BIKEFITTING
BIKEFITTING (Bikefitting.com B.V.) provides proprietary hardware and software for professional bike fitting, serving road cyclists, triathletes, and dealers globally through 2,000+ authorized fitters across 60+ countries, and operates as a wholly owned Shimano subsidiary.
- Company typePrivate
- Founded-
- HeadquartersValkenburg, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What BIKEFITTING does
BIKEFITTING (legal entity Bikefitting.com B.V.) is a Dutch bike fitting technology company that provides a hardware-plus-software stack for sizing cyclists, optimizing riding position, and replicating fit across multiple bikes. Its core offering combines proprietary measurement hardware (3D motion cameras, a 3D pedaling analyzer, and a laser-precision bike adjuster) with algorithms trained on more than 1.5 million accumulated Complete Fit measurements. The product suite spans a free online BikeSizer self-service tool, individual services (Shoe Cleat Adjustment, Saddle Selection, Complete Fit, Dynamic Fit, Pedaling Analysis, Bike Adjustment), the modular motorized Fit Bike launched in 2023, and a dealer-facing Static Fitting Software Portal launched in 2024. A UCI-endorsed measurement jig, deployed at the Giro d'Italia in 2022, extends the technology into regulatory compliance use cases.
The business operates through two complementary go-to-market motions. The primary channel is a global authorized dealer network of more than 2,000 bike shops and specialist fitting studios across 60+ countries, each holding a software license and receiving training and hardware tools; this network is largely serviced through Shimano's regional subsidiaries acting as distributors. The second motion is direct-to-consumer fitting services delivered at the Shimano Experience Center in Valkenburg, Netherlands, with Basic Fit priced at €100 (45 minutes) and Advanced Fit at €225 (2 hours). Revenue is generated via dealer licensing/royalties, professional services (direct fits and training/certification), and hardware sales. The company is a wholly owned subsidiary of Shimano, operates with 1-10 employees, and was founded more than 30 years ago.
The company's customer base spans road cyclists, mountain bikers, triathletes, and recreational riders, with the primary business customer being bike shops and fitting studios that resell fitting as a service. Strategic positioning is reinforced by 30+ years of domain experience, multi-language website coverage (10 languages), the Dutch Sport Innovator Certified Partner recognition (2021), and the Shimano ownership umbrella, which provides distribution scale that independent competitors would struggle to match. The data flywheel from dealer-sourced measurements and the integration with Shimano's commercial channel are the primary structural advantages.
BIKEFITTING firmographics
Firmographics- Name
- BIKEFITTING
- Legal name
- Bikefitting.com B.V.
- Website
- https://bikefitting.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- BIKEFITTING (Bikefitting.com B.V.) provides proprietary hardware and software for professional bike fitting, serving road cyclists, triathletes, and dealers globally through 2,000+ authorized fitters across 60+ countries, and operates as a wholly owned Shimano subsidiary.
- Ownership category
- akta.pro rank
BIKEFITTING industry classification
Industry- Product category
- Bike Fitting Technology and Services
- NAICS
- All Other Automotive Repair and Maintenance (811198)
- akta.pro primary industry
- Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)
- akta.pro secondary industries
- Bike Service, Repair & Maintenance Shops (CRAMAHAH), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Cycling & Micromobility Products Distribution (CRAOAJAF)
Keywords
Where BIKEFITTING is headquartered
LocationHeadquarters
- HQ city
- Valkenburg
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
BIKEFITTING business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Dealer Software Licensing: Bikefitting.com licenses its software and provides hardware tools to authorized dealers who pay for access to the fitting software platform. Dealers must obtain an active license to use the software and are included in the dealer locator.
- Direct Fitting Services: Direct consumer fitting services at the Shimano Experience Center, offering Basic Fit (€100, 45 min) and Advanced Fit (€225, 2 hours) packages.
- Training and Certification: Provides training for bikefitters including online training opportunities and face-to-face training through certified instructors, as part of becoming an authorized bikefitter.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Basic Fit Package - €100 for 45 minutes |
| Unit Pricing | Pay-as-you-go | Advanced Fit Package - €225 for 2 hours |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
BIKEFITTING product offering
Product offeringCore offering
BIKEFITTING licenses proprietary bike fitting software, hardware (3D motion cameras, pedaling analyzers, laser measurement tools, Fit Bike), and brand to a global network of 2,000+ authorized dealers who deliver bike fitting services to cyclists. The company also provides direct fitting services at the Shimano Experience Center in Valkenburg, Netherlands, and offers training/certification for new bikefitters. Core fitting services include Bike Sizing, Shoe Cleat Adjustment, Saddle Selection, Complete Fit (algorithm-based static fitting), Dynamic Fit (3D motion analysis), Pedaling Analysis, and Bike Adjustment.
Product overview
Bikefitting.com is a bike fitting service provider offering a comprehensive suite of services and tools for cyclists. The core offerings include Bike Sizing (via the online BikeSizer tool), Shoe Cleat Adjustment, Saddle Selection, Complete Fit (static fitting using an algorithm based on 1.5+ million measurements), Dynamic Fit (3D motion analysis), Pedaling Analysis (3D pedaling efficiency analysis), and Bike Adjustment (laser-precision setup replication). The company also provides hardware products including a modular wireless Fit Bike with motorized adjustments, a UCI measurement jig, and dealer-facing software including a static fitting software portal. Services are available both at the Shimano Experience Center in Valkenburg, Netherlands, and through a global network of over 2,000 authorized dealers across 60 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Complete Fit Static fitting service that measures 8 key body dimensions and uses a proprietary algorithm (developed from 1.5+ million measurements) to generate a full bike diagram with optimal position advice for any bike type.
- Dynamic Fit Advanced fitting service using 3D Motion Analysis camera equipment to measure multiple key parameters during riding. Analyzes the effect of positional changes on cycling metrics and advises on optimizations for comfort and performance.
- Pedaling Analysis 3D Pedaling Analyzer service operated by trained fitters that provides detailed analysis of pedaling stroke, balance between left and right legs, and pedaling efficiency, with tips for optimization through training or positional adjustments.
- Saddle Selection Service that measures sit bone width and combines it with flexibility and preferred riding position to recommend the most appropriate saddle for individual cyclists.
- Shoe Cleat Adjustment Service to properly position cleats on cycling shoes, ensuring feet move naturally and efficiently around pedals. Includes the Shoe Cleat Adjuster tool for precise, replicable positioning across multiple shoes.
- Bike Adjustment Service that uses laser-precision XY coordinates relative to the bottom bracket to accurately replicate bike fit recommendations between different bikes, regardless of varying frame geometries.
- BikeSizer (Online Bike Sizing Tool) Self-service online tool that helps cyclists determine the correct bike size based on body measurements and bike type. Available free at bikesizer.bikefitting.com.
- Fit Bike Modular and wireless bike fitting hardware with motorized adjustments, enabling dealers to provide a best-in-class fitting experience to customers.
- Static Fitting Software Portal Dealer-facing software portal for static fitting that allows dealers to implement fitting services in-store to give customers confidence they're buying the right bike in the correct size with the best possible setup.
- UCI Measurement Jig Measurement device used to establish if TT bikes comply with UCI regulations, deployed for the first time during the Giro d'Italia.
Quantifiable outcome
- More than 1.5 million Complete Fit measurements completed
- +3 more outcomes
Companies that use BIKEFITTING
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
BIKEFITTING technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature7 records
BIKEFITTING partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, core and minor.
- UCI (Union Cycliste Internationale)flagshipUCI used bikefitting.com's measurement jig to establish if TT bikes comply with UCI regulations during the first ITT stage in the Giro d'Italia in Budapest. This represents official recognition of bikefitting.com's measurement technology for regulatory compliance.
- ShimanocoreShimano is the parent company and primary strategic partner, hosting bikefitting.com at the Shimano Experience Center in Valkenburg, Netherlands. Shimano provides the infrastructure and distribution network while bikefitting.com provides bike fitting technology and services. The partnership enables global reach through Shimano's subsidiary network.
- PRO (Shimano brand)corePRO is a Shimano-owned brand that collaborated with bikefitting.com on the development of the Stealth saddle and Tenku bib shorts. Bikefitting.com conducted pressure mapping tests in lab and real-world conditions to optimize the chamois design to match the saddle shape.
- Sport Innovator NetworkminorThe Shimano Experience Center (bikefitting.com's location) joined the Sport Innovator network alongside other venues like Sailing Innovation Center, TU Delft Sports Engineering Institute, KNVB Campus, and Amsterdam Institute of Sport Science. The network aims to drive sports innovation in the Netherlands.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
BIKEFITTING competitors and assessment
Company assessmentDirect peers
- Retül: Bike fitting technology and services owned by Specialized, offering 3D motion capture-based fit systems (Vantage) to dealers and consumers globally. Directly competes with BIKEFITTING on hardware, software, and certified fitter networks across road, MTB, and triathlon segments.
- gebiomized: German bike fitting company offering pressure mapping, motion analysis, and Saddle Shape and Pressure (SSP) measurement tools to dealers and pro teams. Competes with BIKEFITTING in the premium European bike fitting market with comparable hardware/software offerings.
- idMatch: European bike fitting system combining hardware (laser measurement, pressure mapping) with software algorithms to recommend saddle, cleat, and frame sizing. Competes with BIKEFITTING on dealer-licensed fitting platforms, particularly in DACH-region bike shops.
Emerging players
- Leomo: Japanese cycling motion analysis technology provider offering Bluetooth motion sensors and software for cycling biomechanics analysis. Competes on the dynamic-fit / motion-analysis layer of bike fitting, particularly with BIKEFITTING's Dynamic Fit and Pedaling Analysis services.
- Favero Assioma: Italian manufacturer of cycling power meters (Assioma) used by bike fitters and cyclists for performance analysis. Comparable as a focused cycling measurement hardware brand whose dealer channel overlaps with BIKEFITTING's.
- MyVeloFit: AI-powered remote bike fitting service using smartphone video capture to recommend bike setup. Comparable as an emerging digital-first competitor whose lower-cost, app-based model could pressure BIKEFITTING's premium in-person fitting economics.
Broad incumbents
- Stages Cycling: Established cycling electronics brand offering power meters, indoor cycling products, and increasingly fit-adjacent tools. Broadly comparable as a hardware supplier in the cycling ecosystem that overlaps with BIKEFITTING's dealer-facing hardware and performance analytics.
- Quarq (SRAM): Power meter and cycling analytics brand owned by SRAM, supplying dealers and OEMs globally. Comparable as a broader cycling technology incumbent with adjacent performance measurement capabilities used by bike fitters and cyclists.
- Garmin: Global cycling computers, power meters, and connected fitness products with features (e.g., power guide, recovery, fit) increasingly relevant to bike fitting workflows. Comparable as the dominant consumer-facing incumbent whose data scale could pressure specialty fitting tools over time.
- Wahoo Fitness: Connected fitness brand (KICKR trainers, ELEMNT bike computers, SYSTM training platform) serving cyclists and dealers. Comparable as a broader cycling technology incumbent with overlapping dealer channels and consumer relationships relevant to fit and performance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BIKEFITTING social profiles
Digital presenceBIKEFITTING financial estimates
Financial estimateRevenue estimate
Valuation estimate
BIKEFITTING leadership team
Management profileNumber of profiles
Profiles1 record
BIKEFITTING funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BIKEFITTING M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BIKEFITTING
What does BIKEFITTING do?
BIKEFITTING licenses proprietary bike fitting software, hardware (3D motion cameras, pedaling analyzers, laser measurement tools, Fit Bike), and brand to a global network of 2,000+ authorized dealers who deliver bike fitting services to cyclists. The company also provides direct fitting services at the Shimano Experience Center in Valkenburg, Netherlands, and offers training/certification for new bikefitters. Core fitting services include Bike Sizing, Shoe Cleat Adjustment, Saddle Selection, Complete Fit (algorithm-based static fitting), Dynamic Fit (3D motion analysis), Pedaling Analysis, and Bike Adjustment.
Is BIKEFITTING a public or private company?
BIKEFITTING is a private company. It is classified as corporate owned and is currently operating.
When was BIKEFITTING founded?
BIKEFITTING was founded in -1. It employs 1 to 10 people.
Where is BIKEFITTING based?
BIKEFITTING is headquartered in Valkenburg, Netherlands, in the Europe region.
How does BIKEFITTING make money?
Three revenue lines are on record. Dealer Software Licensing is the primary driver. The others are direct Fitting Services and training and Certification.
Who are BIKEFITTING's main competitors?
Direct peers on record are Retül, gebiomized and idMatch. Emerging players are Leomo, Favero Assioma and MyVeloFit. Broad incumbents are Stages Cycling, Quarq (SRAM), Garmin and Wahoo Fitness.
Does BIKEFITTING have an API?
No public API is recorded for BIKEFITTING.
What industry is BIKEFITTING in?
BIKEFITTING's product category is Bike Fitting Technology and Services. Its primary akta.pro industry code is CRAMAHAI, Bike Fit, Performance & Training Retail/Studios, with a secondary code of CRAMAHAH, Bike Service, Repair & Maintenance Shops. Its NAICS code is 811198.