What Beeline does

Beeline is a London-based, privately-held consumer hardware company founded in 2015 by Tom Putnam and Mark Jenner that designs, sells, and supports GPS navigation devices purpose-built for two-wheeled transport. The product portfolio consists of two core hardware lines — Velo 2 for cyclists and Moto II for motorcyclists — paired with a free companion mobile app (iOS and Android) that handles route planning, ride tracking, device pairing via Bluetooth 4.0 Low Energy, and post-ride analytics. Both device families are designed around a minimalist, glanceable interface (arrow-based navigation, compass mode, and glove-friendly RockerTop physical buttons) with IP67 weather resistance, 11–14 hour battery life, and USB-C charging. A Beeline Plus subscription tier adds real-time traffic, dynamic rerouting, speed camera alerts, 3D maps, and an expanded route toolset. Beeline also offers a browser-based Route Planner (maps.beeline.co) and integrates with Strava, Komoot, and Apple Health for data sync.

Under the hood, the system combines a proprietary Beeline Smart Routing engine — which ingests crowd-sourced road quality ratings from the installed base of riders to generate cyclist-optimized (quiet/balanced/fast) and motorcyclist-optimized (fun/fast) routes — with Mapbox as a global fallback for routing and mapping in regions where the proprietary engine is not yet active. Sensor fusion GPS maintains positioning accuracy in weak-signal conditions, and the hardware/software combination is deliberately optimized for distraction-free, weather-sealed, single-hand operation rather than feature parity with general-purpose car GPS units.

Beeline monetizes primarily through direct-to-consumer hardware sales (Velo 2 at $99.99; Moto II from $219.99 for the standard plastic model up to $349.99 for the limited Anniversary Edition), a growing accessories attach business ($12.99–$59.99 for mounts, cases, screen protectors), and the recently introduced Beeline Plus subscription (~$50/year). Go-to-market is a mix of direct e-commerce from warehouses in the UK, Netherlands, and the USA, a global verified retail partner network, brand ambassador and affiliate programs in enthusiast cycling/motorcycling communities, and earned media in specialist press. The company has been bootstrapped and equity-crowdfunded (Seedrs, Kickstarter) since inception, with cumulative disclosed capital of approximately $2.09M and a current headcount of 1–10. Customers are individual riders across 100+ countries, segmented into urban cyclists, bike commuters, leisure/weekend riders, new/returning cyclists, and motorcyclists.

Name

Beeline

Legal name

Beeline

Website

https://beeline.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Beeline is a London-based company that designs GPS navigation devices — Velo 2 for cyclists and Moto II for motorcyclists — paired with a companion mobile app and Beeline Plus subscription. Founded in 2015, it serves riders in over 100 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Device Sales: Sale of GPS navigation devices (Velo 2 for cyclists, Moto II for motorcyclists) and accessories (mounts, cases, screen protectors). One-time purchase model with device sales as primary revenue driver.
2. Beeline Plus Subscription: Premium subscription offering real-time traffic updates, speed camera alerts, 3D map views, and expanded route tools. Free 12-month subscription included with Moto II Anniversary Edition.
3. Accessories and Mounts: Sale of complementary products including universal mounts, bar clamp mounts, fork stem mounts, carry cases, protection packs, and powered mount inserts.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Beeline designs, manufactures, and sells GPS navigation hardware devices purpose-built for two-wheeled transport. Its core products are the Velo 2 cycling computer and the Moto II motorcycle GPS navigator, both paired via Bluetooth with a companion smartphone app (iOS/Android) that handles route planning, ride tracking, and community-sourced smart routing. Revenue is driven primarily by hardware device sales, with a secondary Beeline Plus subscription layer for premium routing features.

Product overview

Beeline is a London-based company offering a unified portfolio of GPS navigation devices and companion software for cyclists and motorcyclists. The product range consists of two core hardware lines — Velo 2 for cyclists and Moto II/Moto for motorcyclists — supported by a free Beeline companion app (iOS/Android) and an optional Beeline Plus subscription for premium routing features. Both device lines share the same app ecosystem, enabling seamless route planning, device pairing via Bluetooth, and data sync to Strava and Komoot. Accessories include carry cases, screen protectors, stem mounts, and bar/mirror/fork-stem mounts for motorcycles. The Moto II line spans the standard plastic/metal variants, the premium Classic Edition (stainless steel bezel), and the limited Anniversary Edition (CNC-milled, 2,500-unit run). A web-based route planner complements the mobile-first experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Beeline Velo 2 Second-generation GPS cycling computer providing turn-by-turn navigation, real-time ride stats (speed, distance, ETA, elevation), and automatic ride tracking for cyclists. Pairs via Bluetooth with the Beeline app for route planning and GPX import from Strava and Komoot. Features 11-hour battery life, IP67 weather resistance, USB-C charging, and a 46.4mm circular display. Priced at $99.99 USD (sale) / $119.99 USD original.
• Beeline Moto II Next-generation GPS navigation device for motorcyclists. Features turn-by-turn navigation, speedo, journey tracking, post-ride summary, and fast rerouting. IP67 waterproof and shockproof, with up to 14-hour battery life, USB-C charging, and glove-friendly RockerTop buttons. Available in Black Plastic ($219.99), Gunmetal Grey ($249.99), Classic, and Anniversary finishes.
• Beeline Moto (first generation) First-generation motorcycle GPS navigation device launched in 2019, providing simplified arrow-and-compass navigation for motorcyclists with ride tracking. Available in Black, Silver Metal, Gunmetal Grey Metal, and Louis Edition variants.
• Beeline Moto II Classic Edition Premium variant of the Moto II featuring a high-polish stainless steel bezel inspired by classic motorcycle design. Priced at $299.99 USD. Shares all Moto II specifications including IP67 waterproofing, 14-hour battery, USB-C, and glove-friendly buttons.
• Beeline Moto II Anniversary Edition Limited-edition Moto II celebrating ten years of Beeline design. Precision CNC milled from solid metal with knurled side texture and gloss black finish. Strictly limited to 2,500 units worldwide at $349.99 USD. Includes 12 months Beeline Plus free and entry to win the Ride of a Lifetime at The Great Malle Rally 2027.
• Beeline App (Free) Free companion mobile app (iOS and Android) powering both Velo 2 and Moto II. Features route planning with fast/quiet/balanced/fun options, turn-by-turn and compass navigation modes, ride tracking, GPX import/export, and device pairing via Bluetooth 4.0. Works standalone without a device for demo mode navigation.
• Beeline Plus Subscription Premium annual subscription adding real-time traffic updates with dynamic rerouting, speed camera alerts (where permitted), 3D map views, expanded route planning tools, and advanced smart syncing. Required for features like live traffic, loop route generator, and audio directions on Velo 2. Worth £40/€45/$50 per year.
• Beeline Route Planner (Web) Browser-based route planning tool accessible at maps.beeline.co. A stripped-back version of the Beeline app for desktop use, allowing users to plan rides without installing the mobile app. Routes sync directly to the Beeline app for riding. Supports both cycling (fast/quiet/balanced) and motorcycling (fast/fun) routing modes.
• Beeline Velo 2 Protection Pack Silicone device case and anti-glare glass screen protector bundle designed to protect the Velo 2 during rides. Priced at $21.00 USD. Available in Alpine Green, Lavender, and Black colour options.
• Moto II Bar Clamp Mount Metal bar clamp mount for securing the Moto II to standard motorcycle handlebars. Includes spacers for 22.2mm, 25.4mm, 28.6mm, and 31.8mm bar diameters. Priced at $39.99 USD.
• Moto II Powered Mount Insert Powered mount insert enabling continuous charging of the Moto II while riding via the mount's pogo pin contacts. Compatible with 12V motorcycle power systems. Priced at $59.99 USD.

Quantifiable outcome

• 8 million+ rides and 223 million miles travelled by users
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• Malle LondonminorStrategic or Co-development PartnerPartnership for 'Ride of a Lifetime' competition tied to The Great Malle Rally 2027. Moto II Anniversary Edition purchasers get chance to win two places on the 9-day, 2,500-mile rally across the British Isles.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wahoo Fitness: Maker of the ELEMNT series of cycling GPS computers, the closest direct peer to Beeline Velo 2 in the premium connected cycling computer category with smartphone-paired navigation and Strava/Komoot-style integrations.
• Hammerhead: Karoo cycling computer is a direct competitor to Beeline Velo 2: a touchscreen, smartphone-paired bike GPS with turn-by-turn navigation, route planning, and structured ride-data integrations.
• Sigma Sport: Long-established cycling computer maker (ROX series) with GPS navigation products that overlap Beeline's Velo line, particularly in the European bike market Beeline already serves.
• Bryton: Bryton Rider series of cycling GPS computers competes with Beeline at more affordable price points, sharing the connected, smartphone-paired form factor and feature set.

Emerging players

• Stages Cycling: Known for power meters, Stages has expanded into the Dash cycling computer, directly competing with Velo 2 in the data-rich, performance-cyclist segment of the market.

Broad incumbents

• TomTom: Long-standing navigation brand with a motorcycling GPS product line that directly competes with Beeline Moto II, plus maps/routing infrastructure that overlaps Beeline's Smart Routing offering.
• Suunto: Sports watch maker with GPS navigation features for outdoor and adventure riding; competes with Beeline for wrist/handlebar real estate on multi-sport cyclists and motorcyclists.
• Garmin: Global leader in GPS hardware with the Edge cycling computer line and Zumo motorcycle GPS line, the most direct and well-funded competitors to Beeline's Velo 2 and Moto II across both verticals.
• Polar: Sports watch and cycling computer maker whose Vantage watches and legacy cycling units overlap Beeline's performance and navigation use cases for cyclists.

Others

• Komoot: Route-planning platform for hiking and cycling; a Beeline integration partner that is also a partial substitute for Beeline's own routing and route-planning capabilities on the phone.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ridebeeline

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors5 records

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 Beeline