Luna Cycle
Luna Cycle is a US direct-to-consumer retailer and niche manufacturer of high-performance electric bikes, Bafang conversion kits, and replacement parts, serving dirt bike enthusiasts, DIY builders, and existing e-bike owners through lunacycle.com.
- Company typePrivate
- Founded2011
- HeadquartersEl Segundo, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Luna Cycle does
Luna Cycle is a privately held, direct-to-consumer retailer and niche manufacturer of high-performance electric bicycles, electric bicycle conversion kits, and replacement components, founded in 2011 and headquartered in El Segundo, California. The company operates exclusively through its lunacycle.com e-commerce storefront with shipping limited to the United States, and it owns the enthusiast community electricbike.com forum as a customer engagement channel. Its customer base is split between electric dirt bike riders (Talaria, Sur-Ron platforms), DIY bicycle-to-electric conversion builders (Bafang BBSHD/BBS02/M600 mid-drive systems), and existing e-bike owners seeking replacement parts and upgrades.
The product portfolio spans complete bikes priced from $1,750 to $4,990 (Talaria XXX Pro, MX5 Pro, X2.5 Extreme Enduro 60V, Z1 Enduro, X2 Enduro, Luna Fixed Stealth, Luna BABE), mid-drive motors and conversion kits ($150-$675), batteries ($400-$550), chargers ($25-$290), displays ($64-$190), and a deep replacement-parts catalog. Luna designs several proprietary products in-house, including the Luna M600 Silent PEEK Plastic Gear (claimed 50% noise reduction), the Luna Lumenator 7000-lumen integrated headlight and display, the Luna 860c full-color display, and proprietary 48V battery packs using premium GA cells for its X1/X2/Z1 bikes, along with custom Bafang firmware distributed through the Bafang Besst Service Tool.
Revenue is generated entirely through hardware sales — complete bikes, conversion kits, and an extensive parts/accessories catalog — with publicly listed unit pricing and no subscription or service revenue streams. The company achieved UL2849 electrical-systems safety certification for the Talaria MX4 and XXX in September 2024, a notable regulatory milestone for the high-power dirt bike segment. Luna Cycle employs 1-10 people, has no disclosed institutional funding or partnerships, and is led by founder Eric Hicks.
Luna Cycle firmographics
Firmographics- Name
- Luna Cycle
- Legal name
- Luna Cycle
- Website
- https://lunacycle.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Luna Cycle is a US direct-to-consumer retailer and niche manufacturer of high-performance electric bikes, Bafang conversion kits, and replacement parts, serving dirt bike enthusiasts, DIY builders, and existing e-bike owners through lunacycle.com.
- Ownership category
- akta.pro rank
Luna Cycle industry classification
Industry- Product category
- Electric Bicycles
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Automotive Parts and Accessories Retailers (441330), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- E-Bike Retail (CRAMAHAE)
- akta.pro secondary industries
- E-bikes & E-cargo Bikes Manufacturing (IMACAOAA), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Luna Cycle is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Luna Cycle business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Electric Bike Sales: Direct sales of complete electric bicycles including Talaria XXX Pro, MX5 Pro, X2.5, X1, Z1, and Luna Fixed models. Prices range from approximately $1,750 to $4,990 per unit.
- Conversion Kits and Components: Sales of mid-drive motor kits (Bafang BBSHD, BBS02, M600), batteries, and bare bones conversion packages for DIY ebike builders.
- Replacement Parts and Accessories: Extensive catalog of replacement parts for Luna bikes and compatible platforms including chainrings, brakes, displays, motors, saddles, grips, chargers, connectors, and specialized tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete Electric Bikes |
| Unit Pricing | Pay-as-you-go | Motors and Drivetrain |
| Unit Pricing | Pay-as-you-go | Displays and Electronics |
| Unit Pricing | Pay-as-you-go | Chargers |
| Unit Pricing | Pay-as-you-go | Small Parts and Accessories |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Luna Cycle product offering
Product offeringCore offering
Luna Cycle is a direct-to-consumer retailer of high-performance electric bicycles and ebike components, selling complete e-bikes (Talaria, Sur-Ron, and Luna-branded models ranging $1,750–$4,990), Bafang mid-drive motor kits (BBSHD, BBS02, M600), batteries, displays, and an extensive replacement parts catalog. The company also designs and sells proprietary upgrades including the Luna M600 Silent Gear, Luna Lumenator integrated light/display, Luna 860c color display, and Luna-branded battery packs for its X1/X2/Z1 platforms.
Product overview
Luna Cycle is a direct-to-consumer electric bike retailer and kit manufacturer specializing in high-performance e-bikes and conversion components. The product portfolio includes complete electric bikes (Talaria XXX Pro, Talaria MX5 Pro, X2.5, Z1 Enduro, X2 Enduro, Luna Fixed Stealth, Surron X) and comprehensive parts/kits for Bafang mid drive systems (BBSHD, BBS02, M600). Key product lines include motors and controllers, chainrings, brakes, displays, batteries, chargers, and specialized components like the Luna Lumenator (7000-lumen light/display combo) and Luna M600 Silent Gear. The company also sells replacement parts for their branded bikes (X1, X2, Z1, Fixed, BABE) and offers Bafang-specific accessories including the EggRider Bluetooth display and various electrical connectors.
Differentiator
Problem solved
Functional benefit
Products and services
- Talaria XXX Pro High-performance electric dirt bike featuring advanced motor and battery systems for off-road riding, priced at $3,750. UL2849 certified (alongside Talaria MX4) for electrical systems safety.
- Talaria MX5 Pro Premium electric dirt bike with enhanced range and power for demanding trails, priced at $4,990.
- X2.5 Extreme Enduro 60v Ebike High-voltage enduro electric bike designed for extreme off-road conditions with a 60V battery system, currently priced at $4,370 (was $4,600).
- Talaria Sting R MX4 Electric dirt bike model with reliable performance for trail riding, priced $4,100–$4,500. UL2849 certified for electrical systems safety.
- Z1 Enduro EBIKE Enduro-style electric bike with robust construction for aggressive trail riding, priced at $4,200.
- X2 Enduro Ebike Mid-drive electric enduro bike built for performance trail riding, priced at $3,950 (was $4,200).
- Luna Fixed Stealth Ebike Compact electric bike featuring a Gates Carbon CDX belt drive system for low-maintenance riding, priced at $1,750 (was $1,899).
- Surron X Bike (Black Edition) Lightweight electric dirt bike from the Surron brand, finished in black edition colorway, priced at $4,600.
- Luna BABE Electric bike featuring a Sturmey Archer Internal Gear Hub (IGH) with a Gates Carbon CDX belt drive.
- Bafang BBSHD 1000W Motor High-power 1000W mid drive motor for electric bike conversions and replacements, with motor core version priced at $200.
- Bafang M600 Motor 500W nominal mid drive motor (upgradeable to 2000W with the Luna Ludicrous upgrade) featuring nylon or steel gear options. Bare motor priced at $675.
- Luna Lumenator 7,000-lumen LED headlight integrated with a full-color display, powered by the Bafang BBSHD/BBS02/Ultra harness. Features Cree Xlamp XPH 50.2 LEDs, up to 9 levels of PAS, built-in cooling with auto dimming, and 6061 aluminum housing. Priced at $190.
- Luna Charger 48V Advanced 300W Ebike Charger Smart charger for 48V (13S) 18650-cell battery packs with 1-5 amp adjustable charging, 80/90/100% partial charge options, LED voltage display, and dual output connectors (XT60 and 2.1mm barrel).
- LUNA Full Color Display 860c Vertical LCD color display that reads up to 60V, with a removable selector, USB-A out for device charging, automatic backlight, odometer, trip time, and current time. Compatible with the M600 drive. Priced at $105.
- EggRider V2 Bafang Bluetooth Display Bluetooth-enabled display for Bafang mid drive systems with smartphone connectivity, priced at $99.
- Luna M600 Silent Gear Proprietary PEEK plastic reduction gear for the Bafang M600 that reduces noise by 50% while maintaining strength for high power levels. Includes German bearings and a 1-year warranty.
- LUNA X1 Replacement Battery Proprietary 48V spare battery for the Luna X-1 Enduro bike using premium GA cells with 13.5Ah capacity. Not compatible with ST branded chargers.
- LUNA X2 and Z1 Battery Replacement battery pack for the Luna X2 and Z1 Enduro electric bikes.
- LUNA Fixed Replacement Battery Replacement battery for Luna FIXED electric bikes.
- Fisher Fab House 3200 Lumen LED E-Bike Headlight High-power Cree LED headlight (80–3200 lumens, 5000K color temperature) made in USA from Billet T-6 6061 Aluminum. Works with 28–112V battery systems (not compatible with 12V Surron or Talaria).
Quantifiable outcome
- Talaria MX4 and XXX certified to UL2849 safety standard
- +1 more outcomes
Companies that use Luna Cycle
Customer profileSegments3 records
Ideal customer profiles3 records
Luna Cycle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Luna Cycle partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Luna Cycle competitors and assessment
Company assessmentDirect peers
- Grin Technologies: Grin Technologies is a Canadian e-bike conversion specialist selling motor kits, batteries, displays, and components (including Bafang systems) directly to DIY builders. It is highly comparable to Luna's kits and parts business and serves the same technical hobbyist customer.
- Juiced Bikes: Juiced Bikes is a US DTC e-bike brand selling high-performance commuter and off-road capable electric bikes. It is comparable to Luna on the high-power, enthusiast-oriented e-bike positioning and direct-to-consumer distribution.
- Electric Bike Company: Electric Bike Company is a US-based DTC e-bike retailer selling premium, customizable electric bikes with extensive parts and accessory support. It is comparable to Luna's premium positioning, direct-to-consumer model, and emphasis on long-term parts availability.
- Biktrix: Biktrix is a North American direct-to-consumer e-bike retailer specializing in high-power, customizable electric bikes and DIY conversion kits using Bafang motors. It overlaps with Luna on conversion-kit sales, premium e-bike positioning, and the enthusiast/DIY customer segment.
- EM3EV: EM3EV designs and sells high-capacity lithium-ion e-bike battery packs and components, including compatible chargers and BMS systems. Like Luna, it sells Bafang-compatible parts and serves the DIY high-power e-bike builder segment.
Broad incumbents
- Ride1Up: Ride1Up is a US DTC e-bike brand selling a broad range of commuter and performance e-bikes at accessible price points. It competes with Luna for the same North American DTC e-bike buyer, though at lower ASPs and broader audience focus.
- Lectric eBikes: Lectric eBikes is a high-volume US DTC e-bike retailer known for its XP folding e-bike line. It competes with Luna for the US DTC e-bike customer but at a more value-oriented positioning.
- Aventon: Aventon is a larger US e-bike brand offering a broad lineup of commuter, fitness, and off-road e-bikes through DTC and dealer channels. It competes with Luna in the higher-performance e-bike category but at much greater scale and broader product breadth.
- Rad Power Bikes: Rad Power Bikes is one of the largest US e-bike retailers, operating DTC, showroom, and dealer channels across a broad product line. It overlaps with Luna on electric bike retail but targets the mainstream commuter segment rather than high-performance off-road.
Others
- Sur-Ron: Sur-Ron is the OEM manufacturer of the Sur-Ron X electric dirt bike sold through Luna. While not a direct competitor, it is a key supplier and brand Luna depends on, and its direct-to-consumer strategy could materially affect Luna's reseller economics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Luna Cycle social profiles
Digital presenceLuna Cycle compliance and trust
Trust signalCompliance1 record
Luna Cycle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luna Cycle leadership team
Management profileNumber of profiles
Profiles1 record
Luna Cycle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luna Cycle 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 Luna Cycle
What does Luna Cycle do?
Luna Cycle is a direct-to-consumer retailer of high-performance electric bicycles and ebike components, selling complete e-bikes (Talaria, Sur-Ron, and Luna-branded models ranging $1,750–$4,990), Bafang mid-drive motor kits (BBSHD, BBS02, M600), batteries, displays, and an extensive replacement parts catalog. The company also designs and sells proprietary upgrades including the Luna M600 Silent Gear, Luna Lumenator integrated light/display, Luna 860c color display, and Luna-branded battery packs for its X1/X2/Z1 platforms.
Is Luna Cycle a public or private company?
Luna Cycle is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Luna Cycle founded?
Luna Cycle was founded in 2011. It employs 1 to 10 people.
Where is Luna Cycle based?
Luna Cycle is headquartered in El Segundo, United States, in the North America region.
How does Luna Cycle make money?
Three revenue lines are on record. Electric Bike Sales are the primary driver. The others are conversion Kits and Components and replacement Parts and Accessories.
Who are Luna Cycle's main competitors?
Direct peers on record are Grin Technologies, Juiced Bikes, Electric Bike Company, Biktrix and EM3EV. Broad incumbents are Ride1Up, Lectric eBikes, Aventon and Rad Power Bikes. Sur-Ron is listed as an others.
Does Luna Cycle have an API?
No public API is recorded for Luna Cycle.
What industry is Luna Cycle in?
Luna Cycle's product category is Electric Bicycles. Its primary akta.pro industry code is CRAMAHAE, E-Bike Retail, with a secondary code of IMACAOAA, E-bikes & E-cargo Bikes Manufacturing. Its NAICS code is 336991 and its SIC code is 3751.