Magura
Magura is a fourth-generation, family-owned German manufacturer of hydraulic disc brakes, eBike safety systems (ABS, IBS), and electronic seatposts for the global cycling industry, supplying premium bicycle OEMs, an international dealer network, and direct e-commerce consumers across 40+ countries.
- Company typePrivate
- Founded1893
- HeadquartersBad Urach, Germany
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Magura does
Magura (legal entity Gustav Magenwirth GmbH & Co. KG) is a fourth-generation, family-owned German manufacturer of hydraulic disc brake systems, safety electronics, and seatposts for bicycles, headquartered in Bad Urach with production facilities in Bad Urach and Hülben. Founded in 1893, the company operates across light-duty (MT8 SL, MT C4, MT4), heavy-duty (MT7 PRO, MT5, LOUISE ELITE, MT C5), and extreme-duty (GUSTAV PRO, GUSTAV ELITE, CLARA PRO, CMe5) brake categories, plus electronic seatposts (VYRON MDS-V3) and proprietary safety systems including the eBike ABS (co-developed with Bosch, generations 1 and 2 in 2017 and 2022) and the Integral Braking System (IBS, 2023). The company's technology stack centers on in-house hydraulic engineering, a proprietary CARBOTECTURE carbon-fiber composite developed since 2010, multi-component injection molding (since 1957), and a rigorous in-house test lab validated to -30 to +60°C and 250kg system weights. The 5-year leak-proof warranty on brake masters and calipers and 60-second brake bleeding process anchor the service positioning.
Magura's business model combines four revenue streams: OEM first-fit component sales to premium bicycle manufacturers (CUBE, CANYON, KALKHOFF, Riese & Müller, ROTWILD, BULLS, WINORA, SIMPLON, CONWAY) via a dedicated OEM portal; aftermarket spare parts and accessories (brake pads from €20.50, rotors, levers, ETT connectors) through a global dealer network; direct-to-consumer e-commerce through shop.magura.com and magurausa-shop.com; and recurring professional services such as the €139 VYRON MDS-V3 annual interval service. The company distributes through six wholly-owned regional subsidiaries in Germany, the UK, the USA, China, Taiwan, and Australia, supported by 40+ country-level distributors and an authorized dealer network with Pro Service training. Go-to-market combines B2B OEM embedded supply, channel partners, direct e-commerce, and event-driven brand building through athlete sponsorships (Danny MacAskill, Fabio Wibmer, Loïc Bruni), the Brakes & Bites Bikepark Tour, Eurobike trade fair participation, and world-championship competition presence.
Magura firmographics
Firmographics- Name
- Magura
- Legal name
- Gustav Magenwirth GmbH & Co. KG
- Website
- https://magura.com
- Company type
- Private
- Founded year
- 1893
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Magura is a fourth-generation, family-owned German manufacturer of hydraulic disc brakes, eBike safety systems (ABS, IBS), and electronic seatposts for the global cycling industry, supplying premium bicycle OEMs, an international dealer network, and direct e-commerce consumers across 40+ countries.
- Ownership category
- akta.pro rank
Magura industry classification
Industry- Product category
- Bicycle Brake Systems and Components
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Wheels, Tires, Brakes & Suspension Components Manufacturing (IMACAOAH)
- akta.pro secondary industries
- Bike Parts & Components Retail (CRAMAHAB), Cycling & Micromobility Products Distribution (CRAOAJAF)
Keywords
Where Magura is headquartered
LocationHeadquarters
- HQ city
- Bad Urach
- HQ country
- Germany
- HQ region
- Europe
Offices7 records
Markets served
Magura business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D
Revenue model
- OEM / First-Fit Component Sales: Magura supplies brakes, seatposts, and safety systems as original equipment to bicycle manufacturers including CUBE, CONWAY, KALKHOFF, ROTWILD, BULLS, WINORA, SIMPLON, and CANYON. This is a core B2B revenue stream through dedicated OEM portal.
- Aftermarket / Replacement Parts: Magura sells spare parts (disc rotors, brake pads, levers, adapters, ETT hose connectors, design parts) and accessories directly to consumers and through dealer networks globally.
- Direct E-commerce Sales: Magura operates its own online store (shop.magura.com) selling products and merchandise directly to consumers in Europe and North America (magurausa-shop.com).
- Professional Services / VYRON Interval Service: Magura offers paid professional service for VYRON MDS-V3 seatposts (annual interval service at €139), providing recurring service revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | MDP 9 brake pads (4-piston compatible) |
| Unit Pricing | Annual | VYRON MDS-V3 Annual Interval Service |
| Other | Pay-as-you-go | Brake systems (Light/Heavy/Extreme duty) |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels12 records
Magura product offering
Product offeringCore offering
Magura designs, manufactures, and sells hydraulic brake systems (disc and rim brakes) and electronic dropper seatposts for bicycles and e-bikes. Its portfolio spans light-, heavy-, and extreme-duty brake families, plus safety systems (eBike ABS in partnership with Bosch, and IBS Integral Braking System). The company serves bicycle OEMs as a first-fit supplier and sells aftermarket components, spare parts, and accessories through dealers and its own e-commerce storefronts.
Product overview
MAGURA is a German bicycle component manufacturer specializing in hydraulic braking systems and seatposts. The product portfolio includes three main brake categories: Light Duty (MT8 SL, MT8 Pro, MT C4, MT4, MT SPORT, MT A2) for cross-country and trail riding; Heavy Duty (MT7 PRO, MT5 PRO, MT5, MT Trail SL, MT Trail Sport, LOUISE ELITE, MT C5) for enduro, trail, and e-bike applications; and Extreme Duty (GUSTAV PRO, GUSTAV ELITE, CLARA PRO, CMe5) for the most demanding riding conditions. Safety innovations include eBike ABS (developed with Bosch) and IBS (Integral Braking System). The single product in the seatpost category is the VYRON MDS-V3 electronic wireless dropper seatpost. The ecosystem includes spare parts (brake pads, rotors, adapters), accessories (SHIFTMIX clamps for shifter integration, customizable lever blades), and design customization options. MAGURA's proprietary CARBOTECTURE carbon fiber technology underpins many of its premium components.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Total system weight rating up to 250kg for GUSTAV PRO
- +4 more outcomes
Companies that use Magura
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
Magura technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature9 records
Magura partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and primary.
- BoschcoreMagura and Bosch co-developed the eBike ABS system, with the first generation launched in 2017 and the second generation in 2022. This is a flagship co-development partnership that has made Magura a market leader in e-bike ABS alongside Bosch and Blubrake. The ABS system is expected to become standard on new e-bikes.
- CUBEprimaryCUBE is a major German e-bike and mountain bike manufacturer and confirmed OEM partner of Magura, using Magura brakes as first-fit equipment.
- CANYONprimaryCanyon is a major direct-to-consumer German bicycle brand. Canyon Pathlite:ON ships with Magura brakes as OEM equipment. GUSTAV PRO equipped on Canyon Bullit CC and AMFLOW PX Carbon to critical media praise.
- KALKHOFFprimaryKalkhoff is a German premium e-bike brand and confirmed OEM partner using Magura components.
- Riese & MüllerprimaryPremium German cargo bike brand. Their Load 75 featuring Magura IBS won second place at the Cargobike Cyclingworld Award 2026. Strong OEM relationship.
- Ca GocoreGerman cargo bike brand that partnered with Magura to present a cargo bike featuring the innovative Integral Braking System (IBS), highlighting Magura's safety innovation capabilities.
- ROTWILDGerman premium mountain bike brand and confirmed OEM partner.
- BULLSprimaryGerman e-bike and mountain bike brand and confirmed OEM partner.
- WINORAprimaryGerman bicycle manufacturer and confirmed OEM partner.
- SIMPLONprimaryAustrian premium bicycle brand and confirmed OEM partner.
- CONWAYprimaryGerman bicycle brand and confirmed OEM partner.
- Quality Bicycle Products (QBP)primaryPrimary distributor of Magura products in USA and Canada, located in Bloomington, MN. Key channel partner for North American aftermarket distribution.
- Danny MacAskillcoreScottish trials and mountain bike star. Developed the HC3 lever blade with Magura through close collaboration. His extreme riding videos demonstrate Magura brake performance at the highest level.
- Fabio WibmercoreAustrian trials and mountain bike star and YouTuber. Active Magura sponsored athlete who features Magura brakes in his creative content and competitions worldwide.
- Loïc BrunicoreDownhill World Champion. Collaborated with Magura on the HC-W lever blade design. MT7 and Loïc Bruni together defended the World Cup Overall title.
- J&B ImportersprimaryMajor US bicycle parts distributor based in Miami, FL, distributing Magura products.
- Bicycle Technologies International (BTI)primaryUS distributor and service center for Magura products in Santa Fe, NM.
- Orange Sport SupplyprimaryCanadian distributor of Magura products, based in North Vancouver, BC.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Magura competitors and assessment
Company assessmentDirect peers
- Shimano: Japanese bicycle components giant dominating drivetrains, brakes, and groupsets globally. Shimano's hydraulic disc brake lines (XT, XTR, SLX) compete head-to-head with Magura's MT and Gustav lines in the OEM channel, with vastly larger scale and broader OEM integration.
- SRAM: US-based bicycle components competitor with strong hydraulic disc brake lines (Code, Guide, Level) and the Matchmaker shifter integration standard that Magura's SHIFTMIX clamps specifically accommodate. SRAM is a primary rival for OEM design wins in the mountain bike category.
- Hope Technology: UK-based specialist manufacturer of bicycle hydraulic disc brakes (Tech 3, V4) and components. Hope competes with Magura in the premium aftermarket and OEM segments with a similar specialist, engineering-led positioning and comparable pricing tiers.
- Tektro / TRP: Taiwan-based manufacturer of bicycle hydraulic disc brakes (TRP Quadiem, Slate, Hylex) and components. Tektro/TRP competes with Magura across both entry-level OEM and aftermarket channels, with strong cost-competitive positioning.
- Campagnolo: Italian premium bicycle components manufacturer with hydraulic disc brake systems. Campagnolo competes with Magura primarily in the road and gravel segments, sharing a similar European premium brand positioning.
- Formula: Italian manufacturer of bicycle and motorcycle hydraulic brake systems. Formula competes with Magura in the mountain bike and downhill categories, with comparable 4-piston caliper technology and racing-focused positioning.
- Hayes Performance Systems: US-based bicycle hydraulic brake manufacturer (Dominion, Stroker). Hayes competes with Magura in mountain bike and e-bike brake categories with comparable technology positioning and OEM relationships.
- Trickstuff: German specialist manufacturer of premium bicycle hydraulic disc brakes (Piccolo, C21). Trickstuff is the closest geographic and positioning competitor to Magura in the German-speaking premium bicycle brake market.
Others
- Bosch eBike Systems: German e-bike drive system and ABS provider that is Magura's flagship eBike ABS co-development partner. Bosch is both a strategic partner and adjacent competitor in the e-bike safety systems category alongside Blubrake.
Broad incumbents
- Brembo: Italian global leader in braking systems primarily for automotive and motorcycle applications. Brembo represents Magura's heritage motorcycle business adjacency and is a broader incumbent in the wider braking technology space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Magura social profiles
Digital presenceMagura compliance and trust
Trust signalCompliance2 records
Magura financial estimates
Financial estimateRevenue estimate
Valuation estimate
Magura leadership team
Management profileNumber of profiles
Profiles4 records
Magura subsidiaries and ownership
Company hierarchySubsidiaries6 records
Magura funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Magura 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 Magura
What does Magura do?
Magura designs, manufactures, and sells hydraulic brake systems (disc and rim brakes) and electronic dropper seatposts for bicycles and e-bikes. Its portfolio spans light-, heavy-, and extreme-duty brake families, plus safety systems (eBike ABS in partnership with Bosch, and IBS Integral Braking System). The company serves bicycle OEMs as a first-fit supplier and sells aftermarket components, spare parts, and accessories through dealers and its own e-commerce storefronts.
Is Magura a public or private company?
Magura is a private company. It is classified as family owned and is currently operating.
When was Magura founded?
Magura was founded in 1893. It employs 501 to 1,000 people.
Where is Magura based?
Magura is headquartered in Bad Urach, Germany, in the Europe region.
How does Magura make money?
Four revenue lines are on record. OEM / First-Fit Component Sales are the primary driver. The others are aftermarket / Replacement Parts, direct E-commerce Sales and professional Services / VYRON Interval Service.
Who are Magura's main competitors?
Direct peers on record are Shimano, SRAM, Hope Technology, Tektro / TRP, Campagnolo, Formula, Hayes Performance Systems and Trickstuff. Bosch eBike Systems is listed as an others. Brembo is listed as a broad incumbent.
Does Magura have an API?
No public API is recorded for Magura.
What industry is Magura in?
Magura's product category is Bicycle Brake Systems and Components. Its primary akta.pro industry code is IMACAOAH, Wheels, Tires, Brakes & Suspension Components Manufacturing, with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 336991 and its SIC code is 3751.