Some career changes are gradual transitions. Others are complete reinventions. For Mike Willis of Electrify Nelson, the leap from Royal New Zealand Air Force aircraft technician to e-bike specialist represents a perfect blend of technical precision and cycling passion. After recognising the game-changing potential of e-bikes during a Te Anau hire experience, Mike and his wife Tania opened their first electric bike shop in Dunedin in 2017, recently expanding north to take over the Nelson branch of electrify.nz in October 2024.
Located at 76 Vanguard Street in Nelson South, Electrify NZ Nelson brings serious e-bike expertise to one of New Zealand's premier cycling regions. Mike's technical background from aviation maintenance translates perfectly to the precision required for modern electric bike systems, while his enthusiasm for cycling ensures every customer finds their perfect electric adventure companion.
Tell us about your journey from the Air Force to running an e-bike shop.
"First opened in Dunedin in 2017, having had a long career in the RNZAF as an aircraft technician, looking for what to do next. Liked the idea of being my own boss, and had been a keen cyclist for many years. E-bikes were just coming onto the scene, so we went and hired some in Te Anau and could see that they would be game changers. The opportunity came up to take over the Nelson branch of electrify.nz, so we made the move north in October 2024."
What's your speciality at Electrify Nelson?
"We are e-bike specialists, from weekend warriors to daily commuters, Rail trailers to e-MTB. We also now have acoustic bikes in our lineup, so we can cater to almost anyone. (no BMX)"
How did you start working with Cube bikes?
"We have been selling Cube since Jul 2023, A Cube Kathmandu, from our Dunedin shop. They fitted nicely with our other European brands that we sell, and most importantly, are e-powered by Bosch. They are very competitively priced, with great components for your money."
Which Cube E-Bike models are proving most popular with your customers?
"The Kathmandu, Stereo Hybrid 120 and Stereo Hybrid 140. The Kathmandu is a good all-rounder for commuting and carrying loads. The Stereo 120 and 140 are both comfortable trail bikes and are popular with people wanting to explore the vast array of cycle trails we have in this country."
What's your favourite local ride to recommend to Cube owners?
"Nelson is spoilt for choice, from the great taste trail to some of NZ's best MTB tracks. Close to the shop is the Coppermine Trail, which will take you about 3 hours to circumnavigate. We have a good urban cycleway network, so you can navigate your way out to Richmond or Mapua without having to share the road."
Any exciting events coming up that Cube riders should know about?
"Yes, Spring is nearly here, and the events are just starting to ramp up. We have a new event, 'Torque and Trails', an eMTB specific series where we will be riding up the trails in timed stages. There's going to be a handicap system to allow for rider weight and Motor torque. Sounds fun... The National Secondary Schools Champs is being hosted by the Nelson MTB club at the end of September. Great opportunity to get out and support the kids and watch some great racing."
What services make Electrify Nelson different?
"We offer 24 Hr test rides to make sure you are happy with your choice. We are a one-stop shop for e-bike servicing and repairs. We are easy and approachable, there's no silly question, we won't judge if you have put your wheel on back to front."
What after-sales support do you provide?
"We offer a free six-week/200km service and can do free delivery of bikes if required."
How do you support the local cycling community?
"I have been out helping the local Club with track maintenance and volunteering for the local race days."
Where's your go-to post-ride stop?
"Coupland's Bakery is reasonably priced and has lots to choose from, then come back to the shop for a coffee!"
Essential accessory recommendation?
"A decent floor pump."
Your best advice for first-time e-bike buyers?
"Make sure you do a test ride - we offer 24 Hr Test rides so you can see if it is really the ebike for you."
How do you see e-mobility's future in the Nelson region?
"I'm sure that as the general public becomes more aware of sustainable transport, it will only grow. The Nelson / Tasman region has already been hit with 100-year events a couple of times within the last 5 years. The more people we can get out of their cars and onto bikes, the better."
Ready to experience Cube quality in Nelson?
Mike's philosophy is simple: "Make sure you do a test ride, so you can see if it is really the bike for you." This isn't just good advice - it's a guarantee that you'll find the perfect Cube e-bike for your Nelson adventures.
Whether you're planning Great Taste Trail touring on a Kathmandu or tackling technical terrain on a Stereo Hybrid, Mike's aviation-grade attention to detail ensures your Cube will be perfectly set up for Nelson's incredible cycling playground.
