Knobby

What Knobby does

Knobby Shop AB is a privately held Swedish Aktiebolag headquartered in Ängelholm, Sweden, that has operated for over 40 years as a multi-brand distributor of motocross, cross, enduro, and mountain bike spare parts, accessories, and personal equipment. Its offering spans engine parts, sprockets and chains, plastics, chassis components, brakes, oils and lubricants, tires and wheels, exhaust systems, suspension, electronics, tools, and rider apparel/protective gear from third-party brands including Holeshot, Andreani, Haan Wheels, Oxford, Rtech, Fasthouse, Maxima, EVS, Bridgestone, Renthal, Gaerne, and 100%. The company also sells its own-branded Knobby Environmental Pit Mats (introduced in 2025), which meet FIM and SVEMO soil-protection requirements.

The business operates a hybrid go-to-market: a European dealer network supplying motorcycle retailers with wholesale inventory, alongside a direct-to-consumer e-commerce platform at knobby.eu that supports both individual riders and dealers placing direct orders. Pricing is unit-based with quantity discounts available for B2B buyers, and the catalog is organized by vehicle category, brand, and bike-model compatibility. The company serves two primary customer segments: professional and amateur motocross/enduro riders (and increasingly mountain bikers), and European motorcycle dealers procuring inventory for resale.

Knobby's technology footprint is a standard e-commerce storefront; no proprietary platform features, AI capabilities, mobile applications, or public APIs are disclosed. The firm is closely held with no institutional investors, no subsidiaries, no funding rounds, and a headcount of 1-10 employees, consistent with a lean, family-style distribution operation rather than a venture-backed scaling business. Revenue is not publicly disclosed and growth signals are limited to incremental catalog expansion into MTB and own-brand pit mats.

Name

Knobby

Legal name

Knobby Shop AB

Website

https://knobby.eu

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Knobby Shop AB is a 40+ year-old Swedish distributor of motocross, enduro, and mountain bike parts, accessories, and rider equipment, selling multi-brand and own-brand products through a European dealer network and its knobby.eu e-commerce platform to professional riders, amateurs, and motorcycle dealers.

Ownership category

akta.pro rank

Product category

Motorcycle Parts Distribution

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (44133)

SIC

Motorcycles, Bicycles & Parts (3751), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG)

akta.pro secondary industries

Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Bike Parts & Components Retail (CRAMAHAB), Safety Accessories & Wearables Retail (Neck Braces, Hydration, Earplugs) (CRAMANAL)

Keywords

• Motocross parts distribution
• Enduro motorcycle accessories
• MX spare parts catalog
• Mountain bike components
• Rider protective equipment

Headquarters

HQ city

Ängelholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Knobby generates revenue through the sale of motocross, cross, enduro, and mountain bike spare parts, accessories, and personal equipment. Products are distributed through a dealer network across Europe and directly to consumers via their e-commerce platform. The company carries a wide range of brands including engine parts, tires, suspension, plastics, brakes, oils, and rider equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Knobby distributes and sells motocross, cross, enduro, and mountain bike spare parts, accessories, and personal equipment through a European dealer network and its own e-commerce platform at knobby.eu. The product portfolio includes engine parts, plastics, chassis, brakes, suspension, tires, oils and lubricants, exhaust systems, tools, and rider gear, sourced from multiple third-party brands and supplemented by Knobby's own-branded environmental pit mats.

Product overview

Knobby is an online e-commerce platform and distributor of motocross, cross, enduro, and mountain bike products operating through a dealer network in Europe. The company has over 40 years of industry experience and offers a comprehensive product portfolio spanning spare parts and accessories (engine parts, brakes, suspension, tires, exhaust systems, tools), personal equipment (clothing, helmets, boots, goggles, protective gear), and own-branded environmental pit mats. The platform features multiple third-party branded products including Holeshot (starter devices, clutch covers, brake components), Andreani (suspension tools), Haan Wheels (spokesets), Oxford (covers), Rtech (bodywork), Maxima (lubricants), and Fasthouse (lifestyle products). The offering is structured as a multi-brand e-commerce catalog with both own-branded and third-party products targeting both professional riders and recreational users.

Differentiator

Problem solved

Functional benefit

Products and services

• Knobby Environmental Pit Mats
• Holeshot Starter / Holeshot Device Front suspension lowering device that prevents front wheel lift under acceleration, manufactured from anodized aluminum and steel with a hinged design for quick fitting. Available in multiple sizes (44.2mm to 63.4mm) and colors (RED, BLUE, BLACK, ORANGE), sold to motocross and enduro riders.
• Holeshot Clutch Covers Aftermarket anodized aluminum clutch covers that protect the clutch assembly from stones and bumps while adding visual appeal. Available in multiple colors (RED, GREEN, BLUE, YELLOW, ORANGE) for various motorcycle brands, distributed through Knobby in Europe.
• Holeshot Brake Components Brake-related Holeshot products including front billet brake covers, brake pedals with flex tip, brake caps, and brake pedal factory components. Features anodized aluminum construction and spring-loaded flex tips with stainless steel spikes.
• Holeshot Oil Filter Covers Anodized aluminum oil filter covers available in multiple colors (GREEN, BLUE, ORANGE) for various motorcycle models including Yamaha, Kawasaki, KTM, and Husqvarna.
• Holeshot Spoke Covers Kit of 38 spoke covers for front and rear wheels with adaptive length, available in RED and ORANGE colors, distributed by Knobby.
• Andreani Suspension Tools Professional suspension service tools from Italian brand Andreani, including tap keys (WP, KYB, Showa), fork oil seal drivers (41mm–50mm), fork cap tools, compression adjuster tools, vacuum pumps, and hydraulic spring removers. Sold through Knobby for workshop and racing use.
• Haan Wheels Spokesets Stainless steel spokesets from Haan Wheels featuring H-marked heads and steel nipples to prevent corrosion. Available in OEM and performance variants for wheel sizes 12", 14", 16", 17", 18", 19", and 21". Distributed by Knobby in Europe.
• Oxford Aquatex Cover Oxford-branded motorcycle/scooter cover for indoor and outdoor use, featuring double-stitched polyester with double PU coating for waterproofing, elasticated base with belly strap, UV-resistant material, and a zipped carrier. Rated BEST BUY by Ride Magazine. Distributed by Knobby in Europe.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered minor.

• SLYDminorOthersSLYD is featured as a brand partner on Knobby's platform, offering nasal strips for athletes. Knobby distributes SLYD products through its dealer network and e-commerce platform.
• ALBEKminorOthersALBEK is an Australian brand delivering bags and hydration packs with smart design, durable materials, and a lifetime warranty. Knobby distributes ALBEK products in Europe through its dealer network.
• 100%minorOthers100% is a goggle brand featured on Knobby's homepage, offering the SP26 goggle collection. Knobby distributes 100% products including the ARmatic Enduro goggle.
• RenthalminorOthersRenthal is a brand partner of Knobby, offering handlebars and other components. Distributed through Knobby's dealer network in Europe.
• GAERNEminorOthersGAERNE is an Italian motorcycle boot brand distributed by Knobby in Europe.
• FasthouseminorOthersFasthouse is a lifestyle and accessories brand distributed through Knobby's European dealer network.
• MaximaminorOthersMaxima is an oils and lubricants brand featured in Knobby's product catalog.
• EVSminorOthersEVS Sports offers protective equipment and is distributed by Knobby in Europe.
• BridgestoneminorOthersBridgestone tire brand is carried in Knobby's tire and wheels product category.
• ShotminorOthersShot is an MX gear and clothing brand distributed through Knobby's European network.
• RtechminorOthersRtech offers plastic parts, frame protectors, and other accessories distributed by Knobby.
• WoessnerminorOthersWoessner is a piston brand featured in Knobby's engine parts catalog.
• ProgripminorOthersProgrip offers grips and hand protection products distributed through Knobby's dealer network.
• HoleshotminorOthersHoleshot is a UK-based brand offering motorcycle accessories including starter devices, spoke covers, brake pedals, clutch covers, and gas caps. Widely featured in Knobby's accessory catalog.
• AndreaniminorOthersAndreani is an Italian brand offering suspension tools and workshop equipment distributed through Knobby.
• Haan WheelsminorOthersHaan Wheels offers complete wheels, spokes, and wheel components distributed by Knobby in Europe.
• Oxford ProductsminorOthersOxford is a UK-based brand offering motorcycle covers, battery chargers, and accessories. Featured products include the Oxford Aquatex cover and Oximiser 900 battery charger.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• 24MX: One of the largest European online retailers of motocross, enduro, and MTB parts and apparel, operating across multiple European countries. Directly comparable as a multi-brand e-commerce + dealer distributor with overlapping brand portfolio and target customer base.
• MX24: European online retailer focused on motocross, enduro, and quad parts and accessories. Closely overlaps Knobby's product mix, channel (DTC e-commerce), and customer base of MX/Enduro riders across Europe.
• ThoVan: European MX parts retailer focused on chassis, engine parts, plastics, and rider gear. Comparable as a smaller-scale direct competitor serving the same off-road dealer and rider base with a similar multi-brand catalog.

Others

• Renthal: A premium global manufacturer of handlebars, sprockets, grips, and chain wheels for motocross and road bikes. Comparable as a key Knobby brand partner and as a representation of the kind of premium OEM-supplier relationship that defines Knobby's catalog.
• Airoh: Italian manufacturer of motocross, enduro, and road helmets. Comparable as a Knobby-adjacent brand partner in the helmet category and as a representation of the European-based MX/Enduro helmet suppliers in Knobby's portfolio.
• Holeshot Racing: UK-based manufacturer of aftermarket MX/Enduro accessories (starter devices, clutch covers, brake components). Comparable as a featured Knobby brand partner and as a typical third-party brand whose distribution economics drive Knobby's value.

Broad incumbents

• Moose Racing: Major off-road/motocross aftermarket brand and distributor offering parts, hard parts, and apparel. Comparable as a broad incumbent supplying the same MX/Enduro dealer channel that Knobby serves, with extensive own-brand coverage.
• FMF Racing: A leading US-based manufacturer and brand in the motocross/enduro aftermarket (exhausts, pipes, apparel). Comparable as a category-defining brand partner in Knobby's portfolio and as a broad incumbent in the MX/Enduro parts ecosystem.
• Rocky Mountain ATV/MC: The largest US-based off-road/motocross/ATV parts, gear, and accessories retailer with extensive private-label brands. Comparable as a multi-category MX/Enduro parts distributor with a much larger scale and own-brand portfolio; demonstrates the upper-bound business model.
• Bridgestone Motorcycle Tires Europe: Global tire manufacturer with deep motocross and enduro tire lines. Comparable as a key tire brand within Knobby's catalog and as a dominant incumbent supplier to the European off-road tire market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/knobby.eu
• LinkedInlinkedin.com/company/knobby-shop

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 Knobby