Stages Cycling
Stages Cycling is a Boulder, Colorado-based cycling technology company founded in 2012 that designs and sells crank-arm power meters, commercial and consumer indoor cycling bikes, GPS cycling computers, and digital fitness solutions for studios and individual cyclists, operating via DTC e-commerce in 10+ countries and a dedicated commercial sales channel.
- Company typePrivate
- Founded2012
- HeadquartersBoulder, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Stages Cycling does
Stages Cycling is a Boulder, Colorado-based cycling technology company founded in 2012 that designs, manufactures, and sells power meters, commercial and consumer indoor cycling bikes, GPS cycling computers, and digital fitness solutions. Its core proprietary technology is crank-arm-embedded power measurement, offered in left-sided, right-sided, and dual-sided configurations compatible with Shimano drivetrains (Dura-Ace, Ultegra, 105, GRX). The product portfolio extends into the SC Series (SC1/SC2/SC3) commercial indoor bikes for studios, the SB20 smart bike for home training with Zwift integration, the Dash 200 GPS cycling computer, and the Studio Pro/Studio Boost digital fitness platforms that provide real-time performance data and post-class analytics for group cycling environments.
The company operates a hybrid go-to-market model: direct-to-consumer e-commerce through localized storefronts in 10+ countries (US, Canada, UK, Germany, Spain, France, Italy, Netherlands, Australia), an authorized dealer network of local bike shops, and a dedicated commercial sales channel for fitness studios and gyms. Revenue is generated primarily through hardware sales (power meters ranging from approximately $355 to $1,260; SC Series and SB20 commercial/consumer bikes; GPS computers; accessories), with modest subscription/recurring revenue components embedded in its digital fitness solutions. Brand strengths include 7 Grand Tour wins and 10 World Championships credited to Stages-equipped athletes, deployment in over 4,000 gyms and studios worldwide, and a 27,000+ network of certified coaches and instructors.
In late 2024 the original Stages Cycling entity filed for bankruptcy, and its assets — including product lines and manufacturing facilities — were acquired by Giant Group USA (the U.S. subsidiary of Taiwanese Giant Group Manufacturing Inc.) for $20.1 million. The brand continues to operate under SPIA Cycling, with Giant Group USA planning to relocate its U.S. headquarters from California to Boulder, Colorado by late 2026.
Stages Cycling firmographics
Firmographics- Name
- Stages Cycling
- Legal name
- SPIA Cycling
- Website
- https://stagescycling.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Stages Cycling is a Boulder, Colorado-based cycling technology company founded in 2012 that designs and sells crank-arm power meters, commercial and consumer indoor cycling bikes, GPS cycling computers, and digital fitness solutions for studios and individual cyclists, operating via DTC e-commerce in 10+ countries and a dedicated commercial sales channel.
- Ownership category
- akta.pro rank
Stages Cycling industry classification
Industry- Product category
- Cycling Performance Equipment
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Bike Parts & Components Retail (CRAMAHAB)
Keywords
Where Stages Cycling is headquartered
LocationHeadquarters
- HQ city
- Boulder
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Stages Cycling business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Hardware Sales - Power Meters: Sale of cycling power meters that attach to bicycle crank arms, ranging from left-sided single-side units to dual-sided power meters. Prices range from approximately $354.99 to $1,259.99 USD depending on specification and Shimano compatibility.
- Hardware Sales - Indoor Cycling Bikes: Commercial and consumer indoor cycling bikes including the SC Series (SC1, SC2, SC3) for studios and the SB20 smart bike for home use.
- GPS Bike Computers: Sale of Stages Dash GPS cycling computers, including the Dash 200 series.
- Software Subscriptions: Stages Cycling App and digital fitness solutions (Studio Pro, Studio Boost) may include subscription components for advanced features and data analytics.
- Accessories and Replacement Parts: Sale of accessories including battery doors, heart rate monitors, and SB20 replacement parts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Left-sided power meters (entry level) |
| Unit Pricing | Pay-as-you-go | Right-sided (drive side) power meters |
| Unit Pricing | Pay-as-you-go | Dual-sided power meters (premium) |
| Unit Pricing | Pay-as-you-go | SC Series Indoor Bikes |
| Unit Pricing | Pay-as-you-go | SB20 Smart Bike |
| Unit Pricing | Pay-as-you-go | GPS Bike Computers (Dash 200) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Stages Cycling product offering
Product offeringCore offering
Stages Cycling designs, manufactures, and sells cycling performance hardware and software, with its flagship offerings being crank-arm-embedded power meters (left-sided, right-sided, and dual-sided units compatible with Shimano drivetrains), commercial SC Series indoor cycling bikes for fitness studios, the consumer SB20 smart bike, Stages Dash GPS cycling computers, and digital fitness solutions (Studio Pro and Studio Boost) for studios. The company sells direct-to-consumer via its own e-commerce platform globally and through a dealer network, with a dedicated commercial channel serving gyms and studios.
Product overview
Stages Cycling offers a unified product ecosystem centered on power measurement and indoor cycling technology. The core portfolio includes Stages Power Meters (available in left-sided, right-sided, and dual-sided configurations for Shimano drivetrains), the SC Series of commercial indoor bikes (SC1, SC2, SC3) for fitness studios, and the SB20 smart bike for home training. Supporting the hardware are digital fitness solutions: Stages Studio Pro and Studio Boost for studio data visualization and performance scoring, plus the Stages Cycling mobile app. The company also produces GPS bike computers (Dash series) and accessories including heart rate monitors and replacement parts. The portfolio is unified around power-based training data, connecting outdoor cycling with indoor studio experiences and virtual platforms like Zwift.
Differentiator
Problem solved
Functional benefit
Brands
- Stages Power: Power meters that measure cycling performance, including left-sided, right-sided, and dual-sided variants compatible with Shimano drivetrains.
- Stages SC Series
- Stages SB20 Smart Bike
- Stages Dash
- Stages Studio (Studio Pro / Studio Boost)
Products and services
- Stages Power Meters Cycling power meters available in left-sided, right-sided, and dual-sided configurations compatible with Shimano drivetrains (Dura-Ace R9200, Ultegra R8100, 105 R7100, GRX). Pricing ranges from $354.99 USD for entry-level left-sided models to $1,259.99 USD for premium dual-sided Dura-Ace units. Designed for road cyclists, mountain bikers, and triathletes who want accurate wattage measurement for training optimization.
- Stages SC Series Indoor Bikes
Quantifiable outcome
- 7 Grand Tour Wins & 10 World Championships achieved by cyclists using Stages power meters
- +2 more outcomes
Companies that use Stages Cycling
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Stages Cycling technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Stages Cycling partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Les MillsminorStages Cycling offers the Les Mills Virtual Bike, a partnership bringing Les Mills group fitness programming to Stages indoor bikes for an immersive cardio experience.
- FascatminorExclusive limited-time offer where customers who buy a Stages Power Meter receive 1 month of 1:1 coaching from Fascat.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Stages Cycling competitors and assessment
Company assessmentDirect peers
- Garmin: Garmin is the dominant player in cycling power meters (Vector series), GPS bike computers (Edge), and indoor trainers (Tacx), serving the same individual cyclist and indoor training customers as Stages Cycling with overlapping product categories.
- 4iiii Innovations: 4iiii manufactures crank-based power meters (Precision/Left/Pro) in a similar price and performance tier to Stages Power, often sold through overlapping dealer channels for Shimano-equipped bikes.
- Favero Electronics: Favero (Assioma) makes pedal-based power meters that compete head-to-head with Stages' crank-based units, targeting the same prosumer/amateur cyclist training market with a different form factor.
- Wahoo Fitness: Wahoo sells Powrlink power meters, ELEMNT bike computers, and KICKR smart trainers that directly compete with Stages' power meters, Dash computers, and SB20 smart bike for the same cyclist training budget.
- Keiser: Keiser is one of the principal competitors in commercial indoor cycling bikes for studios, directly competing with Stages' SC1/SC2/SC3 in the same fitness studio procurement market.
- Quarq (SRAM): Quarq is a pioneer in crank-based cycling power meters now owned by SRAM, directly competing with Stages Power meters on accuracy, drivetrain compatibility, and pro-cycling adoption.
Broad incumbents
- SRAM: SRAM is a major drivetrain manufacturer whose Quarq subsidiary competes with Stages in power meters, and whose broader component portfolio could pressure Stages if SRAM integrates power measurement more deeply into drivetrains.
- Peloton: Peloton is a broad incumbent in connected indoor cycling with its own bike and subscription content platform, competing with Stages on the consumer/smart-bike side while operating a much larger vertically integrated fitness ecosystem.
Others
- Zwift: Zwift is a software/integration partner for Stages' SB20 smart bike and SC bikes rather than a direct hardware competitor, but as the dominant virtual cycling platform it shapes the ecosystem in which Stages' indoor products compete.
Emerging players
- Polar Electro: Polar offers GPS bike computers and heart-rate/power-based training platforms that overlap with Stages' Dash computers and cycling app, though it is more sport-agnostic and less specialized in power meters.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Stages Cycling social profiles
Digital presenceStages Cycling financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stages Cycling leadership team
Management profileNumber of profiles
Stages Cycling funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stages Cycling M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stages Cycling
What does Stages Cycling do?
Stages Cycling designs, manufactures, and sells cycling performance hardware and software, with its flagship offerings being crank-arm-embedded power meters (left-sided, right-sided, and dual-sided units compatible with Shimano drivetrains), commercial SC Series indoor cycling bikes for fitness studios, the consumer SB20 smart bike, Stages Dash GPS cycling computers, and digital fitness solutions (Studio Pro and Studio Boost) for studios. The company sells direct-to-consumer via its own e-commerce platform globally and through a dealer network, with a dedicated commercial channel serving gyms and studios.
Is Stages Cycling a public or private company?
Stages Cycling is a private company. It is classified as corporate owned and is currently operating.
When was Stages Cycling founded?
Stages Cycling was founded in 2012. It employs 51 to 100 people.
Where is Stages Cycling based?
Stages Cycling is headquartered in Boulder, United States, in the North America region.
How does Stages Cycling make money?
Five revenue lines are on record. Hardware Sales - Power Meters are the primary driver. The others are hardware Sales - Indoor Cycling Bikes, GPS Bike Computers, software Subscriptions and accessories and Replacement Parts.
Who are Stages Cycling's main competitors?
Direct peers on record are Garmin, 4iiii Innovations, Favero Electronics, Wahoo Fitness, Keiser and Quarq (SRAM). Broad incumbents are SRAM and Peloton. Zwift is listed as an others. Polar Electro is listed as an emerging player.
Does Stages Cycling have an API?
No public API is recorded for Stages Cycling.
What industry is Stages Cycling in?
Stages Cycling's product category is Cycling Performance Equipment. Its primary akta.pro industry code is CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 336991 and its SIC code is 3751.