There are plenty of bike shops that sell eBikes. There are far fewer that actually specialise in them. Electrify.NZ North Shore, also known as Shore Motion, is one of the latter. Based in central Albany, Auckland, they have spent five years building a reputation around one thing: helping people find the right electric bike and keeping it running well.
Owner James Speed brings more than a decade of bicycle and eBike industry experience to the role, along with a deep technical understanding of how these machines actually work. That combination of hands-on knowledge and genuine passion for getting people onto the right bike has made the shop the first choice for eBike clubs and recreational riders across the Shore.
The shop sits right alongside the Northern Cycle Network, with a segregated cycle path just metres from the door. We sat down with James to talk Cube Bikes, the North Shore riding scene, and what it means to service an eBike down to the microelectronics level.
Tell us about Electrify.NZ North Shore and what inspired you to start the shop.
"I've been in the bike industry for 10-plus years, and figured that I might as well have a go at running my own shop, doing what I do best. Helping people onto their dream bike, and keeping them going. We've become well known for caring a lot about our customers' experiences, and delivering the highest quality service."
What is your speciality in the North Shore cycling scene?
"We have always been a speciality eBike store. We are the first choice for our local eBike clubs and riding groups. Most of our customers are recreational, weekend, and XC trail riders who ride socially and for leisure rather than competitively. Cube eBikes are first choice for this category."
How long have you been a CUBE dealer, and what drew you to the brand?
"We partnered with Cube in 2023. Every bike that Cube makes presents so well. They make a great first impression. It's very clear that a lot of time and expertise is spent on designing the bikes to perfection, with no detail overlooked. From a shop's point of view, that stuff is important, because we want to work with suppliers and manufacturers who care about their products as much as we care about our customers' experiences."
Which CUBE models sell best, and why do North Shore riders love them?
"We find that the Cube Reaction Hybrid, Kathmandu Hybrid, and Stereo Hybrid models are a great fit for us. The Reactions and Kathmandus offer Kiwis the versatility that they want on and off road, while the Stereos are a great performing trail bike for a variety of skill levels, and they're always up to the job."
Can you share a customer success story involving a Cube bike?
"We had a local customer decide to take on the Te Araroa trail solo, the full length of New Zealand. She'd never done anything like that before, and we were able to get her set up with a Cube Kathmandu Hybrid electric touring bike and all of the accessories. She completed her trip in five weeks and was so happy with her Kathmandu and all of the gear."
What local rides do you recommend to someone on a Cube?
"The North Shore isn't known for its leisure cycling routes, but there are a few beautiful spots around which people often don't know are there. Long Bay Regional Park is a popular option for short rides for people who live in the area. Other than that, many of our customers venture further afield with their bikes to regional areas to ride."
What in-store services set you apart?
"We spend a lot of time helping our customers to understand the features and benefits of their new and existing bikes, making sure that they get the most out of their two wheels. Being mostly an eBike shop, we are great with helping customers to enhance their eBikes, and provide specialist services to diagnose and repair faults down to a microelectronics level."
Do you offer any after-sales perks for customers?
"Like any good shop, we encourage customers to return for their first service at no cost. We are also beginning to offer tech evenings, to help people learn how to do field repairs and their own preventative maintenance. We go above and beyond for our customers."
Does the shop support any sustainability or community initiatives?
"We have a cooperative agreement with a local technician who recycles eBike batteries. It's best that battery parts are used as much as possible. It's no secret that mining the rare earth materials used to make lithium batteries is harmful. We also take part in local council initiatives to promote cycling."
How do you see the future of eBikes and e-mobility in your region?
"As population density around the North Shore increases, it is likely that more locals will turn to bikes."
What is the one accessory you recommend with every eBike purchase?
"The later models of the Bosch displays for eBikes are truly excellent. Not all Cube bikes come with a display, but having the stats, maps, and info in front of you can really enhance your riding experience."
One piece of advice for someone buying their first eBike?
"Locals often feel sure of the type of eBike they want from what they have heard from friends and the eBike community, or from what they have read online. However, many of those same people are unsure about why they are convinced that they need a hub-drive, for example, and are making decisions without an understanding of what might be right for their intended spectrum of use. By the same token, most are keen to learn more about eBikes and the different drive systems, which in turn makes them more confident about which eBikes suit them. It really pays to evaluate the type of rides you aspire to do, and make sure that you choose the right model, which has the right drive unit, battery size, and parts capable of helping you reach your limits."
Electrify.NZ North Shore is located at Northridge Plaza, 100 Don McKinnon Drive, Albany. The shop sits right alongside the Northern Cycle Network, with a segregated cycle path just metres from the door.
