Bike Startup

What Bike Startup does

Bike Startup & Co. (株式会社自転車創業) is a Tokyo-based private company founded in November 2013 by CEO Dai Nakajima that operates FRAME, Japan's largest cycling-focused integrated digital media ecosystem. The company's core platform combines FRAME Magazine (web media), FRAME Channel (the country's largest bicycle YouTube channel with ~180,000 subscribers), FRAME Hoken (a bicycle insurance comparison site), and FRAME Shop (a Shopify-based e-commerce storefront with YouTube Shopping integration). These assets collectively served over 1 million monthly active users as of May 2019. Revenue is generated through five streams: advertising on owned media, e-commerce product sales, insurance click-based referral transitioning to a licensed agency model, event space rental at FRAME clubhouse 尾根幹 (opened June 2023 in Inagi, Tokyo), and — most recently — FRAMEbuild corporate team-building training launched in January 2024.

The company operates a media-first, content-led growth model with a community component anchored by an in-house roster of cycling video creators and influencers. Distribution is amplified through partnerships with Japan's largest sports bike retailer Y's Road (38 stores) and the buychari used-bicycle chain (28 stores, ~98,000 items/year). The company is controlled by Clara Online Group through subsidiary Clara Mobility, following a strategic business partnership established in October 2023 that has migrated FRAME service operations onto the buychari.com domain and is intended to extend the insurance agency model through buychari's retail footprint. Other strategic investors include Kayac, Evolvable Asia, and Nomadic from a December 2017 third-party allocation round.

Bike Startup's expansion strategy has shifted from pure digital media into offline experiences (the FRAME clubhouse venue), corporate B2B services (FRAMEbuild), identity infrastructure (FRAME ID beta), and cycling tourism platforms (FRAME OUT). The company is Japan-only, with offices in Tokyo (Shinjuku headquarters), Kamakura (dual HQ since 2018), and Saitama/Omiya (content production studio co-located with buychari). Leadership comprises founder/CEO Dai Nakajima, CTO 佐々木宏太, and a recently appointed COO, with co-founder Ryutaro Koyuki having departed in September 2021.

Name

Bike Startup

Legal name

株式会社 自転軕創業

Website

https://bike-startup.co.jp

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Bike Startup operates FRAME, Japan's largest integrated cycling media ecosystem, serving hobbyist cyclists with web articles, YouTube content, insurance comparison, e-commerce, event spaces, and newly launched corporate team-building training under Clara Online Group ownership.

Ownership category

akta.pro rank

Product category

Cycling Media & E-commerce

NAICS

Fitness and Recreational Sports Centers (71394), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ), Cycling/Spin Classes (HSADABAE), Bicycle Retail (New Bikes) (CRAMAHAA)

Keywords

• Cycling media
• Bicycle e-commerce
• Bicycle insurance
• Cycling content
• Cycling events

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising & Media: FRAME Magazine and FRAME Channel generate advertising revenue from bicycle industry and non-bicycle industry advertisers. The company held events like seminars for advertisers and agencies to promote ad inventory. MAU of 1 million+ provides significant advertising reach.
2. E-commerce (FRAME Shop): Sale of bicycle products and accessories through the FRAME Shop e-commerce platform, integrated with YouTube shopping. Revenue from product sales margins. YouTube channel with ~180K subscribers drives traffic to shop.
3. Insurance Referral / Comparison (FRAME Hoken): Bicycle insurance comparison site generating click-based advertising revenue from insurance providers. Originally launched as 'Masaru demo Wakaru Bicycle Insurance'. The company is transitioning from click-based advertising to a licensed insurance agency model, enabling deeper monetization through policy commissions.
4. Event Space & Services (FRAME clubhouse): Revenue from renting the FRAME clubhouse 尾根幹 event space for cycling events, test rides, owners' rides, and off-site meetings. Paid use of the venue with services including event coordination, reservation management, and promotion.
5. Corporate Training (FRAMEbuild): Bicycle-based team building training services targeting corporate clients. Service launched January 2024, targeting companies seeking outdoor experiential training programs. Revenue from training program fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Bike Startup operates the FRAME-branded ecosystem of cycling-focused web services, including Japan's largest cycling web magazine and YouTube channel, a bicycle insurance comparison site, a Shopify-powered e-commerce shop with first-in-industry YouTube Shopping integration, a physical cycling event space (FRAME clubhouse Onreki), and a corporate bicycle-based team-building training service (FRAMEbuild). The company monetizes the FRAME audience through advertising, e-commerce sales, insurance referrals, venue rentals, and B2B training fees.

Product overview

Bike Startupは「FRAME」ブランドを冠した自転車関連ウェブサービス群を運営。コアサービスとして国内最大級の自転車メディア「FRAME」（FRAMEマガジン + FRAMEチャンネル）と保険比較サイト「FRAMEほけん」、ECサイト「FRAME Shop」の4サービスを展開。FRAME Shopは自転車業界初のYouTube連携ECとしてShopify基盤で運営。近年来はサイクリスト向けイベントスペース「FRAME clubhouse 尾根幹」、体験型研修「FRAMEbuild」、自転車ID構想「FRAME ID」、サイクリングルーティングサービス「FRAME OUT」等、オフライン・新規領域へ расширение。月刊アクティブユーザー数100万人超、月間UU100万人突破（2019年5月）を誇る大手自転車メディアに成長。

Differentiator

Problem solved

Functional benefit

Brands

• FRAME: Comprehensive bicycle-related web service brand encompassing FRAME Shop (YouTube-integrated EC), FRAMEほけん (bicycle insurance comparison site), FRAMEチャンネル (YouTube channel), FRAMEマガジン (web magazine), and FRAME clubhouse 尾根幹 (event space).
• PEDALRest (ペダレスト)

Products and services

• FRAME Magazine (FRAMEマガジン) Japanese-language cycling web magazine positioned as one of Japan's largest, providing SEO-optimized articles on cycling gear reviews, route recommendations, maintenance tips, and cycling culture for hobbyist and sports cyclists.
• FRAME Channel (FRAMEチャンネル) Japan's largest bicycle-focused YouTube channel with ~180,000 subscribers, producing cycling reviews, event coverage, and integrated e-commerce via YouTube Shopping, contributing to combined monthly active users exceeding 1 million in May 2019.
• FRAME Shop Shopify-powered e-commerce storefront for bicycles, components, apparel, and accessories, featuring first-in-Japan bicycle industry YouTube Shopping integration that allows viewers to purchase products directly from FRAME Channel videos.
• FRAME Hoken (FRAMEほけん) Bicycle insurance comparison and information site originally launched as 'Masaru demo Wakaru Bicycle Insurance,' generating referral and affiliate revenue from insurance providers and being expanded into a licensed insurance agency model.
• FRAME clubhouse Onreki (FRAME clubhouse 尾根幹) Paid event space near the cyclist-renowned Onreki hill-climb route, providing one-stop services including event promotion, reservation management, customer management, on-site operations, and post-event reporting for test rides, owners' rides, off-sites, and corporate events.
• FRAMEbuild Bicycle-based experiential training service targeting corporate HR and training departments, focused on outdoor team-building with the concept of 'stronger team-building through bicycles,' conducted at FRAME clubhouse Onreki and other cycling venues nationwide.
• FRAME OUT Cycling tourism route discovery service where local cycling enthusiasts recommend routes and sightseeing spots for share-cycle tourists, integrated with the COGICOGI share-cycle service for the Kamakura area.
• FRAME Connect FRAME membership program providing article bookmarking, yoga content distribution, and partner benefit offerings from participating companies (Y's Road, buychari, etc.), with a shared membership base across FRAME Magazine and FRAME Hoken.
• FRAME ID Civilian-initiated bicycle identification concept in beta, designed to unify cyclist identification across FRAME services and address issues such as bicycle insurance and helmet adoption, with eventual public-private collaboration goals.
• FRAME LINE Stickers Cycling-themed LINE sticker set featuring original characters, sold via LINE's sticker store for 120 yen per set to support cycling-themed communication among LINE users.

Quantifiable outcome

• 1 million+ monthly active users (combined articles and video) as of May 2019
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• ホダカ社minorGTM or Marketing Partner · 19 January 2024Guest speaker partnership for FRAMEbuild corporate training launch event. Hodaka Bicycle Co. is famous for its 'Cycling Welcome Ceremony' (サイクリング入社式) for new hires since 2013. Contributed expertise on bicycle-based team building at the FRAMEbuild trial event.
• クララモビリティ合同会社 / 株式会社クララオンラインcoreStrategic or Co-development Partner · 31 October 2023Strategic business partnership with Clara Online Group (through its 100% subsidiary Clara Mobility). First initiative is co-operation of FRAME brand services. Clara Group invested in Bike Startup via Clara Mobility. Domains transitioning to buychari.com for SEO alignment. Insurance agency model expansion planned through buychari stores.
• シマノセールス株式会社minorGTM or Marketing Partner · 2 June 2023Co-hosted wheel test ride event at FRAME clubhouse 尾根幹 on June 24, 2023. Participants could test Shimano's premium lightweight wheels (DURA-ACE, ULTEGRA, 105 grades) on the hill climb course near the clubhouse. Premium shop purchase bonus: Corsa PRO 28C TLR tires included.
• イオン・シグナ・スポーツ・ユナイテッド株式会社 (Probikeshop)minorGTM or Marketing Partner · 15 March 2022Content partnership with Ion Sigma Sports United (operator of Probikeshop online store). FRAME YouTube produces joint video content with Probikeshop. EC traffic partnership drives sales to Probikeshop's ~8,000 SKU sports bike catalog.
• 株式会社ちゃりカンパニー (バイチャリ)coreStrategic or Co-development Partner · 3 April 2020Cooperation with Japan's largest used sports bicycle chain. Jointly operate a video production studio 'Charista (仮)' in Omiya, opened June 2020. Influencer partners get free studio access. FRAME Connect member benefits include buychari trade-in value coupons. FRAME Shop domain migrated to buychari.com.
• 株式会社ワイ・インターナショナル (Y's Road)coreChannel Partner/ Reseller/ Distributor · 16 July 2019Business partnership with Japan's largest sports cycle specialty store chain (38 stores). Media and e-commerce cooperation. FRAME affiliate EC program drives sales to Y's Road. Goal to increase sports bike population in Japan.
• コギコギ株式会社minorStrategic or Co-development Partner · 11 October 2017Partnership to solve Kamakura's traffic challenges using bicycles. FRAME OUT cycling route content paired with COGICOGI share-cycle service. FRAME OUT provided cycling courses; COGICOGI provided share-cycle ports. Target: 50 courses and 20 ports in Kamakura area.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• BikeRadar: Major global cycling review and news media outlet owned by Future plc. Comparable to FRAME Magazine for product reviews, news, and SEO-driven cycling content monetization.
• Pinkbike: Leading global mountain-bike and cycling media platform with strong community/UGC components. Comparable to FRAME Magazine + FRAME Channel combined, although Pinkbike focuses on MTB and is English-language.
• GCN (Global Cycling Network): World's largest cycling-focused YouTube media network. Direct comparator to FRAME Channel in YouTube-driven cycling content, though English-language and global in reach.
• Wiggle (Chain Reaction Cycles / Wiggle): Global cycling and tri-sports e-commerce retailer operating a localized Japanese site. Comparable to FRAME Shop as a destination for cycling gear, with a much broader SKU base and international logistics.
• Y's Road (ワイ・インターナショナル): Japan's largest specialty sports cycle retailer with 38 stores nationwide and a large online store. Directly comparable as both a FRAME partner and a competitor in the cycling retail/advisory content space; overlaps with FRAME Shop e-commerce and FRAME Magazine product-review content.

Emerging players

• Rapha: Premium cycling apparel and lifestyle brand with integrated content, clubhouses, and rides (Rapha Cycling Club). Comparable to FRAME's combination of media + commerce + physical event spaces (FRAME clubhouse), though Rapha is apparel-anchored.

Direct peers

• COGICOGI: Kamakura-based share-cycle operator integrated with FRAME OUT for cycling tourism routes. Direct peer in the cycling-tourism + share-bike intersection that Bike Startup is building through FRAME OUT and DMO partnerships.
• Cyclespot (サイクルスポット): Japanese cycling e-commerce site and YouTube operator that jointly implemented the first bicycle-industry Shopify-YouTube integration with Bike Startup. Direct peer in YouTube-driven cycling commerce.
• buychari (チャリカンパニー): Operates the largest used sports-bicycle purchase/resale chain in Japan (28 stores, ~98K items/year). Sister entity under Clara Mobility after the 2023 strategic partnership; now hosts the migrated FRAME Shop domain and co-operates Omiya Studio, making it both a peer and a distribution platform for Bike Startup.
• Probikeshop (イオン・シグナ・スポーツ・ユナイテッド): Online sports-bike retailer with ~8,000 SKUs and an active content/video presence. Active FRAME YouTube content partner; competes for the same Japanese performance cyclist e-commerce wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/bike_startup
• YouTubeyoutube.com/@FRAMEbicycle
• Facebookfacebook.com/bikestartup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

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 Bike Startup