Blue Cycle
Blue Cycle is a São Paulo-based B2B wholesale distributor that exclusively distributes premium cycling brands including Shimano, LAZER, Elite, Schwalbe, and SiS to independent bike shops and retailers across Brazil, complemented by the nationwide Shimano Service Center network.
- Company typePrivate
- Founded2016
- HeadquartersSão Paulo, Brazil
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Blue Cycle does
Blue Cycle & Fishing Distribuidora S/A is a São Paulo-based B2B wholesale distributor of premium cycling components, accessories, apparel, tools, and sports nutrition, founded in February 2016 as a joint venture between Shimano and Brazilian shareholders. The company holds exclusive Brazilian distribution rights for eight international cycling brands — Shimano, LAZER, Elite, Schwalbe, Science in Sport (SiS), PRO, G. Loomis, and Bikefitting.com — and supplies independent bike shops and bicycle retailers (lojistas) nationwide through a catalog-based B2B e-commerce platform (bluecycle.com.br), a telephone sales desk, and a field sales team. Beyond wholesale supply, Blue Cycle operates the nationwide Shimano Service Center network, providing retailer certification, technical training, and service infrastructure that ties the Brazilian retail channel into a Shimano-aligned service architecture.
The product portfolio spans Shimano groupsets, derailleurs, drivetrains, and E-bike systems; LAZER road, MTB, gravel, and commuter helmets including the KinetiCore safety platform; Elite indoor trainers (Direto, Qubo Fluid, Novo Force, Arion) and the Rizer inclination simulator; Schwalbe road, MTB, and gravel tires; SiS isotonic gels, energy chews, and recovery powders; PRO bikefitting equipment; Shimano cycling footwear; and Motul bike care consumables. Pricing is B2B volume-tiered with a special-price threshold above 10,000 units and free shipping above R$1,500, while consumer-facing suggested retail prices are listed for transparency. Marketing is supported by a dedicated newsroom (media.bluecycle.com.br), active social channels, and the annual Shimano Fest event. Revenue is generated through wholesale hardware and consumable resales at distributor margins; no revenue figure is publicly disclosed and no funding rounds are recorded, with capital and brand supply sourced primarily through the Shimano JV relationship.
Blue Cycle firmographics
Firmographics- Name
- Blue Cycle
- Legal name
- Blue Cycle & Fishing Distribuidora S/A
- Website
- https://bluecycle.com.br
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Blue Cycle is a São Paulo-based B2B wholesale distributor that exclusively distributes premium cycling brands including Shimano, LAZER, Elite, Schwalbe, and SiS to independent bike shops and retailers across Brazil, complemented by the nationwide Shimano Service Center network.
- Ownership category
- akta.pro rank
Blue Cycle industry classification
Industry- Product category
- Cycling Equipment Wholesale Distribution
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Footwear Merchant Wholesalers (424340), Tire and Tube Merchant Wholesalers (423130)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Cycling & Micromobility Products Distribution (CRAOAJAF)
- akta.pro secondary industries
- Bike Parts & Components Retail (CRAMAHAB), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Blue Cycle is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Blue Cycle business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale Distribution of Bicycle Components and Accessories: Blue Cycle generates revenue by purchasing and reselling cycling components, accessories, nutrition, and equipment from brand partners (Shimano, LAZER, Elite, Schwalbe, SiS, PRO, G. Loomis, Bikefitting.com) to bike shops and retailers across Brazil at wholesale margins. The company sells to registered lojistas (bike shop owners) with a B2B pricing structure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B wholesale pricing for registered bike shop retailers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Blue Cycle product offering
Product offeringCore offering
Blue Cycle purchases cycling components, accessories, helmets, tires, indoor training equipment, and sports nutrition from international brand partners and resells them at wholesale margins to registered Brazilian bike shops (lojistas). The company holds exclusive Brazilian distribution rights for Shimano, LAZER, Elite, Schwalbe, SiS, PRO, G. Loomis, and Bikefitting.com. Orders are placed through the B2B e-commerce platform, field sales, or telefonalendas, with technical support delivered through the Shimano Service Center certification network.
Product overview
Blue Cycle Distribuidora is a Brazilian wholesale distributor of premium cycling equipment and accessories, established in 2016 as a joint venture between Shimano and Brazilian shareholders. The company distributes an integrated portfolio of cycling products including Elite indoor training equipment, LAZER helmets and goggles, Schwalbe tires, PRO bikefitting products, SiS (Science in Sport) sports nutrition, Motul bike care products, and comprehensive Shimano cycling components. The offering spans from professional competition gear to recreational cycling equipment, serving both B2B (bike shops, Shimano Service Centers) and end-consumer markets through an extensive network of retail partners across Brazil. The company operates as a distribution platform rather than a single unified product, connecting international cycling brands with the Brazilian market through exclusive distribution agreements.
Differentiator
Problem solved
Functional benefit
Products and services
- Shimano Cycling Components Distribution Exclusive Brazilian wholesale distribution of Shimano cycling components including Dura-Ace Di2 electronic shifting groupsets, XTR and Deore XT MTB rear derailleurs, Deore upgrade kits, and premium drivetrain components. Targeted at bike shops for resale to road, MTB, and gravel cyclists.
- Shimano Cycling Footwear Distribution Wholesale distribution of Shimano cycling shoe lineup including XC9 S-Phyre, XC702, XC502, XC502W women's, IC5 women's indoor, IC300 women's casual, and ET700 casual shoes, covering MTB competition, indoor cycling, gravel, and casual riding for retailers to stock for Brazilian cyclists.
- LAZER Cycling Helmet Distribution Exclusive Brazilian wholesale distribution of LAZER bicycle helmets including Cannibal, Genesis, Impala, Sphere, Z1, Compact, Chiru, and Jackal models, covering road, MTB, gravel, and casual use with MIPS and Advanced RollSys protection systems for retailer resale.
- LAZER KinetiCore Helmet Line Distribution Wholesale distribution of LAZER's next-generation Vento, Strada, and Jackal KinetiCore helmets featuring integrated deformation-zone protection replacing traditional MIPS, lighter and more eco-friendly construction. Targeted at Brazilian bike shops serving road and MTB riders.
- Elite Indoor Cycling Trainer Distribution Exclusive Brazilian wholesale distribution of Elite indoor cycling equipment including the Rizer inclination simulator, Qubo Fluid trainer, Arion roller system, Novo Force fluid trainer, and Direto direct-drive smart trainer, supplying bike shops serving indoor and Zwift-compatible cyclists.
- Schwalbe Cycling Tire Distribution Wholesale distribution of Schwalbe performance tires for Brazilian retailers including Wicked Will MTB, G-One R gravel, Rocket Ron cross-country, Pro One tubeless road, and Racing Ralph MTB tires spanning road, gravel, and mountain bike disciplines.
- Science in Sport (SiS) Sports Nutrition Distribution Exclusive Brazilian wholesale distribution of Science in Sport (SiS) sports nutrition including Beta Fuel energy chews, Beta Fuel isotonic drink powder, Beta Fuel isotonic gel, GO Energy isotonic gels, and REGO Rapid Recovery drink for bike shops to supply endurance and racing cyclists.
- PRO Bikefitting Products Distribution Wholesale distribution of PRO professional bike fitting equipment and accessories in Brazil, enabling bike shops and fitters to optimize customer cycling position and performance.
- Motul Bike Care Products Distribution Wholesale distribution of Motul professional bicycle maintenance products including chain lubricants, chain cleaners, brake oils, and suspension oils supplied to Brazilian bike shops for drivetrain and component care sales.
Companies that use Blue Cycle
Customer profileSegments1 record
Ideal customer profiles1 record
Blue Cycle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Blue Cycle partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShimanocoreBlue Cycle & Fishing Distribuidora S/A was formed as a joint venture between Shimano and Brazilian shareholders in February 2016. Blue Cycle is the exclusive Brazilian distributor for Shimano's full range of bicycle components, footwear, and accessories. The partnership is the core of Blue Cycle's business, providing the company with its primary product portfolio and brand backing.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Blue Cycle competitors and assessment
Company assessmentDirect peers
- Quality Bicycle Products: US-based wholesale distributor of cycling components, accessories, and apparel to independent bike dealers; closest direct comparable to Blue Cycle's B2B distribution model with multi-brand portfolio serving lojistas.
- Shimano Brasil (pre-JV entity): Prior to the 2016 joint venture, Shimano distributed its own cycling products in Brazil; functionally the predecessor and still a related entity, with overlapping supplier-customer dynamics.
Broad incumbents
- Decathlon Brasil: Global sporting goods retailer with major Brazilian footprint and significant cycling category presence; competes for end-consumer cycling spend while also being a potential customer for Blue Cycle's brand portfolio.
- Caloi: Long-standing Brazilian bicycle manufacturer and brand with extensive dealer network; operates at the bike retail layer that Blue Cycle's wholesale customers serve, making it both a complementary and competing force in the Brazilian cycling ecosystem.
- Trek Bicycle Corporation: Major cycling brand with growing direct retail presence in Brazil; represents the DTC/distribution control model that competing cycling brands may emulate, affecting wholesale intermediaries like Blue Cycle.
- Specialized Bicycle Components: Premium cycling brand with owned retail (Specialized Retailers) in Brazil; competes with Blue Cycle's lojista customers and demonstrates the direct-retail alternative to wholesale distribution models.
- Giant Bicycles Brasil: Global cycling brand with direct distribution in Brazil; overlaps with Blue Cycle in the bike shop channel and represents competing supplier relationships for retailers.
Regional players
- Halfords: UK-based cycling and automotive products retailer/distributor; provides a peer benchmark on unit economics of a multi-brand cycling product retailer/distributor, though operating in a different geography.
- Chain Reaction Cycles: Global online cycling retailer (now part of Wiggle CRC); useful benchmark for direct-to-consumer cycling distribution economics and a potential source of pricing pressure on Blue Cycle's lojista channel.
Emerging players
- Scott Sports Brasil: Cycling brand with Brazilian distribution; partially overlaps with Blue Cycle's category positioning and shares the multi-brand, bike-shop channel distribution model in Brazil.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Blue Cycle social profiles
Digital presenceBlue Cycle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blue Cycle leadership team
Management profileNumber of profiles
Profiles1 record
Blue Cycle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blue 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 Blue Cycle
What does Blue Cycle do?
Blue Cycle purchases cycling components, accessories, helmets, tires, indoor training equipment, and sports nutrition from international brand partners and resells them at wholesale margins to registered Brazilian bike shops (lojistas). The company holds exclusive Brazilian distribution rights for Shimano, LAZER, Elite, Schwalbe, SiS, PRO, G. Loomis, and Bikefitting.com. Orders are placed through the B2B e-commerce platform, field sales, or telefonalendas, with technical support delivered through the Shimano Service Center certification network.
Is Blue Cycle a public or private company?
Blue Cycle is a private company. It is classified as corporate owned and is currently operating.
When was Blue Cycle founded?
Blue Cycle was founded in 2016. It employs 101 to 250 people.
Where is Blue Cycle based?
Blue Cycle is headquartered in São Paulo, Brazil, in the Latin America region.
How does Blue Cycle make money?
One revenue line is on record: wholesale Distribution of Bicycle Components and Accessories.
Who are Blue Cycle's main competitors?
Direct peers on record are Quality Bicycle Products and Shimano Brasil (pre-JV entity). Broad incumbents are Decathlon Brasil, Caloi, Trek Bicycle Corporation, Specialized Bicycle Components and Giant Bicycles Brasil. Regional players are Halfords and Chain Reaction Cycles. Scott Sports Brasil is listed as an emerging player.
Does Blue Cycle have an API?
No public API is recorded for Blue Cycle.
What industry is Blue Cycle in?
Blue Cycle's product category is Cycling Equipment Wholesale Distribution. Its primary akta.pro industry code is CRAOAJAF, Cycling & Micromobility Products Distribution, with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 423910 and its SIC code is 5130.