DNACycling

What DNACycling does

DNA Cycling is a privately held direct-to-consumer cycling apparel company that operates a dual-channel model combining custom team kit manufacturing with retail e-commerce. The company serves two primary customer segments: cycling teams and clubs (B2B/B2C custom orders) and individual cyclists (retail purchases), with products spanning three disciplines — Gravel, Road, and Mountain Bike. Products are manufactured using advanced Italian fabrics, including proprietary fabric technologies branded as BIO FIT (used in Climber's and Race Day jerseys) and Premium Skin Fabric (used in Aero Bibs), with the brand emphasizing Made in Italy craftsmanship and sustainable material options.

The company's business model rests on three revenue streams: retail e-commerce sales of individual items priced at $165–$400 USD (Climber's Jersey $165, Aero Bibs $200, Aero Form Skin Suit $400), custom team kit orders (quote-based), and recurring team micro-store subscriptions. The Custom Micro-Store platform is the company's key differentiator on the team side — a proprietary storefront system that replaces manual team ordering workflows (Google Sheets, missed orders, size errors, drop-off logistics). DNA Cycling handles design, manufacturing, logistics, and fulfillment for each team account. Retail products ship from the company's e-commerce site to 100+ countries, with the United States as the primary market.

DNA Cycling's go-to-market combines digital channels (Instagram, Facebook, YouTube, email newsletter, Ride Journal blog) with event-driven sponsorship marketing. The company partners with pro athletes including Alex Wild (LifeTime Grand Prix) and Tru Glasgow, and sponsors cycling events such as the Utah Gravel Series and Dirty Dino race. The 2026 retail collection expanded the product surface materially — notably the introduction of the Aero Form Skin Suit (previously custom-only), the launch of women's-specific Aero Bibs with women's chamois technology, and refreshes to the Climber's Jersey and Race Day Jersey. The company does not disclose headcount, revenue, ownership, or management team information in available sources.

Name

DNACycling

Website

https://dnacycling.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

DNA Cycling is a privately held DTC cycling apparel e-commerce company selling Made-in-Italy custom team kits and retail performance apparel (BIO FIT and Premium Skin fabrics) to cycling teams, clubs, and individual road, gravel, and mountain bike consumers globally.

Ownership category

akta.pro rank

Product category

Cycling Apparel

NAICS

Sporting and Athletic Goods Manufacturing (33992), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

akta.pro secondary industry

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

Keywords

• Cycling apparel
• Custom team kits
• Performance jerseys
• Cycling bibs
• Made in Italy

Headquarters

HQ city

Sandy

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail E-commerce Sales: Direct-to-consumer sales of cycling apparel including jerseys, bibs, outerwear, and accessories through their e-commerce website. Customers purchase individual items at listed retail prices.
2. Custom Team Orders: B2B/B2C custom cycling kit orders for teams and groups. DNA Cycling handles design, logistics, and details for team custom orders through their custom catalog.
3. Team Micro-Store Subscriptions: Ongoing team micro-store platform providing continuous ordering capability for teams. Generates recurring orders from team members through dedicated storefronts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

DNA Cycling designs, manufactures, and sells custom and retail cycling apparel — including jerseys, bibs, outerwear, accessories, and skin suits — made in Italy using advanced performance fabrics. The company serves both individual consumers via its retail e-commerce site and cycling teams/clubs via its Custom collection and team Micro-Store ordering platform.

Product overview

DNA Cycling offers a dual-channel product strategy comprising Custom Collections and Retail products. Custom Collections include Custom Jersey, Custom Bibs, Custom Outerwear, and Custom Accessories available in Gravel, Road, and MTB categories for teams and individuals. Retail products include Men's and Women's cycling apparel (Jerseys, Bibs, Outerwear), Accessories (Socks, Bottles, Gloves, Warmers), and specialty items such as the Climber's Jersey ($165), Aero Bibs ($200), Race Day Jersey, Women's Aero Bibs, and Aero Form Skin Suit ($400). The company also offers a Custom Micro-Store platform for team ordering management. Products are made in Italy with sustainable and eco-friendly material options available.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Cycling Jerseys

Quantifiable outcome

• Utah Gravel Series growing participation
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Utah Gravel SeriescoreStrategic or Co-development Partner · 1 January 2025Utah Gravel Series is a combination of 4 races in Utah owned by Breanne Nalder Harward and Dave Harward. DNA Cycling partners with the series, providing custom kits for participants. The partnership supports growing gravel cycling community in Utah and provides DNA Cycling with high-visibility event sponsorship opportunities. DNA Cycling actively promotes the series through social media and website coverage.
• Dirty DinominorStrategic or Co-development PartnerDirty Dino is a cycling race event. DNA Cycling sponsored the event and provided custom kits for participants. Tru Glasgow secured first place wearing DNA Cycling kits. Event coverage featured on DNA Cycling's Instagram with camera work credits to @kris_braun and @macklambertmedia.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MAAP: MAAP is an Australian premium cycling apparel brand with a strong DTC model and pro-team sponsorships. Comparable to DNA Cycling on premium pricing, lifestyle-driven brand building, and global DTC e-commerce.
• Castelli: Castelli is a heritage Italian-made performance cycling apparel brand specializing in jerseys, bibs, and skin suits. Closely comparable to DNA Cycling on Italian manufacturing, pro-cyclist positioning, premium technical fabrics, and reliance on race-day credibility.
• Primal Wear: Primal Wear is a US custom cycling apparel manufacturer with custom team stores and retail apparel. Comparable to DNA Cycling's dual custom + retail model and team micro-store ordering capability.
• Rapha: Rapha is a leading premium DTC cycling apparel brand offering jerseys, bibs, outerwear, and custom team kits. Directly comparable to DNA Cycling on target customer (serious/aspirational road, gravel, MTB cyclists), premium pricing, custom team program, and global DTC e-commerce model.
• Voler Apparel: Voler is a US custom cycling apparel manufacturer serving teams, clubs, and events with custom kits and a team ordering platform. Comparable to DNA Cycling on the custom team-kit business model, US footprint, and team-store functionality.
• Velocio: Velocio is a premium US-based cycling apparel brand offering technical jerseys, bibs, and outerwear via DTC. Comparable to DNA Cycling on premium positioning, US-based DTC operations, and technical product focus.
• Q36.5: Q36.5 is an Italian-made premium cycling apparel brand focused on technical performance jerseys, bibs, and outerwear. Comparable to DNA Cycling on Italian manufacturing, technical fabric innovation, and premium price points.
• Assos: Assos is a Swiss premium technical cycling apparel brand known for high-end bibs, jerseys, and skin suits. Comparable to DNA Cycling on premium pricing, technical fabric focus, and performance/race-day positioning.
• Pactimo: Pactimo is a US-based custom and retail cycling apparel maker with a dedicated custom team ordering platform. Highly comparable to DNA Cycling on the custom team micro-store workflow, US-based operations, and direct competition for club/team kit contracts.

Broad incumbents

• Pearl Izumi: Pearl Izumi is a long-established cycling apparel and footwear brand with broad retail and team kit distribution. Comparable to DNA Cycling's cycling apparel category but operates at much greater scale and through multi-channel retail/wholesale distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@dnacycling9434
• Facebookfacebook.com/profile.php?id=100064254425871
• Instagraminstagram.com/dnacycling
• Xx.com/dnacycling
• LinkedInlinkedin.com/company/dnacycling

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 DNACycling