Joco almost died at launch. Now, it’s a lifeline for e-bike delivery riders — and a profitable business

Joco supports delivery riders with e-bike rentals and facilities, aiming for expansion with garage hubs and charging cabinets.

: Joco, founded by two Jonathan Cohens, evolved from a struggling startup to a profitable e-bike rental service for delivery workers. They provide gig workers with charging facilities and rental services in major U.S. cities, facing early challenges from NYC's DOT which forced strategic pivots. The company aims to expand its e-bike fleet to 10,000 and double its B2B presence by the end of 2025.

In 2024, Jonathan Cohens, founders of Joco, a startup aimed at e-bike rentals for delivery riders, focused on creating dedicated spaces for electric vehicles. The company's New York City parking garage project symbolizes their commitment to providing a community pit stop that includes charging facilities, workshops, and amenities.

Despite initial setbacks, including legal challenges from the New York City Department of Transportation, Joco shifted its focus from consumer rides to enterprise solutions and gig workers. They built partnerships with companies such as Grubhub, expanding locations in New York, Chicago, and Miami, and emphasized customer loyalty through unique service offerings.

With ambitions of significant expansion by the end of 2025, Joco plans to grow its gig worker fleet and increase the number of charging cabinets and docking stations. Founders prioritize financial prudence, expanding through cash flow rather than venture capital, and adapt to emerging urban dynamics like NYC's congestion pricing, which may benefit their business model.

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