Hammerhead
Hammerhead builds the Karoo cycling computer and companion Dashboard and mobile app ecosystem, serving cycling enthusiasts and competitive cyclists with integrated ride data, routing, and SRAM Flight Attendant performance monitoring.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hammerhead does
Hammerhead is a New York-based cycling technology company founded in 2013 that developed the Karoo, an advanced GPS cycling computer for recording and displaying ride data, routes, and workouts. The product is delivered as a three-part ecosystem: the Karoo hardware device, the web-based Karoo Dashboard for managing ride history and SRAM Flight Attendant performance data, and the Karoo Companion App that bridges the Dashboard and device for on-the-go access and data transfer. The platform is differentiated primarily through deep integration with SRAM's electronic shifting ecosystem, particularly the Flight Attendant performance monitoring system, which competing cycling computers cannot natively replicate.
Hammerhead was acquired by SRAM LLC, the major cycling components manufacturer, and now operates as a wholly-owned brand under SRAM. All sales, customer accounts, and order history have been migrated to shop.sram.com, and Hammerhead's standalone e-commerce motion has been sunset in favor of SRAM's global retail and e-commerce distribution network. The acquisition positions Karoo as a core component of SRAM's broader cycling technology stack rather than as an independent consumer electronics brand.
The company targets cycling enthusiasts and competitive cyclists as its primary customer segments, addressing needs for reliable ride recording, route planning, workout tracking, and drivetrain performance monitoring. Pricing is not publicly disclosed and the product is sold quote-style through SRAM's storefront. Hammerhead previously raised approximately $18.87M across six funding rounds (2013–2020) from investors including NEXT VENTŪRES, KB Partners, Maveron, Primary Venture Partners, Courtside Ventures, FG Angels, and Techstars, with leadership including co-founders Piet Morgan and Jon Morgan.
Hammerhead firmographics
Firmographics- Name
- Hammerhead
- Legal name
- SRAM LLC
- Website
- https://hammerhead.io
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hammerhead builds the Karoo cycling computer and companion Dashboard and mobile app ecosystem, serving cycling enthusiasts and competitive cyclists with integrated ride data, routing, and SRAM Flight Attendant performance monitoring.
- Ownership category
- akta.pro rank
Hammerhead industry classification
Industry- Product category
- Cycling Computers
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Dashboarding & KPI/Performance Management (HDAEAMAF), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Hammerhead is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Hammerhead business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations
Distribution channels1 record
Marketing channels1 record
Hammerhead product offering
Product offeringCore offering
Hammerhead designs and sells the Karoo cycling computer, a GPS-enabled bike computer that records and displays ride data, routes, and workouts. The ecosystem also includes the Karoo Dashboard, a web platform for managing ride data, routes, and Flight Attendant performance, and the Karoo Companion App, a mobile application that bridges the device with the Dashboard for data transfer and on-the-go access.
Product overview
Hammerhead offers a unified cycling technology ecosystem consisting of three integrated components: the Karoo cycling computer (the core hardware device for recording and displaying ride data), the Karoo Dashboard (a web-based platform for managing ride data, routes, and Flight Attendant performance), and the Karoo Companion App (a mobile application that bridges the Dashboard and Karoo device for on-the-go data access and transfer). These three products work together as an interconnected system for cyclists to record, manage, and analyze their riding data.
Differentiator
Problem solved
Functional benefit
Brands
- Karoo: The Karoo cycling computer device responsible for recording and displaying ride data, routes, and workouts.
- Dashboard
- Companion App
Products and services
- Karoo Cycling Computer The flagship cycling computer hardware device that records and displays ride data, routes, and workouts during rides, with integration support for SRAM's Flight Attendant electronic shifting system.
- Karoo Dashboard Web-based platform that provides full control over ride data, routes, and Flight Attendant performance before and after rides.
- Karoo Companion App Mobile application that bridges the Dashboard and Karoo device, enabling data transfer between the two and access to rides, routes, and workouts on the go.
Companies that use Hammerhead
Customer profileSegments2 records
Ideal customer profiles2 records
Hammerhead technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hammerhead partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SRAMflagshipSRAM acquired Hammerhead and now operates the Karoo cycling computer brand through SRAM's e-commerce platform. The product is sold at shop.sram.com under the Hammerhead ecosystem. All customer accounts, order history, and products have been transitioned to SRAM's systems. The acquisition positions Karoo as a core component of SRAM's cycling technology ecosystem, integrating with SRAM's Flight Attendant electronic shifting technology.
Recent moves6 records
Expansion highlights4 records
Hammerhead competitors and assessment
Company assessmentDirect peers
- Lezyne: Lezyne makes cycling computers and bike accessories serving the same cycling enthusiast segment as Hammerhead, with overlapping distribution through bike shops and direct-to-consumer channels. Comparable category overlap in hardware and accessories.
- Wahoo Fitness: Wahoo's ELEMNT line of cycling computers directly competes with Karoo in the same head-unit category, serving similar cycling enthusiast and competitive cyclist customers. Both companies offer device-plus-app ecosystems, making Wahoo the closest head-to-head rival.
- Sigma Sport: Sigma Sport is an established cycling computer and bike electronics manufacturer, particularly strong in Europe. Directly comparable as a specialist cycling electronics brand competing with Karoo for the same enthusiast and performance-cyclist buyers.
- Bryton: Bryton produces cycling computers (Rider series) targeting enthusiast cyclists with GPS and performance features comparable to Karoo. It is a focused cycling computer competitor, particularly in price-sensitive segments outside North America.
Emerging players
- Stages Cycling: Stages Cycling specializes in power meters and indoor cycling (Stages Indoor) with software ecosystems. It overlaps with Hammerhead in performance monitoring data and cyclist-focused analytics, though focused on different hardware.
- Polar Electro: Polar makes multisport watches and cycling computers targeting the same performance-athlete buyer as Karoo. It competes indirectly through cycling features on wrist-worn devices, offering an alternative form factor to Hammerhead's handlebar computer.
- Coros: Coros produces GPS sports watches with cycling functionality, competing for performance-cyclist wallet share against Karoo. Its watches serve a comparable use case (ride data, training metrics) for cyclists who prefer wrist-based devices.
Broad incumbents
- Garmin: Garmin is the dominant cycling computer brand (Edge series) and a multi-billion-dollar incumbent in fitness and outdoor electronics. It is the primary competitor Hammerhead must displace, with far greater scale, R&D, and retail presence across all geographies.
Others
- Catapult Sports: Catapult provides athlete performance monitoring and analytics platforms used by professional sports teams. Comparable as a sports analytics software/data platform ecosystem, though targeted at team sports rather than individual cyclists.
- SRAM: SRAM is Hammerhead's parent company and a major cycling components manufacturer (drivetrains, brakes, Flight Attendant). Relevant as the acquiring strategic partner and the distribution backbone that defines Hammerhead's current go-to-market model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Hammerhead social profiles
Digital presenceHammerhead financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hammerhead leadership team
Management profileNumber of profiles
Profiles6 records
Hammerhead funding detail
Funding detailFunding overview
Funding rounds6 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hammerhead M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hammerhead
What does Hammerhead do?
Hammerhead designs and sells the Karoo cycling computer, a GPS-enabled bike computer that records and displays ride data, routes, and workouts. The ecosystem also includes the Karoo Dashboard, a web platform for managing ride data, routes, and Flight Attendant performance, and the Karoo Companion App, a mobile application that bridges the device with the Dashboard for data transfer and on-the-go access.
Is Hammerhead a public or private company?
Hammerhead is a private company. It is classified as corporate owned and is currently operating.
When was Hammerhead founded?
Hammerhead was founded in 2013. It employs 11 to 50 people.
Where is Hammerhead based?
Hammerhead is headquartered in New York, United States, in the North America region.
Who are Hammerhead's main competitors?
Direct peers on record are Lezyne, Wahoo Fitness, Sigma Sport and Bryton. Emerging players are Stages Cycling, Polar Electro and Coros. Garmin is listed as a broad incumbent. Others are Catapult Sports and SRAM.
Does Hammerhead have an API?
No public API is recorded for Hammerhead.
What industry is Hammerhead in?
Hammerhead's product category is Cycling Computers. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of HDAEAMAF, Dashboarding & KPI/Performance Management. Its NAICS code is 336991 and its SIC code is 3751.