Bikes on Wheels

What Bikes on Wheels does

Bikes on Wheels is a Toronto-based independent bicycle retailer operating a hybrid physical retail showroom and e-commerce business model. The company sells complete bicycles across diverse categories (road, gravel, hybrid, city, e-bikes, mountain, cargo, folding, single speed, kids, BMX, and mini velo), alongside individual frames, components (drivetrain, wheels, tires, brakes, cockpit parts), accessories (helmets, bags, locks, lights, racks), and cycling apparel. Major brands carried include Surly, Cannondale, Norco, All-City, Cinelli, Omnium, Blue Lug, and Linus. The company also operates an in-house Service Center providing professional tune-ups and repairs, plus a Custom Builds service for bespoke bicycle configuration.

The business is powered by Shopify for its online storefront at bikesonwheels.com, which handles product catalog, shopping cart, checkout, and payment processing across Canada. Free shipping is offered on bikes over $1,400 and on all orders over $150, with periodic promotional sales and tax exemptions on select Norco and Cannondale models. The customer base spans urban commuters, gravel/adventure riders, mountain bikers, cargo/family users, and kids/youth segments, with horizontal segmentation across use cases. Customer contact channels include phone (416-966-2453), email (sales@, orders@, [email protected]), live chat, and a newsletter (BOW Newsletter) for retention marketing.

The company is privately held with no publicly disclosed revenue, funding history, ownership structure, or headcount data. It serves a primarily domestic Canadian market with shipping across the country, no international footprint, and no AI/ML capabilities, proprietary technology beyond standard e-commerce functionality, or unique intellectual property evident in the available data.

Name

Bikes on Wheels

Legal name

Bikes on Wheels

Website

https://bikesonwheels.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Bikes on Wheels is a Toronto-based independent bicycle retailer operating a physical showroom and a Shopify-powered e-commerce store, selling bikes, components, accessories, and apparel across Canada alongside an in-house service center for repairs and custom builds.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time sale of bicycles (road, gravel, mountain, hybrid, e-bikes, cargo, folding, single speed, kids), bike components (drivetrain, wheels, tires, brakes, saddles, pedals), accessories (helmets, bags, locks, lights, racks), and apparel. Revenue generated through individual transactional purchases with no subscription component.
2. Service and Repair: Bike service center offering tune-ups and repairs. Provides ongoing maintenance services to existing bike owners, creating potential for recurring service revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bikes on Wheels is a Toronto-based bicycle shop and online retailer that sells complete bicycles across multiple categories (road, gravel, hybrid, city, e-bikes, mountain, cargo, folding, single speed, kids), bicycle frames, components (drivetrain, wheels, tires, brakes), accessories (helmets, bags, locks, lights), and cycling apparel. The company also operates a Service Center providing tune-ups, repairs, and custom builds, with sales fulfilled through both a physical Toronto showroom and a Shopify-powered online storefront.

Product overview

Bikes on Wheels is a Toronto-based bicycle shop and online retailer offering a comprehensive portfolio of cycling products and services. The core offering consists of complete bicycles across diverse categories (Road, Gravel, Hybrid, City, E-Bikes, Mountain, Cargo, Kids, BMX, and specialty styles like Single Speed/Fixed and Folding), complemented by individual bicycle frames, a full range of components (drivetrain, wheels, tires, brakes, cockpit parts), accessories (helmets, bags, locks, lights), and cycling apparel. The company also operates a Service Center for maintenance and tune-ups, and offers Custom Builds for bespoke bicycle configuration. Major brands carried include Surly, Cannondale, Norco, All-City, Cinelli, Jamis, and others, with specialty offerings like Omnium cargo bikes. The business operates as a traditional retail store with e-commerce capabilities rather than a technology platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Complete Bikes

Segments5 records

Ideal customer profiles2 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.

• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the bikesonwheels.com online store. Handles product catalog, shopping cart, checkout, and payment processing.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Bikes & Beyond: Canadian independent bike retailer operating multi-brand specialty stores with service offerings. Comparable as a domestic specialty multi-brand cycling retailer.
• Bateman's Bicycle Company: Toronto-area independent bicycle retailer offering multi-brand bikes, parts, accessories, and service. Direct local competitor serving overlapping Toronto commuter and recreational cycling customers.
• Sweet Pete's Bike Shop: Toronto-based independent bicycle retailer offering bikes, components, apparel, and in-house service across multiple brands. Direct geographic peer in the same city and same specialty retail category.

Emerging players

• Trek Bicycle Store: Manufacturer-branded retail network carrying Trek bikes alongside components, apparel, and full service centers. Competes for premium road, mountain, and e-bike sales in the same specialty channel.

Direct peers

• Competitive Cyclist: Premium online cycling retailer offering curated road, mountain, and gravel bikes plus components and apparel. Comparable as a high-touch specialty multi-brand e-commerce bike shop.
• Chain Reaction Cycles: Large online bike and components retailer with global shipping and deep multi-brand catalog across road, mountain, gravel, and accessories. Comparable multi-brand specialty bike e-commerce model.
• Jenson USA: Online-first multi-brand bicycle and components retailer shipping across North America with curated assortment of major and niche brands. Closest pure-play e-commerce peer to Bikes on Wheels' online channel.

Broad incumbents

• REI Co-op: Major North American outdoor co-op retailer with strong cycling category including bikes, components, accessories, and in-store service. Overlaps in assortment and service center model but at far broader scale.
• Mountain Equipment Company (MEC): Large Canadian outdoor and cycling retailer carrying bikes, components, apparel, and accessories with strong omnichannel presence. Overlaps in cycling category but operates broader outdoor assortment at greater scale.
• Decathlon: Global sporting goods retailer with private-label and branded bikes, components, and apparel at value price points. Competes in the same Toronto/GTA catchment with overlapping road, hybrid, mountain, and e-bike categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bikesonwheels
• Facebookfacebook.com/bikesonwheels
• LinkedInlinkedin.com/company/bikes-on-wheels

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 Bikes on Wheels