Soulcycle

What Soulcycle does

Soulcycle BMX Shop is an Amsterdam-based specialty retailer focused exclusively on BMX bicycles, components, safety gear and apparel. The business operates a single physical showroom and workshop at Weteringschans 221 in Amsterdam (Netherlands), complemented by a Shopify-powered international e-commerce storefront. Its catalogue spans complete BMX bikes in wheel sizes from 12" to 22" plus a "Big Bikes" line (20"–29") that targets urban/commuter riders, alongside frames, drivetrain, steering, braking, wheel and grinding components distributed across more than 50 brands including Fairdale, Odyssey, Kink, Snafu, Cinema, Hyper, BSD, Cult, Subrosa, Sunday, Profile Racing, Total, WTP, Mission and Armour Bikes. Safety gear is anchored by Fuse Protection pads and TSG/Tubolito helmets, while apparel covers Etnies, Higher, Vans, Lost Management, Fox Racing and other BMX-lifestyle brands.

The business model combines product retail with paid professional services. One-time retail sales drive the bulk of revenue, priced across tiers (complete bikes roughly $319–$955 USD, frames roughly $261–$627 USD, components $12–$232 USD). A separate professional-services revenue stream comes from the in-store workshop, offering fork cutting, handlebar and stem install, brake-set and rotor install, crankset install, custom wheel building from $39, rotor set install at $49 and custom bike builds starting at $97. A third stream is BMX bike rentals for try-before-you-buy or short-term use. The pricing structure is multi-currency (USD, EUR, GBP and others) and reflects pay-as-you-go transaction economics with no disclosed subscriptions or enterprise contracts.

Go-to-market is a hybrid direct-to-consumer model: a domestic Amsterdam retail footprint anchors brand experience and services, while the online store extends reach to the USA, UK, Australia, Canada, Japan, South Korea and other EU countries. Marketing is driven by content (blog, Facebook, Instagram, YouTube) and recurring community activations including the annual Best of Marnix competition (hosted in 2023 and 2024) and the USWA 2025 "Shred the Shack" event at NDSM Werf. The company is privately held, owner-operated with 1–10 employees, has no disclosed funding, no parent entity, and no named leadership team in public records; revenue is not publicly disclosed.

Name

Soulcycle

Legal name

Soulcycle BMX Shop

Website

https://soulcycle.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Soulcycle BMX Shop is an Amsterdam-based specialty retailer selling BMX bikes, parts, safety gear and apparel across 50+ brands via a physical showroom and international Shopify e-commerce, serving riders of all ages and skill levels.

Ownership category

akta.pro rank

Product category

Bicycle Retail

NAICS

Automotive Parts, Accessories, and Tire Retailers (4413)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bike Parts & Components Retail (CRAMAHAB), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

Keywords

• BMX bike retail
• BMX parts sales
• Bike repair services
• BMX safety gear
• Custom wheel building

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. BMX Product Sales: Retail sale of BMX bikes, frames, parts, accessories, safety gear, and apparel through physical store and e-commerce platform.
2. Bike Service and Repairs: Workshop services including repairs, maintenance, and custom builds. Services include fork cutting, handlebar installation, brake service, crankset installation, wheel building, and general BMX maintenance.
3. Bike Rentals: BMX rental service for customers wanting to try riding before purchasing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Soulcycle BMX Shop is a specialty bicycle retailer based in Amsterdam, Netherlands that sells complete BMX bikes, big bikes, frames, components, safety gear, apparel, and accessories from over 50 BMX brands through both a physical retail store and an e-commerce platform. The shop also offers professional BMX repair services (including custom wheel building, component installation, and custom bike builds), BMX rentals, and organizes community riding events such as Best of Marnix and USWA/Shred the Shack.

Product overview

Soulcycle is a BMX specialty retailer and online store based in Amsterdam operating as both an e-commerce platform and physical shop. The business offers a comprehensive portfolio of BMX bikes, components, safety gear, and apparel through multiple brand partnerships. Product architecture follows a parts-and-assembly model where customers can purchase complete bikes in standard sizes (12" to 22") or build custom setups from frames and components. Core product categories include complete BMX bikes for various age groups and skill levels, big bikes with larger wheels for urban riding, frames for custom builds, and extensive parts inventory (drivetrain, steering, braking, wheels, grinding components). The business also operates a repair service department offering wheel building, brake service, and custom bike builds. Safety gear includes helmets and pads from Fuse Protection and TSG. The company distributes products from over 50 BMX brands including Fairdale, Odyssey, Kink, Snafu, Cinema, Hyper, and Armour Bikes, positioning itself as a one-stop destination for BMX riders seeking both products and professional service.

Differentiator

Problem solved

Functional benefit

Products and services

• Complete BMX Bikes
• Big Bikes and City Bikes
• BMX Frames
• BMX Parts and Components
• BMX Safety Gear
• BMX Apparel and Footwear
• Bike Service and Repairs
• BMX Bike Rentals

Named customers3 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Horace MannminorGTM or Marketing Partner · 4 December 2025Horace Mann has partnered with national fitness brands including SoulCycle to offer fitness discounts to educators across the United States. This partnership allows educators to access fitness discounts through Horace Mann's educator benefits program.
• 24 Hour FitnessminorGTM or Marketing PartnerPartnership with 24 Hour Fitness as part of Horace Mann's national fitness brand partnerships to serve educators nationwide.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wiggle: Major global online cycling retailer carrying BMX bikes and components. Comparable as a broad incumbent competing on selection and price for the same international BMX e-commerce customer.
• Decathlon: Global sporting-goods mass retailer with a BMX sub-range (TribeCo, own-brand and distributed brands). Comparable as a large, broadly-distributed channel competing on price and assortment across cycling and adjacent sports.
• Halfords: UK's largest high-street bike and motoring retailer carrying BMX bikes and accessories. Comparable as a chain-store incumbent competing for entry-level and family BMX buyers.
• Chain Reaction Cycles: Global online bike retailer carrying BMX bikes, parts, and accessories alongside the full cycling category. Comparable as a much larger incumbent competing for the same international online BMX buyer.

Emerging players

• Odyssey BMX: Longstanding BMX components brand (forks, brakes, cranks, pedals) carried by Soulcycle. Comparable as a brand peer with deep BMX-specific product engineering that competes for the same end-rider mindshare.
• Kink BMX: Rider-owned BMX brand (founded 1994) whose bikes, frames, and parts Soulcycle distributes. Comparable as a brand-level peer in the BMX ecosystem with overlapping brand and rider culture.
• BSD BMX: Independent BMX parts and complete-bike brand distributed by Soulcycle. Comparable as a brand-level peer in the BMX aftermarket category.

Direct peers

• Alan's BMX: Established UK BMX-only mail-order and retail shop specializing in parts, complete bikes, and accessories from major BMX brands. Direct comparable as a long-standing specialty BMX retailer.
• Albe's BMX: US-based BMX specialty retailer offering bikes, parts, and apparel. Comparable as a focused BMX shop with online store and brand-agnostic inventory across major manufacturers.
• Sourcebmx: UK-based BMX specialty retailer carrying bikes, parts, and apparel across multiple brands. Closest geographic and structural analog — single-country specialist with online reach and curated BMX-only inventory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/soulcyclebmxshop
• Facebookfacebook.com/soulcycle
• Instagraminstagram.com/soulcyclebmx
• Xx.com/soulcyclebmx
• LinkedInlinkedin.com/company/soul-cycle

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 Soulcycle