Wattbike

What Wattbike does

Wattbike is a UK-based designer and manufacturer of precision smart indoor cycling equipment, founded in 1999 in partnership with British Cycling's Performance Director Peter Keen and operating from Nottingham. The company's product portfolio comprises the Atom (precision home cycling, ±1% power accuracy with electromagnetic resistance and 1,000 readings/second), the Proton (premium smart bike for guided home workouts and shared household use), the Air-Pro (self-powered commercial/elite conditioning bike launched 2025), and the AtomX (commercial smart bike). Core proprietary technology includes the Pedalling Effectiveness Score (PES), Polar View pedalling technique visualisation, and an electromagnetic resistance system, with the free Wattbike Hub App and subscription-based Hub+ providing structured training, VO2 Max testing, Healthspan Score tracking, and integrations with Zwift, Rouvy, and Strava.

The business model combines one-time hardware sales (Atom £2,349, Proton £1,649, Air-Pro £2,999) with a recurring Hub+ software subscription, accessories, servicing, and reconditioned units. Wattbike serves three primary customer segments in parallel: elite athletes and professional sports teams (all 20 Premier League clubs, 12 Champions League winners, 6 of 6 Six Nations rugby teams, British Cycling, USA Cycling, Australia Cycling, NFL, US Navy SEALs, British Army), commercial gyms and health clubs (Virgin Active, Third Space, Bupa, David Lloyd), and serious home fitness enthusiasts reached via wattbike.com DTC e-commerce with regional storefronts for the UK, US, Ireland, and Australia, plus financing through DivideBuy (Zopa Bank). Distribution spans six continents through direct sales, a dedicated commercial division at commercial.wattbike.com, showrooms, and international distribution partners.

Since July 1, 2025, Wattbike has operated as a wholly-owned subsidiary of Interactive Strength Inc. (NASDAQ:TRNR), a multi-brand fitness roll-up that also owns CLMBR, FORME, and (as of March 2026) Ergatta. Wattbike's individual revenue is no longer disclosed separately; TRNR reported $11.5 million full-year 2025 revenue with Wattbike consolidated from July 1, $20.7 million 2025 pro forma including full-year Wattbike, and >$30 million 2026 pro forma guidance. Stephen Loftus leads the brand as CEO, with co-founder Ian Wilson (1979 World Rowing Champion) among the founding team.

Name

Wattbike

Legal name

Wattbike Limited

Website

https://wattbike.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Wattbike designs and manufactures precision smart indoor cycling bikes (Atom, Proton, Air-Pro, AtomX) with proprietary PES and Polar View technology, serving elite sports teams, commercial gyms, healthcare and military customers, and serious home fitness enthusiasts globally as a subsidiary of Interactive Strength Inc.

Ownership category

akta.pro rank

Product category

Indoor Cycling Equipment

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Service, Repair & Maintenance Shops (CRAMAHAH)

Keywords

• Indoor cycling equipment
• Smart exercise bikes
• Power measurement trainers
• Connected fitness hardware
• Performance cycling bikes

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Hardware Sales: Sale of indoor cycling bikes including Atom (precision cycling), Proton (home fitness), and Air-Pro (commercial/elite conditioning) models. One-time purchase model with optional financing.
2. Hub+ Subscription: Subscription-based training app (Hub+) launched in 2023 with enhanced features including ability to build, share and export custom workouts. Base Hub app is free with purchase.
3. Commercial/Gym Sales: B2B sales of commercial bikes (AtomX, Air-Pro) to fitness clubs, sports teams, healthcare providers, and educational institutions through dedicated commercial division
4. Accessories and Spares: Sale of accessories including fan, mat, towel, water bottle, heart rate strips, parts and spares for servicing

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Wattbike designs, manufactures and sells precision smart indoor cycling bikes (Atom, Proton, Air-Pro, AtomX, Pro/Trainer) with electromagnetic resistance, +/-1% accurate power measurement, proprietary Polar View and Pedalling Effectiveness Score (PES) technology. The company sells direct-to-consumer through its own e-commerce platform and to commercial customers (gyms, sports teams, healthcare, military, education) through a dedicated commercial division, complemented by the free Wattbike Hub App and subscription-based Hub+ training platform.

Product overview

Wattbike is a UK-based indoor cycling brand offering a portfolio of smart fitness bikes and training software. The product range consists of three core bike models: the Atom (precision indoor cycling for dedicated riders), Proton (premium home fitness without monthly fees), and Air-Pro (elite conditioning for serious competitors), plus the commercial AtomX smart bike. These hardware products are complemented by the free Wattbike Hub App for structured training and performance tracking, with Hub+ offering a subscription tier for advanced features. Key differentiators include +/-1% accuracy, Polar View technology for pedalling technique feedback, and Pedalling Effectiveness Score (PES). The company also offers accessories, servicing, and reconditioned bikes. Wattbike was acquired by Interactive Strength Inc. (NASDAQ:TRNR) in July 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Wattbike Hub: Free training app with structured training plans, VO2 Max testing, performance tracking, and workout library. Optional Hub+ subscription for enhanced features.
• Hub+
• Wattbike Zones

Products and services

• Wattbike Atom Precision indoor cycling smart bike for dedicated riders with electromagnetic resistance, +/-1% accuracy, reading data 1,000 times per second, replicating outdoor riding feel for home training.
• Wattbike Proton Premium smart bike for guided workouts, precise performance tracking, and seamless shared use at home, offering home fitness without monthly subscription fees.
• Wattbike Air-Pro Elite conditioning bike for serious competitors, self-powered with interactive touchscreen, delivering workouts and performance tests for health, fitness and athletic goals.
• Wattbike AtomX Commercial smart bike designed for gym and health club use, with PTS2 touchscreen, +/-1% accuracy, fitness assessments (VO2 Max, peak power, FTP), and structured ergo-mode workouts.
• Wattbike Pro/Trainer Original commercial indoor bike endorsed by British Cycling; first choice for elite sports teams, athletes and performance labs including England Football, Team GB, British Cycling, Porsche and Red Bull.
• Wattbike Hub App Free training ecosystem providing structured training plans, workouts, VO2 Max testing, Healthspan Score, performance tracking and progress monitoring; works on phone, tablet and connected devices.
• Wattbike Hub+ Subscription-based training app with enhanced features including ability to build, share and export custom workouts.
• Wattbike Accessories

Quantifiable outcome

• 29 of 30 track cycling medals at 2012 London Olympics won by Wattbike-trained athletes
• +4 more outcomes

Named customers23 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Hybrid RacercoreStrategic or Co-development Partner · 12 April 2026Wattbike partnered with Hybrid Racer to offer an eight-week structured training program for hybrid racing athletes through the Wattbike Hub App. The program was co-designed by Hybrid Racer founders Chris Hinshaw and Gus Vaz Tostes, featuring two Wattbike sessions per week alongside performance benchmarks such as a six-minute average watts test. Combines Wattbike's precision indoor cycling technology with Hybrid Racer's hybrid endurance training expertise.
• British CyclingflagshipStrategic or Co-development PartnerDeveloped Wattbike over 8 years in partnership with Peter Keen, Performance Director of British Cycling. Wattbike launched at Track Cycling World Championships in Manchester as first indoor bike endorsed by British Cycling in 2008.
• Giant ManufacturingcoreOEM/ Whitelabel/ Licensing PartnerGiant secured as lead manufacturer in 2011, providing manufacturing expertise for Wattbike products.
• UCI World Cycling CentrecoreStrategic or Co-development PartnerWattbike sports scientists worked with UCI World Cycling Centre coaches to develop specific talent identification test protocol. Wattbike chosen as global talent ID and training tool, installed in six of UCI's satellite centres worldwide.
• HotChilleeminorStrategic or Co-development PartnerWattbike became key partner for the HotChille Ride Captains program supporting endurance cycling events.
• ZwiftcoreTechnology or IntegrationWattbike integrates with Zwift for virtual cycling experiences. Atom and AtomX bikes are certified compatible with Zwift platform.
• RouvycoreTechnology or IntegrationWattbike partnered with Rouvy for virtual cycling experiences. Seasonal rides including 'Rouvy X Wattbike' collaborative content available.
• StravacoreTechnology or IntegrationWattbike bikes connect with Strava for performance tracking and social sharing of cycling data.
• DivideBuy (Zopa Bank)coreChannel Partner/ Reseller/ DistributorCredit products offered through Zopa Bank Limited trading as DivideBuy, providing 12-month interest-free finance options for Wattbike purchases. FCA authorized.
• British ArmycoreStrategic or Co-development PartnerWattbike made official partner of British Army with A3 fitness test (Alternative Aerobic Assessment) established within official fitness testing protocols for all recruits and serving personnel.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Stages Cycling: Stages manufactures commercial indoor bikes (Stages SC) and power meters used by elite cycling teams. Overlaps with Wattbike in commercial gym and professional cycling markets, both prioritizing power measurement accuracy and durability.
• Peloton Interactive: Peloton is the most direct competitor in the connected indoor cycling market, offering premium smart bikes (Bike, Bike+) with subscription-based content. Wattbike competes on accuracy and elite validation; Peloton competes on scale, content library, and brand.
• Echelon Fitness: Echelon offers connected smart bikes (EX-7s, Smart Connect Bike) at lower price points than Wattbike, targeting the connected home fitness segment with subscription content. Direct competition in the DTC connected bike market.
• Keiser (Keiser M Series): Keiser M3i and M Series indoor cycles are commercial-grade indoor bikes used in health clubs and studios. Direct overlap with Wattbike's commercial AtomX offering in fitness facilities and performance labs.
• Wahoo Fitness: Wahoo's KICKR smart trainers and KICKR Bike compete directly with Wattbike's smart bikes, particularly for serious cyclists and triathletes. Both focus on power accuracy and integration with Zwift/Rouvy, serving overlapping enthusiast and professional segments.
• NordicTrack (iFit): NordicTrack's Commercial S22i and similar studio bikes compete in connected indoor cycling. NordicTrack/iFit leverages broader equipment range and instructor-led content, overlapping Wattbike's home fitness segment with broader mass-market positioning.
• Garmin (Tacx): Garmin's Tacx smart trainers (Neo, Flux) compete directly with Wattbike in the high-end indoor training market. Both target serious cyclists needing accurate power data; Garmin adds a broader wearables/cycling computer ecosystem advantage.

Emerging players

• Zwift: Zwift is the dominant virtual cycling platform and a Wattbike integration partner. While complementary today (Wattbike hardware integrates with Zwift), Zwift's own smart bike (Zwift Ride) represents emerging direct competition in the connected indoor cycling stack.
• MYZONE: MYZONE provides heart-rate-based fitness tracking for group fitness and commercial gyms. Complementary ecosystem player that overlaps Wattbike's commercial/fitness club segment with performance-tracking infrastructure rather than hardware.

Broad incumbents

• Bowflex: Bowflex is a broader incumbent in home fitness equipment. Their VeloCore indoor cycling bike and JRNY platform overlap with Wattbike's home fitness segment, though Bowflex competes more on variety of equipment than cycling-specific precision.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@wattbike
• Xx.com/wattbike
• Facebookfacebook.com/wattbike
• LinkedInlinkedin.com/company/wattbike

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wattbike