The Service Course
The Service Course is a premium cycling retailer and experience operator founded in 2016 in Girona, Spain, selling and renting bespoke custom bikes from independent frame builders, and offering guided rides, travel experiences, and mechanic services across locations in Spain, UAE, Mexico, and France.
- Company typePrivate
- Founded2016
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Service Course does
The Service Course is a privately held premium cycling retail and experience company founded in 2016 in Girona, Spain, and led by CEO Simon Gerrans, a former professional road cyclist. The company curates, sells, and services bespoke custom bicycles from a network of independent frame builders including Argonaut, Belle, Curve, ENVE, Mosaic, Repete, Rizzo, Scarab, Isen Workshop, Open Cycles, and Speedvagen. Its five-step custom build process spans consultation, recommended build, deposit, production, and delivery, alongside premium rental fleet management (€70-€90/day), guided rides, mechanic workshop services, and curated cycling travel experiences.
The business generates revenue through six primary streams: one-time custom bicycle sales, usage-based bicycle rentals, one-time clothing and accessory sales (Sweet Protection, Poc, Alba Optics, Quoc, Nimbl), travel experience packages, professional mechanic services, and guided ride services. Distribution combines owned retail storefronts in Girona (flagship), Abu Dhabi, Mexico City, and Nice with a Shopify e-commerce storefront and international retail partners in Thailand, Canada, Indonesia, Taiwan, and Vancouver. Go-to-market is community-driven, anchored by weekly organized group rides in Girona and lifestyle partnerships with specialty coffee and chef-led F&B concepts.
As of 2025, the company has announced a 'Final Sale' across inventory with all sales final and returns not accepted, indicating the business is winding down operations following its 2023 multi-country expansion push. The company remains privately held with no disclosed external funding rounds.
The Service Course firmographics
Firmographics- Name
- The Service Course
- Legal name
- The Service Course
- Website
- https://theservicecourse.cc
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Service Course is a premium cycling retailer and experience operator founded in 2016 in Girona, Spain, selling and renting bespoke custom bikes from independent frame builders, and offering guided rides, travel experiences, and mechanic services across locations in Spain, UAE, Mexico, and France.
- Ownership category
- akta.pro rank
The Service Course industry classification
Industry- Product category
- Specialty Cycling Retail
- NAICS
- Recreational Goods Rental (532284), Tour Operators (561520)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ), Cycling / MTB / E-Bike Guiding & Rentals (THAAALAG), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)
Keywords
Where The Service Course is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices4 records
Markets served
The Service Course business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Custom Bicycle Sales: Sale of custom high-end bicycles from world-class independent frame builders including Argonaut, Bastion, Belle, Curve, ENVE, Isen Workshop, Mosaic, Rizzo, Repete, Scarab, Open Cycles, and Speedvagen
- Bicycle Rentals: Rental of premium custom bikes ranging from carbon to steel frames, with standard (€70/day) and premium (€90/day) tiers. Multi-day discounts available with sliding scale pricing
- Clothing and Accessories: Sale of cycling apparel and accessories including Sweet Protection, Poc, Alba Optics, Quoc, and Nimbl brands
- Travel Experiences: Cycling travel packages including gravel experiences, road experiences, and mixed experiences based in Girona and other locations
- Mechanic Workshop Services: Professional bike servicing including quick tune-ups and custom wheel builds
- Guided Rides: Half-day (up to 3 hours) guided rides for €90 per group of 7, or full-day rides up to 6 hours for €170 per group of 7
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Bike Rental |
| Unit Pricing | Pay-as-you-go | Premium Bike Rental |
| Unit Pricing | Pay-as-you-go | ENVE Wheels Upgrade |
| Unit Pricing | Pay-as-you-go | Power Meter Rental |
| Unit Pricing | Pay-as-you-go | Wahoo GPS Rental |
| Unit Pricing | Pay-as-you-go | Guided Rides |
| Unit Pricing | Pay-as-you-go | European Shipping |
| Unit Pricing | Pay-as-you-go | International Shipping |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
The Service Course product offering
Product offeringCore offering
The Service Course is a premium cycling retail and experience brand that curates and sells custom high-end bicycles built by a network of independent frame builders (Argonaut, Belle, Curve, ENVE, Mosaic, Repete, Rizzo, Scarab, Isen Workshop, Open Cycles, Speedvagen). It also offers premium bicycle rentals (carbon, steel, and titanium frames) in cycling destinations, multi-day guided cycling travel experiences, professional mechanic workshop services, organized group rides, and curated cycling apparel and accessories.
Product overview
The Service Course is a premium cycling retail experience offering custom bikes, bike rentals, travel experiences, and cycling services. Their core product is a curated selection of bespoke custom bikes from world-class independent frame builders including Argonaut (USA carbon), Belle (Barcelona steel), Curve (Melbourne titanium), ENVE (Utah carbon), Mosaic (Colorado titanium/steel), Repete (Prague steel), Rizzo (Madrid steel/titanium), and Scarab (Colombia steel). They operate flagship locations in Girona, Spain (their original home since 2016), Abu Dhabi (2023), and Mexico City (2023), with additional retail partners worldwide. Services include custom bike builds, bike rentals at multiple locations, mechanic workshop services, guided rides and events, and travel experiences. They also sell premium cycling clothing and accessories, and offer a Final Sale of ex-rental bikes.
Differentiator
Problem solved
Functional benefit
Products and services
- Argonaut Cycles Custom Bikes
Companies that use The Service Course
Customer profileSegments4 records
Ideal customer profiles3 records
The Service Course technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Service Course partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- K. Siam BikeminorRetail partner based in Samut Sakhon, Thailand, distributing The Service Course products in the Thai market
- Le ClubminorRetail partner based in Montréal, Canada, distributing The Service Course products in the Canadian market
- Spin WarriorsminorRetail partner based in Jakarta, Indonesia, distributing The Service Course products in the Indonesian market
- ThermaltakeminorRetail partner based in Taipei City, Taiwan, distributing The Service Course products in the Taiwanese market
- VeloholicminorRetail partner based in Vancouver, Canada, distributing The Service Course products in the Canadian market
- Wolfi's (Abu Dhabi Cycling Club)corePartnership with Wolfi's located within Abu Dhabi Cycling Club to bring The Service Course experience to the UAE cycling community
- Auna (Sister Cafe and Restaurant)minorSister cafe and restaurant located in the same building as Mexico City location, spearheaded by world-renowned chef Jorge Vallejo (behind Quintonil, ranked #9 world's best restaurant 2022)
Scale indicators3 records
Recent moves9 records
Expansion highlights8 records
The Service Course competitors and assessment
Company assessmentDirect peers
- Rapha: Premium cycling apparel and lifestyle brand operating owned retail clubs (cafés + cycling retail) in major cycling cities worldwide. Closely comparable to The Service Course on premium positioning, retail-as-experience model, and cycling-culture brand building.
- Competitive Cyclist: Premium online cycling retailer specializing in high-end road, mountain, and gravel bikes and components. Comparable to The Service Course on premium product curation and enthusiast customer focus.
- Trek Travel: Premium cycling tour operator offering guided cycling vacations worldwide, often anchored to high-end bike brands. Comparable to The Service Course's cycling travel experiences stream and Girona-style destination tourism.
- La Bicicletta: High-end Toronto bike shop offering premium custom builds, rentals, and service. Comparable as a premium multi-service bike shop with custom frame builder curation.
- Beveridge's Bicylery: Independent Toronto-area premium bike retailer with a curated multi-brand selection including custom builders and full service. Closely comparable in shop format and premium builder roster approach.
- DuVine Cycling + Adventure Co. Luxury guided cycling tour operator with curated international destinations. Comparable to The Service Course's cycling travel experiences and guided rides offerings.
Broad incumbents
- Canyon: Large direct-to-consumer premium bike manufacturer offering high-end road, gravel, and mountain bikes globally. Comparable as a premium-positioned bike brand operating in the same end-customer segment.
- Specialized: Global premium bike and equipment manufacturer with retail showrooms and full ecosystem. Comparable as a broad incumbent in the premium cycling retail and brand space.
- Pinarello: Italian premium road bike manufacturer with flagship retail experiences. Comparable in premium positioning and the integration of high-end brand retail with custom builds.
Emerging players
- Bespoke Cycling: Premium cycling tour operator offering custom private and small-group cycling experiences in iconic destinations. Comparable to The Service Course's curated cycling travel packages.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Service Course social profiles
Digital presenceThe Service Course financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Service Course leadership team
Management profileNumber of profiles
Profiles4 records
The Service Course funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Service Course 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 The Service Course
What does The Service Course do?
The Service Course is a premium cycling retail and experience brand that curates and sells custom high-end bicycles built by a network of independent frame builders (Argonaut, Belle, Curve, ENVE, Mosaic, Repete, Rizzo, Scarab, Isen Workshop, Open Cycles, Speedvagen). It also offers premium bicycle rentals (carbon, steel, and titanium frames) in cycling destinations, multi-day guided cycling travel experiences, professional mechanic workshop services, organized group rides, and curated cycling apparel and accessories.
Is The Service Course a public or private company?
The Service Course is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Service Course founded?
The Service Course was founded in 2016. It employs 11 to 50 people.
Where is The Service Course based?
The Service Course is headquartered in Oslo, Norway, in the Europe region.
How does The Service Course make money?
Six revenue lines are on record. Custom Bicycle Sales are the primary driver. The others are bicycle Rentals, clothing and Accessories, travel Experiences, mechanic Workshop Services and guided Rides.
Who are The Service Course's main competitors?
Direct peers on record are Rapha, Competitive Cyclist, Trek Travel, La Bicicletta, Beveridge's Bicylery and DuVine Cycling + Adventure Co.. Broad incumbents are Canyon, Specialized and Pinarello. Bespoke Cycling is listed as an emerging player.
Does The Service Course have an API?
No public API is recorded for The Service Course.
What industry is The Service Course in?
The Service Course's product category is Specialty Cycling Retail. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAH, Bike Service, Repair & Maintenance Shops. Its NAICS code is 532284.