‘It’s time for the building to have a fresh look’
‘I’ve already lived my worst days on earth’
June 2, 2025
NORTHEAST WISCONSIN – The team behind Small Town EV started designing custom ebikes seven years ago – which CEO Kevin Boon said was ahead of the curve for one of the fastest-growing modes of transportation.
“We started with an idea that we could build electric bikes that consumers wanted at a fair price while still offering a quality product,” he said.
But Boon said Small Town EV didn’t pump the brakes with only e-bike offerings.
“We saw success there, listened to the customers, made improvements and adjustments and (started seeing growth) on that side of the business about three years ago,” he said.
Small Town EV bikes, Boon said, are quite different from any off-the-shelf ebike.
“Our ebikes are our design,” he said. “It is our own bike with our own brand. We’re not a dealer for anybody else.”
The ebikes that Small Town EV produces, Boon said, have characteristics unique to their production, while providing specific features consumers are seeking.
“Take the cork handles that we put on our handlebar system, for example,” he said. “They are winged a little bit, as opposed to just a circle grab. They still function like a handlebar grip but with that little bit of a wing allowing for a more comfortable ride.”
Boon said the company’s first and flagship bike is its cruiser bike.
“It has a retro look,” he said. “We can also put white-wall tires on it as it reminds people of the beach cruisers you might see from the ’60s and ’70s, but with a bit of a modern flair.”
Boon said with ebikes, Small Town EV found its niche.
“Most, if not all, ebike users like the capability of having a bike that propels them, but at the end of the day, riders still want to ride a bike and get exercise,” he said.
Many of the comments Small Town EV receives on social media, Boon said, they take into account when they are building ebikes.
“They don’t want it to look like an electric bike, per se,” he said. “So, we took that to heart when it comes to design. They want to feel like they’re riding a bike while occasionally needing a little assistance. We factored that into the design.”
Boon said Small Town EV also differentiates itself from the standard, off-the-shelf ebikes with its battery placement.
“Our battery actually fits into the rear storage, not on a storage rack,” he said. “The rear rack goes above the rear tire, which does two things. One, it protects the battery, because it’s wrapped with the metal that’s in that rack, providing some good protection. Secondly, it makes the bike look like an actual bike.”
To the untrained eye, Boon said “it looks like a regular bike.”
“However, when you look closer, you can see the details if you know what you’re looking for,” he said. “It has all the benefits that come with an electric bike.”
Boon said the company has gotten a lot of positive feedback about its battery design.
“If you look at other ebikes on the market, you’ll notice they have big, bulky batteries sticking off the stem with wires all over the place, not tucked in efficiently,” he said. “They feel like they’re buying or riding more of a motorcycle at times than a bike.”
Boon said brakes and upgraded seating are also key features of Small Town EV bike designs.
“People want hydraulic disc brakes,” he said. “We also upgraded our seats from a standard bike seat. People underestimate how important having a comfortable seat is for the enjoyment of a ride.”
Tinkering leads to business
Boon said Small Town EV got its start with Ardean Veldkamp and his two sons, Dustin and Lee.
“Dustin led the charge on this opportunity,” Boon said. “He’s an engineer by trade. He’s a veteran who just loves to work with his hands in the shop, building and tinkering. The founders saw an opportunity in the electric bike market.”
Though ebikes were starting to gain traction pre-COVID-19, Boon said “they weren’t as popular as they are today.”
“It was still considered early in terms of their popularity,” he said. “Dustin believed he could design and build something that could be a good business and offer people what they’re asking for.”
Armed with skills and an idea, Boon said Dustin “hit the ground running” with research and designed Small Town EV’s first ebike, the cruiser.
“The rest is kind of history after that,” he said. “These are the humble beginnings.”
Though he believes Small Town EV’s products speak for themselves, Boon said the company is part of a competitive market.
“The biggest challenge (today) is market saturation,” he said. “Seven years ago, there was very little competition, however, now there are many manufacturers and ebike options. People can buy an ebike from Walmart or Amazon. We have to continue to stay on our game from an innovation and customer service standpoint, so as to be competitive in the market as things shift.”
Sourcing parts, Boon said, is another challenge Small Town EV faces.
“We get parts from all over, so sometimes there have been challenges on that front, but we are fortunate enough to have a large inventory that we don’t face those challenges often,” he said. “Sometimes unforeseen things happen that we need to solve in creative ways so that our customers don’t feel the effect of it.”
Boon said his management background in the restaurant industry prepared him well to run the company – “training and developing people.”
The specifics of running an ebike business, he said, he picked up quickly.
Boon said he also spent time in the ecommerce space and managed more than 60 employees in a marketing capacity.
“My passion is seeing people grow and succeed and reach their goals,” he said. “If there is any way I can help facilitate that and set people up for success and career development, that’s where I like to be.”
When the opportunity to lead Small Town EV presented itself, Boon said, for him, it was a no-brainer to dive right in.
“I saw the opportunity in the ebike market – I think that I can help lead that charge,” he said. “I’m enjoying every moment.”
‘What’s next?’
When the ebike side of the business took off – “it was growing” – Boon said the team asked itself, “What’s next – how do we take our business to the next level?”
This self-reflection, Boon said, led to the introduction of the EV golf cart segment.
Though currently Small Town EV’s total revenue stream is shared equally between electric bikes and golf carts, Boon said they expect that to change.
“We anticipate the golf cart segment to grow significantly this year,” he said. “We hope the bikes will continue to grow as well, but they’ve been kind of steady for the last few years. We are about half and half from a volume standpoint.”
Boon said the majority of the carts Small Town EV sells stay local – in Wisconsin, Illinois, Minnesota and Michigan – but the company does ship nationwide.
“We’ve shipped our golf carts to every coast – from Washington to New York, Florida (and) Texas,” he said.
All Small Town EV carts, Boon said, are low-speed vehicles (LSVs).
“So, they meet all the Department of Motor Vehicles requirements to be licensed and driven on roadways, as long as they’re on a road that has a speed limit under 35 miles per hour,” he said.
Boon said this has great significance for customers in the Upper Midwest climate.
“Though not very many people know about that, this trend has dramatically opened up the consumer base – especially in the Midwest, where the climate for driving around a golf cart is only really favorable from spring through fall.”
People all over, Boon said, are starting to think about golf carts differently.
“We have customers who want the cart to drive around their property or campsites,” he said. “We are also starting to sell our golf carts to people who live in small towns or vacation areas. We are selling to those individuals who may have disposable income and simply want something fun to drive around town.”
Branching out
In addition to its location in the small unincorporated Town of Hingham – hence the name – Boon said Small Town EV recently opened a retail facility in Fond du Lac.
Located at N6296 S. Rolling Meadows Drive, Small Town EV’s Fond du Lac location sells electric bikes and a variety of golf carts, as well as providing rental options.
The location, Boon said, provides potential customers an opportunity to see Small Town EV products on display in a showroom location.
Dedicated to promoting electric vehicles and providing information about their benefits, Boon said the hope is to inspire more people to make the switch to eco-friendly rides.
“We look forward to serving many new customers as we continue to grow,” he said.
To find out more, check out Small Town EV on Facebook or at smalltownev.com.
