New Moon Ski & Bike

What New Moon Ski & Bike does

New Moon Ski & Bike is an independent, privately-held specialty outdoor retailer headquartered in Hayward, Wisconsin, operating two retail locations in northwestern Wisconsin: the main store at 15569 US Hwy 63 in Hayward and a race demo and rental center (New Moon North) at Mt. Telemark in Cable. The company sells bicycles and e-bikes, Nordic ski equipment, car racks, apparel, and related accessories across entry-level to high-end price points ($19 accessories up to $12,000 S-Works e-mountain bikes), distributed through both physical storefronts and a full e-commerce website at newmoonski.com. Brands carried include Specialized, Pivot Cycles, Giant, Rocky Mountain, Surly, Kona, All-City, Kuat, Thule, and Saris.

The company makes money primarily through hardware sales, supplemented by a set of professional services — bike repair, ski wax and stone grind services, and Sidas custom footbed fittings — plus an equipment rental stream delivered through a partnership with the RecreGo platform. Pricing is one-time/perpetual across product categories, with Synchrony Freedom To Ride financing available for higher-ticket items. The customer base is exclusively B2C, segmented across outdoor recreation enthusiasts, Nordic skiers (recreational through competitive racing), and trail runners/hikers. The company has embedded itself in the regional Nordic ski community through sponsorship of the American Birkebeiner ski race and Birkie Trail Run events.

There is no proprietary technology platform; the business runs on a standard e-commerce stack paired with physical retail operations. The company operates with no disclosed institutional funding, no parent company, and no subsidiaries, indicating a bootstrapped, owner-operated business model. Its technology footprint is limited to the e-commerce storefront, standard payment processing (Visa, Discover, MasterCard, American Express, PayPal), social media channels, and the third-party RecreGo rental integration.

Name

New Moon Ski & Bike

Legal name

New Moon Ski & Bike

Website

https://newmoonski.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

New Moon Ski & Bike is an independent specialty outdoor retailer in northwestern Wisconsin selling bicycles, e-bikes, Nordic ski equipment, car racks, apparel, and accessories through two retail locations (Hayward and Cable) and a full e-commerce website, serving individual outdoor recreation enthusiasts, Nordic skiers, and trail runners.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Retail

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bike Parts & Components Retail (CRAMAHAB), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Used & Refurbished Bike Retail (CRAMAHAK), Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Ski & Snowboard Service & Repair Shops (Tuning, Mounting, Boot Fitting) (CRAMAJAF)

Keywords

• Specialty outdoor retail
• Bicycle sales
• Nordic ski equipment
• Car rack sales
• Bike and ski repair

Headquarters

HQ city

Hayward

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales - Bicycles & E-Bikes: Retail sales of bicycles and electric bikes including Specialized, Surly, Pivot Cycles, Giant, Rocky Mountain, Kona, and All-City brands. Product range from entry-level to high-end performance models priced $599 to $12,000.
2. Ski & Winter Sports Equipment: Nordic/cross-country skis, boots, bindings, poles, rollerskis, snowshoes, and ski apparel for all skill levels from recreational to competitive racing.
3. Car Racks & Transport Accessories: Hitch-mount, roof-mount, trunk-mount, and pickup/spare-tire bike racks from Kuat, Thule, and Saris brands, plus accessories. Prices range from $20 to $1,589.
4. Service & Repair: Professional bike repair, ski wax services, stone grind services, and custom footbed fittings.
5. Equipment Rentals: Summer bike rentals and winter ski rentals offered through RecreGo platform.

Pricing tiers

Distribution channels3 records

Marketing channels10 records

Core offering

New Moon Ski & Bike is a specialty outdoor retailer that sells bicycles, e-bikes, Nordic ski equipment, car racks, apparel, parts and accessories, and gift cards across two Wisconsin storefronts and an e-commerce site. It complements product sales with professional bike repair, ski wax and stone grind services, Sidas custom footbed fittings, and equipment rentals. Assortment spans entry-level to high-end performance models from brands such as Specialized, Pivot Cycles, Giant, Surly, Kuat, Thule, and Saris.

Product overview

New Moon Ski & Bike is a specialty outdoor retailer offering a comprehensive portfolio of bikes, ski equipment, and related services. The core product lines include: (1) Bikes & E-Bikes — a full-range of bicycles from brands like Specialized, Pivot Cycles, Giant, Surly, Kona, All-City, and Rocky Mountain spanning road, mountain, fat, gravel, commuter, and children's categories; (2) Car Racks — vehicle bike carriers from Kuat, Saris, Thule, and Fox Racing including hitch-mount, roof-mount, trunk-mount, and tailgate pad systems; (3) Rollerskis — skate and classic rollerski packages for cross-country training; (4) Nordic Ski Equipment — backcountry, race, skin, and touring skis plus boots, bindings, poles, and snowshoes; (5) Clothing & Apparel — cycling and ski apparel from Club Ride, Maloja, Wild Rye, and Smith Optics; (6) Parts & Accessories — components, tools, hydration, nutrition, and safety gear; and (7) Service & Repair — bike repair, ski wax services, stone grinds, and Sidas custom footbed fittings. The company also operates New Moon North at Mt. Telemark as a race demo/rental center and offers rental programs for bikes and skis. Products are available for purchase online and in-store, with financing options through Synchrony.

Differentiator

Problem solved

Functional benefit

Brands

• New Moon North: Race demo and rental center located at Mt. Telemark, Hub location in Cable, WI

Products and services

• Bikes & E-Bikes Retail sale of bicycles and electric bikes for individual consumers and households, covering recreational to competitive riding use cases.
• Car Racks Retail sale of vehicle bike carriers (hitch, roof, trunk, pickup/RV/spare-tire mount) for consumers needing to transport bikes.
• Rollerskis Retail sale of rollerskis and accessories for individual Nordic skiers training during off-season.
• Nordic Ski Equipment Retail sale of Nordic/cross-country ski equipment (skis, boots, bindings, poles, snowshoes) for cross-country skiers from beginners to competitive racers.
• Clothing & Apparel Retail sale of cycling and ski apparel and accessories for outdoor recreation consumers.
• Ski Wax & Prep Products Retail sale of ski waxing and preparation tools and consumables for individual Nordic skiers maintaining their own equipment.
• Parts & Accessories Retail sale of bicycle components, parts, tools, and cycling accessories (hydration, nutrition, lighting, locks, pumps, etc.) for individual cyclists.
• Bike Repair Service Professional bicycle repair and maintenance service performed at the company's Wisconsin retail locations for individual bike owners.
• Race Wax & Stone Grind Services Professional Nordic ski preparation services including race wax application and stone grinding for competitive and recreational skiers.
• Custom Footbed Fitting Personalized Sidas custom footbed fitting service for skiers and cyclists seeking custom insoles.
• Bike and Ski Rental Services Equipment rental service for summer bikes and winter ski/rollerski equipment, booked through RecreGo and picked up at New Moon storefronts.
• New Moon North at Mt. Telemark Race demo and rental center at Mt. Telemark in Cable, WI offering bike and ski demos and rentals for outdoor recreation consumers.
• Gift Cards Retail gift cards redeemable at New Moon Ski & Bike store locations and online.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• RecreGocoreChannel Partner/ Reseller/ DistributorRecreGo provides the rental platform for New Moon Ski & Bike's equipment rental services. Customers can rent bikes and ski equipment through RecreGo's consumer platform at RecreGo.com for pickup at New Moon locations.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Jenson USA: Direct-to-consumer bicycle retailer carrying many of the same mid- to high-end brands (Specialized, Surly, All-City) with a comparable online-plus-showroom model, making it a head-to-head competitor for New Moon's cycling assortment.
• Mike's Bikes: Multi-location Northern California specialty bike retailer offering premium brands and full service/repair — comparable to New Moon as a multi-store independent cycling specialist with strong service capabilities.
• Erik's Bike Shop: Midwest-based multi-store bicycle retailer selling premium brands with in-house service centers — closely comparable regional specialty bike peer with similar product/service mix.
• Competitive Cyclist: Online cycling retailer selling premium road, mountain, and gravel bikes from brands like Specialized, Pivot, and Giant — directly comparable assortment and customer base to New Moon's bike retail business, though operating purely online at national scale.
• Powder7: Specialty ski retailer (alpine and Nordic) selling premium brands with services and rentals — directly comparable as a specialty winter-sports retailer focused on equipment, service, and seasonal customer engagement.
• The Ski Company: Independent specialty ski and bike retailer offering premium equipment, service, and rentals in a similar destination-recreation market; comparable to New Moon as a dual-season specialty shop.

Broad incumbents

• Backcountry: Large online outdoor retailer selling bikes, ski equipment, apparel, and accessories; broader assortment than New Moon but overlaps heavily in bike and ski categories, representing a national competitive threat.
• REI Co-op: Largest U.S. consumer co-op and omni-channel outdoor retailer offering bikes, Nordic ski equipment, apparel, and services — broad incumbent that competes for the same customer wallet across multiple categories New Moon serves.

Emerging players

• Play It Again Sports: National franchise chain selling new and used sporting goods including bikes and ski equipment — partial overlap with New Moon's bike and ski assortment, particularly relevant to their demo/used bike category.

Regional players

• Ski Hut: Independent specialty ski and bike retailer in the Midwest, comparable in scale and product mix to New Moon — strong regional peer for Nordic ski and bike category comparison.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC12Z5aCTYOrZbCtwN9GjNvQ
• Facebookfacebook.com/pages/New-Moon-Ski-and-Bike/77266340689
• LinkedInlinkedin.com/company/newmoonskiandbike
• Instagraminstagram.com/newmoonskiandbike

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 New Moon Ski & Bike