What Element Bike does

Element Bike is an Indonesian bicycle manufacturer and retailer operated by PT. Roda Maju Bahagia, producing and selling bicycles across six product categories (Road, Urban, Mountain, Kids, Scooter, and BMX/Folding) under a multi-brand portfolio that includes Element, Camp, Police, FoldX, RMB, Alton, Coyote, and Sunshine. The company was founded in 2016 and operates a head office in Sunter (Jakarta), a factory in Kendal (Central Java), and a warehouse in Tangerang (Banten), with 251-500 employees. Its product line spans entry-level pushbikes (RMB Pushbike Air at Rp 680,400) through to premium carbon road bikes (Camp Spencer 2.0 GFNY Bali Edition at Rp 18,153,800), with technical features including internal cable routing, hydraulic disc brakes, race alloy geometry, and frames in alloy, chromoly, hi-ten steel, and carbon. A 5-year frame warranty on alloy/chromoly/steel and 12-month warranty on carbon frames applies across the lineup.

The business model is direct-to-consumer with intensive marketplace distribution. Primary revenue comes from one-time unit sales of bicycles through the company's own e-commerce site (elementbike.id), supplemented by official storefronts on 12+ Indonesian platforms (Tokopedia, Shopee, Lazada, Blibli, JD.id, Bukalapak, Character-land, Alfacart, Mbiz) and an authorized dealer network across the country. WhatsApp integration and a dedicated customer service line (081388040014) provide direct customer engagement. The company serves multiple end segments: children aged 2-12 learning to ride, urban commuters, road cycling enthusiasts, and folding-bike users, with the segmentation approach being horizontal across use cases rather than vertical specialization. No subscription, recurring, or service-based revenue model is in use.

The company's strategic differentiation is built on licensed partnerships and event collaborations. Element Bike holds character licenses with Sanrio (Hello Kitty) since 2021 and Disney Marvel since 2023, and has produced special edition products with GFNY Indonesia (Grand Fondo New York) and Wonderful Indonesia (Kemenparekraf) since 2021-2022. The GFNY collaboration produced three road bike editions; the Wonderful Indonesia partnership created regionally-themed folding and road bikes bundled with Bali tourism packages via Tiket.com. CEO Hendra leads PT. Roda Maju Bahagia. The company is privately held, has not disclosed external funding, and is domestic-only with no international operations identified.

Name

Element Bike

Legal name

PT. Roda Maju Bahagia

Website

https://elementbike.id

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Element Bike, operated by PT. Roda Maju Bahagia, is an Indonesian bicycle manufacturer selling road, urban, mountain, kids, folding, and BMX bikes through its own website, 12+ Indonesian e-commerce marketplaces, and an authorized dealer network across Indonesia.

Ownership category

akta.pro rank

Product category

Bicycles

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bicycle Retail (New Bikes) (CRAMAHAA)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG)

Keywords

• Bicycle manufacturing
• Road bikes
• Folding bikes
• Kids bicycles
• Mountain bikes

Headquarters

HQ city

Banten

HQ country

Indonesia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bicycle Sales: Primary revenue from direct sales of bicycles across multiple categories including road bikes, folding bikes, mountain bikes, urban bikes, kids bikes, balance bikes, and BMX through company website and e-commerce marketplaces.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Element Bike designs, manufactures, and distributes a full line of bicycles under the parent company PT. Roda Maju Bahagia, including road bikes, mountain bikes, urban bikes, folding bikes, kids bikes, balance bikes, BMX, and scooters. The company sells through its own e-commerce site and 12+ Indonesian marketplace platforms, with sub-brands such as Camp, FoldX, Police, and RMB, plus licensed collaborations featuring Hello Kitty, Disney Marvel, and Wonderful Indonesia tourism themes.

Product overview

Element Bike is an Indonesian bicycle company and e-commerce platform operated by PT. Roda Maju Bahagia, offering a diverse portfolio of bicycles across six product categories: Road Bike, Urban Bike, Mountain Bike, Kids Bike, Scooter, and BMX/Folding Bike. The product lineup includes sub-brands such as Element, Camp, Police, Foldx, RMB, and others, with some products produced in collaboration with licensed partners such as GFNY Indonesia (GFNY Edition road bikes) and the Wonderful Indonesia tourism brand (regional edition folding bikes). The company also maintains official stores across major Indonesian e-commerce platforms including Tokopedia, Shopee, Lazada, Blibli, JD.id, and Bukalapak. The brand's warranty program covers frame and fork for 5 years on most alloy and steel models, with a 12-month warranty on carbon models.

Differentiator

Problem solved

Functional benefit

Brands

• Camp: Bicycle brand producing road bikes and folding bikes, including Camp Spencer 2.0 GFNY Edition and Camp Hazy Sulawesi Wonderful Indonesia Edition
• Foldx
• Police
• RMB

Products and services

• FoldX Xlite Bali Wonderful Indonesia Edition 16-inch folding bicycle with Alloy frame, 10-speed Sensah drivetrain, and Hydraulic Disc Brake system, sold as a Wonderful Indonesia tourism-themed edition including a free front block and 16-inch bike case. Targeted at travelers and urban dwellers needing portability.
• Camp Hazy Sulawesi Wonderful Indonesia Edition 16-inch folding bicycle with Alloy frame, 9-speed gearing, V-brakes, and double-wall alloy rims, weighing approximately 14,320 grams. Sold as a Wonderful Indonesia Sulawesi regional edition targeting domestic travelers and tourism bundling buyers.
• Police Milan 8 Sp 20 Inch Hello Kitty Edition 20-inch folding bike with 8-speed Sensah MX8 shifter and rear derailleur, mechanical disc brakes front and rear, 20 x 1.50 tires, and Hello Kitty character branding. Comes with front block, kickstand, mud guards, and magnetic buckle. Priced at Rp 1,900,000 (discounted from Rp 2,724,000).
• Element Urban Bike Ohio 20 Inch 7 Speed
• Element FRC 52 GFNY Edition Entry-level road bike featuring Alloy frame with Inner Cable Routing, rigid steel fork, 2 x 9-speed drivetrain, and mechanical disc brakes. Available in sizes 49 and 51. Covered by 5-year frame warranty. Priced at Rp 6,923,000. Designed for entry-level road cyclists and GFNY event participants.
• Camp Spencer 2.0 GFNY Bali Edition Premium high-performance road bike with lightweight Carbon frame, Inner Cable Technology, rigid carbon fork, Shimano 105 2 x 11-speed drivetrain, and U-Brake Tektro braking system. Available in sizes 46, 48, 50, and 52. Covered by 12-month frame and fork warranty. Priced at Rp 18,153,800. Targeted at competitive road cyclists and GFNY event riders.
• RMB Pushbike 3.0 Air 5Rider Chrome Edition
• RMB Pushbike 5Rider Air RFR
• Element Kids Tiramisu

Quantifiable outcome

• 5-year frame warranty on Alloy/Chromoly frames, 12-month warranty on Carbon frames
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• GFNY IndonesiacoreStrategic or Co-development Partner · 13 June 2022Element Bike collaborates with GFNY (Grand Fondo New York), an international cycling event present in 37 countries with nearly 100,000 annual participants. The partnership produced three special edition road bikes: Camp Spencer 2.0 GFNY Bali Edition, Element Tulsa GFNY Edition, and Element FRC 52 GFNY Edition, launched for GFNY Bali 2022 event.
• ELECAMP CCminorGTM or Marketing Partner · 13 June 2022Cycling community partnership for Pancasila Ride event organized with GFNY Indonesia and ELECAMP CC, featuring group cycling events in Jakarta.
• Tiket.com and Kemenparekraf RI (Wonderful Indonesia)coreStrategic or Co-development Partner · 1 November 2021Three-way collaboration producing Wonderful Indonesia Edition bicycles including Camp Hazy Sulawesi, Camp Snoke Jakarta, FoldX Xlite Bali, and Element Pikes Central Java. Special bundling packages offered combining bicycles with Bali tourism experiences including Waterbom Bali, Sababay Winery, Sea Safari Cruise, and hotel accommodation.
• TokopediacoreChannel Partner/ Reseller/ DistributorOfficial store partnership for Element Bike products on Tokopedia marketplace.
• Shopee IndonesiacoreChannel Partner/ Reseller/ DistributorOfficial store partnership for Element Bike products on Shopee marketplace.
• Lazada IndonesiacoreChannel Partner/ Reseller/ DistributorOfficial store partnership for Element Bike products on Lazada marketplace.
• BliblicoreChannel Partner/ Reseller/ DistributorOfficial store partnership for Element Bike products on Blibli marketplace.
• JD.idcoreChannel Partner/ Reseller/ DistributorOfficial store partnership for Element Bike products on JD.id marketplace.
• BukalapakcoreChannel Partner/ Reseller/ DistributorOfficial store partnership for Element Bike products on Bukalapak marketplace.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pacific Bike: Indonesian bicycle manufacturer with road, mountain, folding, and kids lines serving the domestic market at similar price points to Element Bike. Comparable on product breadth and dealer-channel reliance.
• Wimcycle: Heritage Indonesian bicycle brand (PT. Tatawah Indonesia) with broad portfolio across kids, urban, and mountain bikes. Directly comparable on domestic-market positioning, kids-segment emphasis, and multi-tier pricing.
• Polygon Bikes: Indonesia's largest domestic bicycle manufacturer (PT. Sepada Polygon Indonesia), producing road, mountain, folding, and kids bikes with own manufacturing and a global export footprint. Most direct comparator in scale, category breadth, and Indonesian market positioning.
• United Bike: Long-established Indonesian bicycle manufacturer producing road, mountain, folding, and kids bikes for the domestic market. Comparable mid-market positioning and channel mix to Element Bike across Indonesian dealers and e-commerce.
• Thrill: Indonesian bicycle brand offering road, mountain, gravel, folding, and kids bikes in similar price tiers to Element Bike. Closely overlaps on sub-Rp 10M price points and Indonesian e-commerce distribution.

Broad incumbents

• Specialized Bicycle Components: Premium global road, mountain, and kids bike brand with Indonesian distribution. Direct premium-tier competitor to Element Bike's carbon road bikes with significantly stronger brand equity in enthusiast segments.
• Decathlon: Global sporting-goods retailer with own-brand bikes (Triban, Rockrider, B'Twin) sold through Indonesian stores and a major e-commerce presence. Competes across Element Bike's entire range as a low-to-mid price incumbent with far larger scale.
• Giant Bicycles: World's largest bicycle manufacturer with broad road, mountain, folding, and kids bike portfolios distributed through premium Indonesian bike shops. Competes most directly with Element Bike's Camp and premium road tier.
• Trek Bicycle: Global premium bike brand (road, mountain, kids, electric) with established Indonesian dealer network. Direct competitor to Element Bike's Camp Spencer GFNY Edition and overall road-bike portfolio.

Emerging players

• Oyika: Indonesian e-bike subscription and sales startup. Comparable on Indonesian bicycle market focus and digital-first GTM, but operates in the adjacent e-bike segment rather than conventional bikes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/elementbikeid
• Facebookfacebook.com/elementbikeid
• LinkedInlinkedin.com/company/element-bike-indonesia

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 Element Bike