I met Baruch Herzfeld in the middle of the freezing New York winter. He’s the man behind many new e-bike charging stations in the city. The restaurant for meet up is this grungy Dominican-Cuban eatery next to the storage units along the Hudson River on the lower side of New York. The air is thick with fried oil, and $3.50 empanadas sit behind a fogged-up glass counter. The warped mirrors lining the walls make the cramped space feel bigger. Rice and beans and beef stews are served warm in cafeteria platters near the kitchen.
Baruch Herzfeld, 53, is already there when I arrive, hunched over a paper cup of coffee – mid-afternoon but still chasing a caffeine rush. Restless, wired, his eyes flick from the counter to the mirrors to the door, scanning, calculating, like he’s waiting for something to happen, or willing it to.
“Baruch! How are the triplets? They are 5 now right?” the girl behind the register asks, wiping down the table in front of him.
Herzfeld grins, and pulls out his phone, flipping to a picture. “Getting big! Too fast,” says Herzeld who also has an 11-year-old son. For a moment, he’s just a dad, proud and present. Then, just as quickly, he snaps back, nodding toward the outside. “Do you want to see the charging stations?”
PopWheels is his latest project to reshape New York’s future with micromobility. The company started as the city cracked down on lithium-ion battery fires in 2021, which have turned entire apartment buildings into smoke and rubble, after a spate of e-bike battery explosions in the last few years. 18 people have died as a result of the explosions in 2023, as delivery workers may charge their e-bikes in hallways, closets, and whatever outlets they can find. Mayor Eric Adams’ administration has launched the e-bike charging station program in 2024, and Herzfeld finds himself as one of a few vendors offering a solution.
“This is gonna save lives,” he says without blinking. The battery fires, the makeshift home chargers, the landlords panicking over tenants burning their buildings down – it’s all preventable, he says.
As he leads me outside, he drains his coffee in a single motion, drops a few crumpled bills onto the table, and moves. Fast. By the time I catch up, he’s in front of a row of black and yellow boxes installed in the empty lot next door – four newest PopWheels charging stations, plugged in and just waiting for activation. “There’s gonna be over a thousand of these in the next couple of years,” he says.
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