About Us

Further, faster, easier.
Keep it simple. That’s our mantra.

We’re a couple of kiwis with biking in our blood.

We know and live bikes. 

Our quest is simple: to make biking more accessible, affordable and enjoyable for more people.

We founded Sinch e-bikes to introduce riders of all ages and experience to a new level of reliability, design smarts, unbeatable value, support and choice – with greater performance across a range.

Designing brilliant simplicity is not an easy ask, but we’re not newcomers to the sport; with more than 50 years combined experience developing products that have earned many awards, internationally recognised Red Dot Design along with Purple and Gold Pins at the NZ Best Design Awards. We’ve also worked with the New Zealand cycling team to Olympic and World Championship success.

Now we’re challenging ourselves to help more athletes, commuters, families and adventurers, disrupt old routines, steer clear of the petrol pump, get out there, get fit, do their bit.

Discover the e-bike smile, it's a sinch!

Kim Struthers
Owner

Kim is the son of the founder of Avanti Bikes and has more than 25 years’ experience in the bicycle industry. He started in the warehouse but rapidly advanced through a variety of roles at Sheppard Industries culminating as the Country Manager.

He joined Sheppard Industries in 1996, and during his tenure, he oversaw the dynamic growth of the business as it became the most successful wholesaler in the country. He was also involved in the development of the Australian growth contributing in critical areas to this business. 

This has provided him with extensive knowledge of the bicycle industry in New Zealand and Australia, in every facet of the business.

Kim’s experience covers all areas of the bicycle industry and he has particular expertise in product management, sourcing, sales and marketing, general management, mergers and acquisitions, as well as organisational strategy and development.

Stephen James
Owner

Stephen commenced working in the bicycle industry through involvement in bicycle retail with the family business through the early 1990’s. He then travelled and worked overseas before returning to New Zealand in 1997 to resume his career with the family business and went on to run the family-owned retail store.

Stephen joined Sheppard Industries in 2002 where he held a number of senior management positions, including Head of Product Management for both New Zealand and Australia businesses. Stephen was an integral part of the design team leading Avanti bikes to success numerous times at the NZ Best Design Awards, including the coveted Purple Pin demonstrating the highest standards of build, technology and New Zealand design.

During this time Stephen built and nurtured critical relationships with key brand partners and was influential in growing the product portfolio. Stephen’s experience covers all areas of the bicycle industry with particular expertise in product management, sourcing, sales and marketing as well as organisational strategy and development.