Saris Cycling Group
Saris Cycling Group is a privately held Madison, Wisconsin manufacturer of indoor bike trainers, vehicle bike racks, and bike storage, serving individual cyclists in the consumer market through direct e-commerce and an authorized dealer network.
- Company typePrivate
- Founded2001
- HeadquartersFitchburg, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Saris Cycling Group does
Saris Cycling Group (DBA "Saris") is a privately held Madison, Wisconsin-based manufacturer of cycling equipment operating in three product categories: indoor bike trainers (smart and basic), vehicle bike racks (hitch, trunk, and truck bed), and indoor bike storage (ceiling, wall, and free-standing). The trainer portfolio spans eight products ranging from entry-level magnetic-resistance units ($89.99 Mag) through mid-tier fluid trainers ($129.99 Fluid2) to premium direct-drive smart trainers ($479.99 H3 Plus), with the company-developed MP1 Nfinity Platform as a modular trainer accessory system. Proprietary technologies include the Nfinity platform architecture, Precision Balanced Flywheel Technology, and Magnetic Resistance units. Smart trainers integrate with leading indoor cycling applications Zwift and Rouvy, while basic trainers function as standalone units.
The company generates revenue through one-time hardware sales of trainers, racks, storage solutions, and accessories/replacement parts, with prices disclosed directly on the website. Go-to-market is dual-channel: direct-to-consumer e-commerce at saris.com (with cart, account, and 15%-off newsletter capture) and an authorized dealer network accessed via a dedicated 'Become a Dealer' portal. Marketing spans organic social on TikTok, YouTube, Instagram, X, and Facebook, plus a blog, email newsletter, and an affiliate program. The customer base is horizontal: individual cyclists ranging from beginners to seasoned riders training indoors. The company operates as a distinct consumer-products entity under the Saris brand umbrella, with sister company Saris Infrastructure handling commercial bike parking and infrastructure.
Revenue, headcount, funding history, ownership structure, founding date, and detailed management information are not disclosed in the available input. No AI/ML capabilities, mobile apps, or APIs are documented. The company is operating, with recent product activity (H3 Plus launch) and sustained channel investment indicating an active business.
Saris Cycling Group firmographics
Firmographics- Name
- Saris Cycling Group
- Legal name
- Saris
- Website
- https://cycleops.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Saris Cycling Group is a privately held Madison, Wisconsin manufacturer of indoor bike trainers, vehicle bike racks, and bike storage, serving individual cyclists in the consumer market through direct e-commerce and an authorized dealer network.
- Ownership category
- akta.pro rank
Saris Cycling Group industry classification
Industry- Product category
- Cycling Equipment
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Bike Parts & Components Retail (CRAMAHAB), Bike Online Retail & Omnichannel Specialists (CRAMAHAL)
Keywords
Where Saris Cycling Group is headquartered
LocationHeadquarters
- HQ city
- Fitchburg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Saris Cycling Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales - Bike Trainers: Direct sales of indoor bike trainers including smart trainers (H3 Plus, M2, Fluid2 Smart) and basic trainers (Mag, Mag+, Fluid2). One-time purchase model with accessories sold separately.
- Hardware Sales - Bike Racks: Sales of bike racks including hitch racks, trunk racks, and truck bed specialty racks
- Hardware Sales - Bike Storage: Sales of ceiling-mounted, wall-mounted, and free-standing bike storage solutions
- Accessories and Replacement Parts: Sales of trainer accessories, rack accessories, and replacement parts for all product lines
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level basic trainers under $100 |
| Unit Pricing | Pay-as-you-go | Mid-range trainers $129-$199 |
| Unit Pricing | Pay-as-you-go | Premium smart trainers $299-$479 |
| Unit Pricing | Pay-as-you-go | Bundles and accessory packs |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Saris Cycling Group product offering
Product offeringCore offering
Saris Cycling Group manufactures and sells indoor bike trainers (smart trainers and basic trainers), vehicle-mounted bike racks (hitch, trunk, and truck bed), and indoor bike storage (ceiling/wall and free-standing) directly to consumers and through dealers. The trainer lineup spans entry-level magnetic units (~$90) to premium direct-drive smart trainers (~$480), with smart trainers integrating with indoor cycling apps such as Zwift and Rouvy.
Product overview
Saris Cycling Group offers a comprehensive portfolio of cycling products organized into three main categories: Bike Trainers (including smart trainers and basic trainers), Bike Racks (hitch, trunk, and truck bed), and Bike Storage (ceiling/wall and free-standing solutions). Their trainer lineup includes 8 products ranging from entry-level Mag trainers ($89.99) to advanced H3 Plus Direct Drive smart trainers ($479.99). The smart trainers (M2, Fluid 2 Smart Equipped, H3 Plus) offer app integration with Zwift and Rouvy, while basic trainers (Mag, Mag+, Fluid 2, Aluminum Rollers) provide simpler magnetic and fluid resistance options. Accessories include trainer accessories, bike rack accessories, and replacement parts. The company also mentions Nfinity Technology platform and MP1 Nfinity trainer platform as innovation areas.
Differentiator
Problem solved
Functional benefit
Products and services
- M2 Smart Indoor Bike Trainer A wheel-on smart bike trainer with folding legs, resistance roller, and frame clamp, capable of replicating a range of workouts; intended for individual cyclists training indoors at home.
- Fluid 2 Indoor Bike Trainer A basic fluid-resistance indoor bike trainer with Precision Balanced Flywheel Technology, offering a wide resistance range and road-like feel for indoor cycling sessions; for individual cyclists.
- Mag Indoor Bike Trainer An entry-level indoor bike trainer with a magnetic resistance unit that delivers a quiet, frictionless ride; intended for individual cyclists seeking affordable indoor training.
- Fluid 2 Smart Equipped Indoor Bike Trainer A smart-equipped version of the Fluid² trainer bundled with a speed sensor to enable app-based indoor riding on Zwift or Rouvy without a dedicated smart trainer; for budget-conscious cyclists.
- Mag+ Indoor Bike Trainer An entry-level indoor bike trainer with adjustable magnetic resistance and a handlebar-mounted shifter that allows riders to change resistance mid-ride; for individual cyclists.
- Fluid 2 Smart Equipped + Accessory Bundle An all-in-one indoor cycling setup pairing the Fluid 2 Smart Equipped trainer with a speed sensor, wheel riser block, training mat, and towel; for new indoor cyclists wanting a turnkey package.
- Aluminum Rollers Indoor Bike Trainer A three-parabolic-drum aluminum roller trainer designed to build bike-handling skills including balance, control, and the ability to ride a straight line; for individual cyclists.
- H3 Plus 12-Speed Direct Drive Smart Indoor Bike Trainer A premium 12-speed direct-drive smart indoor bike trainer evolved from the H3, setting a new benchmark for quiet performance and offering power-meter accuracy; for performance-oriented cyclists.
- MP1 Nfinity Trainer Platform A motion platform for indoor cycling trainers built on the proprietary Nfinity Technology system, designed to provide realistic side-to-side movement during indoor rides; for cyclists seeking a more road-like indoor experience.
- Hitch Bike Racks Hitch-mounted vehicle bike racks for transporting bicycles; for individual cyclists needing to transport bikes on a vehicle.
- Trunk Bike Racks Trunk-mounted vehicle bike racks for transporting bicycles without a hitch; for individual cyclists needing to transport bikes on a vehicle.
- Truck Bed Bike Racks Specialty bike racks designed to mount in pickup truck beds; for individual cyclists who need to transport bikes in a truck.
- Ceiling & Wall Bike Storage Ceiling- and wall-mounted indoor bike storage solutions for storing bicycles at home; for individual cyclists needing space-saving home storage.
- Free-Standing Bike Storage Free-standing indoor bike storage options that do not require mounting; for individual cyclists needing floor-based home storage.
Companies that use Saris Cycling Group
Customer profileSegments1 record
Ideal customer profiles2 records
Saris Cycling Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Saris Cycling Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Saris InfrastructurecoreSaris Infrastructure is a sister company of Saris Cycling Group. While Saris Cycling Group focuses on consumer bike trainers and racks, Saris Infrastructure handles commercial bike parking and infrastructure solutions. The companies operate as separate entities under the Saris brand umbrella.
Recent moves6 records
Expansion highlights5 records
Saris Cycling Group competitors and assessment
Company assessmentBroad incumbents
- Yakima: Yakima is a broader vehicle rack and cargo solutions brand overlapping with Saris's bike rack portfolio. Both serve consumers transporting bikes via hitch, trunk, and specialty vehicle setups.
- Garmin (Tacx): Garmin acquired Tacx to enter the smart trainer market with NEO and Flux lines, overlapping directly with Saris's H3 Plus and M2. Garmin is a broader fitness/incumbent with the resources to out-spend on R&D and marketing.
Direct peers
- Feedback Sports: Feedback Sports offers bike storage, racks, and trainers, overlapping with Saris's bike storage and trainer accessory categories. Both serve the home cyclist and bike storage use cases.
- Wahoo Fitness: Wahoo's KICKR line is the leading direct-drive smart trainer brand globally, competing head-to-head with Saris's H3 Plus and M2 at the premium tier. Both target indoor cyclists integrating with Zwift and Rouvy.
- Elite: Elite's Direto, Suito, and Justo smart trainers compete at similar price points to Saris's M2 and H3 Plus. Both brands serve the Zwift/Rouvy-integrated indoor cycling segment with mid-to-premium trainers.
- Thule: Thule is a dominant bike rack brand (hitch, trunk, rooftop) that competes directly with Saris's hitch, trunk, and specialty bike rack categories. Both serve the vehicle-mounted bike transport use case.
- Kuat: Kuat specializes in premium hitch-mounted bike racks and competes directly with Saris's hitch rack line. Both target enthusiast cyclists and the higher end of the bike rack market.
- Stages Cycling: Stages Cycling's Dash smart trainers compete directly with Saris's smart trainer lineup, alongside their power meters. Both target performance-focused indoor cyclists integrating with Zwift.
- RockyMounts: RockyMounts designs hitch and trunk bike racks that directly compete with Saris's hitch rack and trunk rack products. Both target the vehicle-mounted bike transport consumer.
- JetBlack: JetBlack's Zwift Hub and other smart trainers are emerging direct competitors in the app-connected trainer space, with aggressive pricing that pressures Saris's smart trainer ASPs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Saris Cycling Group social profiles
Digital presenceSaris Cycling Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Saris Cycling Group leadership team
Management profileNumber of profiles
Saris Cycling Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Saris Cycling Group 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 Saris Cycling Group
What does Saris Cycling Group do?
Saris Cycling Group manufactures and sells indoor bike trainers (smart trainers and basic trainers), vehicle-mounted bike racks (hitch, trunk, and truck bed), and indoor bike storage (ceiling/wall and free-standing) directly to consumers and through dealers. The trainer lineup spans entry-level magnetic units (~$90) to premium direct-drive smart trainers (~$480), with smart trainers integrating with indoor cycling apps such as Zwift and Rouvy.
Is Saris Cycling Group a public or private company?
Saris Cycling Group is a private company. It is classified as unknown and is currently operating.
When was Saris Cycling Group founded?
Saris Cycling Group was founded in 2001. It employs 11 to 50 people.
Where is Saris Cycling Group based?
Saris Cycling Group is headquartered in Fitchburg, United States, in the North America region.
How does Saris Cycling Group make money?
Four revenue lines are on record. Hardware Sales - Bike Trainers are the primary driver. The others are hardware Sales - Bike Racks, hardware Sales - Bike Storage and accessories and Replacement Parts.
Who are Saris Cycling Group's main competitors?
Broad incumbents on record are Yakima and Garmin (Tacx). Direct peers are Feedback Sports, Wahoo Fitness, Elite, Thule, Kuat, Stages Cycling, RockyMounts and JetBlack.
Does Saris Cycling Group have an API?
No public API is recorded for Saris Cycling Group.
What industry is Saris Cycling Group in?
Saris Cycling Group's product category is Cycling Equipment. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAD, Bike Accessories Retail (Lights, Locks, Racks, Bags). Its NAICS code is 336991 and its SIC code is 3751.