Stolen Goat
Stolen Goat Ltd is a UK direct-to-consumer brand designing and selling performance cycling, running, and triathlon apparel to recreational and competitive endurance athletes worldwide, supplemented by a custom kit service for clubs and events.
- Company typePrivate
- Founded2012
- HeadquartersHook, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Stolen Goat does
Stolen Goat Ltd is a UK-based, direct-to-consumer apparel brand founded in 2012 and headquartered in Hook, Hampshire, that designs and sells performance cycling, running, and triathlon clothing. The product portfolio is organised by sport (cycling, running, triathlon) and weather tier (Ibex all-year, Kalahari hot weather, Alpine cold weather), with manufacturing carried out in Europe. Core technical features include proprietary 4-way stretch and breathable Ibex fabrics, aero textured fabrics for tri suits developed with input from Kona-qualifying triathletes, sex-specific premium chamois pads, and windproof/waterproof winter kit with Roubaix fleece lining. Pricing spans £15 for accessories (e.g., Coolmax socks) to £180 for tri suits, with waterproof and winter outerwear in the £140–£160 range.\n\nThe business operates three revenue streams: direct apparel sales through stolengoat.com with free worldwide shipping on orders over £100, a custom kit service for clubs, teams, and events with 400+ completed projects and low minimum order quantities, and wholesale through a UK bike shop stockist network. Customer segments span recreational cyclists and runners, competitive age-group triathletes and Kona qualifiers (used as brand ambassadors), cycling clubs and triathlon teams, and event organisers such as Audax UK and Chase The Sun. Marketing is community-driven through 'The Herd' (a 100k+ customer base), an official Strava Club, a Facebook group, a blog ('The Bleat'), and brand ambassadors rather than paid advertising.\n\nThe company is privately held and bootstrapped with 1–10 employees, no disclosed external funding, and no disclosed revenue. Operational integrations include PayPal and DHL Express for payments and shipping, a Strava club for community engagement, and a Zwift partnership extending custom kit into virtual cycling clubs. Distribution is global, with active shipping to the UK, Europe, the USA, Canada, Australia, and Singapore.
Stolen Goat firmographics
Firmographics- Name
- Stolen Goat
- Legal name
- Stolen Goat Ltd
- Website
- https://stolengoat.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Stolen Goat Ltd is a UK direct-to-consumer brand designing and selling performance cycling, running, and triathlon apparel to recreational and competitive endurance athletes worldwide, supplemented by a custom kit service for clubs and events.
- Ownership category
- akta.pro rank
Stolen Goat industry classification
Industry- Product category
- Cycling Apparel
- NAICS
- Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)
- akta.pro secondary industries
- Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Trail Running & Outdoor Performance Accessories Retail (CRAMAAAH)
Keywords
Where Stolen Goat is headquartered
LocationHeadquarters
- HQ city
- Hook
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Stolen Goat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Apparel Sales: Direct-to-consumer sales of cycling and running apparel through their e-commerce website. Products include jerseys, shorts, bibs, gilets, jackets, accessories, and triathlon suits sold at various price points from £15 to £180.
- Custom Kit Service: Bespoke custom cycling and triathlon kit for clubs, teams, events, and charity rides. Low minimum orders with design services and logistics support. Over 400 projects completed.
- Stockist/Wholesale: Products sold through a network of physical bike shops and stockists across the UK and internationally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories starting at £15 |
| Unit Pricing | Pay-as-you-go | Mid-range everyday jerseys and accessories £30-75 |
| Unit Pricing | Pay-as-you-go | Premium performance kit £80-100 |
| Unit Pricing | Pay-as-you-go | Triathlon suits at £180 |
| Unit Pricing | Pay-as-you-go | Waterproof and winter outerwear £140-160 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Stolen Goat product offering
Product offeringCore offering
Stolen Goat designs, manufactures (in Europe) and sells performance cycling, running and triathlon apparel directly to consumers through its own e-commerce site. Core ranges include weather-specific cycling kit (Ibex all-year, Kalahari hot weather, Alpine cold weather), triathlon suits, running kit, mountain bike apparel, accessories and a custom kit service for clubs, teams and events with over 400 projects completed.
Product overview
Stolen Goat is a UK-designed cycling, running, and triathlon apparel brand founded in 2012, offering bold performance clothing for cyclists, runners, and triathletes. The core product portfolio spans cycling jerseys (Everyday and Advanced fits across Ibex, Kalahari, and Alpine weather-specific ranges), cycling bib shorts and tights, triathlon suits (developed with Kona qualifier input), swimwear, running kit, waterproof jackets and gilets, winter Alpine range, and mountain bike apparel. The range is organized around three sport categories (cycling, running, triathlon) with weather/performance tiers. The company also operates a custom kit service for clubs and events, with over 400 projects completed, offering bespoke cycling, triathlon, and running apparel with AI design assistance. Accessories include gloves, socks, arm warmers, and transition bags.
Differentiator
Problem solved
Functional benefit
Products and services
- Cycling Jerseys Performance cycling jerseys for men and women in Everyday (relaxed) and Advanced (aero) fits across Kalahari (hot weather), Ibex (all-year) and Alpine (cold weather) ranges.
- Cycling Bib Shorts & Tights Padded cycling shorts and tights for men and women with sex-specific chamois pads, 4-way stretch fabrics, and Everyday and Endurance performance tiers.
- Triathlon Suits One-piece tri suits for swim-bike-run racing with aero fabrics, premium chamois pads and side-access rear pockets, developed with input from Kona qualifiers.
- Swimwear Swim collection for pool sessions and open water lake swimming, designed for triathletes and swimmers at all levels.
- Running Kit Running apparel including jerseys, vests and tops for men and women sharing the brand's bold design aesthetic and performance focus.
- Cycling Jackets & Gilets Waterproof and wind-resistant cycling outerwear including the Kiko waterproof jacket and Scratch Ibex gilets for layering.
- Winter Cycling Kit (Alpine Range) Cold weather cycling apparel including Alpine bib tights and Alpine winter jackets for temperatures below 6°C, with windproof/water-resistant fabric and Roubaix lining.
- Mountain Bike Kit Mountain bike jerseys, shorts, socks and gloves with casual styling, UV protection and 4-way stretch for trail riding.
- Accessories Cycling accessories including gloves/mitts, socks, arm and leg warmers, caps/hats and water bottles, including the Climb and Conquer waterproof winter gloves.
- Triathlon Transition Bag Specialized transition bag for triathlon race days, designed to organize and carry gear across all three disciplines.
- Custom Cycling Kit Service Bespoke custom cycling apparel service for clubs, teams, events and groups with low minimum order quantities, AI design tool assistance and logistics support, 400+ projects completed.
- Custom Triathlon Kit Service Custom triathlon apparel service for events and teams allowing groups to design matching tri suits and accessories.
- Custom Running Kit Service Custom running apparel service for clubs and events enabling groups to create personalized running kit.
Quantifiable outcome
- 100k+ happy customers since founding in 2012
- +4 more outcomes
Companies that use Stolen Goat
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
Stolen Goat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Stolen Goat partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Audax UKcoreOfficial partner collection for Audax UK ultra-distance cycling events. Audax UK organizes long-distance cycling events across the UK, with Stolen Goat providing official branded kit for participants.
- Chase The SuncorePartner collection for Chase The Sun cycling events, which follow the sun across Europe. Custom kit platform hosting for event participants.
- UK Cycling EventscoreOfficial partner for UK Cycling Events series, providing branded kit collections for event participants.
- Marmot ToursminorPartner collection for Marmot Tours cycling holiday company, offering branded kit for tour participants.
- Jen Lucas-Hillcore6-time Ironman finisher and Kona qualifier who contributed product expertise to tri suit development. Worked with Stolen Goat to develop tri suits optimized for long-distance Ironman racing, providing input on features like chamois pads, pockets, and aero fabrics.
- Phoenix RisingcoreZwift cycling club with custom kit platform hosting. The group formed in 2020 with friendly and inclusive rides for the community. Stolen Goat hosts a custom kit platform enabling geographically dispersed members to order matching IRL (in real life) kit. The group has 8 regularly scheduled event rides on Zwift.
- Ophelie SaussusminorBrand ambassador and Ironman World Championships (Kona) competitor who shares tips for racing at the world championships through Stolen Goat blog content.
- LIOS BikesminorBritish carbon bike and bike fit startup that sponsors Aled Jones alongside Stolen Goat. Aled Jones is Team Captain for both Royal Navy Triathlon Team and Royal Marines Triathlon Team.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Stolen Goat competitors and assessment
Company assessmentBroad incumbents
- Rapha: Rapha is the dominant premium road cycling apparel brand globally, offering jerseys, bib shorts, jackets, and casual wear with strong brand identity. Direct competitor to Stolen Goat at the premium end of the cycling apparel market, though Rapha operates at significantly larger scale and broader retail footprint.
- Sportful: Sportful is an established Italian cycling apparel brand with strong heritage in performance winter and racing kit. Comparable peer to Stolen Goat on cycling apparel product categories (jerseys, bibs, winter kit) though operating at broader scale with pro-team sponsorships.
Direct peers
- Castelli: Castelli is a heritage Italian cycling apparel manufacturer specializing in performance jerseys, bib shorts, and race kit worn by professional teams. Direct competitor to Stolen Goat in the performance cycling apparel category, particularly for road and triathlon use cases.
- Assos: Assos of Switzerland is a premium technical cycling apparel brand known for high-end bib shorts and race kit. Direct peer of Stolen Goat in the premium-performance tier of road cycling apparel with similar price points and customer demographic.
- MAAP: MAAP is an Australian premium cycling apparel brand with strong design-led identity and direct-to-consumer model. Closely comparable to Stolen Goat on positioning (bold design, premium fabrics, DTC-led, community engagement) and target demographic.
- Pas Normal Studios: Pas Normal Studios is a Danish premium cycling apparel brand with strong Scandinavian design aesthetic and pro-team presence. Direct peer of Stolen Goat in the design-led premium road cycling segment with overlapping customer base of design-conscious enthusiasts.
- Le Col: Le Col is a British premium cycling apparel brand, founded by a former pro cyclist and offering performance road kit. Direct UK peer of Stolen Goat with similar positioning, pricing, and target customer of competitive and serious recreational cyclists.
- Café du Cycliste: Café du Cycliste is a French cycling apparel brand with strong lifestyle-meets-performance positioning. Comparable to Stolen Goat on design-led identity, DTC model, and target audience of style-conscious road cyclists.
- Attaquer: Attaquer is an Australian cycling apparel brand with bold graphic design identity and DTC-led model. Comparable peer to Stolen Goat on the design-led premium road cycling positioning and similar community-building approach.
- Pedla: Pedla is an Australian cycling apparel brand focused on premium road kit with strong design-led identity and DTC model. Direct peer to Stolen Goat on positioning, customer demographic, and bold aesthetic in mid-premium cycling apparel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Stolen Goat social profiles
Digital presenceStolen Goat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stolen Goat leadership team
Management profileNumber of profiles
Profiles1 record
Stolen Goat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stolen Goat 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 Stolen Goat
What does Stolen Goat do?
Stolen Goat designs, manufactures (in Europe) and sells performance cycling, running and triathlon apparel directly to consumers through its own e-commerce site. Core ranges include weather-specific cycling kit (Ibex all-year, Kalahari hot weather, Alpine cold weather), triathlon suits, running kit, mountain bike apparel, accessories and a custom kit service for clubs, teams and events with over 400 projects completed.
Is Stolen Goat a public or private company?
Stolen Goat is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Stolen Goat founded?
Stolen Goat was founded in 2012. It employs 1 to 10 people.
Where is Stolen Goat based?
Stolen Goat is headquartered in Hook, United Kingdom, in the Europe region.
How does Stolen Goat make money?
Three revenue lines are on record. Direct Apparel Sales are the primary driver. The others are custom Kit Service and stockist/Wholesale.
Who are Stolen Goat's main competitors?
Broad incumbents on record are Rapha and Sportful. Direct peers are Castelli, Assos, MAAP, Pas Normal Studios, Le Col, Café du Cycliste, Attaquer and Pedla.
Does Stolen Goat have an API?
No public API is recorded for Stolen Goat.
What industry is Stolen Goat in?
Stolen Goat's product category is Cycling Apparel. Its primary akta.pro industry code is CRAMAHAC, Bike Apparel, Helmets & Protective Gear Retail, with a secondary code of CRAMAHAD, Bike Accessories Retail (Lights, Locks, Racks, Bags). Its NAICS code is 45911 and its SIC code is 3949.