Lug and Carrie

Name

Lug and Carrie

Legal name

Lug & Carrie Pty Ltd

Website

https://lug-carrie.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Electric Bike Subscription Services

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Cargo Bikes & E-Cargo Bikes Rental/Leasing (TLABAGAB)

akta.pro secondary industry

Delivery Fleet Subscription & Bundled Services (Maintenance/Telematics/Insurance) (TLABAGAH)

Keywords

• Electric bike subscription
• Cargo ebikes
• Commuter ebikes
• Family ebikes
• Workplace bike benefits

Headquarters

HQ city

Fitzroy

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. eBike Subscriptions: Weekly or monthly recurring subscription fees for eBike rental starting from $49/week. Includes full maintenance, insurance, roadside assistance, and delivery. No long-term lock-in with 28-day cancellation notice.
2. eBike Sales (New): One-time purchase of new Tern and Riese & Müller eBikes from $3,995. Includes delivery, personalized handover by specialist team, and manufacturer warranty support.
3. Refurbished eBike Sales: Sale of serviced and maintained returned subscription bikes at reduced prices. Includes full service history, battery health report, warranty, and tune-up.
4. Accessory Sales: Sales of accessories including child seats (Thule/Yepp), panniers, racks, storm shields, bike covers, and smartphone mounts.
5. Workplace Benefits Program: B2B subscription service where Lug+Carrie provides eBike programs for employees of corporate clients. Employers subsidize or fully fund employee eBike subscriptions as workplace benefits.
6. Subscribe-to-Own Buyout: Customers can purchase their subscription bike at any time after 6 months using accrued credits plus balloon payment. Buyout price based on original RRP minus applicable credits.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Lug+Carrie provides premium electric cargo and commuter eBikes from Tern and Riese & Müller on a flexible weekly subscription basis (from $49/week) with all-inclusive servicing, at-home maintenance, insurance, and 24/7 Rider Rescue roadside assistance. The company also sells new and refurbished eBikes outright, offers subscribe-to-own financial programs (Fast Track and Mindful Mover), and operates a B2B Workplace Benefits program delivering eBikes as employee perks to corporate clients including Canva, Google, and Bosch.

Product overview

Lug+Carrie is an Australian eBike subscription and retail company operating a platform of premium electric cargo bikes and commuter eBikes. The core offerings include Tern and Riese & Müller eBikes available via flexible subscription (from $49/week with no lock-in) or purchase. Subscription includes maintenance, insurance, and roadside assistance. The product portfolio includes longtail cargo bikes (Tern GSD, Tern HSD, Tern Quick Haul, Tern Quick Haul Long) and frontloader bikes (Riese & Müller Carrie, Nevo4, Culture). Add-on modules include Subscribe-to-Own programs (Fast Track and Mindful Mover) that convert subscription payments into purchase credits, and a Workplace Benefits program for corporate fleet leasing. A wide range of accessories includes child seats (Thule, Carrie Child Seats), cargo solutions (Clubhouse+, panniers, racks), and weather protection (Storm Box, Storm Shield). Both new and refurbished eBikes are available for purchase.

Differentiator

Problem solved

Functional benefit

Products and services

• Tern GSD eBike

Quantifiable outcome

• 50% off for 8 weeks for new subscribers (current promotion)
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• Tern BicyclescoreTechnology or IntegrationExclusive supplier of Tern brand eBikes (GSD, HSD, Quick Haul) for subscription and sales. Tern is recognized for high safety standards and rigorous testing protocols. Lug+Carrie uses Tern bikes as the foundation for most subscription configurations and all bikes are serviced by Tern-trained technicians.
• Riese & MüllercoreTechnology or IntegrationSupplier of premium Riese & Müller eBikes (Carrie, Nevo4, Culture) for subscription and sales. German-engineered bikes known for quality and innovation. Expands Lug+Carrie's product range to include frontloader cargo bikes and commuter models.
• BoschcoreTechnology or IntegrationAll Lug+Carrie eBikes are powered by Bosch motors and batteries. Bosch batteries meet UL2849 safety certification standards. Partnership ensures reliable, safe power systems and battery technology across the entire fleet.
• ThulesupportingTechnology or IntegrationThule child seats (Yepp Maxi) offered as accessories for subscription and purchase. High-quality child transportation equipment compatible with Tern bikes.
• Rider RescuecoreStrategic or Co-development Partner24/7 roadside assistance program included with all subscriptions. Covers flat batteries, mechanical issues, and injuries. Organizes taxi transport up to $50 value. Essential component of the worry-free subscription promise.
• Bicycle NetworksupportingStrategic or Co-development PartnerFor owned bikes (non-subscribers), Bicycle Network membership provides access to Rider Rescue roadside assistance. Good referral source and aligned with cycling community.
• StripesupportingTechnology or IntegrationPayment processing platform for subscription billing (weekly/monthly auto-deduction) and one-time purchases. Handles the subscription management portal accessed by subscribers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dance: Dance is a Berlin-based eBike subscription startup offering monthly subscriptions with bundled servicing and insurance. Operates a near-identical model to Lug+Carrie — premium eBike, all-inclusive subscription, no long-term commitment — but is focused on European cities.
• Swapfiets: Swapfiets operates a monthly bicycle subscription service across Europe with bundled maintenance and theft coverage. It pioneered the consumer subscription-with-service model Lug+Carrie replicates in Australia, though Swapfiets focuses on regular (non-electric) bikes in urban European markets.
• Zoomo: Zoomo is a global eBike subscription and leasing platform originally focused on gig delivery riders and now expanding into commuter fleets. It is the closest direct competitor to Lug+Carrie with the same rental/subscription model and corporate B2B channel, but with much greater capital and geographic reach.

Others

• Tern Bicycles: Tern is a Taiwanese-American manufacturer of cargo and folding eBikes (GSD, HSD, Quick Haul) and a core supplier to Lug+Carrie. It is comparable as the upstream product OEM whose hardware enables the Lug+Carrie subscription offering.
• Bosch eBike Systems: Bosch eBike Systems supplies the motors and UL2849-certified batteries used across Lug+Carrie's fleet. Comparable as the enabling technology vendor whose powertrain quality underpins the company's reliability claims.
• Bicycle Network: Bicycle Network is Australia's largest cycling advocacy and member organisation, and a partner for roadside assistance referrals. While not a direct competitor, it shares the cycling-commuter and active-transport community audience that Lug+Carrie targets.
• Riese & Müller: Riese & Müller is a premium German eBike manufacturer whose Carrie, Nevo4 and Culture models are core to Lug+Carrie's subscription fleet. Comparable as the upstream hardware partner defining Lug+Carrie's premium positioning.

Broad incumbents

• Lime: Lime is a large global micromobility operator offering shared e-bikes and e-scooters across many cities. While it operates shared-fleet rather than subscription model and is broader than cargo eBikes, it competes for the same urban 'car-replacement' use case and benefits from massive scale and capital.

Regional players

• Call a Bike (Deutsche Bahn): Call a Bike is Deutsche Bahn's bike-sharing and rental operation across German cities. Comparable as a large-scale bike rental operator with subscription/short-rental hybrid model, though primarily a European incumbent rather than a direct Australian competitor.

Emerging players

• Ryde (formerly Wheel.Me / Austin B-cycle): Various regional micromobility subscription and rental platforms compete in the same 'car-replacement' urban mobility segment. These are smaller, regional players offering bike/eBike subscription or shared-fleet services that overlap with Lug+Carrie's commuter and last-mile use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lugandcarrie
• LinkedInau.linkedin.com/company/lug-carrie
• Instagraminstagram.com/lugandcarrie

Compliance2 records

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 Lug and Carrie