Velon

What Velon does

Velon Limited is a UK-registered private limited company, founded in 2016 and headquartered in London, that operates a proprietary live rider data platform for professional cycling. The core product is a Bluetooth-enabled tracking device paired with power meters on professional bicycles, mounted under the saddle in a neoprene case, which transmits real-time speed, power (watts), and cadence data over the mobile phone network. A complementary GPS-based rider tracking system plots positions on a map for safety, and an on-bike camera production capability produces footage typically hidden from TV viewers. The company also organized the Hammer Series, a team-based race event, though language in source material indicates this event line is no longer active.

Velon operates a cooperative ownership model: the company is owned by eight WorldTour cycling teams — EF Education-EasyPost, INEOS Grenadiers, Lotto-Intermarché, Red Bull BORA-hansgrohe, Soudal Quick-Step, Team Picnic PostNL, Team Visma | Lease a Bike, and UAE Team Emirates XRG — which simultaneously supply rider data, endorse the platform, and use the safety tracking system. Commercial revenue derives from broadcast and digital content licensing to race organizers, data services to teams and organizers, and event organization. The company also partners with EY for downstream consumer analytics. Distribution reaches a global audience of 1.5 million+ social followers generating ~700 million views and 52 million engagements annually, attributed to Velon being among the highest-performing channels in professional cycling.

Pricing is not publicly disclosed and the company has no headcount, revenue, or funding data in the available sources. Velon holds an EU registered trade mark for the VELON brand. No external venture capital or private equity investment is recorded; the company is governed by its team shareholders rather than institutional investors.

Name

Velon

Legal name

Velon Limited

Website

https://velon.cc

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Velon Limited is a UK-based sports data cooperative owned by eight WorldTour cycling teams that provides a proprietary live rider tracking and performance data system for professional cycling races, broadcasters, and fans.

Ownership category

akta.pro rank

Product category

Sports Performance Data Technology

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Racing Technology & Timing/Tracking Infrastructure (MPAEADAN)

Keywords

• Live sports data
• Cycling performance analytics
• Rider tracking systems
• Broadcast data services
• Professional cycling technology

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Broadcast and Digital Content Licensing: Provides live data for broadcast coverage and digital channels of professional cycling races, working with race organizers worldwide to enhance coverage.
2. Event Organization: Organizes the Hammer Series, an innovative set of races where teams compete, shown live online globally as part of digital-first approach to racing.
3. Data Services to Teams and Race Organizers: Provides rider tracking system for safety to teams and race organizers, allowing pinpoint location of riders throughout races.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Velon provides a proprietary live rider data system for professional cycling that captures real-time performance metrics (speed, power in watts, and cadence) via a Bluetooth-enabled tracking device paired with a power meter mounted under the saddle. Data is transmitted over mobile networks to Velon's analytics team, who deliver it to broadcasters and digital channels, plot rider locations for safety, and produce on-bike camera footage and social media infographics.

Product overview

Velon is a live rider data platform for professional cycling. The core offering consists of the Velon Live Rider Data System, which uses proprietary tracking devices paired with power meters via Bluetooth to transmit real-time performance metrics (speed, power, cadence) during races. This is complemented by a Rider Tracking System for safety and world-leading on-bike camera footage production. Velon also organized the Hammer Series, a team-based race event. All data is analyzed by Velon's expert team and delivered to broadcasters and digital channels to enhance viewer experience.

Differentiator

Problem solved

Functional benefit

Brands

• Hammer Series: An exciting and innovative set of races organized by Velon where only a team, not an individual rider, could win. Hammer events were staged in locations steeped in cycling heritage with stunning backdrops and shown live online worldwide.

Products and services

• Velon Live Rider Data System A real-time data collection system that captures speed, power (watts), and cadence (pedal revolutions per minute) from professional cyclists during races. Uses a tracking device paired with power meters via Bluetooth, transmitting data through mobile networks to Velon's analysts for live broadcast and digital coverage.
• Velon Rider Tracking System A GPS-based safety system that plots riders' positions on a map throughout races, allowing teams and race organizers to pinpoint riders in real time and increasing safety during competitions.
• Velon On-Bike Camera Footage World-leading on-bike camera production that puts viewers in the rider's seat, revealing the sights and sounds of races typically hidden from TV viewers' eyes.
• Hammer Series An innovative set of races organized by Velon where only a team, not an individual rider, could win. Events were staged in locations steeped in cycling heritage with stunning backdrops, shown live online as part of a digital-first approach to racing.

Quantifiable outcome

• 1.5 million+ followers across social media channels with 52 million engagements annually
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core.

• EF Education-EasyPostcoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.
• INEOS GrenadierscoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.
• Lotto-IntermarchécoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.
• Red Bull BORA-hansgrohecoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.
• Soudal Quick-StepcoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.
• Team Picnic PostNLcoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.
• Team Visma | Lease a BikecoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.
• UAE Team Emirates XRGcoreStrategic or Co-development PartnerProfessional cycling team and co-owner of Velon. Provides access to riders and team data for live performance tracking during races.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Polar Electro: Long-established sports wearables and performance tracking brand with a strong cycling heritage. Comparable to Velon in collecting and analyzing athlete physiological and performance data, though broader consumer-facing rather than racing-broadcast focused.
• Garmin: Global leader in GPS sports technology including cycling computers, power meters, and wearables with extensive pro-team sponsorships. Comparable to Velon in producing cycling-specific performance hardware and data ecosystems, but at much greater scale and consumer-direct.
• ChyronHego: Broadcast graphics and sports telestration/visualization provider serving live sports production globally. Comparable to Velon in supplying the broadcast-enhancement layer for live sports, though focused on graphics rather than rider telemetry.

Direct peers

• STATSports: GPS-based athlete performance and tracking technology used by elite sports teams globally. Closely comparable to Velon's live data + GPS tracking stack, with similar team-licensing and broadcast-adjacent use cases.
• Catapult Sports: Provides wearable athlete tracking and performance analytics hardware + software for elite sports teams. Comparable to Velon as a real-time athlete tracking platform serving professional sports organizations, though focused on team sports rather than cycling.
• Wahoo Fitness: Cycling-specific connected fitness hardware and software (trainers, head units, ELEMNT bike computers, SYSTM training platform). Comparable to Velon because it operates in the cycling data ecosystem and serves serious cyclists and pros with connected performance data.
• Kinexon: Real-time indoor and sports tracking platform using UWB and wearable sensors for athlete and ball/puck tracking. Comparable to Velon as a sports-focused real-time tracking infrastructure provider serving elite competition.
• Hawk-Eye Innovations: Sony-owned sports tracking, officiating, and broadcast enhancement technology used across tennis, football, cricket, and other sports. Comparable to Velon in delivering tracking and visualization technology that augments live broadcast coverage.

Others

• Sportradar: Global sports data and content company providing data, broadcast, and betting services to leagues, media, and platforms. Comparable to Velon as a sports data licensor serving broadcasters and event organizers, though focused on betting/feeds rather than on-bike performance telemetry.
• Zwift: Cycling-focused virtual training and racing platform with large consumer subscription base. Comparable to Velon in serving the broader cycling performance-data and engagement ecosystem, though primarily virtual indoor training rather than live outdoor race data.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/velon

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 Velon