99 Bikes

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.

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

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

• Bicycle retail stores
• Cycling accessories
• Bike repair services
• Electric bikes
• Bike fitting

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Pedal GroupcoreStrategic or Co-development Partner99 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

Direct 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

• YouTubeyoutube.com/99Bikes
• Facebookfacebook.com/99bikesnz
• Instagraminstagram.com/99bikesnz
• Xx.com/99BikesStores

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 99 Bikes