Whee!

What Whee! does

Whee! is a privately held Norwegian subscription service, founded in autumn 2020 and headquartered in Oslo, that rents premium electric cargo bikes to urban consumers and businesses on an all-inclusive monthly basis. The company curates a multi-brand fleet (Tern, Benno, Hercules, Veloe) equipped with Bosch motors (Cargo Line, Performance Line, Active Line) and Enviolo or Shimano gearing, with a circular lifecycle in which bikes are refurbished and redeployed across subscribers. Subscriptions are priced at 2,000-2,800 NOK per month and bundle maintenance, insurance through If Forsikring, GPS-enabled theft tracking, locks, and seasonal summer/winter tire changes, with wear parts (brake pads, chains) charged at a 20% discount.

The operating model is anchored by a single physical hub at Nordlandsgata 5 in Oslo's Sagene district, where customers pick up bikes and bring them in for quarterly scheduled service at an on-site workshop. The company operates two GTM motions: a direct-to-consumer flow in which individuals select a bike online and collect at the hub, and a B2B flow (Whee! Bedrift) in which Oslo-based employers procure bikes as employee benefits with cost-sharing between employer and employee. Distribution is exclusively single-country and single-city (Oslo), with marketing concentrated on content/blog, Instagram, Facebook, Google Ads for test-ride bookings, and word-of-mouth referrals from a customer base that reports 80% daily usage. The team is small (11-50 employees, five nationalities) and is led by co-founders CEO Kari Anne Solfjeld Eid and COO Luis Aldana, the latter recruited from Oslo Bysykkel after leading the Guadalajara bike-share system.

Revenue mechanics are subscription-recurring only, with three documented streams: monthly bike subscriptions, accessory rentals (child seats, rain covers), and corporate B2B subscriptions with volume discounts. The company has completed over 10,000 workshop services in four years, is a member of EIT Urban Mobility and Katapult Accelerator alumni, and has attracted angel investment from Eirik Rime (Tise CEO) and is engaging in equity crowdfunding via Folkeinvest. There is no disclosed institutional venture backing, no parent company, and no geographic expansion beyond Oslo.

Name

Whee!

Legal name

Whee!

Website

https://whee.no

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Whee! is a Norwegian electric cargo bike subscription service, founded in 2020 in Oslo, offering all-inclusive monthly rentals with maintenance, insurance, locks, and seasonal tires to urban families and businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Bike Subscription: Recurring monthly rental fee for electric cargo bikes. Includes bike, front carrier, basket, stand, footrest, summer/winter tires, locks, insurance, registration, periodic service and tire changes. Customers pay separately for wear parts like brake pads and chains at 20% discount.
2. Accessory Rentals: Additional equipment rental including child seats, rain covers, and other accessories. Easy to add and swap as children grow or needs change.
3. Business Subscriptions: Corporate subscription packages with volume discounts based on number of bikes ordered. Includes setup assistance with cost-sharing arrangements between employer and employee.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Whee! operates an all-inclusive electric cargo bike subscription service in Oslo, Norway. Customers pay a fixed monthly fee for a premium electric cargo bike bundled with insurance, locks, GPS tracking, seasonal tires, regular maintenance, and workshop service. The service targets urban families needing to transport children and cargo, as well as businesses offering bikes as employee benefits.

Product overview

Whee! is a circular mobility subscription service offering premium electric cargo bikes (lastesykler) for urban families and businesses in Oslo. The service provides a curated selection of short and long midtail/minicargo bikes from brands including Tern, Benno, Hercules, and Veloe. The core offering is an all-inclusive subscription model (Whee! Sykkelabonnement) that bundles the bike with maintenance, insurance, locks, tracking units, and seasonal tires at a fixed monthly price (2000-2800 kr/month). Short models (Tern HSD, Tern QuickHaul, Benno RemiDemi) accommodate 1 passenger, while long models (Tern GSD, Benno RemiDemi XL, Benno Boost, Hercules Rob Family, Veloe Multi) accommodate 2 passengers. Additional services include a workshop for maintenance, business subscriptions with employee cost-sharing, and accessory subscriptions for add-on equipment. The company operates from Sandaker in Oslo and serves both private customers and businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Whee! Sykkelabonnement (Electric Cargo Bike Subscription)
• Tern GSD S10
• Tern HSD
• Tern QuickHaul
• Benno RemiDemi
• Benno RemiDemi XL
• Benno Boost Easy On
• Benno Boost Regular
• Hercules Rob Family F360
• Veloe Multi
• Whee! Tilbehør (Accessories Subscription)
• Whee! Verksted (Workshop Service)
• Whee! Bedrift (Business Subscription)

Quantifiable outcome

• 80% of customers use their bike at least once per day
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Whee StoreminorOthersOnline store partnership for accessories like rain ponchos, Bar Mitts, and cycling gear. Whee! customers get 10% discount at wheestore.no.
• If ForsikringcoreOthersInsurance partner providing theft and damage insurance coverage for all Whee! bikes. Egenandel (deductible) of 5000 NOK for bikes, 80% for accessories.
• BoschcoreTechnology or IntegrationMotor supplier. Bikes equipped with Bosch motors including Cargo Line, Performance Line, and Active Line variants.
• EnviolocoreTechnology or IntegrationGearing system partner. Some models feature Enviolo continuously variable transmission (CVT) for seamless gear shifting.
• Oslo BysykkelminorOthersCOO Luis Aldana was recruited from Oslo Bysykkel after leading development of third largest bike-share system in Latin America in Guadalajara, Mexico.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Voi Technology: European e-scooter and e-bike share operator active across dozens of cities. Comparable urban micromobility incumbent with shared-fleet model and similar sustainability positioning.
• Lime: Global micromobility operator offering shared e-bikes and e-scooters across major cities including European markets. Operates in adjacent micromobility space with overlapping urban-mobility customer base, though focused on short-trip shared mobility rather than long-term subscription.
• nextbike: Major European public bike-share operator (part of TIER). Provides station-based and free-floating bike rental across many cities; relevant incumbent benchmark for urban bike-rental infrastructure and partnerships.
• Tier Mobility: European shared-mobility operator (merged with Dott) offering e-scooters and e-bikes across many cities. Broad incumbent in micromobility with overlapping target customers and urban-sustainability narrative.

Direct peers

• Donkey Republic: Public-listed Danish bike-rental and subscription operator with stations across European cities. Comparable in offering flexible bike access to urban users, though more oriented toward short-term rental than long-term all-inclusive subscription.
• Swapfiets: European subscription bike rental company (Dutch-founded) operating a similar monthly subscription model for urban cyclists, including e-bikes. Most directly comparable business model to Whee!, though Swapfiets is broader in bike type and geographic reach.
• fLotte Berlin: Berlin-based free cargo-bike sharing service. Directly comparable cargo-bike rental concept, though operating as a public-sector supported sharing model rather than a private subscription.

Others

• Urban Arrow: Dutch premium e-cargo bike manufacturer whose products are widely used in family and commercial cargo-bike subscription services. Comparable ecosystem participant and potential supplier competitor to Whee!'s current Tern/Benno lineup.
• Babboe: Dutch cargo bike manufacturer specializing in family and kids-transport models. Comparable ecosystem participant serving the same urban-family cargo-bike use case as Whee!'s long-model subscribers.
• Riese & Müller: Premium German e-bike and e-cargo bike manufacturer. Comparable as supplier to the premium cargo-bike subscription category and as a benchmark for premium urban e-bike positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Customer concentration

• Facebookfacebook.com/wheebike
• Instagraminstagram.com/wheebikeoslo

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Whee!