12GO Biking
- Company typePrivate
- Founded2005
- HeadquartersMoordrecht, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What 12GO Biking does
12GO Biking (legal entity 12GO Trading B.V.) is a privately-held Dutch specialty bicycle retailer headquartered in Moordrecht, Netherlands, founded in 2005 and operating with 11–50 employees. The company runs a hybrid retail model combining a single large physical showroom and service center with a Benelux-facing e-commerce webshop (www.12gobiking.nl) shipping to the Netherlands and Belgium. The Moordrecht location is self-described as the largest bicycle store in the Netherlands, carrying over 8,000 bikes, 10,000+ accessories, and 3,500+ electric bikes across 40+ brands including Gazelle, Batavus, Trek, Cannondale, CUBE, Giant, Kalkhoff, KOGA, and Merida. The core product offering spans e-bikes, road bikes, mountain bikes, gravel bikes, city bikes, hybrid bikes, and children's bikes, complemented by parts, accessories, and cycling clothing. The underlying technology is a conventional e-commerce retail platform integrated with on-site warehouse and showroom operations; no public API, no AI capabilities, and no proprietary software products are disclosed.
12GO Biking firmographics
Firmographics- Name
- 12GO Biking
- Legal name
- 12GO Trading B.V.
- Website
- https://12gobiking.nl
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
12GO Biking industry classification
Industry- Product category
- Bicycle Retail
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts, Accessories, and Tire Retailers (4413)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bicycle Retail (New Bikes) (CRAMAHAA), E-Bike Retail (CRAMAHAE), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)
Keywords
Where 12GO Biking is headquartered
LocationHeadquarters
- HQ city
- Moordrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
12GO Biking business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Revenue from selling bicycles, e-bikes, parts, accessories, and cycling clothing through both e-commerce and physical retail channels.
- Workshop and Service: Revenue from maintenance, repairs, and bikefitting services at their service center.
- Bike Leasing: Through FiscFree program and leasefiets service, offering bicycle leasing to employees as an employee benefit.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
12GO Biking product offering
Product offeringCore offering
12GO Biking operates a multi-format bicycle retail business headquartered in Moordrecht, Netherlands, selling bicycles, e-bikes, parts, accessories, and cycling clothing from over 40 brands through a physical showroom, online webshop, and professional workshop services. The company holds more than 8,000 bikes and 10,000+ accessories in stock, operates a mega indoor e-bike test track, and provides services including bikefitting, repair, leasing, and trade-in.
Product overview
12GO Biking is a Dutch bicycle retail company operating a multi-format business model combining a physical superstore in Moordrecht, an online webshop, and professional workshop services. The company positions itself as the largest bicycle retailer in the Netherlands with over 8,000 bikes and more than 10,000 accessories in stock. Their product portfolio centers on four core categories: (1) Bicycles and E-bikes covering electric bikes, race bikes, mountain bikes, gravel bikes, city bikes, hybrid bikes, and children's bikes from over 40 brands; (2) Parts and components including wheels, tires, drivetrain, brakes, and e-bike specific parts; (3) Accessories encompassing bike carriers, locks, bags, child seats, sports nutrition, maintenance tools, lighting, and electronics; (4) Cycling clothing for men and women including apparel, helmets, shoes, and glasses. The company enhances its retail operations with complementary services including a professional workshop, bike fitting service, a Mega Indoor E-Bike Testcenter for customer trials, home delivery of fully assembled bikes, insurance partnerships, and bicycle leasing programs.
Differentiator
Problem solved
Functional benefit
Products and services
- Fietsen (Bicycles)
Quantifiable outcome
- Customer satisfaction rating of 4.7/5 and Trustpilot score of 4.6/5 from 23468 reviews
Companies that use 12GO Biking
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
12GO Biking technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
12GO Biking partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bikes4Africasocial impactCharity initiative where 12GO Biking collects and donates old bicycles to Africa. Customers can donate their old bikes as part of the company's sustainability and social responsibility efforts.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
12GO Biking competitors and assessment
Company assessmentDirect peers
- Fietsenwinkel.nl: One of the largest online bicycle retailers in the Netherlands offering a multi-brand assortment of bikes, e-bikes, parts and accessories with home delivery. Directly competes with 12GO on the same Dutch online bike-shopper persona.
- Mantel: Dutch specialty bike retailer with a strong webshop and physical stores selling road, MTB, gravel and e-bikes alongside apparel and components. Closest direct analogue in target customer (Dutch cycling enthusiast), brand breadth, and omnichannel setup.
- Bike Totaal: National Dutch network of independent bicycle retailers operating under a shared brand with multi-brand bike, e-bike, parts and workshop services. Comparable specialty retail model, workshop dependency, and service-led customer experience.
Broad incumbents
- Decathlon Netherlands: Global sporting-goods incumbent with significant Dutch physical stores and bike category (including own-brand Triban, Riverside, Elops). Overlaps with 12GO across the value and mid-range bike segment but operates as part of a much broader assortment rather than a cycle specialist.
Emerging players
- VanMoof: Amsterdam-headquartered direct-to-consumer premium e-bike brand selling fully integrated connected bikes via its own online and flagship retail channels. Competes for the same Dutch premium urban e-bike buyer and pressures traditional multibrand retailers like 12GO.
- Cowboy: Brussels-based DTC connected e-bike brand with strong Benelux brand awareness and online-first sales. Targets the same urban Dutch/Belgian e-bike shopper and represents the disintermediation risk of premium branded DTC models.
Others
- Accell Group: European bicycle manufacturer and parent of several brands 12GO retails (Batavus, Sparta, Koga, Cortina). Acts as both supplier and adjacent player whose wholesale and own-brand retail decisions directly affect 12GO's assortment and margin structure.
- Gazelle: Iconic Dutch bicycle brand (Royal Dutch Gazelle) selling through independent dealers including 12GO and increasingly its own branded retail / experience stores. A key supplier whose strategy influences 12GO's premium urban and e-bike category positioning.
- Specialized Bicycle Components: Global premium bike and e-bike brand operating its own retail concept stores (Specialized Retailers) that include service. Comparable to a high-end version of 12GO's performance bike category and a brand-source/comparator for premium cycling buyers.
Regional players
- HEMA: Dutch mass-market retailer with a broad non-specialty bike and accessory assortment serving entry-level and family cyclists. Indirect rather than direct competition, but overlaps in family / children's bikes and accessory basket share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
12GO Biking social profiles
Digital presence12GO Biking financial estimates
Financial estimateRevenue estimate
Valuation estimate
12GO Biking leadership team
Management profileNumber of profiles
Profiles1 record
12GO Biking funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
12GO Biking 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 12GO Biking
What does 12GO Biking do?
12GO Biking operates a multi-format bicycle retail business headquartered in Moordrecht, Netherlands, selling bicycles, e-bikes, parts, accessories, and cycling clothing from over 40 brands through a physical showroom, online webshop, and professional workshop services. The company holds more than 8,000 bikes and 10,000+ accessories in stock, operates a mega indoor e-bike test track, and provides services including bikefitting, repair, leasing, and trade-in.
Is 12GO Biking a public or private company?
12GO Biking is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 12GO Biking founded?
12GO Biking was founded in 2005. It employs 11 to 50 people.
Where is 12GO Biking based?
12GO Biking is headquartered in Moordrecht, Netherlands, in the Europe region.
How does 12GO Biking make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are workshop and Service and bike Leasing.
Who are 12GO Biking's main competitors?
Direct peers on record are Fietsenwinkel.nl, Mantel and Bike Totaal. Decathlon Netherlands is listed as a broad incumbent. Emerging players are VanMoof and Cowboy. Others are Accell Group, Gazelle and Specialized Bicycle Components. HEMA is listed as a regional player.
Does 12GO Biking have an API?
No public API is recorded for 12GO Biking.
What industry is 12GO Biking in?
12GO Biking's product category is Bicycle Retail. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAA, Bicycle Retail (New Bikes). Its NAICS code is 441227.