Pelotan
Pelotan is a UK-based consumer brand that develops SPF30 sweatproof sunscreen and post-workout recovery products formulated specifically for endurance athletes, distributed via DTC e-commerce, wholesale to specialty retailers, and a subscription program.
- Company typePrivate
- Founded2018
- HeadquartersLincoln, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pelotan does
Pelotan is a UK-based consumer brand that develops and sells SPF30 broad-spectrum sunscreen and post-workout recovery products formulated specifically for endurance athletes and outdoor sports. Its core product line consists of three sweatproof, water-resistant sunscreen formats (100ml spray, 200ml spray, and 50ml roll-on) with a claimed 8-hour single-application protection duration, complemented by the Aprés 200ml sports aftersun/recovery gel launched in 2024 and a suite of bundle packages. The company's proprietary UV Load™ iOS app extends into software by ingesting Strava activities and computing a 0-100 cumulative UV exposure score from GPS routes, UV index, cloud cover, and elevation data, calibrated against ARPANSA risk thresholds and validated with elite athletes.
The business operates a direct-to-consumer e-commerce model through regional storefronts (pelotan.cc for UK/EU, usa.pelotan.cc for the US) backed by dedicated UK, EU, and US warehouses, supplemented by wholesale distribution to roughly 25+ independent specialty cycling, triathlon, and outdoor retailers across the UK, Spain, Netherlands, France, Austria, Switzerland, Cyprus, and UAE. Pricing spans £12.95–£83.80 across SKUs, with up to 20% savings on bundles and an additional 10% via the Set and Protect subscription service.
Go-to-market is product-led and community-led, anchored by partnerships with four UCI WorldTour cycling teams (UAE Team Emirates, EF Pro Cycling, Canyon SRAM, FDJ Suez), British Triathlon's elite performance squads, and named individual athlete ambassadors including Olympic and IRONMAN champions. Official licensing as a Tour de France product and equity investments from Blummenfelt and Iden (2025) deepen credibility, while the Sun Performance Family program extends grassroots reach into amateur clubs. Pelotan employs 1-10 people, is privately held, and was founded in 2018 with operations based in Lincoln, United Kingdom.
Pelotan firmographics
Firmographics- Name
- Pelotan
- Legal name
- Pelotan
- Website
- https://pelotan.cc
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pelotan is a UK-based consumer brand that develops SPF30 sweatproof sunscreen and post-workout recovery products formulated specifically for endurance athletes, distributed via DTC e-commerce, wholesale to specialty retailers, and a subscription program.
- Ownership category
- akta.pro rank
Pelotan industry classification
Industry- Product category
- Sports Sun Protection
- NAICS
- Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sunscreen (Body) (CRABAHAB)
- akta.pro secondary industries
- Sunscreen (Face) (CRABAHAA), Sun Care & After-Sun (Non-color) (CRADANAH)
Keywords
Where Pelotan is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Pelotan business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Direct E-commerce Sales: Pelotan sells directly to consumers through its e-commerce platforms (pelotan.cc for UK/EU and usa.pelotan.cc for US market), offering individual products and bundle packages at varying price points from £12.95 to £83.80.
- Set and Protect Subscription: Recurring subscription model offering 10% additional discount on bundle prices (20% total savings vs individual products) with flexible delivery scheduling (monthly, quarterly, semi-annually, or annually). Subscription customers also receive free delivery on orders over £34/€40.
- Wholesale Distribution: Products sold through independent retail stockists including cycling specialists, triathlon shops, and outdoor retailers across UK, Europe, Spain, Netherlands, France, Austria, Switzerland, Cyprus, and UAE.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pelotan 50ml Roll On - Entry size for on-the-go application |
| Unit Pricing | Pay-as-you-go | Pelotan 100ml Spray - Carry-on friendly size |
| Unit Pricing | Pay-as-you-go | Pelotan 200ml Spray - Full size standard format |
| Unit Pricing | Pay-as-you-go | Pelotan Apres 200ml - Recovery and aftersun gel |
| Unit Pricing | Pay-as-you-go | Travel Bundle - 100ml spray + 50ml roll-on |
| Unit Pricing | Pay-as-you-go | Summer Bundle - 200ml spray + 50ml roll-on |
| Unit Pricing | Pay-as-you-go | Protect and Recover Bundle - 200ml spray + 200ml Apres |
| Unit Pricing | Pay-as-you-go | Ultimate Protect and Recover Bundle - 200ml spray + 50ml roll-on + 200ml Apres |
| Unit Pricing | Pay-as-you-go | Grand Tour Bundle Tour de France Edition - All 4 TDF jersey products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Pelotan product offering
Product offeringCore offering
Pelotan manufactures and sells a sports-specific SPF30 sunscreen line in 50ml roll-on, 100ml spray, and 200ml spray formats, plus a 200ml Apres sports aftersun and recovery gel, all engineered for sweatproof, water-resistant, 8-hour protection during athletic use. The range is sold as individual SKUs and bundles directly through pelotan.cc (UK/EU) and usa.pelotan.cc (US), through independent specialty retailers across Europe and the UAE, via Amazon UK, and through the Set and Protect recurring subscription. A companion free UV Load mobile app integrates with Strava to convert outdoor activity data into a personalized 0-100 cumulative UV exposure score for athletes.
Product overview
Pelotan is a sports sunscreen and recovery products company that has developed a portfolio of SPF30 Performance Sunscreen products and post-workout recovery gels designed specifically for athletes. The core product line consists of Pelotan SPF30 sunscreen available in three formats: 100ml spray, 200ml spray, and 50ml roll-on, all providing up to 8 hours of sweatproof, water-resistant protection. The Pelotan Apres 200ml Sports Aftersun is a recovery gel launched in 2024 that combines aftersun care with post-workout muscle recovery. These products are sold individually and in value bundles (Protect and Recover Bundle, Summer Bundle, Travel Bundle, Ultimate Protect and Recover Bundle) that combine different product formats. Pelotan also offers a range of Tour de France Special Edition products featuring officially licensed Yellow, White, Polka Dot, and Green jersey designs. The company provides a Set and Protect flexible subscription service for recurring deliveries and operates the Sun Performance Family partner programme for teams and clubs. Additionally, Pelotan has developed the UV Load mobile app (available on iOS, Android pending) that integrates with Strava to provide athletes with personalized UV exposure scoring based on their outdoor activity data.
Differentiator
Problem solved
Functional benefit
Brands
- UV Load: A companion app that reads outdoor sessions from Strava and provides athletes with a UV Load score on a 0-100 scale to measure cumulative sun exposure during training.
- Pelotan Aprés
- Sun Performance Family
Products and services
- Pelotan SPF30 100ml Spray Carry-on friendly SPF30 sweatproof sunscreen spray providing up to 8 hours of water-resistant, lightweight, breathable protection for athletes during training and competition.
- Pelotan SPF30 200ml Spray Full-size SPF30 sweatproof sunscreen spray offering up to 8 hours of water-resistant, lightweight, breathable protection for athletes, positioned as the best value per ml for regular users.
- Pelotan SPF30 50ml Roll-On Pocket-ready 50ml roll-on sunscreen providing up to 8 hours of sweatproof SPF30 protection, designed for mess-free application to face, head, and hard-to-reach areas during sports.
- Pelotan Apres 200ml Sports Aftersun and Recovery Gel High-performance recovery gel combining aftersun and post-workout recovery with a blend of ingredients, vitamins, and minerals that relieve and soothe tired skin and muscles, featuring a fast-acting cooling effect.
- Tour de France Special Edition Collection Officially licensed Pelotan sunscreen sprays (200ml Yellow Jersey, 100ml White Jersey), a 50ml Polka Dot Jersey roll-on, and a 200ml Green Jersey Apres recovery gel, sold individually and as a Grand Tour bundle under A.S.O. Tour de France licensing.
- Set and Protect Subscription Recurring subscription service delivering Pelotan bundles on a flexible schedule with an additional 10% off bundle prices and free delivery on orders over £34/€40, targeting regular athletes who need continuous supply.
- UV Load Mobile App Free iOS and Android mobile app that integrates with Strava via OAuth to read outdoor activities, calculate a 0-100 cumulative UV exposure score and rolling 7-day strain metric, and automatically append UV Load summaries to Strava activity descriptions.
Quantifiable outcome
- 8 hours protection from single application even during sweating
- +3 more outcomes
Companies that use Pelotan
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Pelotan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature5 records
Pelotan partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- UAE Team EmiratesflagshipOfficial Partner. World's leading cycling team with 4x Tour de France wins including Tadej Pogacar. Team uses Pelotan during testing, alpine training, and Grand Tour racing. Partnership brings Pelotan into performance protocols at highest level of professional cycling. Pelotan will work closely with team to deepen understanding of sun performance in elite sport.
- EF Pro CyclingcoreOfficial Sun Protection Partner of EF Pro Cycling and EF Education Cannondale. Products found in team cars during races including Tour de France and Tour of Italy. Multiple riders featured in marketing materials.
- Canyon SRAMcoreOfficial Sun Protection Partner of Canyon SRAM. UCI Women's WorldTour team and Tour de France Femmes winner. Riders featured applying product in marketing.
- FDJ SuezcoreOfficial Sun Protection Partner to FDJ Suez. UCI Women's WorldTour cycling team and leader in global rise of women's cycling.
- British TriathloncoreEntire British Triathlon Federation and Elite Performance Teams in Olympic and Paralympics use Pelotan.
- 1% for the PlanetminorPelotan is a proud member, pledging at least 1% of revenue to environmental causes.
- CleanHubminorEach Pelotan purchase funds the removal of ocean bound plastic with CleanHub.
- On (Running)minorPartnership with On to support OAC athletes competing at World events. Partnership in Tokyo for heat performance support.
- OakleyminorOakley and Pelotan joined forces to protect athletes from sun's unseen dangers in co-branded marketing campaign 'The Unseen'.
- StravacoreUV Load app integrates with Strava via API. Automatically reads outdoor activities from Strava and appends UV Load analysis to activity descriptions. Requires Strava account for app functionality.
- Dr. David LipmancoreFormer Director of Applied Science at Supersapiens and host of Norwegian Method podcast led the performance and testing programme for UV Load algorithm. Validated the algorithm with elite athletes over testing period.
Scale indicators3 records
Recent moves2 records
Expansion highlights6 records
Pelotan competitors and assessment
Company assessmentDirect peers
- Riemann P20 Sport: UK-based specialist sun protection brand with a dedicated Sport range offering long-lasting, water-resistant sunscreens. Direct overlap with Pelotan in target customer (endurance athletes), formulation benefits (long-duration, sweat-resistant), and geography (UK/Europe roots).
- Sun Bum: California-born performance/lifestyle sunscreen brand with a Sport line emphasizing water- and sweat-resistance. Competes with Pelotan in the active/sport SPF category and sells globally online, including into UK/EU markets via specialty channels.
- Ultrasun: Swiss sun-care brand positioned on once-a-day, long-lasting UV protection. Directly comparable claim set to Pelotan's 8-hour sweatproof SPF story, with strong presence in UK/EU cycling and outdoor retailers that also stock Pelotan.
- SweatBlock: US brand specializing in sweat-resistant and sport-formulated sunscreens and antiperspirants for athletes. Targets the same active-user need as Pelotan (sunscreen that holds up under sweat during exercise) and shares the performance-positioned SPF niche.
- Zinka Sunscreen: Iconic sports-sunscreen brand (colored zinc-oxide nose block) widely used by surfers and endurance athletes. Comparable sport-positioned SPF heritage and active-sun positioning to Pelotan's endurance-sports focus.
Broad incumbents
- Neutrogena Sport: Mass-market sun-care giant (Johnson & Johnson) with a dedicated Sport range sold globally through drugstores and supermarkets. Direct overlap on sport-formatted SPF products but at much wider distribution scale and lower price points than Pelotan.
- Banana Boat Sport: Global sun-care leader (Edgewell) with a high-performance Sport line emphasizing sweat and water resistance. Competes broadly for sport-sunscreen users; relevant incumbent benchmark for category pricing and shelf competition Pelotan faces.
- Hawaiian Tropic Sport: Established mass-market sun-care brand (Edgewell) with Sport/Active variants. Adjacent incumbent in sport SPF at scale, useful for understanding Pelotan's positioning versus generalist giants expanding into active segments.
Emerging players
- Reef Repair: Emerging reef-safe/athlete-focused sun care brand. Comparable positioning on ethical formulation and sport use, relevant emerging peer as reef-safe and sensitive-skin formats converge with Pelotan's product story.
Others
- On Running: Premium running/athletic apparel brand that has worked with Pelotan on heat-performance athlete support in Tokyo. Not a direct sunscreen competitor but an adjacent ecosystem partner in the endurance athlete sponsorship ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Pelotan social profiles
Digital presencePelotan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pelotan leadership team
Management profileNumber of profiles
Profiles2 records
Pelotan funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pelotan 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 Pelotan
What does Pelotan do?
Pelotan manufactures and sells a sports-specific SPF30 sunscreen line in 50ml roll-on, 100ml spray, and 200ml spray formats, plus a 200ml Apres sports aftersun and recovery gel, all engineered for sweatproof, water-resistant, 8-hour protection during athletic use. The range is sold as individual SKUs and bundles directly through pelotan.cc (UK/EU) and usa.pelotan.cc (US), through independent specialty retailers across Europe and the UAE, via Amazon UK, and through the Set and Protect recurring subscription. A companion free UV Load mobile app integrates with Strava to convert outdoor activity data into a personalized 0-100 cumulative UV exposure score for athletes.
Is Pelotan a public or private company?
Pelotan is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pelotan founded?
Pelotan was founded in 2018. It employs 1 to 10 people.
Where is Pelotan based?
Pelotan is headquartered in Lincoln, United Kingdom, in the Europe region.
How does Pelotan make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are set and Protect Subscription and wholesale Distribution.
Who are Pelotan's main competitors?
Direct peers on record are Riemann P20 Sport, Sun Bum, Ultrasun, SweatBlock and Zinka Sunscreen. Broad incumbents are Neutrogena Sport, Banana Boat Sport and Hawaiian Tropic Sport. Reef Repair is listed as an emerging player. On Running is listed as an others.
Does Pelotan have an API?
No public API is recorded for Pelotan.
What industry is Pelotan in?
Pelotan's product category is Sports Sun Protection. Its primary akta.pro industry code is CRABAHAB, Sunscreen (Body), with a secondary code of CRABAHAA, Sunscreen (Face). Its NAICS code is 33992 and its SIC code is 3949.