99 Bikes
99 Bikes is a New Zealand specialty bicycle retailer operating seven-plus physical stores across Auckland and Christchurch alongside a national e-commerce platform, selling multi-brand bikes, e-bikes, scooters, accessories, and rider gear with in-store servicing, professional bike fitting, and a Club 99 membership program for individual consumers.
- Company typePrivate
- Founded2007
- HeadquartersAuckland, New Zealand
- Headcount51–100
- GTM typeB2C
- OfferingServices
What 99 Bikes does
99 Bikes is a New Zealand-based specialty bicycle retailer operating a multi-channel model that combines physical retail stores with a national e-commerce platform. Founded in 2007 in Milton — where the name originated from the original store's 99-bike capacity — the company has expanded to at least seven retail locations: five across Auckland (Glen Eden, Glen Innes, Manukau, Mount Roskill, Takapuna) plus stores in Christchurch following a metro expansion that began in July 2020. The store network operates under the umbrella of the Pedal Group, which also runs 99 Bikes brands in Australia and the UK. The company employs 51-100 people and is B-Corp certified.
The product offering spans the full cycling category: mountain bikes (hardtail and dual suspension), road and gravel bikes (including aero, endurance, and triathlon variants), kids bikes, electric bikes (e-MTB, e-hybrid, e-cargo, e-folding, e-fat tyre, e-road), electric and kick scooters, BMX bikes, and commuter/recreational bikes from multi-brand portfolios including Merida, Marin, Norco, BMC, Cube, and Silverback. Accessories and rider gear include helmets, apparel, cycling shoes, lights, locks, bags, car racks, indoor trainers, bike computers, tools, parts, and nutrition. Pricing ranges from $154 entry-level kids bikes to $14,799 premium road bikes, with electric bikes priced $1,499-$7,999.
The business model combines one-time retail sales, recurring workshop services ($109 Tune-Up to $399 Ultimate, with electric bike firmware diagnostics), and an annual Club 99 membership subscription delivering discounted servicing and exclusive member offers. Go-to-market relies on direct-to-consumer channels, both in-store and online, supplemented by content marketing (buying guides), email acquisition offers ($20 off first orders over $200), social media presence, and a loyalty program. Key differentiators include 120+ hours of staff training, on-site qualified mechanics at every store, complimentary professional bike fitting with every purchase, free first tune-up within 6 weeks of any new bike sale, a 30-day Perfect Ride Guarantee, and a 5% Best Price Guarantee. The company does not operate a native mobile app and has no proprietary technology disclosed.
99 Bikes firmographics
Firmographics- Name
- 99 Bikes
- Legal name
- 99 Bikes
- Website
- https://99bikes.co.nz
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- 99 Bikes is a New Zealand specialty bicycle retailer operating seven-plus physical stores across Auckland and Christchurch alongside a national e-commerce platform, selling multi-brand bikes, e-bikes, scooters, accessories, and rider gear with in-store servicing, professional bike fitting, and a Club 99 membership program for individual consumers.
- Ownership category
- akta.pro rank
99 Bikes industry classification
Industry- Product category
- Bicycle Retail
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Parts & Components Retail (CRAMAHAB), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG)
Keywords
Where 99 Bikes is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices6 records
Markets served
99 Bikes business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Bicycle and accessory sales: Retail sales of bicycles including mountain bikes, road bikes, kids bikes, electric bikes, and scooters, along with accessories such as helmets, lights, locks, bags, and clothing. Products span entry-level to premium price points.
- Workshop and repair services: Bike servicing and repairs ranging from basic tune-ups ($109) to full rebuilds and race preparation. Services include safety checks, drivetrain cleaning, wheel truing, brake bleeding, and electronic bike diagnostics. Electric bike servicing with firmware updates also available.
- Club 99 membership: Annual membership program offering exclusive discounts on products and services, including reduced pricing on workshop services and early access to sales. Members receive annual spend vouchers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level kids bikes from $154 to $459 |
| Unit Pricing | Pay-as-you-go | Mountain bikes from $449 to $2,999 |
| Unit Pricing | Pay-as-you-go | Road bikes from $399 to $14,799 |
| Unit Pricing | Pay-as-you-go | Electric bikes from $1,499 to $7,999 |
| Unit Pricing | Pay-as-you-go | Tune-Up service |
| Unit Pricing | Pay-as-you-go | Standard service |
| Unit Pricing | Pay-as-you-go | Standard+ service |
| Unit Pricing | Pay-as-you-go | Ultimate service |
| Subscription | Annual | Club 99 membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
99 Bikes product offering
Product offeringCore offering
99 Bikes is a New Zealand specialty bicycle retailer that sells new bicycles across mountain, road and gravel, kids, electric, BMX, and commuter/recreational categories, alongside scooters, parts, accessories, and rider gear. It also offers in-store bike fitting and a multi-tier workshop service operation (tune-up through full rebuilds), supported by an annual Club 99 paid membership program that delivers exclusive discounts and member-only benefits.
Product overview
99 Bikes is a New Zealand-based bike retail chain offering a comprehensive portfolio of bicycles and cycling products. The core offering consists of bikes across multiple categories: mountain bikes (hardtail and dual suspension), road and gravel bikes (including aero, race, endurance, and flat bar variants), kids bikes, electric bikes, electric scooters, BMX bikes, and commuter/recreational bikes. The business model combines physical retail stores in Auckland and Christchurch with an e-commerce platform. Beyond bikes, the portfolio extends to a broad range of cycling accessories including indoor trainers, bike computers, car racks, lights, locks, bags, tools, tyres, tubes, and replacement parts. Rider gear encompasses helmets, clothing (jerseys, knicks, jackets, gloves), shoes, nutrition, and protective armour. Services include professional bike repairs and servicing (tune-ups, standard, standard+, and ultimate service tiers), bike fitting, and bike building from box. The company also operates Club 99, a loyalty program providing members with exclusive pricing and discounts.
Differentiator
Problem solved
Functional benefit
Products and services
- Mountain Bikes Hardtail and dual suspension mountain bikes for trail, cross-country, and enduro riding, sourced from brands including Merida, Marin, Norco, Pedal, Silverback, and Raven across entry-level to high-end price points.
- Road & Gravel Bikes Road bikes covering aero road, race road, endurance, gravel, and flat bar options for road cycling, racing, triathlon, gravel riding, and endurance events, sourced from Merida, Marin, BMC, Cube, Norco, and Pedal at prices from $399 to $14,799.
- Kids Bikes Bikes for children including balance bikes and bikes with 12-26 inch wheels designed for different age groups from toddlers (18 months+) to teenagers, sourced from Pedal, Cruzee, Silverback, and Merida at prices from $154 to $749.
- Electric Bikes Electric bikes including e-MTB, electric hybrid, electric folding, electric fat tyre, electric cruiser, electric cargo, and electric road bikes for commuting, trail riding, longer distances, and assisted riding at prices from $1,499 to $7,999.
- Electric Scooters Electric scooters for adults and kids, including trick scooters and scooter accessories, used for micro-mobility, last-mile transport, and recreational riding.
- Kick Scooters Kick scooters for toddlers through adults, including various wheel sizes and configurations, used for micro-mobility, last-mile transport, kids transport, and recreation.
- BMX Bikes Freestyle BMX bikes for tricks, skate parks, and street riding.
- Commuter & Recreational Bikes City bikes, hybrid bikes, cruisers, and flat bar road bikes for everyday riding and leisure.
- Indoor Trainers Smart trainers, basic trainers, and smart bikes for indoor cycling training, along with trainer accessories.
- Bike Computers Cycling computers and GPS devices for tracking rides, navigation, and performance metrics.
- Car Racks & Bike Storage Tow ball racks, hitch racks, roof racks, trunk racks, bike stands, and storage solutions for transporting and storing bikes.
- Helmets Cycling helmets for mountain biking, road cycling, kids, BMX, full face, and recreational use with various safety technologies.
- Bike Tools Multi-tools, bike repair stands, cleaning products, lubricants, patch kits, and general maintenance tools.
- Bike Parts & Components Replacement parts including brakes, derailleurs, chains, cassettes, wheels, tyres, tubes, saddles, handlebars, stems, pedals, and more.
- Rider Clothing & Apparel Cycling jerseys, knicks, bibs, shorts, jackets, gloves, socks, shoe covers, warmers, and base layers.
- Cycling Shoes Flat pedal shoes, mountain bike shoes, road shoes, and triathlon shoes along with cleats.
- Lights Front lights, rear lights, light sets, and accessories for visibility and safety while riding.
- Locks & Alarms Cable locks, chain locks, combination locks, folding locks, U-locks, D-locks, and smart locks with trackers.
- Bags & Backpacks Pannier bags, backpacks, saddle bags, frame bags, bikepacking bags, and bike travel bags.
- Cycling Nutrition Energy bars, chews, gels, hydration products, and recovery nutrition for cyclists.
- Bike Repairs & Servicing Professional bike repair and maintenance services including tune-ups, full servicing, suspension service, and electronic bike diagnostics. Services available for all bicycle brands. Service tiers range from Tune-Up ($109 full price / $89 Club price) to Ultimate ($399 full price / $349 Club price).
- Club 99 Membership Loyalty program offering exclusive discounts, Club 99 pricing on services, and member-only benefits on an annual subscription basis.
- Professional Bike Fitting Professional bike fitting service using market-leading fitting software to ensure optimal bike fit and comfort for riders, offered complimentary with every bike purchase.
- Bike Maintenance Classes Free maintenance classes for Club 99 members covering basic bike maintenance and repair skills.
Quantifiable outcome
- 4.8/5 average from 1,710 verified customer reviews
- +2 more outcomes
Companies that use 99 Bikes
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles6 records
99 Bikes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
99 Bikes partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pedal Groupcore99 Bikes New Zealand is part of the Pedal Group, which also operates 99 Bikes stores in Australia and the UK. This parent company relationship enables shared brand positioning and operational synergies across multiple markets.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
99 Bikes competitors and assessment
Company assessmentDirect peers
- Torpedo7: Torpedo7 is a New Zealand outdoor and sporting-goods retailer with bikes, e-bikes, scooters, accessories, and online fulfillment. It is a close local competitor for multi-category cycling equipment and accessories.
- Bike Barn: Bike Barn is a New Zealand bicycle specialist selling bikes, parts, accessories, and rider equipment alongside workshop services. Its specialist retail and repair proposition closely matches 99 Bikes’ core offering.
- Revolution Bikes: Revolution Bikes is a New Zealand bike retailer focused on bicycle sales, accessories, and cycling services. It is comparable in customer base, product category, and the importance of expert advice and after-sales support.
- Burkes Cycles: Burkes Cycles is a New Zealand cycling retailer serving recreational, family, road, and mountain riders with bikes, parts, accessories, and servicing. It is a relevant local specialist benchmark for 99 Bikes.
- Cycle World: Cycle World is a New Zealand cycling retailer offering bikes, accessories, rider gear, and related services. Its local store-based model and focus on everyday and specialist cyclists make it a direct regional peer.
Regional players
- Wiggle: Wiggle is an international online cycling retailer spanning bikes, e-bikes, apparel, components, and accessories. It is comparable through its broad cycling assortment and e-commerce-led customer acquisition, although it has a different geographic focus.
- Chain Reaction Cycles: Chain Reaction Cycles is a large online retailer of bicycles, electric bikes, parts, apparel, and cycling accessories. It shares 99 Bikes’ multi-category cycling retail model but competes primarily through international online distribution.
- Evans Cycles: Evans Cycles is a UK cycling retailer with physical stores, e-commerce, bikes, accessories, and workshop services. It is a strong benchmark for an omnichannel bike retailer with an after-sales service layer, although it serves a different territory.
Broad incumbents
- Halfords: Halfords is a broad UK sporting, cycling, and automotive retailer with physical stores, e-commerce, and bike servicing. It is comparable at the retail and service level, but its portfolio is wider than 99 Bikes’ specialist cycling focus.
- Decathlon: Decathlon is a global sporting-goods retailer with bicycles, electric mobility products, apparel, and accessories sold through stores and online channels. It is a broad incumbent comparator because it overlaps with 99 Bikes across cycling products and omnichannel retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
99 Bikes social profiles
Digital presence99 Bikes compliance and trust
Trust signalCompliance1 record
99 Bikes financial estimates
Financial estimateRevenue estimate
Valuation estimate
99 Bikes leadership team
Management profileNumber of profiles
99 Bikes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
99 Bikes 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 99 Bikes
What does 99 Bikes do?
99 Bikes is a New Zealand specialty bicycle retailer that sells new bicycles across mountain, road and gravel, kids, electric, BMX, and commuter/recreational categories, alongside scooters, parts, accessories, and rider gear. It also offers in-store bike fitting and a multi-tier workshop service operation (tune-up through full rebuilds), supported by an annual Club 99 paid membership program that delivers exclusive discounts and member-only benefits.
Is 99 Bikes a public or private company?
99 Bikes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 99 Bikes founded?
99 Bikes was founded in 2007. It employs 51 to 100 people.
Where is 99 Bikes based?
99 Bikes is headquartered in Auckland, New Zealand, in the Oceania region.
How does 99 Bikes make money?
Three revenue lines are on record. Bicycle and accessory sales are the primary driver. The others are workshop and repair services and club 99 membership.
Who are 99 Bikes's main competitors?
Direct peers on record are Torpedo7, Bike Barn, Revolution Bikes, Burkes Cycles and Cycle World. Regional players are Wiggle, Chain Reaction Cycles and Evans Cycles. Broad incumbents are Halfords and Decathlon.
Does 99 Bikes have an API?
No public API is recorded for 99 Bikes.
What industry is 99 Bikes in?
99 Bikes'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 CRAMAHAH, Bike Service, Repair & Maintenance Shops.