Right: Inside the shop after the fire. Photo Jeff Dawson
A devastating fire that tore through a Byron Bay e-bike store on Thursday has sparked urgent calls for tighter regulation of cheap, non-compliant imports, amid growing safety concerns in the rapidly expanding industry.
Emergency services were called to the blaze on Byron Street, where toxic smoke and a series of explosions engulfed the Freedom Machine store, destroying the business and everything inside.
Risk of cheap imports
Owner Liam Kelly, 60, says the fire was caused by a non-certified lithium battery brought in by a customer for charging – a decision he says has now cost him everything.
‘I had a policy not to work on non-certified cheap import products that don’t meet new NSW laws,’ he said.
‘But as a community business, I made an exception. That decision blew up in my face – literally.’
The decision has also voided any potential insurance claim, leaving Kelly financially devastated.
He says many customers buying cheaper imports are backpackers and low-income earners seeking affordable transport in a region where mobility can be challenging.
‘We wanted to help them, but the reality is these products often fail – and it got us into trouble.’
Kelly says the battery exploded almost instantly when charged.
‘There was no warning – just shooting flames and a series of explosions. Staff were terrified. They tried to use a fire blanket, but it blew off. It was a calamity,’ he said.
‘I’ve shed a lot of tears. I feel embarrassed – I’ve always been so passionate about safety and e-bikes, and now my staff are out of work and I feel responsible.’
There are standards for a reason
Ben Gallard, a senior firefighter who attended the scene, reinforced the risks.
‘We would reiterate – don’t buy cheaper products. Buy items that comply with standards and always charge them in accordance with manufacturer’s instructions,’ he said.
Kelly says the incident highlights critical safety gaps in an industry experiencing rapid growth, with limited consumer awareness around risks.
‘Three lessons learnt: Separate battery charging from other areas, strictly monitor charging, and don’t deal with non-compliant batteries,’ he urged.
Freedom machines
Despite the loss, he remains a strong e-bike advocate, particularly in communities like Byron Bay where they reduce traffic, lower emissions, and provide independence.
‘They’re the ultimate freedom machines – and Byron has embraced them because they reflect what this community stands for.’
Kelly highlighted the influx of cheap, unregulated imports being resold through online marketplaces.
‘We need to address the elephant in the room – people rebranding low-quality bikes bought on-line and on-selling them, compromising safety, and hurting legitimate retailers.’
He urges consumers to prioritise safety over price.
‘It’s a small additional cost for peace of mind,’ he said.
‘Avoid cheap or second-hand items from uncertified sellers. If you do buy second-hand, have it checked by a certified store.’
Kelly is now focused on rebuilding, encouraging community support via his website, www.freedommachine.com.au, or the GoFundMe set up by his son.
‘I’ll try to turn this into a positive,’ he said.
‘I just hope it raises awareness about the need to ensure safety above all else.’
For four decades The Echo has printed the stories some people loved, some people hated, and some pretended not to read. If you want us to keep telling the truth, the real truth, not the sugar-coated version. We’ll need your support to keep the presses rolling. 
