Time's Up
Time's Up! is a volunteer-run NYC grassroots environmental nonprofit, founded in 1987, that promotes cycling, community gardens, and urban sustainability through direct-action campaigns, free events, and education, serving NYC residents across all five boroughs.
- Company typePrivate
- Founded1987
- HeadquartersNew City, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Time's Up does
Time's Up! is a grassroots environmental organization founded in 1987 in New York City by Bill DiPaola, operating across all five boroughs with a mission to promote sustainable urban living through educational outreach and direct action. The organization is entirely volunteer-run, with approximately 150 volunteers and no paid staff, and is funded through donations, membership contributions, and volunteer labor. Its core programs include the monthly Critical Mass bike ride (supported since the late 1990s), a Bike Co-op offering free repair workshops, community garden maintenance (La Plaza, Green Oasis, Children's Magical Garden), the Street Memorial Project (pioneered in 1996 for cyclists and pedestrians killed by motorists), and the Time's Up! Zine publication.
The organization's technical footprint is unconventional: it pioneered bike-powered generators that provided electricity during Occupy Wall Street (2011) and Hurricane Sandy disaster relief (2012), and helped launch the Museum of Reclaimed Urban Space (MORUS) in 2012. Notable partnerships include Visual Resistance (ghost bike memorials), Right of Way (Street Memorial Project), and Clearwater (anti-nuclear protests). The organization's go-to-market is community-led and event-driven, relying on social media presence, email newsletters, recurring in-person events, and extensive earned media coverage from major NYC outlets.
The business model is non-commercial: most programs and events are free to participants, with revenue derived from donations and membership support. The organization accepts tax-deductible car donations in exchange for recycled bicycles, and conducts no traditional sales activity. Customer segments are three persona types: NYC cyclists and cycling advocates (primary), community gardeners and urban agriculture advocates, and general environmentally-conscious NYC residents. The organization has no parent company, no institutional investors, and operates as an independent nonprofit domiciled in New York.
Time's Up firmographics
Firmographics- Name
- Time's Up
- Legal name
- Time's Up!
- Website
- https://times-up.org
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Time's Up! is a volunteer-run NYC grassroots environmental nonprofit, founded in 1987, that promotes cycling, community gardens, and urban sustainability through direct-action campaigns, free events, and education, serving NYC residents across all five boroughs.
- Ownership category
- akta.pro rank
Time's Up industry classification
Industry- Product category
- Environmental Advocacy & Community Activism
- NAICS
- Environment, Conservation and Wildlife Organizations (813312), Social Advocacy Organizations (8133)
- akta.pro primary industry
- Environmental Education & Outreach (BPAGAGAH)
- akta.pro secondary industries
- Sustainable Cities, Urban Development & Green Infrastructure (BPADALAL), Cycling, Mountain Biking & E-bike Adventures (THAJABAF)
Keywords
Where Time's Up is headquartered
LocationHeadquarters
- HQ city
- New City
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Time's Up business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Membership Support: The organization relies on donations from supporters and membership contributions. Members can support through financial contributions. Tax-deductible donations are accepted via email to [email protected].
- Volunteer Labor: All operations are volunteer-driven with no paid staff, reducing operational costs significantly.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Time's Up product offering
Product offeringCore offering
Time's Up! is a grassroots environmental organization that uses educational outreach and direct action to promote sustainable urban living in New York City. It organizes community bicycle rides and events (including the monthly Critical Mass), runs a free Bike Co-op offering repair workshops and maintenance education, maintains urban community gardens, and operates advocacy programs such as the Street Memorial Project commemorating cyclists and pedestrians killed by motorists.
Product overview
Time's Up is a grassroots environmental organization offering community-based environmental programs rather than a traditional product platform. Its core offerings consist of bike rides and cycling events (including the monthly Critical Mass), a Bike Co-op providing repair education and workshops, community garden maintenance programs, and the Museum of Reclaimed Urban Space (MORUS) documenting urban activism history. The organization also publishes the Time's Up! Zine and operates the Street Memorial Project for cyclist/pedestrian safety awareness. These programs work together to promote sustainable urban living through education, direct action, and community engagement.
Differentiator
Problem solved
Functional benefit
Products and services
- Bike Rides & Events Organized group bicycle rides throughout New York City including the monthly Critical Mass ride, themed rides (New Year's Eve Bike Ride, Doggie Pedal Parade, Coney Island Cyclone Bike Ride), and educational/safety-focused rides. Targeted at urban cyclists of all skill levels seeking safer streets and community.
- Bike Co-op
Quantifiable outcome
- Organized Critical Mass rides with thousands of participants monthly since 1990s
- +2 more outcomes
Companies that use Time's Up
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Time's Up technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Time's Up partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Museum of Reclaimed Urban Space (MORUS)coreTime's Up! helped launch this living history museum in the East Village which highlights the history of urban activism and environmental movements in the neighborhood. The organization is actively involved in supporting the museum's mission and programming.
- Visual ResistancecoreCollaborative partner on ghost bike memorial projects. Visual Resistance provides visual documentation and artistic elements to Time's Up!'s Street Memorial Project commemorating cyclists and pedestrians killed by motorists.
- Right of WayminorCollaboration on the Street Memorial Project, which creates silent memorials through stencil memorials, memorial bike rides, and candlelight vigils to draw attention to pedestrian and cyclist fatalities.
- ClearwaterminorJoint bike ride and sail action to Indian Point nuclear power plant with 50ft banner reading 'SHUT DOWN INDIAN POINT NOW'. Combined cycling and sailing activism campaign.
- Critical MasscoreTime's Up! has been a key supporter and promoter of Critical Mass monthly bike rides since the late 1990s. The organization publicizes and supports the leaderless bike movement that gathers on the last Friday of each month.
- Occupy Wall StreetminorProvided bike-powered generators to the Occupy Wall Street movement after NYPD confiscated gas generators. Built 15 bicycle-powered generators to sustain the occupation's electricity needs during 2011.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Time's Up competitors and assessment
Company assessmentBroad incumbents
- GreenThumb: NYC Parks Department's community gardening program supporting 550+ gardens citywide — directly comparable urban gardening mission in the same geography but publicly funded and larger scale.
- 350.org: Global climate advocacy organization with broad environmental mobilization mission — comparable as a larger-scale environmental nonprofit but operating at a fundamentally different geographic and tactical scale than Time's Up!.
- Open Plans: NYC urban planning and open streets advocacy organization with broader scope than Time's Up! but overlapping mission around car-free streets and community-led urban design.
Direct peers
- Bike New York: NYC nonprofit running bike education classes, community rides, and the TD Five Boro Bike Tour — directly comparable education-and-events model serving the same NYC cycling community.
- Transportation Alternatives: NYC-based nonprofit advocating for safe streets, better bike infrastructure, and reduced car dependency — directly comparable to Time's Up!'s cycling advocacy mission in the same geography.
- Critical Mass: Global leaderless bike ride movement that Time's Up! has actively supported and promoted in NYC since the late 1990s — directly comparable ride-based activism model.
- Right of Way: NYC advocacy group focused on pedestrian and cyclist safety, co-collaborator with Time's Up! on the Street Memorial Project — directly comparable mission on memorializing traffic fatalities.
- Museum of Reclaimed Urban Space (MORUS): Living history museum that Time's Up! helped launch in 2012, covering urban activism in the East Village — directly comparable partner and overlapping programmatic mission.
Emerging players
- Recyclery Bicycle Collective (Chicago): Volunteer-run bike co-op providing repair education and recycled bikes — directly comparable Bike Co-op model in a different geography with similar community organizing approach.
- Earth First!: Grassroots direct-action environmental network using similar tactics (creative protests, non-hierarchical organizing) as Time's Up! but with a broader ecological focus beyond urban cycling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Time's Up social profiles
Digital presenceTime's Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
Time's Up leadership team
Management profileNumber of profiles
Profiles1 record
Time's Up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Time's Up 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 Time's Up
What does Time's Up do?
Time's Up! is a grassroots environmental organization that uses educational outreach and direct action to promote sustainable urban living in New York City. It organizes community bicycle rides and events (including the monthly Critical Mass), runs a free Bike Co-op offering repair workshops and maintenance education, maintains urban community gardens, and operates advocacy programs such as the Street Memorial Project commemorating cyclists and pedestrians killed by motorists.
Is Time's Up a public or private company?
Time's Up is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Time's Up founded?
Time's Up was founded in 1987. It employs 11 to 50 people.
Where is Time's Up based?
Time's Up is headquartered in New City, United States, in the North America region.
How does Time's Up make money?
Two revenue lines are on record. Donations and Membership Support is the primary driver. The others are volunteer Labor.
Who are Time's Up's main competitors?
Broad incumbents on record are GreenThumb, 350.org and Open Plans. Direct peers are Bike New York, Transportation Alternatives, Critical Mass, Right of Way and Museum of Reclaimed Urban Space (MORUS). Emerging players are Recyclery Bicycle Collective (Chicago) and Earth First!.
Does Time's Up have an API?
No public API is recorded for Time's Up.
What industry is Time's Up in?
Time's Up's product category is Environmental Advocacy & Community Activism. Its primary akta.pro industry code is BPAGAGAH, Environmental Education & Outreach, with a secondary code of BPADALAL, Sustainable Cities, Urban Development & Green Infrastructure. Its NAICS code is 813312.