FluidFreeRide
FluidFreeRide is a US-based direct-to-consumer retailer and service provider of electric kick scooters, selling its own fluid brand and curated third-party models (Kaabo, NAMI, Apollo, Mercane) plus accessories, parts, and apparel to urban commuters, performance riders, and enthusiast riders nationwide.
- Company typePrivate
- Founded2018
- HeadquartersMiami, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What FluidFreeRide does
FluidFreeRide (legal entity LEITMOTIF SERVICES LLC) is a US-based direct-to-consumer e-commerce retailer and service provider specializing in electric kick scooters, founded in September 2018 by Julian and headquartered in Miami, FL. The company operates a curated catalog organized into three tiers — Casual (fluid Mosquito, HORIZON, VISTA, Board; $299-$1,199), Touring (MANTIS 2025 fluid Edition, NAMI KLIMA, Mantis King GT; $1,499-$2,699), and Expert (NAMI BURN-E 2, BURN-E 3 MAX; $3,699-$4,200) — supplemented by open-box/refurbished stock, accessories (locks, lights, helmets, fast chargers), spare parts, and a 2024-launched fluid Apparel line. Its proprietary assets are limited to e-commerce tooling (a quiz-based recommendation tool, a virtual consultation video platform, and the Ride & Earn loyalty program); core IP is product curation, hands-on testing, and after-sales service rather than hardware or software R&D.
The business is monetized primarily through one-time hardware sales across scooters, accessories, parts, and apparel, with a recurring dimension from the Lifetime Service Program (free remote diagnostics plus 50%-off parts for the scooter's lifetime after the 12-month warranty) and the 12-month extended warranty on refurbished units. Pricing is one-time/perpetual license with optional Affirm monthly financing (0% APR available, starting ~$113/month). The go-to-market is DTC e-commerce at fluidfreeride.com (Shopify-powered), with physical showrooms in Miami and San Francisco for test rides and expert consultation, and a self-operated service center in Brooklyn, NY plus an expanding authorized service provider network for warranty repairs. Distribution is US-only (free shipping across the continental US, no international), targeting individual urban commuters, performance riders, enthusiast riders, heavy-rider adults (265-330+ lbs), and accessory/apparel buyers. Marketing relies on a content/SEO-led strategy (buying guides, blog), organic social on Instagram, Facebook, X, YouTube, and TikTok, email newsletter, customer reviews (6,797 collected, ~4.6-4.75-star average), and earned media in Wired, TechCrunch, Forbes, WSJ, Engadget, electrek, CNET, and RiderGuide. Differentiators include personally tested inventory, US-based service infrastructure, a sustainability commitment (1 million trees planted via Trees for the Future, 90%+ sustainable packaging), and lifetime service economics that create post-purchase switching costs. The company is privately held with no disclosed funding, operates with 11-50 employees, and has cumulatively sold 50,000+ scooters.
FluidFreeRide firmographics
Firmographics- Name
- FluidFreeRide
- Legal name
- LEITMOTIF SERVICES LLC
- Website
- https://fluidfreeride.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FluidFreeRide is a US-based direct-to-consumer retailer and service provider of electric kick scooters, selling its own fluid brand and curated third-party models (Kaabo, NAMI, Apollo, Mercane) plus accessories, parts, and apparel to urban commuters, performance riders, and enthusiast riders nationwide.
- Ownership category
- akta.pro rank
FluidFreeRide industry classification
Industry- Product category
- Personal Electric Mobility Retail
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- E-Scooters (Stand-Up) (CRACASAB)
Keywords
Where FluidFreeRide is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
FluidFreeRide business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Electric Scooter Sales: Primary revenue stream from direct sale of electric scooters across multiple tiers (Casual, Touring, Expert categories). Products sold include own-brand fluid scooters as well as third-party brands (Kaabo, NAMI, Apollo, Mercane, Inokim). Both new and open-box/refurbished options available.
- Electric Scooter Accessories: Sales of accessories including helmets, lights, locks, phone holders, fast chargers, tire sealants, gloves, bags, brake pads, and maintenance tools. Revenue from add-on purchases accompanying scooter sales.
- Spare Parts: Sales of replacement parts including tires, inner tubes, brake pads, chargers, displays, rotors, and other components. Supports both self-operated service and customer self-repair.
- Apparel: Recently launched apparel line including hoodies, caps, and t-shirts with reflective printing for rider visibility. Revenue from branded merchandise.
- Extended Warranty Services: Lifetime Service Program offering free remote diagnostics and discounted parts (50% off) for the lifetime of the scooter after the 12-month warranty expires.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level casual scooters for city commutes |
| One time/ perpetual license | Pay-as-you-go | High-performance touring scooters for demanding riders |
| One time/ perpetual license | Pay-as-you-go | Expert-tier extreme performance scooters |
| One time/ perpetual license | Pay-as-you-go | Open-box and refurbished scooters |
| Hybrid | Monthly | Affirm financing option |
| Unit Pricing | Pay-as-you-go | Apparel |
| Unit Pricing | Pay-as-you-go | Accessories and spare parts |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
FluidFreeRide product offering
Product offeringCore offering
FluidFreeRide is a curated direct-to-consumer retailer of electric scooters operating its own e-commerce storefront, physical showrooms, and US-based service centers. The company sources and personally tests third-party scooters from brands such as Kaabo, NAMI, Apollo, and Mercane, while also offering its own fluid-branded scooter line. It sells new, open-box, and refurbished scooters, plus accessories, spare parts, and branded apparel, supported by a 12-month warranty and lifetime service program.
Product overview
FluidFreeRide operates as an electric scooter retailer offering a curated portfolio organized into three main tiers: Casual (lightweight city scooters like Mosquito, HORIZON, VISTA for everyday commuting), Touring (high-performance models like MANTIS 2025, NAMI KLIMA, Mantis King GT with dual motors and extended range), and Expert (extreme performance scooters like NAMI BURN-E 2 and BURN-E 3 MAX with top speeds up to 60 mph). The company also sells open-box and refurbished scooters with warranty, a full range of accessories (locks, lights, chargers, helmets, bags), spare parts, and a new fluid Apparel line. Products span from entry-level ($299) to premium ($4,999+).
Differentiator
Problem solved
Functional benefit
Brands
- fluid: The company's own electric scooter brand offering models like Mosquito, Horizon, Vista, and Board. These are designed for commuting and everyday use with a focus on value and quality.
Products and services
- fluid Mosquito
Quantifiable outcome
- Scooter owners save approximately $8,000 per year by replacing car usage with electric scooter for commuting and errands
- +4 more outcomes
Companies that use FluidFreeRide
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
FluidFreeRide technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FluidFreeRide partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Trees for the FuturecoreEnvironmental sustainability partnership where Trees for the Future plants trees on behalf of FluidFreeRide for every scooter sold. The non-profit organization has planted over 150 million trees in 30 years. Their approach engages local communities to develop sustainable agriculture and care for new trees. This partnership offsets FluidFreeRide's operational carbon footprint and supports broader environmental goals.
- NAMIcoreNAMI joined FluidFreeRide's sustainability effort and eliminated Styrofoam completely in the packaging of the NAMI Burn E electric scooter. This supplier partnership reduces single-use materials in the supply chain and aligns with FluidFreeRide's sustainable shipping initiative.
- AffirmminorAffirm provides pay-over-time financing options for scooter purchases, offering 0% APR and low monthly payments starting from $113/month. Enables customers to afford higher-priced scooters through installment payments.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
FluidFreeRide competitors and assessment
Company assessmentBroad incumbents
- NIU Technologies: Public Chinese manufacturer of electric scooters and e-mopeds with global retail distribution. Comparable on product category (electric stand-up scooters, mopeds) and price tiers, though much larger and broader product portfolio including e-bikes and motorcycles.
- Razor USA: Iconic US electric scooter brand covering entry-level to mid-tier products, with broad retail distribution (Walmart, Target, Amazon) and broad demographic appeal. Competes most directly with FluidFreeRide's casual/commuter tier.
- Segway-Ninebot: Global leader in electric scooters (stand-up kick scooters, e-mopeds) with both consumer retail and shared-mobility businesses. Competes in similar product tiers but operates at massive scale and OEM supplies many FluidFreeRide competitors.
Regional players
- Aventon: US-based e-bike brand/retailer with DTC focus, dealer network, and own-brand strategy. Comparable on retail positioning and target customer (urban commuters) but operates in the e-bike category rather than e-scooters.
- Rad Power Bikes: US-based direct-to-consumer e-mobility retailer (e-bikes primarily) with showrooms and service network across multiple US cities. Comparable DTC retail model, service infrastructure, and target demographic, though in the e-bike category rather than e-scooters.
Direct peers
- Gotrax: US-based direct-to-consumer e-scooter brand focused on entry-level and mid-tier products ($300-$1,500). Competes with FluidFreeRide on price points and online retail channels, though with less premium product curation.
- Voro Motors: US-based direct-to-consumer e-scooter retailer with a similar curated, multi-brand strategy (Kaboo, Inmotion, Vsett, Dualtron) and emphasis on service/support. Operates in the same price tiers ($500-$5K+) and targets enthusiast/commuter riders with showrooms and service operations.
- Hiboy: Direct-to-consumer e-scooter brand selling primarily through Amazon and own website at competitive price points. Similar customer overlap (urban commuters) with FluidFreeRide's casual tier.
- Apollo Scooters: Premium e-scooter brand/retailer selling Apollo-branded scooters in a similar price range ($1,000-$4,000+) with comparable touring/expert tier models. Emphasizes design, performance, and customer service as core differentiators.
Emerging players
- Lime: Shared-mobility operator (scootershare and bikeshare) that also operates direct-to-consumer e-scooter retail in select markets. Comparable product category but different business model (shared vs. owned) — relevant as an adjacent player shaping consumer awareness of e-scooters.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FluidFreeRide social profiles
Digital presenceFluidFreeRide financial estimates
Financial estimateRevenue estimate
Valuation estimate
FluidFreeRide leadership team
Management profileNumber of profiles
Profiles1 record
FluidFreeRide funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FluidFreeRide 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 FluidFreeRide
What does FluidFreeRide do?
FluidFreeRide is a curated direct-to-consumer retailer of electric scooters operating its own e-commerce storefront, physical showrooms, and US-based service centers. The company sources and personally tests third-party scooters from brands such as Kaabo, NAMI, Apollo, and Mercane, while also offering its own fluid-branded scooter line. It sells new, open-box, and refurbished scooters, plus accessories, spare parts, and branded apparel, supported by a 12-month warranty and lifetime service program.
Is FluidFreeRide a public or private company?
FluidFreeRide is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FluidFreeRide founded?
FluidFreeRide was founded in 2018. It employs 11 to 50 people.
Where is FluidFreeRide based?
FluidFreeRide is headquartered in Miami, United States, in the North America region.
How does FluidFreeRide make money?
Five revenue lines are on record. Electric Scooter Sales are the primary driver. The others are electric Scooter Accessories, spare Parts, apparel and extended Warranty Services.
Who are FluidFreeRide's main competitors?
Broad incumbents on record are NIU Technologies, Razor USA and Segway-Ninebot. Regional players are Aventon and Rad Power Bikes. Direct peers are Gotrax, Voro Motors, Hiboy and Apollo Scooters. Lime is listed as an emerging player.
Does FluidFreeRide have an API?
No public API is recorded for FluidFreeRide.
What industry is FluidFreeRide in?
FluidFreeRide's product category is Personal Electric Mobility Retail. Its primary akta.pro industry code is CRACASAB, E-Scooters (Stand-Up). Its NAICS code is 441227 and its SIC code is 3751.