You worked hard to climb the career ladder and land your dream job, but now that you’re there, your expectation doesn’t match reality. Or perhaps you got there and just changed your mind because now you have a different perspective or priorities. Either way, it’s time to make a change, to shift your focus, and lead with curiosity. But where do you even begin? In this series The Pivot Pioneers, we tap people we admire who felt the fear of change but took the leap and did it anyway, and came out on top. Are you ready? Let’s go.
“If you know in your heart you are ready for a change, then the biggest thing to fear is not making the pivot— life is short.”
—Jennifer Cohen Bogan, Founder and CEO, Bluejay Bikes
Everyone remembers that moment of pure bliss when they rode a bike for the first time—the winds through your hair and that fresh feeling of freedom as you roll down the streets without a care in the world. Well, Jennifer Cohen Bogan wants all of us to reconnect with that sentiment and she’s reinvented the wheel to do it, literally.
When the former fashion exec first took a spin on an e-bike, she knew this was her calling. So, she took the leap and founded Bluejay Bikes, an e-bike that looks like a classic bike. And the timing was right too. The micro-mobility market has exploded in recent years with the industry expected to reach $200 to $300 billion in the United States by 2030. And it makes sense. Most of us spend hours in a car stuck in traffic (especially if you live in a city), or on a bus or train, so the idea of being on an e-bike that goes 20 miles an hour and can carry up to 20 lbs in the front cargo basket is very appealing.
Read on to hear Bogan’s inspiring pivot, how she trusted her gut to pursue her dreams, and why you should too.
C&C: Tell us briefly about your first career path in fashion? Your title, what you did, and what skills you took with you?
Jen Cohen Bogan: “I started my career in fashion as an assistant buyer at Bloomingdales. It couldn’t have been a better place to learn the business from every angle, and I was fortunate to be under the mentorship of a legendary leadership team. Operating for over 100 years, this company had withstood the test of time. It had a great culture and felt like a family. As I ventured into more fast-paced roles at start-ups like Gilt Groupe and Kendo, it was always helpful to have Bloomie’s as a foundation.”
How did you make the transition from your career in fashion and beauty to becoming an entrepreneur and launching your own e-bike business? What sparked your desire to switch careers?
“At the time, I didn't know I was switching careers. I thought I was just taking a break. I was leading a large marketing and digital team for six insanely fast-growing beauty brands and traveling around the world. Dream job, right? I did love much of it, especially my team. However, when I first had the dream, I didn’t account for two small children (two and four years old) that I would be missing on every trip, and how quickly the time went by. So I stepped away to spend time with my family and reassess.”
Tell us about your business Bluejay Bikes? What were some of the other motivating factors behind creating an e-bike company? What's involved in starting a business? Was it easier/harder than you thought/and why?
“It all started when I rode an e-bike for the first time. It’s hard not to imagine the possibilities when you are on a ‘limitless;’ bike. Everyone has the same smile the first time they experience it. It’s magical. You are flying! Why was no one I knew talking about this? How do I get the word out?
“I had a vision and I felt compelled to do it. I saw the disconnect. To convince my friends, I would need an e-bike that was powerful, yet inviting with a timeless style. It didn’t exist. I went to Europe and still couldn’t find it. Most e-bikes brands were trying to look futuristic but ended up feeling clunky. Why reinvent the wheel when the beauty of the classic bicycle has withstood the test of time?
“Now, with this amazing tech upgrade, it’s a go-anywhere, do-anything vehicle. It can help people reduce their carbon footprint, move around their cities more freely and most importantly, have fun daily. For those reasons, I felt bringing my e-bike vision to market was worthy of pouring my heart and soul into. That’s so important because, as any entrepreneur can tell you, it’s harder than you can ever imagine. When it is your vision, your passion, it’s ultimately on you to make it happen. There are times you have to dig deep.”
Your business is brand new to the market and already disrupting the space but I imagine designing an e-bike and manufacturing it isn’t cheap—but you decided to self-fund Bluejay Electric Bicycles. Why did you go that route? And what have been some of your biggest challenges financially? Would you ever consider raising money?
“I wanted to bring my vision to market quickly and without compromise. There was a lot of research to do and I didn’t want to spend time fundraising. I decided to focus on building a prototype first and using my friends as test riders to give me feedback. I hired experts to help me get in with the best manufacturing partners. Ultimately, it’s a lean startup test-and-learn approach. The Bluejay Premiere Edition is a culmination of all of that input.
“At this phase, I don’t look at having a more limited budget as a challenge. It has forced me to focus, and find people who are really aligned with our brand values, which is critical for success. We are dedicated to creating the best experience possible for our Bluejay customers. If we have happy customers, we will grow. Right now we are proving out the model. We may be open to adding fuel to the fire with funding in the future—it would have to be the right time and opportunity.”
What’s the biggest challenge you’ve faced during your business and how did you turn it into an opportunity?
“I tried to hire someone to design the bike because I was an industry outsider, but in the end, I had to do it myself. That was tough, but now I am grateful. I have a hunch we will face even bigger challenges in the future. And when we do, I can tell myself and the team, ‘if you could design this bike, you can tackle this challenge.’”
How did you move past the fear of change to pursue your passion? What do you recommend to others who want to make the pivot but aren’t sure how?
“If you know in your heart you are ready for a change, then the biggest thing to fear is not making the pivot. Life is short. I just turned 40 this year and it comes sooner than you think. The worst thing is wasting time, spending your precious days on auto-pilot and not doing something you care about or being with people you care about. Make the change because there is too much at stake if you don’t—your life.”
“Make the change because there is too much at stake if you don’t—your life.”
——Jennifer Cohen Bogen, Founder and CEO, Bluejay Bikes
What do you love most about running your own business and why?
“What I love most is that I get to spend my time on the things I think matter. I love building something that didn’t exist before. I am excited to grow my team and work with talented and passionate individuals who want to make an impact. We are just at the beginning of this incredibly exciting journey.”
With success comes opportunity but that also means you have your hands full—What keeps you inspired and motivated to keep going even on your most challenging days?
“Hands down our customer reviews, or customers texting me, emailing, messaging on social, stopping me in the street telling me how Bluejay has changed their lives. They are biking with their families, rediscovering their neighborhoods and most of all, having fun. It’s so much work to start a business. It’s physically, intellectually and emotionally challenging. I do have those moments where I say, 'Are you crazy? Why are you putting yourself through this?’ When I hear those customers’ stories, it’s totally worth it.”
Have you risked everything to pivot your career and do what you love? Share your story with us below!
