New Motion Labs is a remarkable story of engineering ingenuity. A story of disruptive technologies and ground-breaking engineering solutions that are designed to counter the world’s most fundamental engineering problems. The company believes there’s nothing they can’t do if they apply their drive, determination and engineering excellence to it. In the process, New Motion Labs is creating revolutionary, precision-engineered solutions that challenge convention and deliver the power to change lives and secure the fortunes of businesses across the globe.
Interview with Steven Senior, CEO of New Motion Labs.
Easy Engineering: Tell us about your company and what types of services do you offer?
Steven Senior: Our flagship product, Enduo™, has seen us re-engineer the ubiquitous drivetrain for the first time in over 100 years. The game-changing Enduo™ drivetrain is transforming performance cycling, e-mobility and industrial applications and markets across the globe in ways that were, until now, unimaginable.
Enduo™ is the award-winning, patented and ultra-revolutionary technology that stands out by offering the world’s fastest and longest-lasting drivetrain. In fact, it can extend the lifespan of any drivetrain setup by a remarkable 3.5 times. This durability isn’t limited to just cycling; it has applications in micro-mobility and the industrial sector as well. Currently, our focus is on the micro-mobility sector in Europe, given its substantial growth potential, with a projected compound annual growth rate of 27.2% up to 2028. This growth is driven by the need for sustainable transportation solutions, such as cargo bikes and e-bikes, to address the challenges of last-mile logistics. Our durability technology makes these solutions more cost-effective and practical for working fleets.
E.E: What are newest products in your range?
S.S: We initially started with Enduo™ Cargo product, designed specifically for cargo bikes. Our latest offering, Enduo™ Ride, addresses the growing market of e-bikes, which are now prevalent in cities and countries worldwide. For instance, there’s a fleet in Germany boasting over 300,000 bikes, and production companies, like OEMs in India, are manufacturing over 20,000 e-bikes daily. E-bikes are becoming a significant player in the market, surpassing cargo bikes in sheer volume.
In addition to our own product line-up, we’re implementing a licensing model, allowing others to produce our technology under license. This approach enhances scalability as we expand into various geographical sectors, potentially reaching up to 5,000 applications across industrial markets.
E.E: Which are the most innovative / trending products and what special features do they have?
S.S: Our most innovative and trending product is the Enduo™ Cargo.
Enduo™ Cargo’s worldwide patented technology enables conventional chains to transfer power on both sides of the tooth, reducing movement and wear.
Combined with industrial chain technology, Enduo™ Cargo triples drive lifetime, copes with higher loads without failure and reduces maintenance.
The set includes the pioneering Enduo™ Cargo chainring, sprocket, and industrial strength chain that’s designed for plug-and-play in place of a conventional drivetrain. All components are precision engineered to the tightest of tolerances for the smoothest of riding experiences. Enduo’s industrial strength and wider chain offers incredible performance and durability and requires minimal maintenance. Every component in the Enduo™ Cargo set incorporates an extra hard coating for durability and extreme weather resistance and has been tested in all weather conditions for optimal use every day.
E.E: How important are these features for the users in their work?
S.S: The features offered by Enduo™ are of paramount importance to users across various sectors, including performance cycling, e-bikes, cargo bikes, and industrial applications. This ground-breaking technology provides individuals and businesses with an unprecedented competitive advantage.
Enduo™ represents a revolutionary advancement in mechanical chain and sprocket power transfer, a breakthrough not seen in over a century. Our performance-engineered drivetrain technology brings forth unmatched benefits, including exceptional durability, increased speed, enhanced reliability, improved efficiency, and an extended lifetime.
With over five billion chain drives in operation across 5,000 different applications, Enduo™ stands as a disruptive force capable of transforming them all. It has the potential to redefine the way these sectors operate, offering users a new standard of excellence and performance that can make a significant impact on their work and overall success.
E.E: How do your new products / services differ from others on the market?
S.S: Our products are entirely unique in their approach. While they serve the same purpose as traditional drivetrains, they feature a distinctive tooth profile that significantly extends the lifespan of the entire drivetrain. Essentially, it’s the same product but with a much higher value proposition for our clients. Some alternatives for durability, like rubber belts, exist due to their extended lifespan compared to traditional metal drivetrains. However, our solution is sustainable, competitively priced, more mechanically reliable, and easier to implement. We believe it provides a superior alternative to rubber belts.
E.E: Tell us about research and development in your company.
S.S: We maintain an ongoing research and development program, which we plan to continue over the next two to three years. This program is dedicated to comprehensively understanding the implications of integrating our products into the industrial sector.
E.E: What impact has product innovation on your customers?
S.S: Our product innovation directly influences the total cost of ownership for our customers. Beyond the economic benefits, it plays a crucial role in industries relying heavily on drivetrains and conveyors, such as mining or farming machinery. Reducing service intervals can save significant sums of money by minimizing downtime in production. Moreover, our solution not only lowers costs but also reduces carbon emissions by minimizing the need for service engineers to travel and maintain equipment. The benefits extend far beyond financial savings.
E.E: What new products / solutions are you going to launch in the future?
S.S: Our focus remains on introducing new products to the industrial sector. With approximately 5 billion drivetrains in operation across 5,000 applications worldwide, there’s a vast opportunity for us to make an impact. Through our licensing model, we aim to collaborate with manufacturers already entrenched in these markets, facilitating broader adoption of our technology.
E.E: What industries do you think will grow in 2024?
S.S: The E-mobility sector, particularly cargo bikes and e-bikes, is poised for remarkable growth, with a projected compound annual growth rate of 27.2% up to 2028. Every city globally is increasingly investing in last-mile logistics solutions due to the impending shift toward electric transportation within city limits. Notably, 70% of the world’s significant investments in the mobility sector originate from automotive companies. We are strategically positioned to ride this wave of cargo integration in cities worldwide.
