. “Together, we are making co-op membership more valuable by making it easier to discover new places, plan adventures, and explore with confidence. We’re excited to help more people deepen their connection to the outdoors and the commitment to protect it.”

REI is serving as AllTrails’ official outdoor retailer in the U.S. and AllTrails as REI’s official outdoor exploration app partner, and will host in-store activations across the US. REI Co-op members can become AllTrails Plus members for $25/year (regularly $35.99) or AllTrails Peak members for $50/year (regularly $79.99), giving members access to real trail insights from the AllTrails community and tools to help them prepare for the outdoors and navigate the trail. Members can learn more and sign up at alltrails.com/rei. Upcoming Better Trails Club event details are available at rei.com/blog/better-trails-club.

About AllTrails

AllTrails is the app for exploring the outdoors. We help people spend more time outside by connecting them to their next adventure. Home to the world’s largest outdoor community, with members and trails around the globe, you can find AllTrails in the Apple App Store, Google Play Store, and at alltrails.com to learn more.

About REI

REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of 26 million members who expect and love the best quality gear and outstanding customer service. In addition to the co-op’s many stores across the country, outdoor enthusiasts can shop at REI.comREI Outlet or the REI shopping app. Everyone is welcome to shop REI, but members who join the co-op enjoy a range of benefits. REI is a purpose-driven and values-led company dedicated to enabling life outside for all.

Access Fund Celebrates 35 Years of Protecting America’s Climbing with a Community Celebration

BOULDER, Colo — Since 1991, Access Fund has worked to protect climbing access and conserve America’s rock climbing landscapes. On September 26, the organization will celebrate 35 years with a Birthday Celebration in Denver, Colo. The community event features special guest and professional climber Chris Sharma.

Access Fund is bringing the climbing community together to celebrate more than three decades of advocating for access, protecting public lands and crags, building trails, educating climbers and replacing bolts—work made possible by its many members, partners and supporters. On Saturday, Sept. 26, Access Fund is inviting the climbing community to Movement RiNo for climbing, clinics and games from 3-6:30 p.m., followed by an after-party at Improper City from 6:30-10 p.m. The after party will feature food, drinks, live music, giveaways, an Access Fund history exhibit and opportunities to connect with climbing legends, community leaders and professional athletes.

“We are incredibly grateful to our donors, staff, volunteers and supporters—this milestone belongs to all of them,” said Heather Thorne, executive director of Access Fund. “None of this work would be possible without the climbing community’s support, and this celebration is our way of giving back. Come join us in Denver as we celebrate 35 years together.”

Over the past 35 years, Access Fund has become the leading voice for climbers nationwide. Through its efforts, Access Fund has protected nearly 4 million acres of public land, completed over 100 land acquisitions, built thousands of feet of sustainable trail, and educated climbers across the country on responsible recreation ethics. At a grassroots level, the organization has partnered with more than 150 local climbing organizations and granted more than $1.7 million to climbing organizations, public agencies and grassroots advocates working to conserve and protect climbing areas in their own communities.

The Denver celebration is a chance to thank the community that has protected climbing access for 35 years, and to help carry that work into the next 35.

For tickets and event details, visit Eventbrite. To learn more about Access Fund and become a member, visit Accessfund.org.

About Access Fund
Access Fund is the national advocacy organization that leads and inspires the climbing community toward sustainable access and conservation of the climbing environment. Access Fund represents more than 8 million climbers nationwide in its work to protect and conserve the land, fight for sustainable access, and build a community of inspired advocates. Access Fund staff have more than 100 years of public policy and advocacy experience and have permanently protected nearly 4 million acres of public land across the country, establishing climbers as a powerful voice in the fight to protect public lands. For more information, visit accessfund.org.

U.S. Riders cover an estimated 62 million miles on eBikes with a Bosch System

Foothill Ranch, Calif. (September 3, 2026)

Since the first eBikes equipped with the Bosch smart system reached riders in the United States, those riders have covered an estimated 62 million miles, according to anonymized, aggregated usage data from Bosch eBike Systems.

More than 52 million of those miles are measured directly, drawn from riders who have opted into the eBike Flow app through activity tracking and connected-bike odometer readings. Conservatively extrapolated across the full number of eBikes running the Bosch smart system in the U.S., the total comes to roughly 62 million miles.

Laid end to end, 62 million miles is close to 2,500 laps of the Earth at the equator, or about two-thirds of the distance from here to the sun. It is also a little more than 22,000 rides of the Great Divide Mountain Bike Route, the 2,745-mile ribbon of dirt that runs from Banff, Alberta, to the Mexican border. These miles were not covered by a fleet or a field of professionals, (though there are many eBikes with a Bosch system used for deliveries and bike share). They were covered by commuters, parents hauling kids and groceries, mountain bikers, and riders returning to cycling after years away.

“These are real miles, ridden by real people, on ordinary days,” said Jocelyn Vande Velde, NA Marketing Director at Bosch eBike Systems. “Many of them are on the trail: eMTB riders getting in one more climb, one more descent, staying out longer than they expected to. The rest are commutes, errands, and school runs. What the data tells us is that the bike has become both a way deeper into the mountains and a practical answer to trips that used to belong to something else. That is the outcome we have been engineering toward for more than a decade, and it is the reason we take the responsibility of building these systems as seriously as we do.”

That rider mix maps onto a broader shift underway across the U.S. market. A recent PeopleForBikes analysis describes an eBike market moving from recreation toward everyday transportation, and from the enthusiast toward the everyday rider: families, commuters, and errand-runners who never thought of themselves as cyclists. Categories built for hauling, electric cargo bikes among them, are now some of the fastest-growing in the country. The same analysis found the market to be considerably larger than headline retail figures suggest. Once direct-to-consumer and peer-to-peer channels were counted, close to one million e-bikes were bought or sold in the United States in 2024, roughly double the size the conventional numbers had shown. Sales figures capture what riders buy; usage data like the eBike Flow figures captures what they do with the bikes afterward, and both point in the same direction.

The figures cover only eBikes running the Bosch smart system, and only riders who have opted in to sharing data through the eBike Flow app. The first of those bikes did not reach the U.S. market until 2023, which makes the total a picture of roughly three years of riding rather than a full accounting of eBike travel on Bosch systems. Given that previous versions of Bosch eBike systems were introduced in the US market starting in 2014, the cumulative mileage on Bosch-equipped eBikes is massive.

Earlier this year, Bosch offered a free software update via its eBike Flow app, the Performance upgrade 2.0, allowing users to increase the motor’s performance values, with more torque and support, for select drive units of the smart system. This over-the-air update became available starting May 2026 for nine of Bosch’s drive units, aimed at perfecting the natural riding experience by offering the ideal balance of performance, durability, and range. In addition to over-the-air updates with new features and system improvements, the Bosch smart system, through its app, provides a central hub to track activities and ride statistics. The app also offers digital theft protection, smartphone connectivity, customized riding modes, navigation by connecting directly to apps like Strava, komoot, Apple Watch and compatible Garmin devices for route, and health tracking.

Bosch eBike Systems works with more than 100 of the world’s leading bicycle brands, supplying networked drive systems including motors, batteries, displays, and the eBike Flow app. The company’s approach draws on Bosch’s 139-year history in mobility, and on a conviction that the value of an eBike is measured in the trips it makes possible, and the memories along the way, rather than in any single specification.

For more information about Bosch eBike Systems and its range of offerings, please visit https://www.bosch-ebike.com/us/why-ride-bosch.

Source: anonymized, aggregated usage data from opted-in Bosch eBike Systems smart system eBikes in the United States, as of July 2026. Distance comparisons are illustrative and calculated by Verde Brand Communications.

Press photos and infocharts are available on the Bosch Media Service at www.bosch-press.com.

Contact:

Jocelyn Vande Velde
jocelyn.vandevelde@us.bosch.com 

Contact person/s for press inquiries:

Alexa McRoberts

bosch@verdepr.com

About Bosch

Having established a presence in North America in 1906, today the Bosch Group employs around 38,000 associates in more than 100 locations in the North American region (as of Dec. 31, 2025). In 2025, Bosch generated consolidated sales of $18.8 billion in the U.S., Mexico and Canada in 2025. For more information visit www.bosch.us, www.bosch.mx and www.bosch.ca.

The Bosch Group is a leading global supplier of technology and services. It employs roughly 413,000 associates worldwide (as of December 31, 2025). The company generated sales of 91 billion euros in 2025. Its operations are divided into four business sectors: Mobility, Industrial Technology, Consumer Goods, and Energy and Building Technology. With its business activities, the company aims to use technology to help shape universal trends such as automation, digitalization, electrification, and artificial intelligence. In this context, Bosch’s broad diversification across regions and industries strengthens its innovativeness and robustness. Bosch uses its proven expertise in hardware, software, and services to offer customers cross-domain solutions from a single source. It also applies its expertise in connectivity and artificial intelligence in order to develop and manufacture intelligent, user-friendly, and sustainable products. With technology that is “Invented for life,” Bosch wants to help improve quality of life and conserve natural resources. The Bosch Group comprises Robert Bosch GmbH and its roughly 500 subsidiary and regional companies in over 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. Bosch’s innovative strength is key to the company’s further development. Bosch employs some 82,000 associates in research and development.

The company was set up in Stuttgart in 1886 by Robert Bosch (1861-1942) as “Workshop for Precision Mechanics and Electrical Engineering.” The special ownership structure of Robert Bosch GmbH guarantees the entrepreneurial freedom of the Bosch Group, making it possible for the company to plan over the long term and to undertake significant upfront investments in the safeguarding of its future. Ninety-four percent of the share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH, a limited liability company with a charitable purpose. The remaining shares are held by Robert Bosch GmbH and by a company owned by the Bosch family. The majority of voting rights are held by Robert Bosch Industrietreuhand KG.

It is entrusted with the task of safeguarding the company’s long-term existence and in particular its financial independence – in line with the mission handed down in the will of the company’s founder, Robert Bosch.

Additional information is available online at www.bosch-press.com, www.bosch.com.