5 QUESTIONS FOR: FOCUS Bikes

5 QUESTIONS FOR is an interview series featuring cycling brands aiming to enhance their environmental impact reduction efforts. This series aims neither to showcase perfect examples nor to favour specific brands. What we do hope to offer is an informative and honest account of the possible challenges, gains and pitfalls of their journey. And to inspire more cycling companies to become part of this shared responsibility.

In this interview, we speak with Paul Sadowski, Senior Sustainability Manager at FOCUS Bikes, to unpack how sustainability is being built into the company and its products - along with the wins, the industry challenges, and the drive behind it all.

With nine years of experience as a specialised carbon technology engineer at FOCUS Bikes, Paul understands the complexity of building high-performance bikes - and where there’s room to do better. Over the last year, he’s taken that knowledge into his work as Sustainability Manager.

1. When did your company start addressing its environmental impact, and why?

For me, the momentum really built up in 2021. A cross-functional group from Brand, Engineering, Procurement and Customer Care came together to launch a CSR (Corporate Social Responsibility) Scout Initiative. We were all intrinsically motivated to make a difference, even if bikes are already a symbol of emission-free mobility, we knew our industry’s footprint can be improved. We all wanted to protect our environment and nature that we love riding bikes in for future generations.

Back then, we had a super diverse approach, covering everything from Design & Innovation to sustainable packaging, and even circular business models. Not all our ideas survived, but they led to clear commitments: we’ve introduced policies like banning domestic business flights, alongside product initiatives such as plastic-free packaging and the full integration of sustainable design principles into our Research & Development process. These principles are the foundation for our 2030 goal: cutting overall emissions by 50% (2022 baseline). It’s ambitious, but it’s what keeps me moving.

Paul Sadowski, Senior Sustainability Manager at FOCUS Bikes

2. What particular impact within the lifespan of your products do you focus on, and why?

Durability and reliability have always been in our DNA. Our in-house testing far exceeds industry standards and guarantees long-lasting products. However, as I looked deeper into our industry, I started thinking about how we can change the way we manufacture to offer a green product not just in the use phase, but also in the pre- and post-use phase. A LCA (Life Cycle Assessment) revealed that the frame production alone accounts for nearly 20% of the total emissions of an E-Bike. Since the frame is the component we have the most control over, it became our top priority.

Our focus now is on the entire lifespan - from sustainable design, eco-friendly materials and manufacturing, to smart design for easy repair and service, and finally, disassembly for mono-material recycling. We started with the low hanging fruit, which are plastic parts. Since e-bikes are dominating the market, plastic is a relevant part of our products. From 2021 onwards, over 95% of our own developed plastic parts have been made from recycled plastic, many produced in Germany just 25 km from our factory in Emstek.

Since I entered the bike industry in 2016, I’ve been obsessed with making carbon fibre bike production more sustainable. In 2022, we kicked off Project NEXT with Rein4ced in Belgium. We have proved that high-performance E-MTB frames can be produced locally and automated using thermoplastic carbon - a material that can be fully recycled. While the supplier’s recent bankruptcy means we can’t bring this specific product to market yet, NEXT won’t stop for us, and will be continued through several research and pre-development projects focused on solving the industry-wide carbon fibre recycling challenge.

FOCUS' JAM² NEXT E-MTB bike frame made out of recyclable thermoplastic carbon

FOCUS' JAM² NEXT E-MTB

As most of our bikes are made from aluminium, this is another major topic we are currently working on. We switched our entire portfolio to low-emission aluminium in 2025 and are now working on integrating recycled aluminium into our supply chain. Ultimately, we’re heavily working on lowering emissions of our own parts while pushing our entire supply chain, including E-system suppliers, who set the industry’s rhythm, towards more sustainable standards.

3. What are the biggest challenges you have faced so far?

In my view, the industry's biggest challenge is the fast pace and the short product lifecycles due to new innovations and standards the industry is creating. However, we are seeing good examples like the UDH standard by SRAM to get rid of a highly fragmented market of plenty of unique hanger designs. Spare parts availability and ease of repair will become more and more crucial to satisfy dealers but also end consumers. It’s still a long way to go, but I see many partners - from European brands to our Asian supply chain - who truly want to make things better.

On a personal level, what stayed with me the most was the realisation that our Project NEXT will remain a blueprint for now. It’s tough because we were so close to proving that a more sustainable product doesn’t have to sacrifice performance, riding ability or fun. There was such a big spirit of optimism within FOCUS, but also in all involved partners, beginning with Rein4ced who did a great job, to our paint shop Wessendorf in Germany and the consortium working on the recycling loop for the frames.

This experience highlighted just how difficult it is to bring production back to Europe. Yet I am more convinced than ever that reshoring is crucial. To truly close the loop, we must be able to recycle and remanufacture locally, right where our products are sold and ridden.

FOCUS' IZALCO MAX 9.8

4. What are your ambitions for both short and long term?

Short term, my focus is on resilience and transparency. We’ve taken some significant steps, and now it’s time to back them up with hard numbers and facts to measure their real-world impact. In parallel, we are evaluating different scenarios for frame materials and manufacturing - balancing ecology with economy. I want to prove that sustainability isn’t just a hype or a luxury add-on, but a fundamental and profitable part of the business that is here to stay.

In the long term, I truly believe that achieving this requires circular business models. While developing the JAM² NEXT, we began to investigate take-back logistics and recycling processes, and it was inspiring to see what’s possible with the right partners. Collaboration - like we’ve also seen in Shift Cycling Culture’s Battery Value Creation Program - is the key. My ambition is to turn waste into value and actively support the industry’s transition into a circular economy.

Paul Sadowski explaining the recyclability of a thermoplastic carbon bike frame 

5. What do you expect of the cycling community on this journey?

At FOCUS, we say: 'What we ride says something about who we are.' I don’t believe in pointing fingers or banning things, riding a bike is already one of the best things you can do for the planet and your health. What we hope for is a shift towards conscious choices. We want to offer better solutions that don’t limit the joy of the ride. My expectation is that the community starts to value the how and where of a product. I hope riders will favour products from companies that respect human rights and environmental standards. If we as a community choose products of high quality that last longer over hype, we can change this industry for good.

Find out more about FOCUS here: www.focus-bikes.com

Photo credits: FOCUS Bikes