Source BMX
Source BMX is a UK-based, rider-owned omnichannel BMX retailer founded in 2003 selling bikes, parts, frames, wheels, soft goods, and safety equipment via Shopify e-commerce, supported by Source Park (Hastings), Source Skate, and the Battle of Hastings event.
- Company typePrivate
- Founded2003
- HeadquartersSaint Leonards, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Source BMX does
Source BMX is a privately held, rider-owned omnichannel BMX retailer founded in 2003, headquartered in St Leonards-on-Sea (Hastings), United Kingdom. It sells complete BMX bikes, frames, wheels, parts, soft goods (clothing, shoes), and safety/protection equipment through a Shopify-powered e-commerce store at sourcebmx.com, supplemented by a US storefront at us.sourcebmx.com and a single warehouse offering same-day local pickup. The catalog spans 5,782 SKUs across 30+ brands including Kink, Sunday, Wethepeople, Fit, BSD, Shadow, Odyssey, Vans, Etnies, and Adidas, with price points from approximately £289.99 (kids 12-inch) to £1,799.99 (pro-level builds). The company segments customers across kids/youth, beginner adults, intermediate riders, professional/advanced riders, and BMX race participants, supported by a Custom Bike Builder, Custom Wheel Builder, and an interactive Bike Quiz to guide purchase decisions.
The business extends beyond pure e-commerce through wholly-owned subsidiaries Source Skate (skateboard retail) and Source Park (the world's largest underground skatepark in Hastings, opened 2017, with on-site spares shop, coaching, memberships, and a courtyard with food/beverage tenants). The company also operates the Battle of Hastings BMX event and sponsors Swampfest, reinforcing its community position. Commercial infrastructure includes free UK delivery over £99.99, a 90-day return policy, Klarna installment financing, the Source Rewards loyalty program (powered by Loyalty Lion with Bronze/Silver/Gold tiers), email automation via Klaviyo, and review capture via Okendo (26,878 verified reviews at 4.8 stars). Distribution is principally direct-to-consumer with select international shipping; the operating model is a one-time-purchase unit-pricing retail model. The only disclosed institutional capital is a March 2021 funding round of approximately $7.9M from the Business Growth Fund; revenue is not publicly disclosed. Leadership comprises founders Marc Moore and Rich Moore and non-executive chairman Tim Patten.
Source BMX firmographics
Firmographics- Name
- Source BMX
- Legal name
- Source BMX
- Website
- https://sourcebmx.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Source BMX is a UK-based, rider-owned omnichannel BMX retailer founded in 2003 selling bikes, parts, frames, wheels, soft goods, and safety equipment via Shopify e-commerce, supported by Source Park (Hastings), Source Skate, and the Battle of Hastings event.
- Ownership category
- akta.pro rank
Source BMX industry classification
Industry- Product category
- BMX Bicycle Retail
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
Keywords
Where Source BMX is headquartered
LocationHeadquarters
- HQ city
- Saint Leonards
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Source BMX business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- BMX Product Sales: Sale of BMX bikes (complete), frames, parts, wheels, accessories, soft goods (clothing, shoes), and safety equipment through e-commerce platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Youth/Beginner BMX Bikes |
| Unit Pricing | Pay-as-you-go | Intermediate BMX Bikes |
| Unit Pricing | Pay-as-you-go | Pro Level BMX Bikes |
| Unit Pricing | Pay-as-you-go | BMX Parts & Accessories |
| Unit Pricing | Pay-as-you-go | Soft Goods (Clothing/Shoes) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Source BMX product offering
Product offeringCore offering
Source BMX is a rider-owned omnichannel retailer selling complete BMX bikes (freestyle and race), frames, wheels, parts, softgoods, and safety equipment from 30+ leading BMX brands through a Shopify-powered e-commerce store. The platform offers two proprietary configuration tools — Custom Bike Builder and Custom Wheel Builder — that let customers assemble personalized setups, plus a Bike Quiz that recommends suitable bikes. Operations are supported by a UK warehouse offering local pickup, free UK delivery over £99.99, next-day shipping, and Klarna installment financing.
Product overview
Source BMX is a rider-owned and run BMX retailer founded in 2003, offering a comprehensive e-commerce platform for BMX products. The core offering consists of complete BMX bikes (freestyle and racing), frames, wheels, parts, softgoods (clothing and shoes), and safety equipment. The platform provides two custom configuration tools: a Custom Bike Builder and Custom Wheel Builder, allowing customers to build personalized bikes. The business extends beyond retail with Source Park (underground skatepark in Hastings), the Battle of Hastings BMX event, and a Source Rewards loyalty program. The company operates on Shopify e-commerce platform and offers financing options through Klarna.
Differentiator
Problem solved
Functional benefit
Brands
- Source Rewards: Loyalty rewards program offering points for purchases, reviews, social media engagement, and referrals with tiered Bronze/Silver/Gold membership benefits.
Products and services
- BMX Bikes Complete BMX bicycles for freestyle and racing disciplines, available in wheel sizes from 12" to 29" and designed for youth, beginner, intermediate, and professional riders.
- BMX Frames Freestyle and race BMX frames from brands including BSD, Cult, Fiend, Fit, Fly, Kink, S&M, Sunday, Subrosa, United, and Wethepeople.
- BMX Wheels Complete wheels and wheel parts including front/rear wheels, hubs, rims, spokes, and a custom wheel building service.
- BMX Parts Comprehensive range of BMX components including steering (handlebars, forks, stems, grips, headsets), drivetrain (cranks, pedals, sprockets, chains, bottom brackets), braking systems, grinding accessories (pegs, hubs), and seating components.
- BMX Race Dedicated category for BMX racing products including race bikes, frames, wheels, parts, and gear optimized for track racing.
- BMX Softgoods Apparel and accessories including shoes (Vans, Etnies, Adidas, Higher Footwear), clothing (t-shirts, hoodies, jackets, jeans, shorts), backpacks, hats, gloves, and accessories.
- BMX Protection & Safety Safety equipment including helmets, pads, gloves, race helmets, race pants, race tops, race goggles, locks, lights, tools, and stickers.
- Custom Bike Builder Online tool allowing customers to build their own custom BMX bike by selecting individual parts from various brands with compatibility checking.
- Custom Wheel Builder Online tool enabling customers to build custom BMX wheels to match their riding style with 10% discount using code 'tightspokes'.
- Scratch & Dent Bikes Discounted BMX bikes with minor cosmetic damage, available at reduced prices with savings up to 40%, offered in Grade A and Grade B classifications.
Companies that use Source BMX
Customer profileSegments5 records
Ideal customer profiles4 records
Source BMX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Source BMX partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- KinkcorePrimary BMX bike brand stocked by Source BMX. Multiple Kink bike models available across all skill levels from youth to pro.
- SundaycoreKey brand partner offering BMX bikes and frames for various riding styles and skill levels.
- WethepeoplecoreMajor BMX brand stocked with complete bikes and frames, popular among intermediate to pro riders.
- Stay StrongcoreBMX race and freestyle bike brand, particularly strong in racing segment with PWR and Optimum series.
- Fit BMXcoreEstablished BMX brand offering complete bikes for various skill levels.
- Fly BMXminorBMX brand available through Source BMX.
- Jet BMXcoreBMX brand offering complete bikes and components, popular for beginner to intermediate riders.
- SubrosaminorBMX frame and complete bike brand available through Source BMX.
- MankindminorBMX brand stocked by Source BMX.
- GTcoreBMX race bikes and components, particularly strong in racing segment.
- BSDcoreBMX parts and frames brand, popular for bars, stems, pedals, and complete setups.
- ShadowcoreBMX parts brand including chains, hubs, and components.
- OdysseycoreBMX parts brand including brakes, pegs, stems, and other components.
- ProfilecoreBMX racing and freestyle components including hubs, cranks, and sprockets.
- VanscoreFootwear and soft goods partner offering BMX-specific shoes.
- EtniesminorBMX and skate footwear brand available through Source BMX.
- AdidasminorAthletic footwear brand with BMX-specific shoes stocked.
- ShopifycoreE-commerce platform powering the Source BMX online store, providing checkout, payments, and analytics.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Source BMX competitors and assessment
Company assessmentBroad incumbents
- Halfords: UK high-street and online retailer of bikes, auto parts, and accessories. Overlaps with Source in BMX and kids' bikes, but as a mass-market generalist using cycling as one of many categories — a meaningful competitive threat on price and convenience.
- Decathlon: Global sporting goods retailer with own-brand bikes including BMX lines. Comparable as a UK cycling and BMX seller, but competes via vertical-integration, store footprint, and price rather than rider-community authenticity.
Direct peers
- Jenson USA: US online specialist retailer of bikes, parts, and apparel across MTB, road, gravel, and BMX. Comparable in model (DTC cycling specialist) and category overlap, though broader than Source's BMX-only focus.
- Wiggle: UK-based online cycling and tri-sports retailer selling bikes, components, apparel, and accessories. Comparable to Source as a UK e-commerce-first cycling specialist with overlapping product breadth, although Wiggle is far broader and does not own a destination community asset like Source Park.
- Evans Cycles: UK omnichannel bike retailer with high-street stores and a large online catalog covering BMX, road, MTB, kids, and e-bikes. Closely comparable in market and category, though much larger and more generalist than Source's BMX-only positioning.
- Albe's BMX: US-based specialist BMX e-commerce retailer stocking complete bikes, frames, parts, apparel, and accessories from most of the same brands Source carries. The most direct US analogue to Source's BMX-only specialist model.
- Chain Reaction Cycles: Northern Ireland-based global online cycling retailer offering bikes, parts, accessories, and apparel across road, MTB, and BMX. Most directly comparable to Source as a UK-headquartered e-commerce-first specialist competing for the same omnichannel bike shopper.
- Dans Comp: US BMX specialist retailer offering complete bikes, parts, components, and apparel with deep multi-brand catalog. Directly comparable to Source as a long-established, BMX-only e-commerce specialist serving enthusiast riders.
Others
- Backcountry: US-based premium outdoor and cycling e-commerce retailer selling bikes, components, and apparel. Comparable as a content-led, enthusiast-focused online cycling retailer, though broader in category and different in geography.
Regional players
- Sigma Sports: UK-based cycling retailer with a strong online and showroom presence focused on road, gravel, and high-end MTB. Partial category overlap with Source on parts and accessories, useful as a same-region peer for benchmarking UK online cycling retail economics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Source BMX social profiles
Digital presenceSource BMX financial estimates
Financial estimateRevenue estimate
Valuation estimate
Source BMX leadership team
Management profileNumber of profiles
Profiles3 records
Source BMX subsidiaries and ownership
Company hierarchySubsidiaries3 records
Source BMX funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Source BMX 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 Source BMX
What does Source BMX do?
Source BMX is a rider-owned omnichannel retailer selling complete BMX bikes (freestyle and race), frames, wheels, parts, softgoods, and safety equipment from 30+ leading BMX brands through a Shopify-powered e-commerce store. The platform offers two proprietary configuration tools — Custom Bike Builder and Custom Wheel Builder — that let customers assemble personalized setups, plus a Bike Quiz that recommends suitable bikes. Operations are supported by a UK warehouse offering local pickup, free UK delivery over £99.99, next-day shipping, and Klarna installment financing.
Is Source BMX a public or private company?
Source BMX is a private company. It is classified as venture growth investor backed and is currently operating.
When was Source BMX founded?
Source BMX was founded in 2003. It employs 51 to 100 people.
Where is Source BMX based?
Source BMX is headquartered in Saint Leonards, United Kingdom, in the Europe region.
How does Source BMX make money?
One revenue line is on record: BMX Product Sales.
Who are Source BMX's main competitors?
Broad incumbents on record are Halfords and Decathlon. Direct peers are Jenson USA, Wiggle, Evans Cycles, Albe's BMX, Chain Reaction Cycles and Dans Comp. Backcountry is listed as an others. Sigma Sports is listed as a regional player.
Does Source BMX have an API?
No public API is recorded for Source BMX.
What industry is Source BMX in?
Source BMX's product category is BMX Bicycle Retail. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 336991 and its SIC code is 3751.