Cycle Masters
CycleMasters is a Dutch digital fitness platform offering indoor cycling, strength, and yoga workouts through subscription apps to consumers in 35+ countries and via commercial licensing to 2,500+ fitness clubs, hotels, and corporate gyms worldwide.
- Company typePrivate
- Founded2008
- HeadquartersBleiswijk, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Cycle Masters does
CycleMasters B.V. is a Dutch digital fitness platform founded in 2008 (originally as Club Virtual) and headquartered in Bleiswijk, Netherlands. The company offers an indoor cycling-led content library — including Scenic Rides filmed on real European routes, Bootcamp Rides, Beat Rides, Strength sessions, and Yoga/Stretch workouts — delivered through native iOS and Android apps, a web platform, Chromecast and Apple TV casting, and integrations with Apple Watch, Apple Health, Strava, and Bluetooth heart-rate sensors. The platform is available in Dutch, English, and French and serves members in 35+ countries, supported by a content library, a Dynamic Interface launched in October 2021, and instructor-led classes featuring long-tenured Dutch coaches such as Evert van der Zee.
The company operates a dual-track commercial model. On the consumer side, CycleMasters sells Personal (€16.99/month, €149.90/year) and Family (€19.99/month, 4 profiles) subscriptions, plus a Bike+ bundle (from €29.99/month) that combines an indoor cycling bike rental with full workout access. On the B2B side, it licenses commercial content to fitness clubs, hotels, corporate fitness programs, physiotherapists, and governments through monthly (€89.99/device) and annual (€899/device) plans, deployable via its purpose-built Studio Player hardware and Studio App. Named commercial customers include Anytime Fitness, Fitness First, David Lloyd Clubs, Fit For Free, Sportcity, and innside by Meliá, with content reportedly live in 2,500+ clubs worldwide.
CycleMasters is a privately held, bootstrapped company co-founded and led by CEO Laurens Kock and COO Martijn Lierop, with no disclosed external funding, parent company, or M&A activity. Its 11–50 employee footprint, founder-owned structure, and consistent product extension over more than 15 years indicate a small, operationally disciplined business with a mature content engine, an emerging hardware-plus-software rental motion, and a meaningful but unenumerated B2B distribution footprint.
Cycle Masters firmographics
Firmographics- Name
- Cycle Masters
- Legal name
- CycleMasters B.V.
- Website
- https://cyclemasters.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CycleMasters is a Dutch digital fitness platform offering indoor cycling, strength, and yoga workouts through subscription apps to consumers in 35+ countries and via commercial licensing to 2,500+ fitness clubs, hotels, and corporate gyms worldwide.
- Ownership category
- akta.pro rank
Cycle Masters industry classification
Industry- Product category
- Digital Fitness Content
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Cycling/Spin Classes (HSADABAE)
- akta.pro secondary industries
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Cycling, Mountain Biking & E-Bike Adventure Tour Operators (THAAADAE)
Keywords
Where Cycle Masters is headquartered
LocationHeadquarters
- HQ city
- Bleiswijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Cycle Masters business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Content Production, Technology or R&D, Personnel, Marketing or Sales, Supply Chain
Revenue model
- Consumer Subscriptions: Monthly and annual subscription fees for Personal and Family memberships providing unlimited access to all cycling, strength, and yoga workouts. Family plan offers 4 user profiles.
- Bike+ Hardware Rental: Monthly rental fee for Indoor Cycling bike combined with membership access. Bike remains property of CycleMasters during rental period.
- Business/Commercial Licensing: Commercial licenses for fitness clubs, hotels, corporate fitness spaces, and physiotherapists. Monthly or annual fees based on number of devices (max 3 per location). Includes access to Studio Player hardware option.
- Webshop - Bikes and Accessories: Direct sales of Indoor Cycling bikes and accessories through online shop. Partners include Betersport and NRG Fitness brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Personal monthly subscription for 1 user with unlimited workouts |
| Subscription | Annual | Personal annual subscription for 1 user with unlimited workouts |
| Subscription | Monthly | Family monthly subscription for 4 user profiles with unlimited workouts |
| Subscription | Monthly | Bike+ bundle: Indoor Cycling bike rental plus unlimited workout access |
| Subscription | Monthly | Business monthly license for commercial fitness use (1 device) |
| Subscription | Annual | Business annual license for commercial fitness use (1 device) |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels5 records
Cycle Masters product offering
Product offeringCore offering
CycleMasters is a Dutch digital fitness platform that streams on-demand indoor cycling, strength, and yoga workout videos to consumers via iOS/Android apps and web. It also licenses the same content library (with optional Studio Player hardware) to commercial operators such as fitness clubs, hotels, corporate gyms, and physiotherapists, and offers a Bike+ bundle combining bike rental with unlimited workout access.
Product overview
CycleMasters is a digital fitness platform offering online workout content across indoor cycling, strength training, and yoga disciplines. The core product is the CycleMasters App available on iOS, Android, and web, which users access through Personal or Family subscription plans. The company also offers Bike+, an all-in-one solution combining bike rental with unlimited app access. For commercial customers (fitness clubs, hotels, corporate gyms), CycleMasters provides the Studio App and Studio Player hardware with business licensing. Workout formats include Scenic Rides (virtual route cycling), Bootcamp Rides (cycling plus strength), Beat Rides (music-focused), Strength Workouts, and Yoga/Stretch sessions. Users can connect heart rate sensors, Apple Watch, Strava, and cast workouts to TV via Chromecast.
Differentiator
Problem solved
Functional benefit
Products and services
- CycleMasters App Flagship consumer fitness application streaming on-demand indoor cycling, strength, and yoga workouts to individuals on iOS, Android, and web browsers, with heart-rate sensor, Apple Watch, and Strava integration plus Chromecast TV support.
- Personal Membership Subscription tier for individual consumers providing unlimited access to the full workout library under a single user profile, with heart-rate linking, training programs, and Strava connectivity.
- Family Membership Subscription tier for households providing four separate user profiles with unlimited access to cycling, strength, and yoga workouts, each member maintaining their own progress and preferences.
- Bike+ Bundle Hardware-plus-subscription bundle for consumers that combines an Indoor Cycling bike (rented from CycleMasters) with an unlimited Family membership giving access to all workouts.
- Studio App TV application for commercial use in fitness clubs, hotels, and corporate fitness spaces, available on Google TV devices, providing access to hundreds of organized indoor cycling, strength, and yoga workouts.
- Studio Player Compact plug-and-play HDMI streaming device pre-loaded with the Studio App, designed for fitness clubs, hotels, and corporate gyms to deploy CycleMasters workouts on any TV with a remote control.
- Studio Membership (Business License) Commercial subscription license for businesses (fitness clubs, hotels, corporate fitness, physiotherapists, governments, PT studios) granting unlimited access to the workout library on up to 3 devices per location with tiered per-device fees.
Quantifiable outcome
- 4.76/5 average rating based on 2255 reviews
- +2 more outcomes
Companies that use Cycle Masters
Customer profileNamed customers8 records
Segments8 records
Ideal customer profiles2 records
Cycle Masters technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature6 records
Cycle Masters partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- BetersportminorBike partner offering Indoor Cycling bikes through the CycleMasters webshop. Part of the bike selection alongside other partners.
- NRG FitnessminorBike partner offering Indoor Cycling bikes through the CycleMasters webshop selection.
- StravacoreIntegration allowing CycleMasters workout data (distance, time) to sync with Strava for training tracking and performance analysis. Note: Heart rate data export to Strava is limited.
- Apple HealthcoreHealth platform integration syncing workout activity with Apple Health. Apple Watch app displays heart rate during workouts and syncs activity rings post-workout.
- Apple WatchcoreDedicated Apple Watch app displaying real-time heart rate during workouts and syncing activity to Apple Health for ring closure.
- Google ChromecastcoreTV casting technology enabling workouts to be streamed from mobile app or web browser to television screens for larger display.
- Fit For FreecoreDutch fitness club chain offering CycleMasters virtual workouts to members. Part of the 2500+ club network using CycleMasters content.
- Anytime FitnesscoreGlobal fitness franchise chain with CycleMasters virtual cycling content available to members worldwide.
- Fitness FirstcoreInternational fitness chain providing CycleMasters indoor cycling content to members.
- SportcitycoreDutch fitness club chain using CycleMasters virtual workout content.
- David Lloyd ClubscorePremium European fitness club chain offering CycleMasters workouts to members.
- innside by MeliácoreHotel brand offering CycleMasters fitness content to guests in hotel gyms.
- AV Installation PartnersminorAudio-visual installation partners available for business customers needing assistance with hardware setup, videowalls, or projectors in fitness facilities.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Cycle Masters competitors and assessment
Company assessmentDirect peers
- Zwift: Zwift is a virtual indoor cycling and running platform with subscription access on multiple devices. It is the closest direct competitor to CycleMasters in the at-home and trainer-based indoor cycling category, with comparable subscription pricing and content-led value proposition.
- Peloton Interactive: Peloton offers connected indoor cycling bikes paired with a subscription content platform. It is a direct competitor in the home indoor cycling category with hardware-software bundled offering analogous to CycleMasters' Bike+ bundle, though at substantially larger scale.
- Echelon Fitness: Echelon sells connected indoor cycling bikes and a subscription app for live and on-demand classes. It competes directly with CycleMasters in the home indoor cycling subscription category, especially across European and international markets.
- Tacx (Garmin): Tacx, owned by Garmin, manufactures smart indoor cycling trainers and the Tacx Training App. It is a direct competitor in the indoor cycling trainer ecosystem that CycleMasters' Bike+ and workout app seek to integrate with through heart-rate and power-based training.
- Keiser: Keiser manufactures indoor cycling bikes and offers digital education and content. It competes with CycleMasters in the commercial indoor cycling equipment and training segment, supplying many of the same gym chains CycleMasters licenses content to.
- Wahoo SYSTM (formerly The Sufferfest): Wahoo SYSTM is a cycling-focused training app with structured workouts, video content and integrations for smart trainers. It directly competes with CycleMasters for serious cycling enthusiasts using indoor trainers, and shares heart-rate and Strava-style training integrations.
- Spinning (Mad Dogg Athletics): Spinning is the original branded indoor cycling program and equipment supplier with a global instructor certification network. It is a direct historical competitor in studio-based indoor cycling and an adjacent brand in connected indoor cycling content.
Broad incumbents
- Apple Fitness+: Apple Fitness+ is a subscription fitness content service integrated with Apple Watch. It competes with CycleMasters in the home workout subscription category with strong Apple Health/Apple Watch integrations that mirror CycleMasters' consumer integration strategy.
- iFIT (Icon Health & Fitness): iFIT is a connected fitness subscription platform spanning cycling, treadmill, rower and strength content, with proprietary hardware. It overlaps with CycleMasters across the cycling and broader home-fitness categories but at much larger scale and with a more diverse equipment portfolio.
- Les Mills: Les Mills is a global group fitness content provider including the RPM indoor cycling program, licensed to clubs worldwide. It is a broad incumbent in fitness content licensing that overlaps with CycleMasters' B2B commercial licensing motion into fitness clubs and hotels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Cycle Masters social profiles
Digital presenceCycle Masters compliance and trust
Trust signalCompliance2 records
Cycle Masters financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cycle Masters leadership team
Management profileNumber of profiles
Profiles2 records
Cycle Masters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cycle Masters 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 Cycle Masters
What does Cycle Masters do?
CycleMasters is a Dutch digital fitness platform that streams on-demand indoor cycling, strength, and yoga workout videos to consumers via iOS/Android apps and web. It also licenses the same content library (with optional Studio Player hardware) to commercial operators such as fitness clubs, hotels, corporate gyms, and physiotherapists, and offers a Bike+ bundle combining bike rental with unlimited workout access.
Is Cycle Masters a public or private company?
Cycle Masters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cycle Masters founded?
Cycle Masters was founded in 2008. It employs 11 to 50 people.
Where is Cycle Masters based?
Cycle Masters is headquartered in Bleiswijk, Netherlands, in the Europe region.
How does Cycle Masters make money?
Four revenue lines are on record. Consumer Subscriptions are the primary driver. The others are bike+ Hardware Rental, business/Commercial Licensing and webshop - Bikes and Accessories.
Who are Cycle Masters's main competitors?
Direct peers on record are Zwift, Peloton Interactive, Echelon Fitness, Tacx (Garmin), Keiser, Wahoo SYSTM (formerly The Sufferfest) and Spinning (Mad Dogg Athletics). Broad incumbents are Apple Fitness+, iFIT (Icon Health & Fitness) and Les Mills.
Does Cycle Masters have an API?
No public API is recorded for Cycle Masters.
What industry is Cycle Masters in?
Cycle Masters's product category is Digital Fitness Content. Its primary akta.pro industry code is HSADABAE, Cycling/Spin Classes, with a secondary code of CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 71394 and its SIC code is 7997.