Bike Barn

What Bike Barn does

Bike Barn (referenced in the source data as 99 Bikes, suggesting the same operating entity under the Pedal Group umbrella) is a New Zealand-based specialty bicycle retailer headquartered in Auckland. The firm operates a hybrid direct-to-consumer model combining multi-store physical retail across Auckland (Takapuna, Glen Innes, Mount Roskill, Northwood) and Christchurch with a Shopify-powered e-commerce storefront at 99bikes.co.nz. The product range spans mountain, road, gravel, kids, commuter, and BMX bikes; a growing electric bike category (e-MTB, e-hybrid, e-cargo, e-folding, fat-tyre); electric and kick scooters; a comprehensive parts, accessories, and rider-gear catalog; and on-site workshop services for repair and servicing.

The business generates revenue across five primary streams: bicycle sales, accessories and parts sales, workshop services and repairs, scooter sales, and Club 99 membership (the loyalty/subscription program). Pricing is unit-based with bikes ranging from approximately $399 entry-level to $5,000+ premium, supported by a 5% Best Price Guarantee and free shipping over $149. The Club 99 subscription adds a recurring-revenue layer alongside the predominantly transactional retail model. The firm is B-Corp certified, partners with over 30 cycling brands including Merida, Norco, Marin, Garmin, Wahoo, Shimano, and SRAM, and operates under the multi-market Pedal Group which also runs the brand in Australia and the UK.

The customer base is entirely individual consumer across seven use-case segments — mountain bikers, road and gravel cyclists, kids and families, commuters and casual riders, electric bike buyers, BMX riders, and scooter users — with a nascent corporate and group sales channel for fleet buyers. Customer engagement is driven by email marketing ($20 off first order over $200), social media (Facebook, Instagram, YouTube), content marketing via buying guides, seasonal promotions (e.g., Mid Year Sale), and the Club 99 loyalty program. A Perfect Ride Guarantee allows 30-day exchanges and on-site mechanics service any brand.

Name

Bike Barn

Legal name

99 Bikes

Website

https://bikebarn.co.nz

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Bike Barn (operating as 99 Bikes in NZ) is a New Zealand specialty bicycle retailer operating physical stores across Auckland and Christchurch alongside a Shopify e-commerce platform. It sells bikes, e-bikes, scooters, parts, accessories, and rider gear, supported by on-site workshops and the Club 99 loyalty program.

Ownership category

akta.pro rank

Product category

Bicycle Retail

NAICS

Personal and Household Goods Repair and Maintenance (8114)

akta.pro primary industry

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

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), E-Bike Retail (CRAMAHAE), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG), Bike Parts & Components Retail (CRAMAHAB), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Bicycle retail
• Bike accessories
• Electric bikes
• Bike repair services
• Cycling apparel

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bicycle Sales: Primary revenue from selling a wide range of bicycles including mountain bikes, road bikes, kids bikes, commuter bikes, BMX bikes, and electric bikes across various price points from entry-level to premium.
2. Accessories and Parts Sales: Revenue from bicycle accessories including helmets, car racks, lights, locks, bags, tyres, tubes, indoor trainers, bike computers, nutrition products, and clothing/apparel.
3. Workshop Services and Repairs: Professional bicycle repair and servicing offered at all physical store locations with on-site mechanics. Customers can book services through HubTiger booking system.
4. Club 99 Membership: Loyalty program generating recurring revenue through membership subscriptions with exclusive benefits including member-only pricing and discounts.
5. Scooter Sales: Sales of electric scooters, kids scooters, and adult kick scooters with various price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Bike Barn is a New Zealand specialty bicycle retailer selling bikes, electric bikes, scooters, parts, accessories, and rider gear through physical stores across Auckland and Christchurch paired with a national e-commerce site. Every store operates an on-site bicycle workshop offering repairs and servicing on any bike or brand, complemented by a Club 99 loyalty membership and a click-and-collect fulfilment option.

Product overview

99 Bikes is a New Zealand bicycle retailer operating as a multi-category e-commerce platform and physical store network. The core offering consists of bicycle sales (mountain, road, kids, commuter, BMX) and electric bikes, complemented by a comprehensive accessories category (indoor trainers, car racks, lights, locks, bags) and rider gear (helmets, clothing, shoes, nutrition). The company also offers a parts category for component replacements and upgrades. Services include on-site bicycle repair workshops, a loyalty program (Club 99), and click-and-collect from Auckland and Christchurch stores. The product portfolio spans from entry-level bikes starting around $399 to high-end models exceeding $5,000, serving casual riders through competitive cyclists.

Differentiator

Problem solved

Functional benefit

Brands

• Club 99: Loyalty membership program offering exclusive club benefits and discounts

Products and services

• Bikes Multi-category bicycle sales covering mountain, road, gravel, kids, commuter, recreational, and BMX configurations for riders of all ages and skill levels, priced from $399 entry-level to over $5,000 premium.
• Electric Bikes Electric-assist bicycles across multiple configurations including e-MTB, e-hybrid, e-folding, e-fat tyre, e-cruiser, e-cargo, and e-road/gravel, priced from $1,899 to $5,999+, targeted at commuters, recreational riders, and cargo users.
• Scooters Range of electric scooters, kids scooters by age group, adult kick scooters, and trick scooters for toddlers through adults.
• Bike Accessories Bicycle accessories covering indoor trainers, car racks, bike computers, lights, locks, bags, pumps, maintenance tools, baby seats, and child trailer accessories.
• Rider Gear Cycling apparel and protective equipment including helmets, gloves, jackets, jerseys, shorts, shoes, eyewear, armour, and nutrition products.
• Parts and Components Bicycle replacement parts and components for repairs, upgrades, and maintenance across all bike categories.
• Bike Repairs and Servicing Professional bicycle repair and servicing workshop available at every physical store, servicing any bike and any brand with on-site mechanics.
• Club 99 Membership Subscription-based customer loyalty program offering exclusive member-only pricing, special offers, and member benefits on bike and accessory purchases.
• Click and Collect Free click-and-collect service allowing online orders to be picked up at physical stores with real-time inventory visibility.

Quantifiable outcome

• 30-day Perfect Ride Guarantee on all bikes - customers can exchange if not completely satisfied
• +3 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Pedal GroupcoreOthersParent company connecting 99 Bikes operations across multiple markets. Pedal Group operates 99 Bikes in New Zealand (99bikes.co.nz), Australia (99bikes.com.au), and United Kingdom (99bikes.co.uk). The group originated from the first 99 Bikes store opened in Milton, New Zealand in 2007.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Trek Bicycle Corporation: Global premium bike brand operating branded retail stores alongside independent dealers. Comparable in offering premium road, mountain, and e-bikes with full workshop services, but at far greater scale and with proprietary brand strength.
• Halfords: UK retailer of bikes, auto parts, and home products with strong workshop service arm. Comparable multi-store retailer with bike sales plus service and accessories, though operating at much larger scale across broader categories.
• Giant Bicycles: World's largest bicycle manufacturer with branded retail stores in multiple markets. Comparable omnichannel premium bike retailer model with workshop services, particularly relevant for the e-bike and high-end road segments.
• Rebel Sport: Large NZ multi-category sporting goods retailer offering bikes alongside apparel, fitness, and team sports. Comparable as a physical-and-online sporting goods retailer that competes for the same discretionary wallet, though bikes are not the primary category.

Direct peers

• Evans Cycles: UK specialty bike retailer (owned by Frasers Group) with multi-store presence, workshop services, and broad bike/accessories assortment. Highly comparable omnichannel specialty bike retailer model.
• Avanti Sport (NZ): NZ-based bicycle brand and retailer operating physical stores and ecommerce. Comparable as a vertically integrated NZ bike specialist with workshop services and broad product mix from entry to premium.
• Bike Barn NZ: New Zealand bicycle and accessories retailer with multi-store presence and workshop services. Directly comparable as a domestic specialty bike retailer serving the same NZ consumer segments (mountain, road, kids, e-bike).
• 99 Bikes Australia: Australian sister brand under the Pedal Group operating the same 99 Bikes retail concept. Same product assortment, pricing strategy, Club 99 loyalty, and store-with-workshop model, providing a directly comparable cross-market reference point.
• Torpedo7: NZ outdoor and adventure retailer with a significant bicycle category across mountain, road, and kids bikes. Overlaps in product range, omnichannel (stores + online) model, and target customer of recreational cyclists and families.

Others

• Kathmandu (Rip Curl, Oboz parent - KMD Brands): NZ outdoor and adventure lifestyle retailer (part of KMD Brands) competing for the same discretionary, active-lifestyle consumer. Useful comparable for NZ omnichannel outdoor retail economics, though bikes are not a primary category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/99Bikes
• Facebookfacebook.com/99bikesnz
• Instagraminstagram.com/99bikesnz
• Xx.com/bikebarnnz

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 Bike Barn