BKOOL
BKOOL, operating as ROUVY via VirtualTraining s.r.o., provides a subscription-based indoor cycling app featuring real-world filmed routes and physics-based smart trainer simulation, serving competitive cyclists, triathletes, and fitness-oriented riders globally.
- Company typePrivate
- Founded2009
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What BKOOL does
BKOOL operates the consumer indoor cycling platform ROUVY through its Czech-incorporated operating entity VirtualTraining s.r.o. The platform provides a real-world route simulation experience for smart trainers and smart bikes, combining thousands of filmed road routes — including Grand Tour stages, Alpine climbs, and IRONMAN bike legs — with physics-based gradient simulation that responds to rider power output across Bluetooth, ANT+, and wi-fi connected trainers. Core proprietary components include the ROUVY Route Creator, which lets users film and share custom routes, and a multi-device client spanning laptop, phone, iPad, and TV.
The company monetizes exclusively through direct-to-consumer subscriptions distributed via a product-led growth motion: users self-onboard through the website, begin a 7-day free trial, and convert to annual or monthly plans priced at $179.99 (Single), $249.99 (Duo, 2 riders), or $499.99 (Group, up to 5 riders), with annual plans offering 25% savings. Retention features include loyalty discounts and the ability to pause subscriptions for up to 180 days.
Customer segments span competitive cyclists and triathletes (primary), fitness-focused indoor cyclists, community-oriented riders, and travel-preparation enthusiasts. The platform's go-to-market relies on professional athlete endorsements (Wout van Aert, Victor Campenaerts, Sam Long, Kat Matthews), strategic partnerships with professional cycling teams (Team Visma | Lease a Bike, Lidl-Trek), event organizers (IRONMAN, Challenge Family), and content marketing channels including the ROUVY Unchained podcast and a 300,000-member Strava community. The company remains privately held with no disclosed institutional funding, operates with 11-50 employees, and is led by co-founder and co-CEO Alfonso Martín.
BKOOL firmographics
Firmographics- Name
- BKOOL
- Legal name
- VirtualTraining s.r.o.
- Website
- https://bkool.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BKOOL, operating as ROUVY via VirtualTraining s.r.o., provides a subscription-based indoor cycling app featuring real-world filmed routes and physics-based smart trainer simulation, serving competitive cyclists, triathletes, and fitness-oriented riders globally.
- Ownership category
- akta.pro rank
BKOOL industry classification
Industry- Product category
- Indoor Cycling Simulation Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Endurance & Running/Cycling Training (HSADAAAG)
- akta.pro secondary industry
- Cycling, Mountain Biking & E-bike Adventures (THAJABAF)
Keywords
Where BKOOL is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
BKOOL business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Revenue: Annual and monthly subscription plans for individual users (Single), couples (Duo), and groups up to 5 riders (Group). Subscription includes access to routes, workouts, training plans, and community features. 7-day free trial drives conversion. Loyalty discounts and pause functionality (up to 180 days) support retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Single rider annual plan at $179.99/year |
| Subscription | Annual | Duo plan for 2 riders at $249.99/year |
| Subscription | Annual | Group plan for up to 5 riders at $499.99/year |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
BKOOL product offering
Product offeringCore offering
BKOOL develops and sells ROUVY, a subscription-based indoor cycling simulation software that pairs with smart bikes and trainers to recreate real-world routes with accurate gradients and physics. The platform provides thousands of filmed real routes, structured training plans, workouts, group rides, and virtual events for individual cyclists, couples, and small groups, with optional accessories sold through its own e-shop.
Differentiator
Problem solved
Functional benefit
Products and services
- ROUVY Indoor Cycling App (Single subscription) Subscription-based indoor cycling simulation software for individual riders, providing access to thousands of real-world filmed routes, structured training plans, workouts, group rides, and community features when paired with a smart bike, smart trainer, or classic trainer via Bluetooth, ANT+, or wi-fi.
- ROUVY Duo Subscription
Companies that use BKOOL
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
BKOOL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
BKOOL partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Team Visma | Lease a BikeflagshipProfessional cycling team partnership featuring Wout van Aert and Victor Campenaerts using ROUVY for race preparation. The team collaborates on training plans and exclusive content. Wout van Aert is featured in social proof marketing materials.
- Lidl-TrekcorePartnership with Lidl-Trek professional cycling team featuring exclusive training plans, including FTP improvement programs designed with the team.
- IRONMANcoreOfficial IRONMAN course content partnership. ROUVY features IRONMAN bike course routes for virtual recon and training, including famous IRONMAN bike legs available on the platform.
- Challenge FamilycorePartnership with Challenge Family triathlon events for training content and course-specific preparation for Challenge Family races.
- Life Time GravelminorPartnership featuring Life Time Gravel cycling routes on the ROUVY platform for gravel cycling enthusiasts.
- Victor CampenaertscorePro cyclist collaboration featuring exclusive TT warm-up workouts and training content from Victor Campenaerts, a Belgian professional cyclist known for his time trial performances.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
BKOOL competitors and assessment
Company assessmentDirect peers
- Zwift: The dominant indoor cycling and running simulation platform with the largest installed base, structured training plans, group rides, and increasingly integrated smart hardware. ROUVY directly competes for the same smart-trainer-equipped cyclists and triathletes on a subscription basis.
- FulGaz: Real-video indoor cycling app featuring high-definition filmed routes with realistic gradient simulation. Closest pure-play competitor to ROUVY's authentic route-video value proposition, particularly for cyclists seeking event reconnaissance.
- TrainerRoad: Subscription-based structured cycling training platform with deep workout plans, FTP testing, and indoor training focus. Targets the same serious cyclist segment as ROUVY but emphasizes training science over video-route immersion.
- Wahoo Fitness (Wahoo SYSTM / RGT): Smart-trainer manufacturer that acquired RGT Cycling, a virtual road simulation app closely comparable to ROUVY's real-video route model. Combines hardware and software, creating a bundled competitor with trainer-ecosystem advantages.
- Kinomap: Video-based indoor training platform supporting cycling, running, and rowing with real-world footage synced to user power output. Multi-sport scope and user-generated video routes overlap directly with ROUVY's offering.
Broad incumbents
- Peloton: Broad incumbent in connected fitness offering cycling, running, strength, and yoga content via proprietary hardware and subscription. While primarily known for live classes rather than route simulation, it competes for the same indoor fitness subscription dollar.
- Apple Fitness+: Apple's subscription fitness service with cycling, treadmill, and strength workouts including the ability to pair with indoor bikes. A platform-level incumbent that bundles fitness into the Apple ecosystem, threatening ROUVY's iOS user base.
- Garmin (Tacx): Through its Tacx brand, Garmin is a leading smart-trainer manufacturer whose hardware is central to the indoor cycling ecosystem ROUVY depends on. Vertical-integration risk: Tacx software or partner software could displace third-party apps like ROUVY.
Emerging players
- MyWhoosh: Free-to-use virtual cycling platform with strong growth in EMEA and partnerships including UCI eSports events. Its freemium model pressures ROUVY's paid-only $179.99/yr proposition, particularly among cost-sensitive amateur cyclists.
- Stages Cycling (Stages Indoor): Commercial indoor cycling solution provider with the Stages Flight and solo indoor bike offerings. Targets the studio/gym segment adjacent to ROUVY's at-home consumer focus but increasingly building software ecosystems.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
BKOOL social profiles
Digital presenceBKOOL financial estimates
Financial estimateRevenue estimate
Valuation estimate
BKOOL leadership team
Management profileNumber of profiles
Profiles2 records
BKOOL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BKOOL 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 BKOOL
What does BKOOL do?
BKOOL develops and sells ROUVY, a subscription-based indoor cycling simulation software that pairs with smart bikes and trainers to recreate real-world routes with accurate gradients and physics. The platform provides thousands of filmed real routes, structured training plans, workouts, group rides, and virtual events for individual cyclists, couples, and small groups, with optional accessories sold through its own e-shop.
Is BKOOL a public or private company?
BKOOL is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BKOOL founded?
BKOOL was founded in 2009. It employs 11 to 50 people.
Where is BKOOL based?
BKOOL is headquartered in Madrid, Spain, in the Europe region.
How does BKOOL make money?
One revenue line is on record: subscription Revenue.
Who are BKOOL's main competitors?
Direct peers on record are Zwift, FulGaz, TrainerRoad, Wahoo Fitness (Wahoo SYSTM / RGT) and Kinomap. Broad incumbents are Peloton, Apple Fitness+ and Garmin (Tacx). Emerging players are MyWhoosh and Stages Cycling (Stages Indoor).
Does BKOOL have an API?
No public API is recorded for BKOOL.
What industry is BKOOL in?
BKOOL's product category is Indoor Cycling Simulation Software. Its primary akta.pro industry code is HSADAAAG, Endurance & Running/Cycling Training, with a secondary code of THAJABAF, Cycling, Mountain Biking & E-bike Adventures. Its SIC code is 7372.