What Bicycle Technologies International does

Bicycle Technologies International (BTI), founded in 1993 and headquartered in Santa Fe, New Mexico, is a wholesale B2B distributor of bicycle parts, components, and accessories serving independent bicycle retailers across the United States. The company aggregates more than 25,000 SKUs from over 400 brands across 40-plus product categories (including brakes, drivetrain, wheels, frames, forks, tires, saddles, electronics, apparel, tools, and nutrition) and distributes a portfolio of 80-plus exclusive brands such as 5Dev, Berd Spokes, Deda Elementi, Hutchinson, Praxis Works, ENVE Composites, and Wolf Tooth. BTI operates a dealer-facing e-commerce portal (bti-usa.com) with 24/7 real-time stock checking, online ordering, invoice viewing, package tracking, and closeout access, complemented by a toll-free technical support line and a factory-trained suspension service operation through its BTI Wheel Factory division. Two strategically located distribution centers in Santa Fe and Reno, Nevada enable overnight ground delivery to 11 western states and 2-3 day delivery to most other US locations, with some international coverage in Canada and Mexico subject to brand restrictions.

The company's revenue model is wholesale hardware sales to independent bike dealers and SMB bike shops, with free ground shipping triggered at a $400 order threshold and upgraded air shipping at $800-plus, plus oversize surcharges for wheels, frames, and car racks. Marketing is digital-first across Facebook, Instagram, Twitter, YouTube, Vimeo, and LinkedIn, and the company pursues partnerships with cycling-advocacy organizations including People for Bikes, Safe Routes to Schools, Free Bikes 4 Kidz, and NICA. BTI holds a Platinum Bicycle Friendly Business designation from the League of American Bicyclists and operates from a LEED-certified headquarters powered by PNM wind and solar energy, with stated targets of 75% landfill waste diversion and 50% reductions in water and energy consumption versus standard buildings. Ownership is structured as an Employee Ownership Trust (EOT), one of roughly a dozen US companies organized this way, with employees becoming Trust members after 4,000 hours and gaining profit-sharing and a voice in strategic decisions; co-founder Preston Martin is the named founder. The company has no disclosed funding rounds, no public revenue figure, no public or partner-facing API, and no flagged AI or machine-learning capabilities in its operations.

Name

Bicycle Technologies International

Legal name

Bicycle Technologies International

Website

https://bti-usa.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Bicycle Technologies International is a wholesale B2B distributor of bicycle parts, components, and accessories, serving independent bike dealers across the United States with 25,000+ SKUs from 400+ brands through two distribution centers.

Ownership category

akta.pro rank

Product category

Wholesale Bicycle Parts Distribution

NAICS

Tire and Tube Merchant Wholesalers (423130), Clothing and Clothing Accessories Merchant Wholesalers (42435)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Cycling & Micromobility Products Distribution (CRAOAJAF)

akta.pro secondary industry

Bike Parts & Components Retail (CRAMAHAB)

Keywords

• Wholesale bicycle parts
• Cycling components distribution
• Bicycle accessories supplier
• Bike dealer distribution
• Cycling parts wholesale

Headquarters

HQ city

Santa Fe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Parts & Accessories Distribution: BTI generates revenue by selling bicycle parts, accessories, and components to independent bike dealers and retailers at wholesale prices. The company distributes over 25,000 SKUs from 400+ brands including both national brands and exclusive brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Bicycle Technologies International (BTI) is a wholesale distributor of bicycle parts, components, and accessories, supplying independent bicycle retailers with over 25,000 SKUs from 400 brands across 40+ product categories. The company operates a 24/7 B2B e-commerce platform (bti-usa.com) with real-time stock checking, ordering, invoice viewing, and package tracking, and supports dealers through toll-free phone support and a factory-trained suspension service center.

Product overview

Bicycle Technologies International (BTI) is a bicycle parts and accessories wholesale distributor operating primarily as a business-to-business e-commerce platform. The core offering is an extensive catalog of over 25,000 SKUs from 400+ top bicycle component and accessory brands, organized across 40+ product categories (including brakes, drivetrain components, wheels, frames, forks, handlebars, saddles, tires, apparel, and more). BTI also distributes a portfolio of 80+ exclusive branded products under names like Indoor Training Tools, 5Dev, Berd Spokes, Deda Elementi, Hutchinson Tires, and Praxis Works. The company provides custom wheel building services through its Wheel Factory division, and operates a dealer-facing online portal (bti-usa.com) for real-time stock checking, ordering, and order management. BTI maintains two distribution centers enabling rapid ground shipping across the western United States.

Differentiator

Problem solved

Functional benefit

Brands

• BTI Exclusive Brands: Exclusive brands distributed by BTI including 1st Endurance, 5Dev, 7iDP, Acerbis, Altangle, Ass Savers, Berd Spokes, Club Ride, Deda Elementi, Endura, ENVE Composites, Hutchinson, Ibis Cycles, Maxxis, Muc Off, Onza, Park Tool, Praxis Works, Schwalbe, Shimano, SRAM, Stan's No Tubes, Topeak, Wolf Tooth, and many others.
• BTI Wheel Factory

Products and services

• BTI Wholesale Parts & Accessories Catalog Over 25,000 SKUs from 400 top bicycle parts and accessories brands across 40+ product categories including brakes, drivetrain, wheels, frames, apparel, electronics, and more, sold at wholesale to independent bicycle dealers.
• BTI Dealer Portal (bti-usa.com) Secure online ordering platform with real-time stock checking, invoice viewing, package tracking, closeout access, and the latest product inventory for approved wholesale dealer accounts.
• BTI Exclusive Brands Portfolio Over 80 exclusive bicycle component and accessory brands distributed exclusively by BTI, including precision tools, chainrings, grips, lights, saddles, suspension products, wheels, and more.
• BTI Wheel Factory Custom bicycle wheel building service providing both production and individually custom-ordered wheels, with factory-trained technicians available for suspension service.

Quantifiable outcome

• BTI projects 75% of waste will be diverted from landfill annually
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor.

• People for BikesminorStrategic or Co-development PartnerBTI's Advocacy Roundup campaign partners with People for Bikes, using industry donations to leverage public funding for cycling infrastructure improvements, greater access, and safer roads.
• Safe Routes to SchoolsminorStrategic or Co-development PartnerBTI supports the national Safe Routes to Schools curriculum that trains children about rules of the road, encouraging early cycling habits.
• Free Bikes 4 KidzminorStrategic or Co-development PartnerBTI supports Free Bikes 4 Kidz, a group removing barriers to cycling by providing bikes to children.
• NICA (National Interscholastic Cycling Association)minorStrategic or Co-development PartnerBTI supports NICA which is transforming physical education through interscholastic cycling programs.
• Santa Fe Community CollegeminorStrategic or Co-development PartnerProceeds from BTI's recycling program provide financial assistance to students in Santa Fe Community College's environmental studies program.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Quality Bicycle Products: Quality Bicycle Products (QBP) is the largest wholesale distributor of bicycle parts, accessories, and apparel in the US, serving IBDs with a comparable multi-brand catalog model. It is BTI's most direct competitor in the cycling wholesale channel, with broader national distribution and larger scale.
• Hawley Company: Hawley is a wholesale distributor of cycling, skiing, and outdoor recreation products serving independent retailers with a similar parts-and-accessories distribution model. It overlaps with BTI in the cycling parts category and competes for the same independent dealer accounts.
• J&B Importers: J&B Importers is a US-based wholesale distributor of bicycle parts, accessories, and closeout goods serving independent bike dealers. It competes directly with BTI on breadth of catalog and dealer pricing, often positioning on closeout and value-priced SKUs.
• Hans Johnsen Company: Hans Johnsen is a regional wholesale distributor of cycling and outdoor products, primarily serving dealers in the southwestern US with parts, accessories, and apparel. It overlaps with BTI's dealer base and product categories, particularly across the western states BTI services overnight.
• Seattle Bike Supply: Seattle Bike Supply distributes cycling parts, accessories, and apparel to independent bicycle dealers, primarily in the Pacific Northwest and broader US market. It is a direct competitive peer to BTI in multi-brand wholesale distribution to IBDs.

Broad incumbents

• Shimano North America: Shimano is the dominant global component brand whose parts, accessories, and groupsets make up a major share of BTI's catalog. While not a direct distributor competitor, Shimano's direct relationships and selective distribution policies shape BTI's pricing power and access to in-demand SKUs.
• SRAM Corporation: SRAM is one of the world's largest cycling component manufacturers and a key BTI supplier (drivetrain, brakes, cassettes). Although not a distributor, SRAM's selective distribution and dealer programs directly influence BTI's competitive position with IBDs.
• REI Co-op: REI is a large consumer co-op retailing bicycles, parts, and accessories across the US. While REI is a retailer (and BTI customer channel target) rather than a distributor, its scale and buying power shape the competitive environment for the independent dealers BTI serves.

Others

• Park Tool: Park Tool is a leading US manufacturer of bicycle repair tools and a key BTI supplier brand carried in the catalog. It is comparable as a cycling-industry counterpart serving the same IBD customer base, though as a manufacturer rather than a distributor.

Emerging players

• Worldwide Cyclery: Worldwide Cyclery is a direct-to-consumer online cycling retailer with content-driven marketing that increasingly overlaps with the parts and accessories category BTI distributes. While not a wholesale peer, it represents the DTC channel pressuring traditional distributor-dealer economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/btiusa
• YouTubeyoutube.com/channel/UCCcG8ya8EuH5PYndXjeVkAQ
• Facebookfacebook.com/BTIUSA
• LinkedInlinkedin.com/company/btiusa
• Instagraminstagram.com/bti_usa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bicycle Technologies International