Saris
Saris Cycling Group manufactures bike racks, indoor bike trainers, and bike storage solutions in Madison, Wisconsin. The privately held company sells direct-to-consumer through saris.com and via an authorized dealer network serving North American and European cycling markets.
- Company typePrivate
- Founded1974
- HeadquartersMadison, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Saris does
Saris Cycling Group, Inc. is a privately held, Madison, Wisconsin-based manufacturer of cycling equipment founded in 1974. The company designs, cuts, welds, coats, and assembles its products entirely in-house at its Wisconsin headquarters, and distributes from four U.S. nodes (Madison, Edison NJ, Scranton PA, Compton CA) plus international channels into Canada and parts of Europe. Saris sells across three product categories: bike racks (hitch-mounted platforms such as SuperClamp G4, Freedom G2, and the MHS modular system; trunk racks led by the iconic Bones line; tailgate pads and specialty racks), indoor bike trainers (smart trainers like the H3 Plus and M2, basic Fluid and Mag trainers, the MP1 Nfinity movement platform, and rollers), and bike storage (ceiling/wall systems such as Cycle Glide and Universal Bike Trac, plus freestanding stands like the Hottie).
Underlying technology centers on mechanical and electromechanical differentiation rather than software: spring-loaded zero-frame-contact arm geometry for hitch racks, a modular and expandable hitch base architecture (MHS), and fluid, magnetic, and direct-drive resistance systems for indoor trainers. The Nfinity platform adds a lateral rocking motion element to indoor trainers to simulate outdoor dynamics. Smart trainers pair via Bluetooth to third-party indoor cycling platforms (Zwift, Rouvy, MyWhoosh), with the AI/training-software layer owned by partners rather than Saris.
The business model is predominantly B2C hardware sales direct-to-consumer via saris.com, supplemented by a B2B authorized dealer network served through a dedicated portal with wholesale pricing, free shipping above $2,500, demo programs, and pre-book margin incentives. Pricing spans roughly $70 entry-level trunk racks to nearly $2,000 premium modular hitch systems, with first-order email discounts, affiliate commissions up to 10%, and lifetime warranties anchoring retention. A separate sister company, Saris Infrastructure, monetizes the brand in commercial bike parking and infrastructure. Customer segments include individual cyclists, families with multiple riders, e-bike users needing higher weight capacities, indoor-training cyclists, and home storage customers; brand-building is reinforced by an ambassador and athlete program, NICA youth cycling sponsorship, and event presence at CABDA, Philly Bike Show, and Sea Otter Classic.
Saris firmographics
Firmographics- Name
- Saris
- Legal name
- Saris Cycling Group, Inc.
- Website
- https://saris.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Saris Cycling Group manufactures bike racks, indoor bike trainers, and bike storage solutions in Madison, Wisconsin. The privately held company sells direct-to-consumer through saris.com and via an authorized dealer network serving North American and European cycling markets.
- Ownership category
- akta.pro rank
Saris industry classification
Industry- Product category
- Cycling Equipment
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
- akta.pro secondary industries
- Bike Parts & Components Retail (CRAMAHAB), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)
Keywords
Where Saris is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Saris business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Bike Rack Sales: Primary revenue from designing, manufacturing, and selling bike racks including hitch racks, trunk racks, and truck bed racks. Products range from entry-level trunk racks ($69.99) to premium modular systems ($1,999.99).
- Bike Trainer Sales: Revenue from indoor bike trainers including basic trainers, smart trainers, and accessories. Product lines include Fluid, Mag, M2, and H3 series trainers with prices ranging from $79 to $479.99.
- Bike Storage Products: Revenue from garage storage solutions including ceiling mounts, wall hangers, freestanding stands, and the Cycle Glide and Hottie product lines.
- Accessories and Replacement Parts: Revenue from accessories including hitch accessories, rack accessories, trainer accessories, and replacement parts for all product lines.
- Dealer/Wholesale B2B: B2B revenue through authorized dealer network, with wholesale pricing, free shipping on orders over $2,500, and demo programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level Trunk Racks |
| Unit Pricing | Pay-as-you-go | Mid-Range Hitch Racks |
| Unit Pricing | Pay-as-you-go | Premium Hitch Racks |
| Unit Pricing | Pay-as-you-go | Smart Trainers |
| Unit Pricing | Pay-as-you-go | Basic Trainers |
| Unit Pricing | Pay-as-you-go | Bike Storage Solutions |
| Unit Pricing | Pay-as-you-go | Modular Hitch System (MHS) |
| Unit Pricing | Pay-as-you-go | Specialty Products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels13 records
Saris product offering
Product offeringCore offering
Saris designs, manufactures, and sells cycling equipment under three product lines: bike racks (hitch-mounted platforms, trunk racks, and truck bed racks), indoor bike trainers (smart trainers, basic trainers, and the Nfinity movement platform), and bike storage solutions (ceiling-mounted, wall-mounted, and freestanding). All rack manufacturing occurs in Madison, Wisconsin, with full in-house cutting, welding, coating, and assembly. The company sells direct to consumers via saris.com and through an authorized dealer network.
Product overview
Saris is a cycling equipment manufacturer offering three core product categories: bike racks, indoor bike trainers, and bike storage solutions. The bike rack portfolio spans hitch-mounted platforms (SuperClamp G4, Freedom G2, MHS Modular System), trunk-mounted racks (Bones, Bones EX, Guardian), and truck bed solutions. The trainer line includes smart trainers (H3 Plus, M2) with Bluetooth app integration for Zwift and Rouvy, basic trainers (Fluid 2, Mag), and the MP1 Nfinity rocking platform. Storage offerings include ceiling/wall systems (Cycle Glide, Universal Bike Trac) and freestanding stands (Hottie). Accessories include loading ramps, light kits, and replacement parts. All products are designed and assembled in Madison, Wisconsin.
Differentiator
Problem solved
Functional benefit
Brands
- MHS (Modular Hitch System): Future-proofed modular hitch bike rack system with multiple base sizes and removable bike trays
- Nfinity
- SuperClamp
- Freedom
- Bones
Products and services
- SuperClamp G4 Hitch Rack Premium platform-style hitch bike rack featuring zero-frame-contact spring-loaded arms, tool-free anti-wobble system, and e-bike compatibility with support up to 60 lbs per bike on inner trays. Targeted at cyclists needing secure, frame-safe transport for premium bikes including e-bikes.
- Freedom G2 Hitch Rack Lightweight aluminum platform hitch rack with fixed-position zero-frame-contact arms, rotating Fast Fit wheel trays, and tilt-away design for rear vehicle access. Designed for cyclists seeking an intuitive, lighter-weight platform rack.
- Bones Trunk Rack Iconic hanging-style trunk rack with flexible polymer arms and rubber contact pads, lightweight at 9 lbs, fits most vehicles without requiring a hitch. Best-selling trunk rack with over 1 million units sold.
- Bones EX Trunk Rack Enhanced Bones trunk rack with improved vehicle fit coverage (20% more vehicles) and six-hook arm design for secure bike transport without a hitch.
- MHS (Modular Hitch System) Future-proofed modular hitch bike rack system with removable bike trays and add-on capabilities, supporting multiple base sizes and configurations from 1 to 4 bikes. Allows customers to expand capacity as their fleet grows.
- Cycle-On 2-Bike Hitch Rack Accessible 2-bike hitch rack with integrated wheels and a telescoping ramp designed for loading eBikes without heavy lifting. Targeted at riders seeking effortless e-bike transport.
- SuperClamp 4-Bike Hitch Rack Family-sized 4-bike hitch rack in the SuperClamp line with zero-frame-contact arms and rock-solid security. Designed for families and group riders needing capacity for four bikes.
- Freedom 4-Bike Hitch Rack 4-bike extension of the lightweight Freedom platform rack line, designed for family use with secure mounting for every bike in the household lineup.
- Tailgate Pads Truck bed tailgate pads with quick-attach/release G-hooks and long bike straps accommodating bulky eBikes, available in 5-bike and 6-bike configurations.
- H3 Plus Direct Drive Smart Trainer Advanced direct drive smart trainer with quiet performance, power meter accuracy, and Bluetooth connectivity for indoor training apps. Targeted at serious cyclists needing accurate, app-integrated indoor training.
- M2 Smart Trainer Wheel-on smart trainer capable of replicating any workout with Bluetooth connectivity, compatible with Zwift and Rouvy indoor cycling platforms for virtual training and racing.
- MP1 Nfinity Platform Innovative trainer platform with lateral rocking motion that mimics outdoor cycling, providing a more realistic indoor training experience when used with any compatible trainer.
- Fluid 2 Trainer Entry-level fluid resistance trainer with precision balanced flywheel technology providing road-like feel and wide resistance range for indoor cycling.
- Mag Trainer Basic magnetic resistance trainer providing quiet and frictionless indoor cycling with adjustable resistance control knob.
- Aluminum Rollers Cycling rollers with parabolic drum design that keeps the wheel centered without walls, building balance, control, and straight-line riding skills.
- Cycle Glide Storage Ceiling-mounted bike storage system that lets users glide bikes overhead, storing up to four bikes with easy access and no floor space usage.
- Universal Bike Trac Floor-to-ceiling vertical bike storage solution with curved tire cradle that fits tires from road to 5-inch fat bikes and protects walls from scuffs.
- Hottie Bike Stand Freestanding 2-bike storage stand featuring walnut wood finish and steel V-frame construction for elegant indoor bike display and storage.
- MHS Loading Ramp Folding loading ramp designed for eBike enthusiasts to easily roll heavy bikes onto MHS DUO trays and Saris Edge hitch racks without lifting.
- Hitch Rack Light Kit DOT-compliant LED taillight kit for MHS, Edge, and SuperClamp hitch racks providing full brake, turn signal, and hazard light functionality for street legality.
Quantifiable outcome
- Over 1 million Bones trunk racks sold, making it the best-selling trunk rack
- +2 more outcomes
Companies that use Saris
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles2 records
Saris technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
Saris partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- World Bicycle ReliefminorSaris partners with World Bicycle Relief to support cycling accessibility in Zambia, building bikes for communities in need as part of their advocacy mission to make cycling accessible for all.
- NICA (National Interscholastic Cycling Association)coreCorporate sponsor of NICA supporting their mission to build strong minds, bodies, character, and communities through youth cycling. Features athlete ambassadors like Katie Sox from NICA Oregon.
- Bicycle Federation of WisconsinminorAffiliated company through which Saris sends offers to selected customers, supporting local cycling advocacy efforts.
- Saris InfrastructurecoreSeparate sister company handling commercial bike parking and infrastructure solutions. Referenced as 'sarisinfrastructure.com' for all things infrastructure, distinct from consumer bike rack business.
- AvantLinkminorAffiliate network platform used for the Saris Affiliate Program, enabling commission-based referrals through customized tracking links.
- BratfestminorCommunity event partnership where Saris provides free bike parking during Bratfest's Bike Your Brat to Work Day in Madison, Wisconsin.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Saris competitors and assessment
Company assessmentDirect peers
- Thule: Thule is a global leader in premium bike racks, hitch carriers, and active outdoor transportation solutions, headquartered in Sweden. Saris competes most directly with Thule in hitch-mounted and trunk bike racks, with overlapping premium price points and similar dealer distribution models.
- Yakima: Yakima is a major US-based manufacturer of bike racks, cargo carriers, and outdoor gear mounts, with broad product overlap in hitch and trunk racks. Both brands compete in the same bike shop dealer channel and serve similar enthusiast cyclists and families.
- Kuat: Kuat is a US premium bike rack brand specializing in platform-style hitch racks with high-end finishes. Kuat competes head-to-head with Saris's SuperClamp and Freedom lines in the premium hitch rack category, serving performance cyclists.
- 1UP USA: 1UP USA manufactures premium American-made bike racks with strong reputation among mountain bikers and gravel riders. Comparable to Saris on US manufacturing heritage and premium positioning, but with broader specialty bike shop penetration.
- Wahoo Fitness: Wahoo is the market-leading smart trainer brand (Kickr series) with its own indoor cycling app ecosystem. Wahoo competes directly with Saris's H3 Plus and M2 trainers and is a primary benchmark for connected indoor cycling hardware.
- Tacx (Garmin): Tacx, owned by Garmin, is a leading indoor smart trainer brand with deep integration into Garmin's fitness ecosystem. Tacx competes with Saris in both basic and smart trainer categories, particularly in European markets where Tacx has strong heritage.
- Elite (indoor trainers): Elite is an Italian manufacturer of indoor bike trainers, rollers, and accessories. Elite overlaps with Saris's trainer line (smart and basic trainers) and competes particularly in the European cycling market with similar mid-to-premium positioning.
- RockyMounts: RockyMounts is a US bike rack manufacturer offering hitch, trunk, and roof rack solutions with similar pricing tiers and dealer distribution to Saris. Both brands serve enthusiast cyclists through independent bike shops.
Emerging players
- Feedback Sports: Feedback Sports designs premium bike repair stands, storage racks, and trainer accessories with a focus on minimalist, pro-grade design. Feedback Sports competes most directly with Saris in home bike storage solutions and trainer accessories.
- Steadyrack: Steadyrack specializes in vertical and wall-mounted bike storage solutions popular in space-constrained urban markets. Steadyrack overlaps with Saris's Cycle Glide and wall-mounted storage category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Saris social profiles
Digital presenceSaris financial estimates
Financial estimateRevenue estimate
Valuation estimate
Saris leadership team
Management profileNumber of profiles
Saris funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Saris 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 Saris
What does Saris do?
Saris designs, manufactures, and sells cycling equipment under three product lines: bike racks (hitch-mounted platforms, trunk racks, and truck bed racks), indoor bike trainers (smart trainers, basic trainers, and the Nfinity movement platform), and bike storage solutions (ceiling-mounted, wall-mounted, and freestanding). All rack manufacturing occurs in Madison, Wisconsin, with full in-house cutting, welding, coating, and assembly. The company sells direct to consumers via saris.com and through an authorized dealer network.
Is Saris a public or private company?
Saris is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Saris founded?
Saris was founded in 1974. It employs 51 to 100 people.
Where is Saris based?
Saris is headquartered in Madison, United States, in the North America region.
How does Saris make money?
Five revenue lines are on record. Bike Rack Sales are the primary driver. The others are bike Trainer Sales, bike Storage Products, accessories and Replacement Parts and dealer/Wholesale B2B.
Who are Saris's main competitors?
Direct peers on record are Thule, Yakima, Kuat, 1UP USA, Wahoo Fitness, Tacx (Garmin), Elite (indoor trainers) and RockyMounts. Emerging players are Feedback Sports and Steadyrack.
Does Saris have an API?
No public API is recorded for Saris.
What industry is Saris in?
Saris's product category is Cycling Equipment. Its primary akta.pro industry code is CRAMAHAD, Bike Accessories Retail (Lights, Locks, Racks, Bags), with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 336991 and its SIC code is 3751.