Looking to turn a new leaf in 2015, Alta Bicycle Share has rebranded under the new name Motivate. It’s no secret that the organizers behind Citi Bike, the popular bike sharing program in New York and New Jersey, were looking for a new start considering the company’s first 19 months in business were plagued with more than a few bumps in the road.
After taking over as Alta CEO in October of 2014, Jay Walder promised a new path for the beleaguered company, which has been ridiculed for its poor management of Citi Bike. The company’s new moniker, Motivate, is perhaps inspired to be more in line with the company’s recent investment deal with fitness giant Equinox and real estate firm Related Companies.
Walder insists that its name change is not the only positive adjustment for the company, explaining that with the new investment deal, Motivate now has a clearly defined path towards providing a more efficient service for users. “Now, with the backing of new ownership, Motivate is positioned to deliver even better service to cities and bring bike share to scale,” he said.