What Bike Monkey does

Bike Monkey is a private, founder-operated event planning and production company headquartered in Santa Rosa, California, with more than 20 years of experience designing and producing mass-participation cycling events across North America. The company operates a portfolio of approximately eight owned and co-branded events spanning road (Levi's GranFondo, Tour de Fox), gravel (Stetina's Paydirt, Truckee Gravel, Rebecca's Private Idaho, The Bovine Classic), and mountain bike disciplines (Wente 8 Hour), plus a weekly criterium race series (Tuesday Night Twilights) at the Sonoma County Fairgrounds. Underlying the events is a proprietary technology stack — including an in-house customizable registration platform, an in-house race scoring/timing platform, and cycling-specific website design and mapping tools — that is also licensed to third-party event organizers as a paid service.

Bike Monkey's revenue is generated primarily through participant registration fees ($59-$79 per rider for entry-level events, with tiered group-buy discounts of 8-20% for bulk purchasers), supplemented by professional event production services sold to municipalities, nonprofits, cycling brands, and other event organizers on a project basis. The company also operates Rollup Cafe, a small specialty coffee shop co-located with its headquarters, serving Voloroco-roasted coffee in limited morning hours (Tuesday-Saturday, 7-11 AM). Its customer base is predominantly individual amateur and competitive cyclists (Cat5 through Pro), with a secondary B2B segment of third-party event organizers and a sponsorship ecosystem that includes major cycling brands such as Specialized, SRAM, Shimano, Giant, Canyon, and Wahoo, alongside nonprofit beneficiaries (King Ridge Foundation, Michael J. Fox Foundation) and regional tourism boards. Go-to-market is event-driven and community-led, leveraging organic social media (Facebook, Instagram, Strava Club 28804, Linktree), direct email, and a viral group-buy referral mechanism.

Name

Bike Monkey

Legal name

Bike Monkey Inc.

Website

https://bikemonkey.net

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Bike Monkey is a private event production company that designs and operates a portfolio of mass-participation road, gravel, and mountain bike cycling events across North America, including Levi's GranFondo and Rebecca's Private Idaho. It also licenses proprietary in-house registration and race scoring platforms to third-party event organizers.

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Bike Monkey generates revenue through participant registration fees for its portfolio of cycling events. Individual event registration fees range from $59 (Little Piggy) to $79 (SoNoMas). A tiered group buy discount program (8-20% off) enables group purchasers to buy multiple tickets and share codes with friends.
2. Event Registration - SoNoMas: SoNoMas event registration at $79 per rider ($59 for Little Piggy), including stocked and staffed aid stations, categorized competitive race environment, traffic-controlled mass-start, prize list, cash payouts for pro racers, and post-race meal.
3. Group Buy Discount Program: Tiered group discount program where purchasing 3+ tickets yields 8% savings, scaling up to 15+ tickets for 20% savings. Once the first discount tier is reached, purchasers receive a coupon code to share with additional friends for the same discount.
4. Event Production Services: Professional event planning and production services offered to third-party event organizers, including consultation, design, permits, logistics, registration, volunteer management, race scoring, equipment provision, website design, and mapping.
5. Rollup Cafe (Coffee Shop): Specialty coffee shop located at the same address as Bike Monkey (121 5th Street, Santa Rosa CA), open Tuesday-Saturday, 7-11 AM. Beans roasted by Voloroco. Related venture but not core to the cycling event business.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Bike Monkey is a professional event planning and production company that designs, plans, and produces complex road and off-road cycling events across North America. The company operates a portfolio of owned and co-branded cycling events spanning road, gravel, and mountain bike disciplines, while also providing end-to-end event production services to third-party organizers including custom registration systems, race scoring, permits, logistics, and volunteer management.

Product overview

Bike Monkey is a professional event planning and production company with over 20 years of experience designing, planning, and producing complex road and off-road cycling events across North America. The company operates a portfolio of owned and produced cycling events including Levi's GranFondo (road gran fondo), Stetina's Paydirt (gravel), Wente 8 Hour (mountain bike), Truckee Gravel (gravel), Rebecca's Private Idaho (gravel), Tour de Fox (road), The Bovine Classic (gravel), and Tuesday Night Twilights (weekly criterium racing series). Additionally, Bike Monkey offers event production services to third-party events including custom registration systems, in-house race scoring platforms, and website design, while also operating Rollup Cafe as a specialty coffee shop in Santa Rosa, California.

Differentiator

Problem solved

Functional benefit

Brands

• Rollup Cafe: Specialty coffee shop operated by Bike Monkey at 121 5th Street, Santa Rosa CA, open Tuesday-Saturday 7-11 AM. They brew small batch coffees roasted by Voloroco.
• Rollup To Coffee

Products and services

• Levi's GranFondo The first independently owned gran fondo on North American soil, created in 2009 in partnership with former professional cyclist Levi Leipheimer, hosted in Windsor, California with up to 7,500 participants. Serves at-risk youth through King Ridge Foundation nonprofit partnership.
• Stetina's Paydirt

Quantifiable outcome

• Levi's GranFondo hosted up to 7,500 participants, establishing it as one of the largest gran fondos in North America.
• +3 more outcomes

Named customers8 records

Segments4 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

26 partnerships are on record, tiered flagship, core and minor.

• Levi's GranFondoflagshipStrategic or Co-development PartnerBike Monkey co-created Levi's GranFondo in 2009 with former professional cyclist Levi Leipheimer. It was the first independently owned gran fondo on North American soil. Hosted up to 7,500 participants and serves as a champion for at-risk youth services through King Ridge Foundation.
• Stetina's PaydirtflagshipStrategic or Co-development PartnerBike Monkey partners with gravel pioneer Peter Stetina to produce Stetina's Paydirt, the only mass-participation race on the continent that exclusively awards female competitors with a substantial prize purse. Winners receive a handmade 2-ounce silver ingot.
• Rebecca's Private IdahoflagshipStrategic or Co-development PartnerBike Monkey produces Rebecca's Private Idaho, created by professional cyclist Rebecca Rusch. Held every Labor Day weekend since 2013 in Sun Valley and Ketchum, Idaho. Rated Top Five Gravel Event by Global Cycling Network and one of the 25 Best Bike Rides in the World by Outside Magazine.
• King Ridge FoundationcoreStrategic or Co-development PartnerLevi's GranFondo serves at-risk youth through its partner nonprofit King Ridge Foundation, directing event proceeds to community programs.
• Michael J. Fox Foundation for Parkinson's ResearchcoreStrategic or Co-development PartnerTour de Fox event benefits the Michael J. Fox Foundation for Parkinson's Research, with funds raised through participant registration and the Post-Ride Fox Festival.
• SpecializedcoreGTM or Marketing PartnerCycling equipment brand listed as a partner supporting Bike Monkey events.
• SRAMcoreGTM or Marketing PartnerCycling component brand listed as a partner supporting Bike Monkey events.
• ShimanocoreGTM or Marketing PartnerCycling component brand listed as a partner supporting Bike Monkey events.
• GiantcoreGTM or Marketing PartnerCycling equipment brand listed as a partner supporting Bike Monkey events.
• CanyoncoreGTM or Marketing PartnerCycling equipment brand listed as a partner supporting Bike Monkey events.
• GuminorGTM or Marketing PartnerNutrition brand listed as a partner supporting Bike Monkey events.
• SKRATCH LABSminorGTM or Marketing PartnerSports nutrition brand listed as a partner supporting Bike Monkey events.
• Voloroco CoffeeminorGTM or Marketing PartnerCoffee roasting partner for Rollup Cafe's specialty coffee. Bike Monkey roasts small batch beans from Voloroco at the co-located coffee shop.
• Visit Truckee TahoeminorGTM or Marketing PartnerLocal tourism organization listed as a partner, supporting Bike Monkey's Truckee Gravel event.
• Town of WindsorminorGTM or Marketing PartnerMunicipal government listed as a partner, supporting Bike Monkey's Levi's GranFondo in Windsor, California.
• WahoominorGTM or Marketing PartnerCycling technology brand (GPS computers, trainers) listed as a partner supporting Bike Monkey events.
• MaxxisminorGTM or Marketing PartnerTire brand listed as a partner supporting Bike Monkey events.
• LivminorGTM or Marketing PartnerWomen's cycling brand under Giant listed as a partner supporting Bike Monkey events.
• Sierra NevadaminorGTM or Marketing PartnerBrewery brand listed as a partner supporting Bike Monkey events.
• Henhouse BrewingminorGTM or Marketing PartnerLocal brewery listed as a partner supporting Bike Monkey events.
• Firestone WalkerminorGTM or Marketing PartnerBrewery brand listed as a partner supporting Bike Monkey events.
• Justin WineryminorGTM or Marketing PartnerWinery listed as a partner supporting Bike Monkey events in the wine country region.
• OsmominorGTM or Marketing PartnerSports nutrition and hydration brand listed as a partner supporting Bike Monkey events.
• Orange SealminorGTM or Marketing PartnerTire sealant and cycling maintenance brand listed as a partner supporting Bike Monkey events.
• Athletic BrewingminorGTM or Marketing PartnerNon-alcoholic beer brand listed as a partner supporting Bike Monkey events.
• Best Day BrewingminorGTM or Marketing PartnerNon-alcoholic beer brand listed as a partner supporting Bike Monkey events.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hincapie Sports Group: Produces the Hincapie Gran Fondo and other high-end cycling events across the U.S. and Colombia. Directly comparable as a vertically integrated cycling event production and apparel brand serving amateur and pro cyclists.
• Mammoth Gran Fondo: Long-distance road cycling event held in Mammoth Lakes, California. Comparable as a single-format, scenic, mass-participation cycling event targeting amateur and recreational riders in the Western U.S.
• Belgian Waffle Ride: One of the most prominent owned-and-produced gravel road events in North America, with multi-day formats and high-profile prize purses. Directly comparable to Bike Monkey's Stetina's Paydirt and Rebecca's Private Idaho as a mass-participation gravel event brand.
• Barry-Roubaix: Long-running Michigan-based mass-participation gravel race known for its large fields. Comparable to Bike Monkey's portfolio as a single-event operator scaled through community and brand recognition.

Broad incumbents

• Life Time (LTK) Athletic Events: Operates a portfolio of endurance events (Leadville Trail 100, triathlons, marathons, cycling) anchored by its fitness-club network. Comparable as a broad incumbent producing large-scale, branded endurance events with registration and timing infrastructure.
• IRONMAN (Endurance Sports): Global operator of mass-participation endurance events including triathlon, running, and cycling. Comparable as a large incumbent in the mass-participation endurance event space with similar registration, timing, and aid-station operational model.

Emerging players

• RunSignUp: Leading registration, timing, and event management platform serving running, triathlon, and cycling events. Comparable to Bike Monkey's in-house registration and race scoring platform as a competing event-tech solution sold to organizers.
• BikeReg: Dedicated cycling-event registration platform widely used by U.S. bike races and gran fondos. Directly comparable to Bike Monkey's registration technology and a potential substitute for the in-house platform on third-party events.
• Race Roster: Event registration, timing, and fundraising platform serving endurance events including cycling. Comparable as another SaaS-style alternative to Bike Monkey's in-house registration and scoring offering.

Regional players

• Haute Route: Multi-day mass-participation cycling events historically held in Europe and select U.S. venues. Comparable as a long-distance, mass-participation cycling event brand in the same premium amateur-rider segment as Levi's GranFondo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Facebookfacebook.com/bikemonkey
• Instagraminstagram.com/bikemonkey
• Xx.com/bikemonkey

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 Bike Monkey