Student Entrepreneurs Launch NewWay Innovation

Bryce Killibrew and Willie Alexander photo

Bryce Killibrew (left) and Willie Alexander with the GENZ-1 electric bike

Hoping to become teenage entrepreneurs, Willie Alexander and Bryce Killibrew seized an opportunity to run a lawn care business while in high school. That venture failed quickly. “We realized we didn’t have the time for it,” Alexander explained.

But the vision of starting a company together remained.

The two, who met as high school freshmen, enrolled at MATC in 2017 and took Entrepreneurship courses.

“We learned that you have to do the research, know the numbers, know your customer,” said Killibrew, who completed the Entrepreneurship technical diploma program and is pursuing a Business Management associate degree. Alexander also has taken MATC’s mechanical design courses.

Within a year of starting college, the pair’s entrepreneurial vision became a reality. They founded NewWay Innovation and the company’s first product is an electric bike, or e-bike, that is assembled in Milwaukee’s Century City Tower building.


"Entrepreneurship has opened our minds. We're strong together."

Willie Alexander MATC alumnus, co-founder of NewWay Innovation

After testing different concepts, they put their GENZ-1 model for sale online in October 2020. “It’s a stylish bike, not big or bulky,” said Killibrew. The e-bike draws power from a battery and motor to assist with pedaling, with a maximum speed nearly 20 miles per hour. Their bikes feature cruise control, a speedometer and GPS technology.

Both said information learned from Entrepreneurship instructor Armen Hadjinian and connections through mentors proved vital to attain funding for the business. “Armen has been a great resource. I know I can go to him with questions and have a good discussion,” Killibrew said.

With NewWay named a “Startup to Watch in 2021” by Wisconsin Inno, the partners look forward to developing more products. “Entrepreneurship has opened our minds,” said Alexander. “We’re strong together.”

To learn about MATC’s entrepreneurship and other business programs, visit