The New Wheel
The New Wheel is a founder-owned electric bicycle retailer operating three Bay Area storefronts (San Francisco, Marin, Oakland), curating premium e-bikes from eight brands including Tern, Riese & Müller, and Gazelle, complemented by in-house service, subscriptions, and trade-in programs for individual consumers.
- Company typePrivate
- Founded2010
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The New Wheel does
The New Wheel is a privately held, founder-owned electric bicycle retailer founded in 2010 by Brett Thurber and Karen Wiener and headquartered in the San Francisco Bay Area. The company operates three retail storefronts (San Francisco flagship, Marin/Larkspur, Oakland) and curates premium e-bikes from eight brands: Tern, Riese & Müller, Gazelle, Orbea, Aventon, Benno, Hase Bikes, and Urban Arrow. The portfolio spans compact and full-size cargo bikes, urban commuters, comfort cruisers, mountain e-bikes, gravel/adventure bikes, folding bikes, and adaptive recumbent trikes, with price points from approximately $1,199 (Aventon Soltera 2.5) to $11,669 (Riese & Müller Load5).
The underlying technology is third-party rather than proprietary: the business sells and services bikes powered by major drive systems (Bosch Smart System with 75-100Nm torque motors, Shimano EP6/EP801, Avinox), paired with drivetrains including Gates Carbon Belt Drive, Enviolo continuously variable hubs, and Rohloff Speedhub. Core technical capability sits in the service department—professional assembly, tuning, hydraulic brake service, wheel building, and warranty repair—rather than in proprietary IP. A 6-month complimentary service interval, Service Plans with unlimited tune-ups, and 24/7 roadside assistance create post-purchase engagement infrastructure.
The business model combines one-time e-bike sales (primary revenue), professional service and repair, recurring Service Plans and Protection Plans, monthly bike subscriptions ($249-$339/month for Riese & Müller Tinker/Carrie, Urban Arrow, Gazelle Arroyo), and a trade-in program operated with Upway and Bicycle Blue Book. Go-to-market is omnichannel: physical stores anchored by appointment-based test rides as the primary conversion mechanism, supplemented by an educational content library (Journal, ride guides, motor systems explainers), email newsletter, YouTube product reviews, and earned media. Customer acquisition emphasizes in-person experience over digital sales, with e-commerce used primarily for browsing and booking.
The New Wheel firmographics
Firmographics- Name
- The New Wheel
- Legal name
- The New Wheel
- Website
- https://newwheel.net
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The New Wheel is a founder-owned electric bicycle retailer operating three Bay Area storefronts (San Francisco, Marin, Oakland), curating premium e-bikes from eight brands including Tern, Riese & Müller, and Gazelle, complemented by in-house service, subscriptions, and trade-in programs for individual consumers.
- Ownership category
- akta.pro rank
The New Wheel industry classification
Industry- Product category
- Specialty Electric Bicycle Retail
- akta.pro primary industry
- E-Bike Retail (CRAMAHAE)
- akta.pro secondary industries
- Bike Service, Repair & Maintenance Shops (CRAMAHAH), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
Keywords
Where The New Wheel is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The New Wheel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Electric Bicycle Sales: Sale of new electric bicycles from premium brands including Tern, Riese & Müller, Gazelle, Orbea, Aventon, Benno, Hase Bikes, and Urban Arrow. Price range from entry-level around $1,199 to premium models exceeding $10,000.
- Service & Repair: Full-service bicycle maintenance and repair department. Includes tune-ups, wheel building, hydraulic brake service, and warranty repairs. Complimentary 6-month service included with new bike purchases.
- Service Plans & Protection: Extended warranty and protection plans offering unlimited tune-ups, roadside assistance, and accident coverage for purchased bikes.
- Bike Subscriptions: Monthly subscription rental program for electric bikes including Gazelle Arroyo, Riese & Müller Carrie, Riese & Müller Tinker, and Urban Arrow Family.
- Trade-In Programs: Trade-in programs for both electric and non-electric bicycles, working with partners Upway and Bicycle Blue Book.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level electric bikes |
| One time/ perpetual license | Pay-as-you-go | Mid-range urban and commuter bikes |
| One time/ perpetual license | Pay-as-you-go | Premium cargo and performance bikes |
| Subscription | Monthly | Electric bike subscription |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
The New Wheel product offering
Product offeringCore offering
The New Wheel is a specialty electric bicycle retailer that sells premium e-bikes from eight brands (Tern, Gazelle, Riese & Müller, Orbea, Aventon, Benno, Urban Arrow, and Hase Bikes) across cargo, urban commuter, mountain, comfort, road/adventure, and adaptive categories, with prices ranging from about $1,199 to over $11,000. The company complements sales with in-house service and repair, multi-tier service and protection plans, monthly bike subscriptions, electric and non-electric trade-in programs, and mountain bike demos. It operates three Bay Area retail stores and an e-commerce website, with test rides conducted in-store as the primary conversion mechanism.
Product overview
The New Wheel is an electric bike retailer offering a curated portfolio of premium e-bikes from eight major brands: Tern, Gazelle, Riese & Müller, Orbea, Aventon, Benno, Urban Arrow, and Hase Bikes. The portfolio spans compact cargo bikes (Tern HSD, Quick Haul), full-size cargo bikes (Riese & Müller Load, Urban Arrow Family), urban/commuter bikes (Gazelle Ultimate, Orbea DIEM, Aventon Level), mountain e-bikes (Orbea Rise, Orbea Wild), comfort/cruising bikes (Gazelle Medeo, Gazelle Arroyo), lightweight urban bikes (Orbea Carpe, Aventon Soltera), adaptive trikes (Hase Kettwiesel, Pino), and etility bikes (Benno RemiDemi, Boost). All bikes feature major motor systems including Bosch Smart System, Shimano EP/Steps, or Avinox. The company differentiates through comprehensive services including 6-month complimentary service, Service Plans with unlimited tune-ups, bike subscription programs, trade-in programs, and mountain bike demos. Key motor/drive technologies featured include Bosch Performance Line motors (75-100Nm torque), Shimano EP6/EP8 motors, Gates Carbon Belt Drive, Enviolo continuously variable hubs, Rohloff Speedhub, and Bosch Smart System connectivity with Flow app. The company operates three retail locations in San Francisco, Marin (Larkspur), and Oakland with full-service departments.
Differentiator
Problem solved
Functional benefit
Products and services
- Tern HSD (compact cargo e-bike, Gen 2 / Gen 3) Compact mid-tail cargo e-bike from Tern for families and urban hauling. Features Bosch Smart System motors, Gates belt drive options, adjustable frame fitting riders 4'11" to 6'9", child-seat ready with up to 419 lb capacity. Available in Gen 2 and Gen 3 versions with Class 1 (20mph) and Class 3 (28mph) options.
- Tern Quick Haul Entry-level compact cargo e-bike from Tern with Bosch motors, integrated lights, fenders, and kickstand. Rear rack carries up to 110 lbs, fits riders 4'11" to 6'5", child-seat compatible with optional Thule Yepp Maxi or Bobike seats.
- Tern GSD Full-size long-tail cargo e-bike from Tern capable of carrying two children or heavy loads. Bosch motor systems, Gates belt drive options, foldable for storage, multiple configuration accessories for passengers and cargo.
- Tern Orox Go-anywhere adventure cargo e-bike from Tern with 4-inch fat-bike tires, Bosch CX drive system, up to 462 lb max weight capacity. Available with Shimano Deore XT 12-speed or Rohloff 14-speed internally geared hub with Gates belt drive.
- Tern NBD Ultra-low step-through urban e-bike from Tern with Bosch motors and Gates belt drive. Smallest tires for easy mounting, suspension seatpost, adjustable cockpit fitting riders 4'10" to 6'5", designed for grocery trips and neighborhood errands.
- Tern Vektron Folding electric bike from Tern with Bosch motors, designed to fit under desks or in car trunks. Compact folding design for multimodal commuting and limited storage situations.
- Gazelle Ultimate Premium urban commuter e-bike built by Dutch manufacturer Gazelle with 130+ years of history. Bosch Smart System Performance Line motor (85-90Nm), 540Wh battery, Class 3 speeds up to 28mph. Available with Shimano CUES 11-speed derailleur or Gates belt drive with Enviolo stepless hub. Includes 80mm suspension fork and Bosch Flow app connectivity.
- Gazelle Medeo Affordable comfort e-bike from Royal Dutch Gazelle with Bosch Active or upgraded Performance motors, 400-545Wh battery, front suspension fork. Includes fenders, chain guard, integrated lights, rack, and cafe lock. Available in low-step and high-step frames.
- Gazelle Arroyo Classic Dutch comfort e-bike from Gazelle with Bosch Performance Line Smart System (75Nm, 540Wh), Gates belt drive, and Enviolo Trekking CVT option. Features swept-back upright riding position, front suspension, adjustable stem. Designed for leisurely city and leisure riding; available in Elite trim.
- Gazelle Eclipse High-performance road e-bike from Gazelle with Bosch Performance Line Speed motor, Gates belt drive, Enviolo Trekking hub, LinkGlide technology. Designed for faster road riding and longer distances.
- Riese & Müller Load (Load5) Full-suspension front-loader cargo e-bike from Riese & Müller with Bosch Gen5 drive (up to 100Nm), dual battery options up to 1200Wh. Load 60 carries 1-2 kids up front; Load 75 carries up to 3 kids. Features Control Technology suspension, optional ABS, made in Germany.
- Riese & Müller Nevo (Nevo5) Step-through urban e-bike from Riese & Müller with Bosch motors, Gates belt drive options, Rohloff hub options. Features rhombus-shaped frame design, Control Technology suspension, made in Germany with extensive customization options.
Companies that use The New Wheel
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
The New Wheel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
The New Wheel partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- BikeInsurecoreInsurance partner providing tailored and comprehensive insurance options for ebike riders. Direct integration on The New Wheel website for customer access to coverage against riding, transit, and theft risks.
- TruemedcoreHSA/FSA payment integration enabling qualified customers to use pre-tax HSA/FSA funds for electric bike purchases. Customers complete health assessment for eligibility and can save up to 30% through tax advantages.
- UpwaycoreElectric bike trade-in partner providing instant valuations. The New Wheel sends customer trade-in bikes to Upway once trade-in is confirmed.
- Bicycle Blue BookminorNon-electric bicycle trade-in partner for valuation services on traditional bicycles being traded in.
- WoomminorKids bike brand partnership for the Up-Cycle program, offering 30% credit back on Woom bikes when trading up to the next size within 2 years.
- San Francisco Bicycle CoalitioncoreThe New Wheel is an official sponsor. Collaborates on advocacy efforts and community building for bicycle infrastructure in San Francisco.
- Marin County Bike CoalitioncoreThe New Wheel is an official sponsor. Partnered on North-South Greenway bike path connecting to Larkspur Ferry terminal, passing directly in front of the Marin store.
- California Bicycle CoalitionminorIndustry partner for lobbying efforts in Sacramento to advance bicycle and electric bicycle legislation and infrastructure in California.
Scale indicators4 records
Recent moves8 records
Expansion highlights6 records
The New Wheel competitors and assessment
Company assessmentBroad incumbents
- Trek Bicycle Corporation: Largest specialty bicycle retailer in the US with hundreds of company-owned and franchised stores, broad e-bike assortment (own-brand and partner), and full-service departments. Broad incumbent that competes with TNW on premium e-bike retail but at far greater scale and with own-brand pricing power.
- REI Co-op: US outdoor co-op retailer with a national footprint of stores plus e-commerce, carrying e-bikes from multiple premium brands (Tern, Gazelle, Specialized, Aventon). Broad incumbent competing on assortment breadth and member loyalty rather than deep specialty expertise.
- Specialized Bicycle Components: Premium bicycle manufacturer with substantial direct-to-consumer retail via Specialized Retailers and concept stores, including a strong e-bike lineup (Vado, Turbo, Como, Turbo Levo). Comparable as an incumbent competing in the premium e-bike space through both own-brand and partner-brand strategies.
Emerging players
- Aventon: Direct-to-consumer e-bike brand that The New Wheel also retails; aggressive pricing on mid-range commuter, fat-tire, and cargo models (Level, Pace, Aventure, Abound) and rapidly growing national retail presence. Comparable as both supplier to and indirect competitor with The New Wheel, especially in the $1,200–$2,500 segment.
- Rad Power Bikes: Leading North American direct-to-consumer e-bike brand with broad multi-category lineup (commuter, cargo, folding, fat-tire) sold predominantly online but increasingly through company-owned retail stores. Indirect competitor pressuring premium-retail price points on value-tier and mid-tier e-bikes.
- Ride1Up: DTC e-bike brand offering competitively priced commuter, road, cargo, and mountain e-bikes sold direct online. Comparable as a price-disrupting DTC competitor targeting the same value-conscious buyer that TNW's mid-tier offerings (Aventon Level/Soltera) address.
Direct peers
- Pedego Electric Bikes: Specialty e-bike brand and franchised dealer network selling premium electric bikes (commuter, cargo, beach cruisers) through independently-owned stores. Directly comparable as a competing specialty e-bike retailer with curated brand experience and service-driven positioning, though distributed via franchise rather than corporate-owned stores.
- Electric Bike Store: Long-running premium e-bike specialty retailer with multiple California showrooms, carrying brands such as Riese & Müller, Stromer, and Haibike. Closely comparable to The New Wheel in product mix (premium Euro e-bikes), geography (California), and showroom-with-service model.
- Propel Bikes: Multi-location premium e-bike retailer with curated selection of high-end brands (including Riese & Müller and Gazelle) and a service-first positioning. Closest direct comparable to The New Wheel in business model: showroom-based premium e-bike sales with in-house service and education-led content marketing.
Others
- Upway: Marketplace for certified refurbished e-bikes; The New Wheel is a trade-in partner that routes pre-owned e-bikes to Upway. Adjacent ecosystem participant rather than a direct competitor; comparable because the partnership signals the rising secondary-market channel that may eventually compress new-bike demand at premium retailers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
The New Wheel social profiles
Digital presenceThe New Wheel financial estimates
Financial estimateRevenue estimate
Valuation estimate
The New Wheel leadership team
Management profileNumber of profiles
Profiles2 records
The New Wheel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The New Wheel 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 The New Wheel
What does The New Wheel do?
The New Wheel is a specialty electric bicycle retailer that sells premium e-bikes from eight brands (Tern, Gazelle, Riese & Müller, Orbea, Aventon, Benno, Urban Arrow, and Hase Bikes) across cargo, urban commuter, mountain, comfort, road/adventure, and adaptive categories, with prices ranging from about $1,199 to over $11,000. The company complements sales with in-house service and repair, multi-tier service and protection plans, monthly bike subscriptions, electric and non-electric trade-in programs, and mountain bike demos. It operates three Bay Area retail stores and an e-commerce website, with test rides conducted in-store as the primary conversion mechanism.
Is The New Wheel a public or private company?
The New Wheel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The New Wheel founded?
The New Wheel was founded in 2010. It employs 11 to 50 people.
Where is The New Wheel based?
The New Wheel is headquartered in San Francisco, United States, in the North America region.
How does The New Wheel make money?
Five revenue lines are on record. Electric Bicycle Sales are the primary driver. The others are service & Repair, service Plans & Protection, bike Subscriptions and trade-In Programs.
Who are The New Wheel's main competitors?
Broad incumbents on record are Trek Bicycle Corporation, REI Co-op and Specialized Bicycle Components. Emerging players are Aventon, Rad Power Bikes and Ride1Up. Direct peers are Pedego Electric Bikes, Electric Bike Store and Propel Bikes. Upway is listed as an others.
Does The New Wheel have an API?
No public API is recorded for The New Wheel.
What industry is The New Wheel in?
The New Wheel's product category is Specialty Electric Bicycle Retail. Its primary akta.pro industry code is CRAMAHAE, E-Bike Retail, with a secondary code of CRAMAHAH, Bike Service, Repair & Maintenance Shops.