isinwheel

What isinwheel does

isinwheel is a UK-based, privately-held direct-to-consumer retailer of electric micro-mobility products, founded in 2018 and operating localized e-commerce storefronts across seven markets (UK, Germany, France, Austria, Spain, broader EU, and the US) from a Birmingham distribution warehouse. The company's portfolio spans ~30 SKUs across electric scooters (entry-level commuters from £198.99 to high-performance dual-motor off-road units up to £1,299), electric bikes (£298.99–£1,399), kids' scooters, and smart mobility devices such as electric suitcases, mobility scooters, and walking pads. Core technology centers on brushless DC motors (250W–2,400W), lithium-ion battery packs with BMS, IP-rated waterproofing (IPX4–IPX7), multi-mode suspension, and a companion mobile app (isinwheel Club) that provides locking, ride telemetry, and lighting control.

Revenue is generated primarily through one-time hardware sales via owned storefronts, supplemented by an extended warranty add-on (£149–£165), accessories and replacement parts, and a minor B2B authorized dealer channel for test rides and repairs. Pricing is structured in tiers (entry commuter, mid-range off-road, high-performance) with Klarna pay-in-3 instalment financing and seasonal promotions. Customer acquisition is product-led and community-led, relying on the isinwheel.co.uk storefront, customer reviews (4.77 stars across 5,063+ reviews), YouTube influencer partnerships, social media, and PR coverage. The company is bootstrapped, with no disclosed external funding, no parent company, and no enterprise customers — its base of 300,000+ cumulative customers and 180,000+ active riders is entirely consumer-facing across students, daily commuters, parents, off-road enthusiasts, and dealers.

Name

isinwheel

Legal name

isinwheel

Website

https://isinwheel.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Short description

isinwheel is a UK-based, bootstrapped DTC retailer of electric scooters, e-bikes, kids' scooters, and smart mobility devices, selling through seven localized European and US storefronts to over 300,000 cumulative consumer customers since 2018.

Ownership category

akta.pro rank

Product category

Personal Electric Mobility / Micromobility Hardware

NAICS

Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Electronics and Appliance Retailers (4492)

SIC

Motorcycles, Bicycles & Parts (3751), Retail-Auto & Home Supply Stores (5531), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro industry

PRIMARYCRACASAB

E-Scooters (Stand-Up)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/E-Mobility Consumer Devices (E-bikes, E-scooters, Personal Transporters)

SECONDARYCRACASAH

Kids & Youth E-Mobility Devices (mini e-bikes/scooters)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/E-Mobility Consumer Devices (E-bikes, E-scooters, Personal Transporters)

SECONDARYCRACASAL

E-Mobility Safety, Security & Accessories (helmets, locks, lights, mounts)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/E-Mobility Consumer Devices (E-bikes, E-scooters, Personal Transporters)

SECONDARYCRAFABAD

Consumer Electronics & Appliances Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Vertical/Specialist Marketplaces

Keywords

• Electric scooters
• Electric bikes
• Personal micromobility
• Kids electric scooters
• Smart mobility devices

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Scooter Sales: Primary revenue stream from direct-to-consumer sales of electric scooters ranging from entry-level commuter models (S9 from £198.99) to high-performance off-road variants (GT4 2400W at £829.99-£1,299.00). One-time hardware purchase model.
2. Electric Bike Sales: Electric bicycles including commuter bikes, folding bikes, and e-MTBs priced from £298.99 to £1,399.00. One-time purchase revenue.
3. Kids Electric Scooters: Child-focused electric scooters and skateboards ranging from £59.00 to £189.00.
4. Smart Mobility Devices: Electric suitcases (E-Suitcase at £278.99), mobility scooters (£498.99), and walking pads/treadmills (£97.99-£107.99).
5. Accessories and Replacement Parts: Helmets, locks, seats, add-ons, and model-specific replacement parts for existing product lines. Also includes bundles (scooter + accessory packages).
6. Extended Warranty: 1-year extended warranty offered at £149.00-£165.00 as an add-on purchase.
7. Dealer Program: B2B channel through authorized dealer network for test rides, repairs, and retail distribution.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

isinwheel designs, brands, and sells a portfolio of electric micromobility hardware direct to consumers through its own regional e-commerce storefronts. The catalogue spans adult commuter and off-road electric scooters, kids' electric scooters, commuter/folding/e-MTB electric bicycles, and adjacent smart mobility devices such as electric suitcases, mobility scooters, and walking pads. Customers configure and purchase hardware online with manufacturer warranty support, app integration via isinwheel Club, and optional extended warranty add-ons.

Product overview

isinwheel is an online retailer specializing in electric mobility products, primarily electric scooters and electric bikes. The product portfolio includes: (1) Electric Scooters ranging from entry-level commuter models (S9 series at 350W) to high-performance off-road dual-motor models (GT4 at 2400W, GT1 Dual at 1600W); (2) Kids' Electric Scooters including S2, S4, S7, and MiniSpider with parental controls; (3) Electric Bikes including commuter bikes (Dremax, U-series), folding bikes (EB1S, U3), and e-MTBs (M10, M50); (4) Smart Mobility Devices including electric suitcases, mobility scooters, and walking pads. The company sells directly through its UK online store with 2-year warranty, 30-day returns, and free UK shipping. Products integrate with the isinwheel club mobile app for scooter control and tracking.

Differentiator

Problem solved

Functional benefit

Brands

• isinwheel Club: Mobile app platform for scooter connectivity, ride data tracking, navigation, and scooter locking features.

Products and services

• Adult Commuter Electric Scooters Entry- to mid-level foldable electric scooters (250W–1000W, 15–28 miles range) marketed to adult urban commuters seeking portable, affordable daily transport. Includes S9, S9 Pro, S9 Max, S10MAX, and S-NOVA Pro models.
• Off-Road and High-Performance Electric Scooters High-power off-road scooters (800W–2400W) with dual-motor options, advanced suspension, IP65/IPX7 ratings, and range up to 50 miles, including GT1, GT1 Dual, GT2, GT2 Pro, GT4, GT4 S, Landturbo Pro, and M2 models.
• Kids' Electric Scooters and Skateboards Child-focused electric scooters and skateboards with age-appropriate speed, parental remote controls, and safety features; includes MiniSpider, S2, S4, S7 (priced £59–£159), and the V6 electric skateboard (£129).
• H7Pro Comfort Electric Scooter Seated, long-range comfort electric scooter with 1200W motor, 16x4.0 inch fat tires, detachable seat, cargo basket, and triple braking for adult commuters (£649.99).
• Electric Bicycles (E-bikes) Adult electric bicycles covering commuter, folding, vintage step-thru, and e-MTB configurations with motors from 250W–852W and ranges up to 93 miles; lineup includes Dremax, U1 Mini, U2 Step-Thru, U3 Folding, U4, Ucity, M10 e-MTB, M50 e-MTB, EB1S, and EB3 (£298.99–£1,199.99).
• Smart Mobility Devices Adjacent smart-mobility hardware including the 20" airline-approved E-Suitcase (£278.99), X02 mobility scooter (£498.99), and JT31/JT51 walking pad treadmills (£97.99–£107.99) for accessibility and indoor use.
• Accessories, Replacement Parts, and Bundles Helmets (£59.99–£69.99), cable locks (£23.99), detachable seats (£89.99), model-specific replacement parts, and bundle packages (scooter + accessory combinations) sold alongside primary hardware.
• Extended Warranty Add-On 1-year extended warranty add-on priced £149.00–£165.00, available at point of sale to extend manufacturer coverage on electric scooters and bikes.
• isinwheel Club Mobile App Companion mobile application for iOS and Android enabling scooter locking, ride data tracking, navigation, ambient lighting adjustment, speed mode selection, and battery monitoring for isinwheel Club-enabled scooters.

Quantifiable outcome

• 4.77 average star rating from 5,063+ verified reviews
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature8 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Segway-Ninebot: World's largest e-scooter and personal mobility brand offering directly overlapping product categories (commuter and off-road scooters, e-bikes, kids rides). Competitors head-to-head in the same UK and European channels.
• Xiaomi (Mi Electric Scooter): Mass-market e-scooter brand sold globally at entry-level price points comparable to isinwheel's S9 series. Major head-to-head competitor in commuter scooter category across European markets.
• NIU Technologies: Public smart mobility company with e-scooter and e-bike lines that compete with isinwheel's mid-range and premium GT series. Overlapping technology (Bosch motors, smart app connectivity) and target customer base.
• Razor: Established US-headquartered scooter and kids electric ride-on brand with comparable product breadth including kids scooters, adult e-scooters, and e-bikes. Direct competitor in kids and entry-level segments.
• Hiboy: D2C electric scooter and e-bike brand with comparable product range from entry-level commuters to off-road models. Direct category competitor selling through similar Amazon-led and direct channels.
• Apollo Scooters: Premium direct-to-consumer e-scooter brand offering high-performance dual-motor models that directly compete with isinwheel's GT1 Dual and GT4 2400W flagship products.

Broad incumbents

• Decathlon: Global sporting goods retailer with its own e-bike and e-scooter lines (Btwin, Riverside) plus third-party brands. Broader incumbent reaching similar UK and European consumer segments as isinwheel.
• Halfords: UK's largest cycling and motoring retailer with a growing e-bike and e-scooter range plus in-store service capabilities. Competes for the same UK consumer via retail and online channels.

Emerging players

• Engwe: Fast-growing Chinese-origin direct-to-consumer e-bike brand with folding and fat-tire models competing head-to-head with isinwheel's U-series and M-series e-bikes at similar price points.
• Kukirin (Kugoo): Value-oriented e-scooter brand widely available on European marketplaces, competing at the lower end of the price spectrum against isinwheel's entry-level S9 and S9 Pro models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSB6-vcjy-AfL3F3fcfCV8A
• Facebookfacebook.com/isinwheel.Europe
• Instagraminstagram.com/isinwheel_global

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 isinwheel