Magura

Bicycle Brake Systems and Componentsmagura.com

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

Hydraulic disc brakes
Bicycle components
E-bike braking systems
Dropper seatposts
Cycling safety systems

Where Magura is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Magura technology and API

Technology

Technology 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 signal

Partnerships

18 partnerships are on record, tiered core and primary.

BoschcoreStrategic or Co-development Partner · 1 January 2022Magura 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.
CUBEprimaryChannel Partner/ Reseller/ DistributorCUBE is a major German e-bike and mountain bike manufacturer and confirmed OEM partner of Magura, using Magura brakes as first-fit equipment.
CANYONprimaryChannel Partner/ Reseller/ DistributorCanyon 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.
KALKHOFFprimaryChannel Partner/ Reseller/ DistributorKalkhoff is a German premium e-bike brand and confirmed OEM partner using Magura components.
Riese & MüllerprimaryChannel Partner/ Reseller/ DistributorPremium German cargo bike brand. Their Load 75 featuring Magura IBS won second place at the Cargobike Cyclingworld Award 2026. Strong OEM relationship.
Ca GocoreChannel Partner/ Reseller/ DistributorGerman 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.
ROTWILDChannel Partner/ Reseller/ DistributorGerman premium mountain bike brand and confirmed OEM partner.
BULLSprimaryChannel Partner/ Reseller/ DistributorGerman e-bike and mountain bike brand and confirmed OEM partner.
WINORAprimaryChannel Partner/ Reseller/ DistributorGerman bicycle manufacturer and confirmed OEM partner.
SIMPLONprimaryChannel Partner/ Reseller/ DistributorAustrian premium bicycle brand and confirmed OEM partner.
CONWAYprimaryChannel Partner/ Reseller/ DistributorGerman bicycle brand and confirmed OEM partner.
Quality Bicycle Products (QBP)primaryChannel Partner/ Reseller/ DistributorPrimary distributor of Magura products in USA and Canada, located in Bloomington, MN. Key channel partner for North American aftermarket distribution.
Danny MacAskillcoreStrategic or Co-development PartnerScottish 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 WibmercoreStrategic or Co-development PartnerAustrian trials and mountain bike star and YouTuber. Active Magura sponsored athlete who features Magura brakes in his creative content and competitions worldwide.
Loïc BrunicoreStrategic or Co-development PartnerDownhill 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 ImportersprimaryChannel Partner/ Reseller/ DistributorMajor US bicycle parts distributor based in Miami, FL, distributing Magura products.
Bicycle Technologies International (BTI)primaryChannel Partner/ Reseller/ DistributorUS distributor and service center for Magura products in Santa Fe, NM.
Orange Sport SupplyprimaryChannel Partner/ Reseller/ DistributorCanadian distributor of Magura products, based in North Vancouver, BC.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Magura competitors and assessment

Company assessment

Direct 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 compliance and trust

Trust signal

Compliance2 records

Magura financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Magura leadership team

Management profile

Number of profiles

Profiles4 records

Magura subsidiaries and ownership

Company hierarchy

Subsidiaries6 records

Magura funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Magura M&A and investment

M&A and investment

M&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?

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.