[PRESS RELEASE] Hubway operator becomes 'Motivate'

For Immediate Release
January 14, 2015

With new leadership and financial backing, the global bike share leader is poised to innovate and drive exponential growth.

NEW YORK - Alta Bicycle Share is now Motivate, the global bike share leader bringing unparalleled experience in building and operating large, complex bike share systems. Motivate oversees all of the largest bike share systems in the United States, including Citi Bike in New York, Divvy in Chicago, Capital Bike Share in Washington D.C, Hubway in Boston, and Bay Area Bike Share in the San Francisco Bay Area. The name change is effective immediately.

The renaming comes on the heels of the company’s recent acquisition by a team of investors including the CEOs of Equinox®, a fitness and high performance lifestyle leader; Related Companies, one of the nation’s most prominent real estate firms; and other private investors.

The new ownership group has brought the financial backing and leadership to help the company meet the enormous demand for bike share in the U.S. and beyond. Motivate is led by a team of seasoned urban visionaries and technology innovators, with deep experience using technology to make cities more convenient and accessible. Led by CEO Jay Walder, one of the world’s leading transportation executives, the team brings bold ideas for bike share with the innovative technology, financial and sponsorship solutions to make them a reality. Motivate has a workforce of more than 600 dedicated employees who help to plan, launch, operate, market and provide customer service for its systems.

“Bike share has become an integral part of the 21st century city, and Motivate is the only company with the proven experience and expertise to effectively deliver and operate multiple large bike share systems,” said Jay Walder, Chief Executive Officer of Motivate. “As cities change and grow more rapidly than ever, only bike share is flexible and personalized to keep pace. Now, with the backing of new ownership, Motivate is positioned to deliver even better service to cities and bring bike share to scale.”

In the time since the first major US bike share system was launched four and a half years ago, Motivate has grown forty-fold. In every city Motivate operates, expansion is being pursued or considered by popular demand. And the establishment of regional systems – in places such as Boston, Washington, D.C., the Bay Area, Chicago and now New York – illustrates how growth won’t be contained by political or even geographic borders.

Motivate is a 21st century urban transportation experience, using the latest technology to create a service that is flexible and personalized to the way people live today. Motivate gets you from where you are to where you want to be, unrestricted by schedules or fixed routes or an outdated idea of how your city should move. Motivate is different each day and for every person, connecting the threads of the city, a new journey beginning as another ends.


About Motivate
Motivate is a global leader in bike share.  A full-service bike share operator and technology innovator, Motivate works to re-envision how people experience and move around cities.  Motivate currently manages all of the largest bikeshare systems in the United States and many of the largest systems in the world, including Citi Bike (NYC), Divvy (Chicago), CoGo Bike Share (Columbus, OH), Capital Bike Share (Washington DC, Arlington, VA, Alexandria, VA and Montgomery County, MD), Hubway (Boston, Somerville, Cambridge, and Brookline, MA), Bay Area Bike Share (BABS, San Francisco Bay Area), Bike Chattanooga (TN), Bike Share Toronto and Melbourne Bike Share, Australia. Motivate recently launched Pronto Cycle Share in Seattle, Washington, and was recently selected to launch a new system in Jersey City, New Jersey that will be compatible with Citi Bike.

Press Contact: Dani Simons

Hubway announces new Monthly Membership option

The Hubway, Metro-Boston’s bikeshare system, is proud to announce a new Monthly Membership offering. As with Annual Membership, the Monthly Membership is available at and Monthly Members will receive a key in the mail. This key allows the user to bypass a transaction at the station and to proceed directly to the bicycle. By simply sliding the key into the dock, the bicycle will release and be ready to ride.

Similar to the MBTA’s Charlie Card, the Hubway Monthly Membership will be valid from the first day of the month to the last. Also like the Charlie Card, your membership is only good during a single month. If you activate your key on the 15th, your membership still expires at the end of that month. Renewing is a snap..simply insert your expired key into any dock to release a bicycle and the monthly fee will be automatically charged to the credit card associated with your account.

No visit to the website needed, it’s that easy!

“The Monthly Membership offers the convenience and savings of annual membership but with flexible, monthly terms,” said Hubway general manager, Scott Mullen. “It’s perfect for students or anyone who wants to try Hubway on for size.”

The cost of a Monthly Membership is only $20. Those who decide to upgrade to an Annual Membership after trying Hubway for a month will receive a $20 credit toward the $85 annual cost. Simply log in to your member page and click the ‘Change Plan’ button.

Members of the Press – email ‘’ if you’d like to speak with a Hubway representative or someone from any of the participating municipalities (Boston, Brookline, Cambridge, and Somerville).

[PRESS RELEASE] Nicole Freedman Returns as Director of Boston Bikes

For Immediate Release
January 3, 2013
Released By:
City of Boston Mayor’s Office
For More Information Contact:
Mayor’s Press Office

Mayor Thomas M. Menino today announced Nicole Freedman is returning to the position of director of the Boston Bikes program. A former Olympic cyclist, Freedman previously held the same title from the launch of the program in 2007, through April 2012. Key priorities for Freedman will include bicycle safety and accident reduction, infrastructure improvements – including cycletracks, and expansion of the Hubway program. Freedman’s first day back at City Hall was Wednesday, January 2.

“In 2007, we set out to make Boston a world-class bicycling city, and Nicole was the clear choice for a leader who both shared that vision and had the passion to make it a reality,” Mayor Menino said. “Since her departure, Boston Bikes has continued to thrive and improve access for all cyclists, and we’re thrilled Nicole has joined us again to keep that momentum going.”

When Freedman started in 2007, Boston was perennially ranked one of the worst cycling cities in the country. Under her leadership, the City became a nationally-recognized biking city, receiving a Silver level award from the League of American Bicyclists. Freedman oversaw the launch of the New Balance Hubway bike share system, making Boston one of only a handful of cities in the United States with full-size bike share systems. She also worked to install 50 miles of new bike lane and 850 new bicycle racks, and helped bring the first professional bicycle race to Boston in nearly 20 years. Boston’s Community Bike Programs also continued to serve as a model for biking equity, resulting in more than 1,000 bikes donated to low-income residents and providing on-the-bike training to nearly 8,000 youth. The program received multiple awards and was featured in Michelle Obama’s “Let’s Move” newsletter as a best practice.

After completing much of Phase I of the Boston Bikes program, Freedman departed the City for a short time in April 2012 to explore a new opportunity as Executive Director of Maine Huts and Trails in Kingfield, Maine. Kris Carter served as interim director during Freedman’s hiatus, and will now resume his role as Advisor to the Mayor.

“I’m so excited to be back in Boston, and grateful for the vision of the Mayor, and the work of Kris Carter and the team of people who have continued to lead Boston Bikes on a successful path,” Freedman said. “Over the past five years, the program has made tremendous strides, but there’s always more work to do. We’re looking forward to another successful year of cycling in Boston.”

Mayor Menino Kicks Off Second Season of New Balance Hubway

This Press Release was published by the Mayor’s Office on April 3, 2012.

Mayor Menino today kicked off the second season of the New Balance Hubway program, celebrating the full launch of Hubway’s 61 stations this week and previewing plans for the program’s expansion.  The Hubway system will offer new locations in 2012, adding new locations at the Boston Convention and Exhibition Center, the Seaport Hotel, and Cambridge Street in downtown Boston.  The program also plans to expand to neighboring communities this year.