What Retül does

Retül is a data-driven bike fitting and product matching technology platform founded in 2007 and headquartered in Louisville, Colorado. It operates as a wholly-owned brand and technology subsidiary of Specialized Bicycle Components, Inc., a relationship formalized in 2012 that ties Retül's distribution, methodology, and product roadmap to Specialized's global retail network and Body Geometry product line. The company's technology stack combines proprietary hardware with purpose-built software: the Vantage 3D motion capture system tracks LED markers on eight anatomical points in real time; the Digital Sitbone Device uses 768 pressure sensors to measure sit bone width with sub-millimeter precision; the Digital Footbed Device maps arch height across thousands of pressure points; the Müve SL dynamic fit bike enables live adjustments during pedaling; and the Zin tool captures digital bike setup reports. Software includes the Retül V8 iPad application (launched May 2024 as the successor to V7), Retül Match for product recommendations, and Retül Passport, a cloud-based rider data portal. The fitting methodology was co-developed with Dr. Andy Pruitt and the Boulder Center for Sports Medicine.

Retül monetizes through four interlocking streams: hardware sales of fitting equipment (Vantage, DSD, DFD, Müve SL, Zin) sold exclusively to approved Members via Specialized Market Developers; software licensing for the V7/V8 platform with mandatory license keys and transfer fees for used systems; training and certification revenue through Level 1 and Level 2 courses delivered via Specialized Bicycle Components University; and gated membership that bundles access to training, technical support, the Find-A-Fitter directory, and the Members Area. The go-to-market is enterprise field sales targeting Specialized retailers, bike shops, fit studios, performance centers, and professional sports teams, complemented by an event-driven motion through Pro Tour team camps (BORA-hansgrohe, Deceuninck-Quick-Step, LUX) that serves as both customer acquisition and product validation. End consumers access Retül fit services through the Find-A-Fitter scheduler at scheduler.retul.com or by visiting member studios. The customer base spans three primary segments — Specialized retailers and bike shops (the commercial core), professional cycling teams and elite athletes (validation and R&D), and individual end-consumer riders plus medical and sports performance professionals — served through a horizontally-segmented model. Retül has performed thousands of fits and taught hundreds of training courses since 2007, operates internationally across North America and Europe (with documented presence in the USA, UK, Austria, Spain, and South Africa), and receives over 4,000 unique visitors per month on retul.com.

Name

Retül

Legal name

Specialized Bicycle Components, Inc.

Website

https://retul.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Retül is a wholly-owned Specialized Bicycle Components subsidiary that builds proprietary 3D motion capture and pressure-mapping hardware plus cloud-connected software for data-driven bike fitting, sold exclusively through Specialized retailers to bike shops, fit studios, elite athletes, and pro cycling teams worldwide.

Ownership category

akta.pro rank

Product category

Bike Fitting Technology and Equipment

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Other Specialized Design Services (54149)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

akta.pro secondary industries

Bike Parts & Components Retail (CRAMAHAB), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Bike fitting technology
• 3D motion capture
• Pressure mapping systems
• Cycling biomechanics
• Product matching software

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Equipment Sales: Retül sells proprietary fitting hardware including the Vantage motion capture system, Müve SL fit bike, Digital Sitbone Device (DSD), Digital Footbed Device (DFD), Zin measurement tool, and wireless LED marker harnesses. Equipment is sold exclusively to approved Retül Members and Specialized retailers through the Specialized sales network. New system purchases include V7 or V8 software licenses.
2. Software Licensing: Retül generates recurring revenue through software licensing for the Retül Fit platform (V7 and V8). V8 launched in May 2024 as an iOS app (Retül Fit), with V7 support continuing until May 2026. License keys are required and provided upon registration or system transfer. Used system purchases also require a transfer fee including a V7 License Key.
3. Training and Certification Programs: Retül generates revenue through its Fit Training Program (Level 1 and Level 2), delivered through Specialized Bicycle Components University (SBCU). Training is required for all new Retül technology placements. Courses are available to current Retül Members and approved applicants, with registration through SBCU.com.
4. Membership/Access Fees: Access to Retül technology, training, technical support, the Find-A-Fitter listing, and the Members Area is restricted to approved Retül Members. Membership is obtained through an application process and requires purchasing Retül equipment. This gated membership model creates ongoing access-based revenue.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Retül develops and sells proprietary bike fitting hardware (Vantage motion capture, Digital Sitbone Device, Digital Footbed Device, Müve SL fit bike, Zin tool) and software (Retül Fit iOS app, Match product recommendation engine, Passport cloud portal) used by certified fitters to measure, analyze, and optimize a cyclist's position, equipment fit, and biomechanics. The company also delivers a two-level certification training program for bike fit professionals through Specialized Bicycle Components University (SBCU).

Product overview

Retül offers a suite of bike fitting and product matching technology products designed to help riders achieve optimal comfort, performance, and injury prevention. The core offering is Retül Fit, which uses 3D motion capture technology (Retül Vantage) with LED markers placed on anatomical points to collect real-time data during cycling. Supporting hardware includes the Digital Sitbone Device (DSD) with 768 pressure sensors for precise saddle sizing, the Digital Footbed Device (DFD) for arch height assessment, the Retül Zin Tool for digital bike measurement, and the Müve SL dynamic fit bike. Software includes Retül V8 (iOS app for iPad), Retül Match for product recommendations, and Retül Passport for data storage. The company also offers a comprehensive training program with Level 1 and Level 2 certification courses. Retül partners closely with Specialized Bicycle Components, with operations based in Louisville, Colorado.

Differentiator

Problem solved

Functional benefit

Products and services

• Retül Fit Comprehensive bike fitting service using the Retül Vantage 3D motion capture system to measure real-time rider movement and millimeter-level distances, then produce data-driven adjustments to saddle, handlebar, footbed, and crank position. Sold and delivered through certified Retül Member studios worldwide.
• Retül Vantage Motion Capture System 3D motion capture hardware that tracks LED markers placed on 8 anatomical points of the rider's body during pedaling to capture real-time dynamic data on knee tracking, hip angle, and body position. Sold exclusively to approved Retül Members through the Specialized sales network.
• Digital Sitbone Device (DSD) Hardware device equipped with 768 pressure sensors that provide real-time pressure feedback to measure sit bone width with sub-millimeter precision and recommend the correct saddle width and model for the rider. Sold exclusively to approved Retül Members.
• Digital Footbed Device (DFD) Hardware device using thousands of pressure points to scan left and right feet simultaneously, determining arch height (high, medium, or low) to recommend footbed support level and create custom-molded cycling footbeds.
• Retül Müve SL Fit Bike Dynamic fit bike that allows fitters to make real-time adjustments to saddle position, handlebar height, crank length, and other contact points while the rider continues pedaling, enabling rapid iteration and serving as a baseline for transferring the fit position to the rider's actual bike.
• Retül Zin Tool Measurement tool used to capture precise digital maps of a rider's final bike setup, generating complete reports that document saddle height, stem length, handlebar width, and other bike dimensions for future reference.
• Retül Match Product matching software that provides personalized recommendations for bike sizing, shoe sizing, and saddle selection in minutes, powered by DSD measurements and Retül's rider database.
• Retül Passport Cloud-based rider data portal that stores all fit data, saddle measurements, footbed data, and bike fit reports, allowing riders to access their statistics at any time and enabling data continuity across multiple fit sessions and fitters.
• Retül V8 Software (Retül Fit iOS App) Apple iOS-based bike fit software running on iPad Pro that succeeded the Windows-based V7 platform, serving as the native software interface for Retül fitting hardware and Passport data.
• Retül Custom Footbeds Custom-molded cycling footbeds created from DFD foot scans in 30 minutes or less, designed to stabilize pedal stroke, support arch height, and improve power transfer and comfort.
• Retül Fit Training (Level 1 and Level 2 Certification) Two-level professional bike fit certification program: Level 1 covers pre-fit assessment and fitting on drop-bar (road/gravel) bikes using the Retül Fit iOS app; Level 2 covers advanced pre-fit assessment plus aero/triathlon and mountain bike fitting. Required for all new Retül equipment purchases and delivered exclusively through SBCU.com.

Quantifiable outcome

• Retailers report up to 40 additional fit appointments and near-doubled revenue after adopting Retül technology.
• +5 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Specialized Bicycle ComponentscoreStrategic or Co-development Partner · 1 January 2012Since 2012, Retül has been in a strategic partnership with Specialized Bicycle Components. Retül technology is fully integrated with Specialized's Body Geometry product line (footbeds, saddles, shoes), and Retül fitters work closely with Specialized's pro-level athletes and teams. The partnership enables Retül technology to be distributed exclusively through Specialized's global retail network and provides Retül with direct access to professional cycling teams for research and development. Specialized's Human Performance team, including Todd Carver (co-founder of Retül) and Jason Williams, operates from Specialized's Boulder Innovation Center.
• BORA-hansgrohe Pro Cycling TeamflagshipStrategic or Co-development PartnerRetül has partnered with the BORA-hansgrohe Pro Tour cycling team for multiple years, conducting comprehensive fit camps in Austria and Spain. Retül fitters from the Specialized Human Performance team perform baseline fits on new riders, fine-tune returning riders' positions, and conduct metabolic and aerodynamic testing using the Müve SL fit bike and Vantage 3D motion capture system. This partnership provides real-world validation of Retül technology and generates research data for product development.
• Deceuninck-Quick-Step Pro Cycling TeamflagshipStrategic or Co-development PartnerRetül partners with the Deceuninck-Quick-Step team during off-season and pre-season camps, where fitters work on road and time trial bike positions, conduct metabolic efficiency testing, and perform aerodynamic validation. The team values Retül's data-driven approach for making objective fit decisions independent of opinion or fitter preference.
• Boulder Center for Sports MedicinecoreStrategic or Co-development PartnerThe Retül Fit program was developed in conjunction with Dr. Andy Pruitt and the Boulder Center for Sports Medicine. This clinical partnership contributed the foundational methodology for the Retül fit process, establishing a repeatable, step-by-step fitting methodology that has been refined over 15+ years and forms the basis of the Retül Fit Level 1 and Level 2 training curricula.
• SBCU (Specialized Bicycle Components University)coreChannel Partner/ Reseller/ DistributorSBCU is the exclusive platform through which Retül Fit Training (Level 1 and Level 2) is delivered for both USA and international regions. All Retül training registrations are processed through SBCU.com within the Retül Fit Curriculum. SBCU also handles retailer registration for course enrollment and manages the certification process for new and returning fitters.
• LUX Junior Cycling Development TeamminorStrategic or Co-development PartnerRetül has partnered with the LUX U19 development team since 2014, providing comprehensive fitting services at Specialized headquarters in Morgan Hill, CA. The partnership includes metabolic fit, aerodynamic testing, and 3D motion capture fitting sessions for the team's top junior athletes. Roy Knickman (former Tour de France professional) manages the team and advocates for proper bike fit for young riders.
• Challenged Athletes Foundation (CAF)minorStrategic or Co-development PartnerThe Challenged Athletes Foundation partnered with Specialized to sponsor Nicole ver Kuilen with her first triathlon bike, linking her up with Specialized's retül fitting services. CAF's support enabled an amputee paratriathlete to receive a comprehensive Retül fit that addressed her unique prosthetic requirements, demonstrating the adaptability of Retül's fitting methodology.
• Specialized Human Performance TeamcoreStrategic or Co-development PartnerRetül fitters are part of the Specialized Human Performance team, which includes Todd Carver (Head of Human Performance, Retül co-founder), Jason Williams (Sports Scientist and Retül fitter), Julie Bates (Retül Global Fit Instructor), Aaron Post (Retül Global Education Manager), and others. This integrated team conducts pro team camps, develops new fitting protocols, and drives R&D for Specialized/Retül products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Trek Precision Fit: Trek's proprietary bike fitting program and equipment stack offered through Trek retailers globally. Directly competes with Retül for premium bike fitting mindshare and retailer hardware budgets in the same Specialized-style brand-anchored distribution model.
• gebioMized: German-based pressure mapping and bike fitting system with a global retailer network. Closest direct competitor to Retül's DSD/DSD-style pressure mapping plus fitting methodology, with comparable B2B sales motion to fit studios and retailers.
• GURU Fit System: Dynamic fit bike and software system used by bike retailers for professional fitting. Competes head-to-head with Retül's Müve SL on dynamic fit-bike positioning and offers similar motion-capture-adjacent measurement workflow.
• Serotta International Cycling Institute (SICI): Pioneer in bike fitting methodology, education, and certification programs for fitters. Comparable to Retül on the training/education side and competes for the same professional fitter customer base.
• Fitter First: Canadian bike fitting tools, wedges, and balance products sold to retailers and fitters. Comparable to Retül's accessory hardware products and serves the same bike shop and fit studio B2B channel.
• BikeFit (Slowtwitch): Long-established bike fitting methodology, wedges, and education program used by independent fitters. Competes with Retül on fitting methodology, fitter certification, and the smaller independent retail channel.

Broad incumbents

• Motion Analysis Corporation: Established motion capture and biomechanics systems provider serving medical, sports, and research markets. Comparable technology stack to Retül's Vantage motion capture but serves a much broader customer base outside cycling-specific retail.
• Shimano: Global cycling components giant whose dealer network overlaps with Retül's retail ecosystem. While not a direct fitting technology competitor, Shimano's scale and relationships with retailers could enable it to enter or absorb fitting tooling over time.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/retul

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Retül