Bulls

What Bulls does

BULLS (BULLS Bikes USA) is the US arm of a German e-bike brand founded in 1995 and owned by ZEG (Zweirad-Einkaufs-Genossenschaft), a cooperative purchasing association established in 1966 by nearly 1,000 independent European bicycle dealers. BULLS designs, engineers, and tests its products in Cologne, Germany, with the US entity headquartered in Lynwood. The core product portfolio is built entirely on Bosch eBike Systems: mid-drive motors (Performance Line CX at 85Nm for eMTB, Performance Speed at 28 mph for Class-3 commuters, Active Line Plus for entry/youth models), PowerTube integrated batteries (500Wh, 625Wh, 750Wh), and the Bosch Smart System with over-the-air updates. Proprietary technology includes MonkeyLink, a magnetic accessory system that powers lights and fenders directly from the bike battery. The product lineup spans e-MTB full suspension, e-MTB hardtail, e-city/trekking, e-speed, e-road, and youth categories, with prices ranging from $1,699 to $5,699 and a 5-year frame warranty.

The business model is hybrid direct-to-consumer plus dealer-fulfilled retail. BULLS sells through bullsbikesusa.com (with 0% APR financing up to 18 months) and routes orders to the nearest of 2,000+ Beeline-certified US dealers for professional assembly and post-sale service; nearly 1,000 European ZEG dealers co-own and distribute the brand. All revenue derives from hardware sales — eBikes, parts, accessories, and apparel — across individual consumer and SMB buyer segments. Target customers include eMTB trail riders, urban/commuter riders, road/gravel riders, and youth riders. Marketing is conducted through the DTC website, blog content, Instagram (bulls_bikes_usa), email newsletter, and Team BULLS motorsports sponsorships. The company is UL 2849 certified and compliant with the US 3-class eBike regulatory framework, and operates with 11-50 listed employees in the US entity. No public revenue or funding figures are disclosed.

Name

Bulls

Legal name

Bulls Bikes USA

Website

https://bullsbikesusa.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

BULLS (BULLS Bikes USA) is the US arm of a German e-bike brand owned by the ZEG dealer cooperative, designing Bosch-powered electric bicycles (eMTB, commuter, road, youth) in Cologne and selling through 2,000+ Beeline-certified US dealers and DTC e-commerce.

Ownership category

akta.pro rank

Product category

Electric Bicycles (eBikes)

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

E-bikes & E-cargo Bikes Manufacturing (IMACAOAA)

akta.pro secondary industries

E-Bike Retail (CRAMAHAE), Bicycle Retail (New Bikes) (CRAMAHAA), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

Keywords

• Electric bicycles
• E-mountain bikes
• Pedal-assist bicycles
• Bicycle manufacturing
• Bike dealer network

Headquarters

HQ city

Lynwood

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. eBike Sales: Primary revenue from selling electric bicycles across multiple categories including e-MTB, e-city/trekking, e-speed, and e-road. Products range from entry-level hardtails ($1,899) to premium full-suspension models ($5,699).
2. Parts and Accessories: Revenue from selling replacement parts (hangers, battery covers), accessories (MonkeyLink lights, fenders), and riding gear (bib shorts, jerseys, warmers).
3. Financing Services: 0% APR financing offered up to 18 months through financing partners, enabling higher-priced purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

BULLS designs, manufactures, and sells electric bicycles (eBikes) across multiple categories including E-MTB Full Suspension, E-MTB Hardtail, E-City-Trekking, E-Speed, and E-Road models. All bikes integrate Bosch mid-drive motors (50–85Nm), 500–750Wh integrated batteries, and the proprietary MonkeyLink accessory system. Products are sold primarily through a 2,000+ Beeline-certified US dealer network and through direct-to-consumer e-commerce, with bikes shipped to local dealers for assembly and warranty service.

Product overview

BULLS is a German e-bike manufacturer owned by ZEG (Zweirad-Einkaufs-Genossenschaft), a cooperative of nearly 1,000 independent bicycle dealers across Europe. The company designs, constructs, and tests e-bikes in Cologne, Germany, offering a comprehensive portfolio of electric bicycles across multiple categories. The product lineup includes: E-MTB Full Suspension models (ICONIC EVO TR 1/2, COPPERHEAD EVO AM 1/3/4, AMINGA EVA TR, SENTINEL) for trail and mountain riding; E-MTB Hardtail models (COPPERHEAD EVO HD, ALPINE HAWK EVO) for rugged off-road use; E-City-Trekking models (URBAN EVO 10, CROSS LITE S) for urban commuting; E-Speed and E-Road models (DESERT FALCON EVO, GRINDER EVO, ICONIC EVO 2 SPEED) for high-speed road riding; and the TWENTY4 E for youth riders. All models feature Bosch motors and Smart System technology. BULLS also offers the proprietary MONKEYLINK accessory system for magnetic, tool-free attachment of lights, fenders, and storage solutions. With a global dealer network exceeding 2,000 locations, BULLS positions itself as a quality-focused, dealer-supported brand competing in the mid-to-premium e-bike market segment.

Differentiator

Problem solved

Functional benefit

Brands

• MonkeyLink: Magnetic accessory system for e-bikes offering lights, fenders, and components that connect directly to the bike's battery on compatible e-bikes.

Products and services

• E-MTB Full Suspension eBikes Off-road electric mountain bikes with full suspension systems, designed for technical trail riding with capabilities for aggressive descents and climbs. Targeted at trail and enduro riders.
• E-MTB Hardtail eBikes Rugged electric mountain bikes with front suspension only, offering a balance of trail capability and pedaling efficiency for off-road adventures.
• E-City-Trekking eBikes Electric bikes designed for urban commuting and recreational cruising, featuring comfortable upright riding positions and practical features for everyday riding.
• E-Speed Class-3 eBikes High-performance Class-3 electric bikes capable of pedal-assist up to 28 mph, designed for fast commuting and long-distance road riding.
• E-Road eBikes Lightweight electric road bikes designed for maximum performance and speed on paved surfaces, featuring drop-bar designs and efficient pedaling geometry.
• ICONIC EVO TR 1 750 Full-suspension eSUV with Bosch Performance Line CX motor (85Nm torque), 750Wh battery, 120mm suspension travel front and rear, designed for versatile commuting and trail riding with MonkeyLink-ready accessory mounts.
• ICONIC EVO 1 750 WAVE Step-through eSUV with wave frame design, Bosch Performance Line CX motor, 750Wh integrated battery, and 120mm coil suspension fork for comfortable city cruising and trail exploring.
• ICONIC EVO 2 SPEED High-performance Class-3 commuter with Bosch Performance Speed motor (85Nm torque, 28 mph), 625Wh battery, hardtail design with integrated lights and fenders for urban commuting.
• ICONIC EVO TR 2 SPEED Full-suspension Class-3 eBike with Bosch Performance Speed motor (85Nm, 28 mph), 625Wh battery, 120mm travel front and rear, featuring integrated fenders, rack, and lights for urban and trail versatility.
• DESERT FALCON EVO High-performance Class-3 electric road bike with Bosch Performance Speed motor (85Nm torque), 500Wh integrated battery, Shimano GRX Di2 electronic shifting, and carbon fork for fast road riding up to 28 mph.
• TWENTY4 E Youth eMTB with 24-inch wheels, Bosch Active Line Plus motor (50Nm torque), 500Wh battery, designed for younger riders aged 4'1\" to 4'9\" with 80mm front suspension travel.
• AMINGA EVA TR 1 Compact full-suspension eMTB with lower standover height, designed for smaller riders with Bosch Performance Line CX motor (85Nm), 625Wh battery, 120mm travel front and rear, featuring women's-specific geometry.
• COPPERHEAD EVO AM 1 750 All-mountain full-suspension eMTB with Bosch Performance Line CX motor (85Nm), 750Wh battery, 150mm travel front and rear, designed for technical trail riding with mullet wheel setup (29\" front/27.5\" rear).
• COPPERHEAD EVO HD 750 DIAMOND Heavy-duty hardtail eMTB with 330 lb load limit, Bosch Performance Line CX motor (85Nm), 750Wh battery, 120mm suspension fork, designed for rugged terrain and heavier riders.
• COPPERHEAD EVO HD 750 WAVE Accessible step-through hardtail eMTB with wave frame design, Bosch Performance Line CX motor (85Nm), 750Wh battery, 120mm suspension fork for easy mounting and off-road capability.
• COPPERHEAD EVO 2 750 WAVE Lightweight step-through hardtail eMTB with SR Suntour XCM32 fork, Bosch Performance Line CX motor (85Nm), 750Wh battery, designed for approachable off-road riding.
• CROSS LITE S Sleek Class-3 commuter eBike with Bosch Performance Speed motor (85Nm, 28 mph), 750Wh battery, 100mm suspension fork, wide 50mm tires for city cruising and light trail riding.
• URBAN EVO 10 High-performance urban commuter with Bosch Performance Speed motor (350W, 85Nm, 28 mph), 625Wh battery, integrated lights, rack, and fenders for daily commuting and errand-running.
• SENTINEL 750 Premium e-MTB full suspension model with high-end components, designed for aggressive trail riding and all-mountain performance.
• SENTINEL 3.0 Updated premium e-MTB full suspension model featuring advanced componentry for high-performance trail and enduro riding.
• ALPINE HAWK EVO Sport-oriented e-bike model designed for trail and all-mountain riding with balanced suspension and performance components.
• GRINDER EVO High-speed Class-3 eBike with Bosch Speed motor, designed for fast commuting and performance riding up to 28 mph.
• GRINDER EVO LITE Lightweight high-speed eBike featuring Fazua drive system for performance riding with reduced weight and natural pedaling feel.
• MonkeyLink Accessory System Proprietary magnetic accessory mounting system for e-bikes enabling quick attachment of lights, fenders, water bottles, and bags powered by the e-bike battery without tools.
• BULLS Gear & Accessories Range of cycling accessories including bottle cages, cycling apparel (bib shorts, jerseys, arm/leg warmers), lights, tools, replacement parts, and component upgrades.

Quantifiable outcome

• 53,000+ miles on Urban EVO 10 with original battery, 40-50 miles per charge in Eco mode
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Bosch eBike SystemscoreTechnology or IntegrationBULLS exclusively uses Bosch motors, batteries, and Smart System technology across their eBike lineup. This includes Performance Line CX (85Nm for eMTB), Performance Speed (for Class-3 road/commuter), and Active Line Plus (for entry-level/youth) motors, along with PowerTube batteries (500-750Wh) and Smart System connectivity features including eBike Flow app integration.
• MonkeyLinkcoreTechnology or IntegrationMonkeyLink is a proprietary magnetic accessory mounting system integrated into BULLS eBikes. The system allows tool-free attachment of lights, fenders, bottles, and storage that draw power directly from the bike's battery. Compatible accessories are sold as BULLS products.
• BeelinecoreChannel Partner/ Reseller/ DistributorBeeline is the dealer certification and logistics partner enabling BULLS to ship bikes to 2,000+ partner shops across the US for professional assembly and local support before customer delivery.
• ZEG (Zweirad-Einkaufs-Genossenschaft)coreStrategic or Co-development PartnerZEG is the parent cooperative organization that owns the BULLS brand. Founded in 1966 by bicycle dealers, ZEG provides distribution, logistics, and operational infrastructure. Nearly 1,000 independent bicycle dealers in Europe co-own BULLS through this cooperative.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Trek Bicycle: Major US-headquartered premium bicycle manufacturer with a broad e-bike lineup including e-MTB, commuter, and road categories sold through an extensive US dealer network. Comparable premium positioning, dealer-led GTM, and Bosch/Shimano drivetrain usage.
• Giant Bicycles: World's largest bicycle manufacturer with extensive e-bike portfolio across e-MTB, commuter, and road categories at mid-to-premium price points. Comparable dealer-led distribution and Yamaha/Giant-branded motor systems.
• Riese & Müller: German premium e-bike manufacturer focused on full-suspension, cargo, and commuter e-bikes at premium price points. Closely comparable as a German-engineered, Bosch-powered, dealer-distributed e-bike specialist with similar target customer and price band.
• Specialized Bicycle Components: Premium US bike and e-bike brand with full-suspension e-MTB (Turbo Levo), commuter (Turbo Vado), and road (Turbo Creo) categories sold through a large authorized dealer network. Directly comparable premium pricing, dealer GTM, and motor system partnerships.
• Haibike: German e-MTB pioneer owned by Accell Group, with deep roots in performance e-mountain biking and dealer-led distribution. Comparable heritage, German engineering positioning, and eMTB-first product focus.
• Cannondale: Premium bicycle brand owned by Pon Holdings with e-MTB (Moterra), commuter (Tesoro), and road e-bikes. Comparable premium positioning, dealer-led distribution in the US, and shared Bosch drivetrain ecosystem.

Emerging players

• Aventon: US-based e-bike brand that has expanded from DTC into a hybrid dealer-plus-online model across commuter, fat-tire, and e-MTB categories. Comparable Bosch-adjacent price points but with a more DTC-oriented GTM and faster US-direct growth.
• Rad Power Bikes: US-based direct-to-consumer e-bike brand focused on commuter, fat-tire, and cargo categories at more accessible price points than BULLS. Comparable category participation but distinct value-tier positioning and pure-play DTC distribution.

Broad incumbents

• Gazelle: Dutch premium e-bike and city bicycle brand, owned by Pon Holdings (parent of Cannondale). Comparable premium commuter and trekking e-bike positioning with deep Bosch drivetrain integration, but with stronger European heritage and growing US distribution.
• Yamaha (Power Assist Bicycles): Yamaha's e-bike division produces motor systems used in Giant e-bikes and standalone Yamaha-branded e-bikes for the US market. Comparable premium e-MTB and commuter categories with vertically integrated motor manufacturing, and shared dealer distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/bulls_bikes_usa
• Xx.com/BULLSBikesUSA
• Facebookfacebook.com/BULLSBIKESUSA

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Bulls