Alright – so today we’ve got the honor of introducing you to Holly Watson. We think you’ll enjoy our conversation, we’ve shared it below.
Holly, thanks for taking the time to share your stories with us today Let’s start with the story of your mission. What should we know?
At Beltline Biking, our journey began as an urban e-bike commuter store, but it quickly evolved into something bigger. In just six months, we’ve had the privilege of connecting with countless e-bike riders—our friends, family, and customers. One common concern united them all: the challenge of finding secure and safe parking for their e-bikes.
This shared pain point inspired us to pivot our mission toward creating a transformative solution. We’re now focused on building a network of smart, secure docking hubs for e-bikes and scooters. Our mission is to offer riders more than just convenience; it’s about protecting their peace of mind while protecting their bikes.
By addressing this critical need, we’re not just supporting urban mobility—we’re empowering communities to embrace a sustainable, secure, and stress-free commuting experience. For us, this mission isn’t just about infrastructure; it’s about building trust, fostering safety, and championing the joy of micro-mobility.
Holly, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
About Beltline Biking
Beltline Biking is more than just an e-bike store; we are a micro-mobility solutions company rooted in community, sustainability, and innovation. Located in Atlanta’s vibrant West Midtown neighborhood, we started as an urban commuter e-bike dealership and have evolved into a hub for fostering urban mobility and enhancing connectivity along the Atlanta Beltline. Founded by Holly and Montè Watson, a husband-and-wife team with a shared passion for micro-mobility and environmental sustainability, we aim to redefine how people navigate urban spaces.
How We Got Started
Our journey began with a simple observation: urban commuting can be more efficient, enjoyable, and sustainable. We noticed the growing popularity of e-bikes and scooters but also recognized barriers to their widespread adoption—such as the lack of safe parking and charging infrastructure. Initially, we focused on selling and renting high-quality e-bikes to commuters and leisure riders. Along the way, conversations with our customers, friends, and neighbors revealed a common frustration: finding secure places to park and charge their e-bikes.
This feedback inspired us to pivot and expand our mission. Today, Beltline Biking not only provides e-bikes and accessories but also addresses a critical urban infrastructure gap through our innovative BELT docks, powered by Bikeep. These smart docking stations provide secure parking, charging, and peace of mind for riders across Atlanta.
What We Offer
We offer a range of products and services tailored to urban commuters, recreational riders, and businesses:
Retail Sales: E-bikes from trusted brands like Magnum, Lectric, and Electric Bike Company, along with premium accessories.
Rentals: Hourly, daily, and weekly e-bike rentals to explore the Beltline and beyond.
Repairs & Maintenance: High-quality e-bike repair services for local riders.
Smart Docking Infrastructure: BELT docks, our secure, IoT-enabled parking and charging stations for e-bikes and scooters.
Corporate Programs: Employee e-bike voucher programs to promote wellness and sustainability in the workplace.
Strategic Partnerships: Collaborations with local organizations, such as the Beltline and urban farms, to build a more connected and sustainable Atlanta.
Problems We Solve
Urban Mobility Challenges: We provide accessible and sustainable commuting options to reduce traffic congestion and pollution.
Lack of Secure Infrastructure: Our BELT docks address the critical need for secure parking and charging solutions, helping riders feel confident about leaving their bikes unattended.
Cost Barriers: With flexible pricing options, rentals, and corporate voucher programs, we make e-bikes accessible to a broader audience.
Community Engagement: Through events, partnerships, and rentals, we bring people together to experience the joy of micro-mobility.
What Sets Us Apart
Community-Centered Approach: As a Black woman-owned business, we are deeply committed to empowering our local community and creating equitable access to sustainable transportation.
Innovation: We’re not just a bike shop—we’re a micro-mobility solutions provider pioneering smart, secure docking systems to transform urban commuting.
Customer Experience: From our friendly, knowledgeable team to our tailored product offerings, we prioritize our customers’ needs at every step.
Sustainability: By promoting e-bikes and reducing reliance on cars, we’re actively contributing to a greener Atlanta.
What We’re Most Proud Of
We’re incredibly proud of the trust and relationships we’ve built with our customers. Whether it’s a rider commuting to work, a family exploring the Beltline, or a business joining our corporate program, we’re making a tangible impact on how people move through and experience the city. Launching BELT docks is a milestone we’re excited about—it represents our commitment to solving real-world problems for our riders.
What We Want You to Know
Beltline Biking is on a mission to make urban mobility secure, sustainable, and accessible for everyone. Whether you’re buying your first e-bike, renting for a weekend adventure, or looking for innovative parking solutions, we’re here to help. Join us in shaping the future of mobility in Atlanta—one ride at a time!
How about pivoting – can you share the story of a time you’ve had to pivot?
One of the pivotal moments in Beltline Biking’s journey came when we weren’t selected as a vendor for the City of Atlanta’s e-bike voucher program. While we met all the criteria and were excited about the opportunity, the process ultimately didn’t go in our favor. Instead of seeing this as a roadblock, we viewed it as a chance to reevaluate, innovate, and strengthen our impact in the micro-mobility space.
During this time, we realized there was a broader challenge facing e-bike riders that wasn’t being addressed: the lack of secure, convenient parking and charging options for e-bikes and scooters. The feedback from our customers, combined with our own experiences as e-bike users, inspired us to expand our mission beyond selling and renting e-bikes.
A New Direction
We pivoted to focus on creating BELT docks; smart, secure docking stations designed to enhance urban mobility infrastructure. These stations not only provide riders with peace of mind but also offer a tangible solution to a growing urban need. This shift allowed us to look beyond a single program and focus on a bigger picture: building a robust micro-mobility ecosystem that benefits Atlanta as a whole.
Turning Challenges into Growth
Rather than seeing the exclusion as a loss, we embraced it as an opportunity to grow. It gave us clarity about our long-term goals and the chance to position ourselves as innovators in the industry. Now, we’re proud to offer products and services that address critical gaps in urban mobility while fostering a more connected and sustainable city.
This journey reinforced our belief in the importance of adaptability and resilience. Every challenge comes with the opportunity to innovate and move forward, and we’re excited about the solutions we’re building for the future of micro-mobility in Atlanta.
We’d love to hear about how you met your business partner.
Our story begins on the campus of Western Kentucky University in 1995, where we first crossed paths and quickly became inseparable. What started as a college romance blossomed into a lifelong partnership, built on shared dreams and a commitment to uplifting each other’s ambitions. Fast forward 26 years later, and we’ve channeled that same partnership into creating Beltline Biking, a micro-mobility solutions company born from our shared passion for innovation and community impact.
Holly brings 25 years of expertise as a Geographic Information Systems (GIS) professional, specializing in utility infrastructure, micro-mobility, and management. Her technical knowledge and ability to envision how infrastructure shapes urban spaces have been pivotal in designing the services and solutions Beltline Biking offers.
Montè complements this with over 20 years of experience in talent and technology. His background includes leading AI strategies and implementing large-scale software platforms, which have laid the foundation for our data-driven approach to micro-mobility. Together, we bring a unique blend of technical and strategic expertise to the table.
A Special Milestone
When we opened the doors to our retail space in Atlanta’s West Midtown neighborhood, it wasn’t just any day—it was our 26th wedding anniversary. This milestone was more than symbolic; it was a reflection of the partnership we’ve nurtured, both personally and professionally. It reminded us that the same values that have sustained our marriage—teamwork, resilience, and a shared vision—are now the driving force behind our business.
Building a Business Together
Our journey into micro-mobility was born from our desire to address urban challenges in a meaningful way. We saw an opportunity to make commuting more sustainable, connected, and enjoyable. From selling e-bikes to developing our own secure docking system (BELT docks), our business is fueled by our shared passion for problem-solving and creating solutions that benefit our community.
What sets us apart as co-founders is the trust and synergy we’ve built over decades of being partners in life. We complement each other’s strengths, share a vision for what’s possible, and approach every challenge as a team.
Beltline Biking is not just a business; it’s the result of a partnership that started 26 years ago and continues to grow every day. Together, we’re committed to shaping the future of micro-mobility in Atlanta—one innovative solution at a time.
Contact Info:
- Website: https://www.BeltlineBiking.com
- Instagram: https://www.instagram.com/beltlinebiking
- Facebook: https://www.facebook.com/BeltlineBiking
- Linkedin: https://www.linkedin.com/company/beltline-biking/
