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Image courtesy of Wheels
Can WeHo-Based Wheels Get More Underserved Angelenos to Ride E-Bikes?
Maylin Tu
Maylin Tu is a freelance writer who lives in L.A. She writes about scooters, bikes and micro-mobility. Find her hovering by the cheese at your next local tech mixer.
When Los Angeles launched its micromobility pilot in 2019, it had big dreams for improving transportation equity for all Angelenos.
Three years later, less than 3,000 people make use of micromobility programs aimed at helping poorer sections of the city, despite stringent requirements on companies to provide these options and programs to help raise awareness. At issue, experts said, is a patchwork of rules and regulations between municipalities that can be a logistical headache for riders, infrastructure that doesn’t offer much protection for scooter and bike riders in these areas and a public outreach campaign that has failed to gain traction.
“It's a big challenge because when you drive your car, for example, people don't pay attention to municipal boundaries. They just want to get from point A to point B in the most seamless way possible,” said Will Sowers, director of public affairs at Wheels.
Wheels Director of Public Affairs Will Sowers.
Image courtesy of Wheels
While each city has its own equity requirements, the city of L.A. established its current program in 2021. Any operator deploying vehicles in special operation zones (including Venice, Hollywood and Downtown) is required to deploy 20% of its fleet in equity zones. There is no trip fee for rides that begin or end in these zones. The city also requires operators to offer a low-income option for riders, attend meetings with neighborhood councils and other local stakeholders, provide a non-credit-card and non-smartphone option for payment and partner with a community-based organization.
But those efforts haven't made as much an impact as the city might have hoped.
As of October 2021 there were 2,915 active users enrolled in low-income programs across all operators, according to information provided by L.A.’s Department of Transportation. That’s just 17 more riders than the city reported a year and a half earlier–in a report which also noted that 85% of users did not know that equity programs were available.
Riders in L.A.’s underserved neighborhoods use micromobility differently than those in more affluent areas, according to Sowers. While a rider in Venice might ride to the beach or to a restaurant, riders in underserved areas often use e-scooters as a way to get from a transit stop to work and vice versa.
“We've even seen examples of people using our device as a courier,” he added, “where they may — with one of many delivery apps — grab a short shift.”
Wheels Plan to Go Further
Wheels is trying something different. The company has made an effort to design its scooter for the way that lower-income riders use them, and is one of the few scooter companies able to thread the requirements of multiple municipalities in L.A.
It currently boasts it has the most interconnected micromobilty network in the L.A. metro region, with permits to operate in the city of L.A., Santa Monica, Culver City and West Hollywood, as well as plans to launch in Glendale.
Practically speaking, that means a user could ride a Wheels device between municipalities to get to work or school without worrying about landing in a no-parking zone (Beverly Hills, for instance, is geofenced and off-limits for scooter riding and parking).
Wheels was founded in 2018 in West Hollywood by Jonathan and Joshua Viner, who previously co-founded pet-walking startup Wag. The company’s scooters are designed for traveling longer distances. While a typical standup scooter goes one mile per ride, a Wheels seated mini-bike goes about one and a half miles. Along with its app-based service, the company also offers monthly rentals.
So far, the company has raised $96.3M in funding..
As part of its “Wheels for All” program, riders in all four municipalities who use state or federal benefits can ride at a steep discount. Currently, Wheels devices are $1.10 to unlock and then $0.39 per minute to ride. But underserved riders get unlimited rides of 30 minutes or less, paying only the unlocking fee.
The program is also more expansive than L.A. requires. In addition to low-income riders, people with disabilities and older adults who the city designates as “underserved populations,” Wheels program is also available for unhoused people.
To qualify, applicants fill out a form online and provide proof of enrollment in a state or federal program.
In comparison, its competitor Lime offers rides for $0.50 to unlock plus $0.07 per minute plus tax through its Lime Access program; Bird offers 50% off rides for low-income Angelenos through its Community Pricing program.
Although Wheels has the most interconnected equity program, enrollment is low. Only about 1,000 riders are signed up across the greater L.A. area. The program has provided just over 23,000 rides in the last year.
Sowers said this is an issue his company is doing its best to address. He added that he frequently talks to social service workers and organizations to help spread the word. Many, he said, are initially skeptical of recommending micromobility options to their clients.
One such person called him after seeing someone with a disability riding a Wheels device:
“They called me and were like, ‘That makes sense to me. It makes sense that someone can sit down and potentially have an accessibility challenge, but still be able to ride your device’.”
Berkeley professor and co-director of the Transportation Sustainability Research Center Dr. Susan A. Shaheen told dot.LA over email that Wheels’ approach to equity has potential.
“It could provide a more affordable alternative to private vehicle use, particularly during these times of high gas prices,” she said.
Image courtesy of Wheels
No Equity Without Infrastructure
Another challenge that Wheels, like its competitors, deals with is infrastructure. California law bans e-scooters from operating on sidewalks. But not everyone is comfortable riding an e-scooter or e-bike in the street, especially where there are no bike lanes and little infrastructure to keep riders safe. That’s especially true in many low-income neighborhoods.
“If you want to prioritize equity, you need to build infrastructure for micromobility in the places that are the most dangerous to use micromobility, which is in the least-invested communities,” said Michael Schneider, founder of advocacy group Streets For All. He added that providing equity means building interconnected cycling infrastructure throughout the city, especially along L.A.’s high injury network.
The city has said it's trying to address the disparity.
Los Angeles has brought in $4 million over two fiscal years through its micromobility permit program, according to the city’s Department of Transportation. It’s using some of that money to fund a redesign of the 7th Street corridor, including protected bike lanes, after data showed that this segment of Downtown was one of the busiest for e-scooters and e-bikes, Public Information Director Colin Sweeney said via email.
In the future, Sowers sees the potential for L.A. to use that funding, along with the data it collects from operators, to build better infrastructure in underserved areas.
“If someone in a transit desert is riding one of our devices, and I give the city good data and say, ‘Hey, I've got tons of rides in this neighborhood, but there's no protected bike lanes,’ then that creates a reason for the city to build that.”
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Maylin Tu
Maylin Tu is a freelance writer who lives in L.A. She writes about scooters, bikes and micro-mobility. Find her hovering by the cheese at your next local tech mixer.
Why Amazon's Former Consumer Boss is Obsessed With Bringing Back US Manufacturing
06:00 AM | May 04, 2021
Illustration by Eduardo Ramón Trejo
When Jeff Wilke, CEO of Amazon Consumer Worldwide, made the surprise announcement in August that he was leaving, he said he felt it was time to do something else.
"Time for me to take time to explore personal interests that have taken a back seat for over two decades," Wilke wrote in a heartfelt letter to Amazon's 1.13 million employees.
Wilke has been vague about what those interests are until he recently sat down for an extended conversation with dot.LA. (He also shared his views on Amazon, which you can read here.)
While Jeff Bezos, who announced his own retirement as CEO in February, is focused on space exploration, Wilke's interests are decidedly less celestial – investing in underrepresented founders and restoring American manufacturing.
It is full circle for Wilke, who grew up in Pittsburgh where he saw once-prosperous factories shutter their doors.
"I watched the decline of industry and the effect that it had on the people of Pittsburgh and it really left a mark on my life," he said.
Initially, Wilke went about as far from the rust belt as one can get. After graduating from Princeton with a degree in chemical engineering, he went to work at Andersen Consulting (now Accenture) writing software. The job paid well but Wilke found it unsatisfying.
"I got to a point where I decided I couldn't keep doing what I was doing," he said. "I needed to make a career change."
He went to get an MBA at the Massachusetts Institute of Technology where, unlike most of his colleagues who were focusing on finance and consulting, he enrolled in the Leaders for Global Operations program. (He served as co-chairman of the program's governing board for over a decade.)
After graduation, he worked in plant operations at the industrial conglomerate AlliedSignal – which was later absorbed by Honeywell – before being poached by Amazon at the age of 33 to be vice president and general manager for operations.
Wilke said he was attracted to Amazon after reading Bezos' now-legendary 1997 shareholder letter, which stressed the importance of investing for the future.
"I loved the focus on long-term free cash flow instead of the quarter-to-quarter financial targets which drive most public companies," Wilke said. "And I loved the idea that success at Amazon would likely depend on both computer science and operational excellence."
In a Wall Street Journal article announcing the hire, Amazon's then-president Joe Galli said he was counting on Wilke to take the company's nascent network of distribution centers "to a whole new level of productivity and excellence."
It is safe to say Wilke got the job done, helping Amazon go from $2 billion in revenue in 1999 to now more than $1 billion a day.
Now he is deploying some of his wealth as an angel investor in startups including Fernish, Pacaso, Dolly, SparkToro, Convoy, Lockstep, Cyrus Bio, All Voices, Pure Watercraft, Alpine BioSciences — and most significantly — Re:Build Manufacturing.
Here is the second part of our conversation, edited for length and clarity. Read part one here.
I'm interested in what you've done in manufacturing. What do you see as your role?
Jeff Wilke: When I showed up at Amazon in 1999, I had created a playbook for operational excellence, built on these experiences and leveraging what had been built through lean manufacturing in the auto industry and other places. Starting in 2000, we applied it in retail for the first time and that was a terrific experience. But after I had made my decision to leave Amazon, I started to have some conversations with a friend who is a grad school classmate, Miles Arnone, and is now a co-founder of Re:Build Manufacturing about what more the U.S. could do to make sure it would remain competitive in this vital industry. We decided to build a new American manufacturing company that would ultimately build U.S. factories and hire U.S. workers. We decided to start with some acquisitions of existing companies, but the goal over time is to build new operations. We're hoping with the right mix of technology, skilled people, long-term focus, the right leadership principles – that the U.S. can successfully compete in manufacturing once again.
When you say 'compete,' what does that mean? You know better than anyone that this is a globalized economy. Consumers want cheap things shipped to them overnight and it's cheaper to make most things overseas. So can the U.S. really be a manufacturing powerhouse?
I think it can. I don't think it's going to be able to do it by copying what happened in Asia over the last 30 years. We can't have factories filled with unskilled, low-paid workers. But I think we can have the right hardware technologies alongside humans who are higher skilled. And you mentioned a key word, which is consumer desire for speed and speed isn't just a consumer thing. When you think about a lean process where you take as much time out of the process as you can, producing things in Asia thousands of miles away is not lean. Lean would be having production close to customers so processes can react faster.
Do you think we'll see iPhones or Kindles produced here?
I don't think you could do that overnight. But, I think that over time we'll build up the multiple tiers of suppliers that are necessary to build something like an iPhone and, maybe even one day, a version of that kind of complex consumer electronics product here in the U.S.
It's interesting because the logistics jobs at places like Amazon have actually replaced a lot of manufacturing jobs...
There have been millions of jobs created as a result of companies like Amazon. One thing to keep in mind, though, is that delivery in some sense replaces your labor, which was unpaid, to get in your car and drive somewhere to buy something and come back. And those are new jobs that are created in the economy as opposed to shifting from one thing to another. Certainly in a bunch of towns in the U.S. where manufacturing withered, they were very grateful that Amazon built the fulfillment center that paid really well and offered people who didn't have great skills the chance to improve their lives and I think that trend will continue. The kinds of jobs that I think we're going to build at Re:Build Manufacturing will be typically higher-skilled jobs and, consequently, higher pay.
It's unusual to hear people in tech talk about manufacturing. Tech is usually seen as part of the problem...
I think that a software-only economy is more fragile than an economy that also embraces the complicated dance between software and hardware. My experience over the last 21 years helping to build Amazon was one where that dance was critical to the success of the firm. Amazon is a great software company, but it had to learn to be a great operator in the physical world, too.
You also said you had other interests you were going to pursue. What are some other things you're excited about doing that?
If you go back to May, I came to a conclusion that really changed the way I was getting involved in activities that were making a difference in DEI [diversity, equity and inclusion]. I admitted that I had subscribed to this idea that just facilitating achievement would solve racial inequality; If I just help the smartest people of color to get into a good school or to get a good job, that everything else will take care of itself. But it's not enough. So one of the things I started to do is think about my investing choices and which firms that I backed with my own money and my own time. And the truth is until recently all the firms that I would have listed had the advantage of privilege. So my friend Ron Conway [Founder & Co-Managing Partner at SV Angel] called months ago to ask if I would invest my money and time helping two guys named Austin Clements and Ajay Relan to build an L.A.-based fund called Slauson and Co. Normally I wouldn't have looked at something that was really new where they had no track record. But, if everybody is making that decision and that's how we're allocating capital, we're never going to overcome the inequality that has compounded over all these years.
You've been splitting your time between Seattle and in L.A. How come?
I decided to start spending some time down here as my wife turned her writing skills toward scripts. She's lately been working with a composer who's in L.A. on a musical. There's such a creative vibe here in L.A and I think for us, spending some of our time here has been really good for her. And if you spend any time in Seattle in the winter it's easy to understand why you might want to get a little bit more sun in the winter months.
Is she going to be doing any projects for Amazon Studios?
(Laughs) I don't know. I don't have any kind of "in" at this point so it's up to her, but she'll certainly pitch every great studio and Amazon is one of them.
What are you reading on your Kindle right now?
I am reading a Churchill biography. I've tended to read leadership biographies and I find it interesting to focus on both the superpowers that make leaders successful and especially their humanity and all the weaknesses that they have to overcome. And every one of us has both. I think sometimes when we look at history we tend to want to polish away humanity and weakness and focus just on these superpower things. Well, I don't think there are any superheroes. There are only real people who have devoted themselves to great causes.
Part 1: Jeff Wilke's reflections on his time Amazon.
Lead illustration by Eduardo Ramón Trejo.
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Ben Bergman
Ben Bergman is the newsroom's senior finance reporter. Previously he was a senior business reporter and host at KPCC, a senior producer at Gimlet Media, a producer at NPR's Morning Edition, and produced two investigative documentaries for KCET. He has been a frequent on-air contributor to business coverage on NPR and Marketplace and has written for The New York Times and Columbia Journalism Review. Ben was a 2017-2018 Knight-Bagehot Fellow in Economic and Business Journalism at Columbia Business School. In his free time, he enjoys skiing, playing poker, and cheering on The Seattle Seahawks.
https://twitter.com/thebenbergman
ben@dot.la
LA Tech ‘Moves’: MeWe Taps Apple Co-founder, Aspiration Swipes Tesla Director
12:00 PM | August 05, 2022
Photo by James Opas | Modified by Joshua Letona
“Moves,” our roundup of job changes in L.A. tech, is presented by Interchange.LA, dot.LA's recruiting and career platform connecting Southern California's most exciting companies with top tech talent. Create a free Interchange.LA profile here—and if you're looking for ways to supercharge your recruiting efforts, find out more about Interchange.LA's white-glove recruiting service by emailing Sharmineh O’Farrill Lewis (sharmineh@dot.la). Please send job changes and personnel moves to moves@dot.la.
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Aspiration, a sustainable financial services company, appointed former Tesla director Tim Newell as its first chief innovation officer. Prior to leading teams at Tesla, Newell also worked under the Clinton Administration as a deputy director for policy in the White House office of science and technology.
All-electric vehicle manufacturing company Phoenix Motorcars hired industry veterans Lewis Liu as senior vice president of program management office and business development. Phoenix also hired Mark Hastings as senior vice president of corporate development and strategy and head of investor relations.
Counterpart, a management liability platform, welcomed Claudette Kellner as insurance product lead and Eric Marler as head of claims. Kellner served at Berkley Management Protection as vice president, while Marler previously served as an assistant vice president at the Hanover Insurance Group.
Legal tech and eDiscovery veteran Mark Wentworth joined compliance software company X1 as external vice president of sales and business development.
Sameday Health, a testing and healthcare provider, named Sarah Thomas as general counsel. Thomas previously served at digital health company Favor.
MeWe, an ad-free and privacy-first social network, tapped the co-founder of Apple Steve Wozniak to its advisory board, and co-founder of Harvard Connection Divya Narendra to its board of directors.
Internet marketplace Ad.net, welcomed former Interpublic CEO David Bell to its board of directors.
Science and technology company GATC Health, appointed addiction specialist Jayson A. Hymes as a new advisory board member.
AltaSea, a non-profit organization that aims to accelerate scientific collaboration, added South Bay philanthropist Melanie Lundquist to its board of trustees.
Correction:An earlier version stated Divya Narendra was added to MeWe's advisory board.
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Decerry Donato
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
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