What ELITE does

Elite Srl SB is an Italian cycling equipment manufacturer founded in 1979 by Amerigo Sartore and headquartered in Fontaniva, Padua. The company designs and produces three primary product categories: home trainers (interactive smart trainers including Justo 2, Avanti, Rivo, Direto XR, Tuo, plus classic trainers and the Nero smart rollers), the Fuoripista smart bike, and a broad portfolio of cycling accessories including water bottles (Fly, Jet, Nanofly 0-100, Mia), bottle cages (Leggero Carbon, Custom Race X, Ciussi metal cages), maintenance equipment, and bicycle transport products. Its core technology centers on interactive trainers with ANT+/Bluetooth connectivity, the proprietary OTS (Optical Torque Sensor) for power measurement, and RealVideo gradient-simulation software that synchronizes trainer resistance to real-world terrain. The company holds 70+ patents and registered designs.

The business operates a hybrid hardware-plus-software model. Revenue derives from one-time hardware sales distributed through direct-to-consumer e-commerce at elite-it.com (with a €49/£43/$58 free shipping threshold), an authorized global dealer network, and integration partnerships with Zwift, MyWhoosh, Rouvy, TrainerRoad, Kinomap, FulGaz, and TrainingPeaks, supplemented by a recurring €20.99/year My E-Training app subscription that delivers structured workouts, FTP testing, and a 56+ title RealVideo library. A separate B2B bottle-customization service produces digital and screen-printed bottles for brands, teams, and events. Brand visibility is anchored by technical sponsorships of 70+ professional cycling teams including three Men's WorldTeams (UAE Team Emirates, INEOS Grenadier, Alpecin-Premier Tech), Women's WorldTeams, Continental teams, and triathlon teams, an ambassador program featuring UCI eSports World Champion Jason Osborne, and the Official Tour de France bottle partnership.

Elite is privately held and self-financed, reinvesting profits rather than raising external capital. The company employs approximately 60 staff including a 15-person R&D team, operates in 70+ countries, and in 2025 was reconstituted as a Benefit Corporation (Società Benefit), embedding social and environmental commitments into its bylaws. It maintains ISO 9001 (quality), ISO 14001 (environmental), and ISO 45001 (occupational health and safety) certifications through ICIM/IQNET, and has incorporated 22-67% recycled materials into several product lines under an eco-design initiative launched in 2021.

Name

ELITE

Legal name

Elite Srl SB

Website

https://elite-it.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Elite Srl SB is an Italian cycling equipment manufacturer founded in 1979, producing home trainers, the Fuoripista smart bike, water bottles, and bottle cages. The self-financed firm serves professional teams and recreational cyclists across 70+ countries through DTC e-commerce, dealer networks, and platform integrations.

Ownership category

akta.pro rank

Product category

Indoor Cycling Equipment

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Sporting and Athletic Goods Manufacturing (33992)

SIC

Motorcycles, Bicycles & Parts (3751), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Parts & Components Retail (CRAMAHAB), Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Indoor cycling trainers
• Smart bike trainers
• Cycling water bottles
• Bicycle bottle cages
• Bike transport bags

Headquarters

HQ city

Padova

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Smart trainers, rollers, water bottles, bottle cages, maintenance equipment, and bicycle transport products sold as one-time purchases
2. My E-Training Subscription: Annual subscription at €20.99 providing access to structured workouts, RealVideo library, FTP testing, training programs, and cloud data sync across devices
3. Custom Bottle Printing: Digital printing and screen printing services for personalized water bottles for brands, teams, and events

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

ELITE designs, manufactures, and sells indoor cycling training equipment (smart trainers, classic trainers, smart rollers, classic rollers, and the Fuoripista smart bike), cycling water bottles, bottle cages, bike maintenance stands, and bicycle transport products. The hardware is supported by a proprietary training app (My E-Training) with a subscription tier, offering structured workouts, RealVideo gradient-synced rides, and integration with major cycling platforms like Zwift, MyWhoosh, Rouvy, and TrainerRoad. The company also offers a B2B bottle customization service for brands, teams, and events.

Product overview

ELITE is an Italian cycling equipment manufacturer (Est. 1979, Fontaniva, Italy) offering a comprehensive product ecosystem centered on indoor training technology and cycling accessories. The portfolio comprises three main pillars: (1) Home Trainers including Smart Trainers (Justo 2, Avanti, Rivo, Direto XR, Tuo), Classic Trainers (Turno, Qubo Power Mag Smart B+, Qubo Fluid, Novo Force), Smart Rollers (Nero), Classic Rollers (Quick-Motion, Arion Mag, Arion), and Trainers Accessories (Rizer, Square, Aria, Posà, Training Mat); (2) Smart Bikes (Fuoripista); and (3) Cycling Accessories including Water Bottles (Fly Tex, Jet, Nanofly 0-100, Mia, Special Editions for Tour de France/Giro/La Vuelta), Bottle Cages (Leggero Carbon, Custom Race X, Ambo, Struka, Ciussi), Maintenance (Workstand Race FC, TRS), Bicycle Transport (Borson, Vaison, Sanremo carriers), Triathlon products (Butà, Tri Box, Skekane), and Vintage products. The ecosystem integrates with third-party cycling platforms (Zwift, MyWhoosh, Rouvy, Kinomap, FulGaz, Trainer Road) via the proprietary My E-Training app offering structured workouts, FTP testing, and RealVideo with resistance simulation. As a Benefit Corporation since 2025, ELITE emphasizes eco-design with recycled materials (22-67% recycled plastics) across its product range.

Differentiator

Problem solved

Functional benefit

Products and services

• Justo 2 Smart Trainer High-end interactive smart trainer with integrated power measurement and up to 22% recycled materials, designed for top-level indoor training performance.
• Avanti Smart Trainer Interactive direct-drive smart trainer with Zwift compatibility and integrated power measurement for realistic indoor training.
• Rivo Smart Trainer Interactive direct-drive smart trainer with up to 50% recycled materials, compatible with major cycling platforms.
• Direto XR Smart Trainer Direct-drive smart trainer with integrated power measurement, available with Zwift Cog and Click for virtual shifting simulation.
• Tuo Smart Trainer Wheel-on interactive smart trainer with wireless connectivity and precise power measurement for indoor cycling.
• Turno Classic Trainer Classic wheel-on home trainer for refining athletic preparation and improving cycling performance.
• Qubo Power Mag Smart B+ Trainer Magnetic resistance trainer with smart connectivity and progressive resistance levels for indoor cycling training.
• Qubo Fluid Trainer Fluid resistance trainer providing progressive, speed-based resistance for realistic home training sessions.
• Novo Force Trainer Entry-level wheel-on trainer with straightforward setup and reliable performance for home training.
• Nero Smart Roller Interactive smart roller with hyper-realistic pedaling sensation, connected training, and ANT+/Bluetooth data transmission.
• Quick-Motion Classic Roller Classic roller trainer for developing balance, cadence, and a natural pedal stroke during indoor training.
• Arion Mag Roller Magnetic resistance roller with progressive resistance control and natural riding feel.
• Arion Classic Roller Classic free roller for training balance, refining cadence, and developing a smooth pedal stroke with realistic road feel.
• Rizer Gradient Simulator Smart trainer accessory that recreates gradients with real frame movement up and down, simulating climbing and descending for immersive indoor training.
• Square Smart Frame Smart frame accessory for indoor trainers that faithfully replicates the rider's outdoor bike position, maintaining identical feel between indoor trainer and road riding.
• Aria Climate Control Fan Smart fan that adjusts airflow based on power, speed, heart rate, or temperature data for realistic ventilation during indoor training.
• My E-Training App (Subscription) Proprietary cycling training app compatible with all Elite trainers, offering structured workouts, FTP testing, RealVideo with resistance simulation, GPS recording, and cloud data sync. Annual subscription €20.99 with free trial included on trainer purchase.
• RealVideo Curated library of over 56 video rides of iconic cycling routes (UCI World Championships, Alpe d'Huez, Amstel Gold Race) where trainer resistance automatically adjusts to match real-world gradients. Available via My E-Training subscription.
• Fuoripista Smart Bike Premium smart bike designed by Adriano Design combining sculptural aesthetics with realistic indoor race training functionality.
• Fly Tex Sport Bottle World's lightest sport bottle at approximately 30% lighter than traditional bottles, featuring soft, odorless, BPA-free material developed through 3-year university research partnership.
• Jet Plus Sport Bottle High-performance sport bottle with ergonomic design for efficient hydration during cycling activities.
• Jet Sugar Cane Eco Bottle Eco-innovative sport bottle made with bio-based plastic from sugarcane, reducing dependence on fossil-based plastics.
• Nanofly 0-100 Thermal Bottle Thermal water bottle designed to maintain drink temperature from near freezing to warm over extended periods.
• Ice Fly Thermal Bottle Thermal bottle designed to keep drinks cool during long cycling rides in hot conditions.
• Mia Lifestyle Bottle Plastic-free stainless steel lifestyle bottle designed for everyday use with clean styling.
• Fly Tour de France Special Edition Bottle Official Tour de France water bottle featuring limited-edition graphics celebrating the Yellow Jersey, route map, and Polka Dot Jersey.
• Bottle Customization Service Digital printing and screen printing service for personalizing water bottles with brand, team, or event graphics at high resolution. Targeted at brands, teams, and event organizers.
• Leggero Carbon Bottle Cage Ultra-lightweight carbon bottle cage weighing just 13 grams while maintaining secure grip for racing use.
• Custom Race X Bottle Cage High-performance fibre-reinforced bottle cage with improved grip and reduced weight for competitive cycling.
• Ciussi Metal Bottle Cage Classic metal bottle cage in black finish offering solid construction and durability.
• Workstand Race FC Professional bike workstand designed for workshop and mechanic use with stable clamping and positioning.
• Borson Bike Transport Bag Premium bike transport bag designed for safe air travel and transportation of bicycles.
• Sanremo 40 Roof Bike Carrier Roof-mounted bike carrier with 40mm spacing for secure transport of road and gravel bikes.
• Butà Triathlon Hydration System Triathlon hydration system designed for the running leg, allowing athletes to carry water during race transitions.
• Tri Box Transition Storage Transition area storage box for organizing triathlon gear and equipment during race transitions.
• Arca Wall-Mounted Bike Storage Wall-mounted bike storage solution for securely parking bicycles at home or in the workplace.

Quantifiable outcome

• 70+ patents and registered designs demonstrating innovation leadership
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature7 records

Partnerships

16 partnerships are on record, tiered core and flagship.

• ZwiftcoreTechnology or IntegrationPrimary cycling platform integration. Elite trainers are Zwift Ready certified, with some models featuring Zwift Cog and Click direct drivetrain mounting. Joint marketing and technology partnership for indoor cycling experiences.
• MyWhooshcoreTechnology or IntegrationIntegration with MyWhoosh cycling platform for virtual racing and structured training content.
• My E-TrainingcoreTechnology or IntegrationProprietary Elite training app compatible with all Elite trainers. Provides structured workouts, RealVideo, FTP testing, GPS route recording, and cloud sync.
• UAE Team Emirates XRGflagshipStrategic or Co-development PartnerMen's WorldTeam technical sponsor. Products tested by WorldTour professionals in race conditions from cobblestones to mountain stages. Collaboration critical for product development and innovation.
• INEOS GrenadierflagshipStrategic or Co-development PartnerMen's WorldTeam technical sponsor using Elite smart trainers, water bottles, and bottle cages for training and competition.
• Alpecin-Premier TechflagshipStrategic or Co-development PartnerPro Tour team sponsor including Zwift Academy program and Jason Osborne partnership. Products used in training and racing.
• Bahrain VictoriouscoreStrategic or Co-development PartnerMen's WorldTeam using Elite equipment for professional racing.
• Groupama-FDJ UnitedcoreStrategic or Co-development PartnerMen's WorldTeam technical sponsor.
• Team Jayco AlULacoreStrategic or Co-development PartnerMen's WorldTeam sponsor.
• Canyon SRAM ZondacryptocoreStrategic or Co-development PartnerWomen's WorldTeam using Elite products.
• FDJ-SUEZcoreStrategic or Co-development PartnerWomen's WorldTeam technical sponsor.
• Fenix-Premier TechcoreStrategic or Co-development PartnerWomen's Continental team.
• Team Picnic PostNLcoreStrategic or Co-development PartnerMen's and Women's Continental teams.
• Bianchi Pro Triathlon TeamcoreStrategic or Co-development PartnerTriathlon team using Elite training equipment.
• Tour de FranceflagshipStrategic or Co-development PartnerOfficial Tour de France bottle partner. Elite produces official Fly Tour de France water bottles with limited edition graphics including Yellow Jersey, route maps, and Tour de France Femmes avec Zwift.
• Jason OsbornecoreGTM or Marketing PartnerElite ambassador and UCI Cycling eSports World Champion 2024 and 2025. Former Olympic silver medalist (rowing), Zwift Academy winner, Alpecin-Deceuninck rider.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Kinetic: US smart trainer and fluid trainer manufacturer (Rock and Roll, Road Machine) targeting the indoor cycling market with similar price tiers.
• Stages Cycling: Power meter specialist with indoor trainer line (Stages SB20) and smart bike (Stages Bike). Competes directly in pro-grade indoor cycling equipment.
• Wattbike: Smart bike specialist (Atom, Pro/Trainer) targeting the same indoor cycling performance segment as Elite's Fuoripista and trainer-plus-app ecosystem.
• Fabric: Cycling accessories brand (bottle cages, tools, lights) competing with Elite's bottle cage, workstand and accessory categories.
• Saris: US-based manufacturer of direct-drive and wheel-on smart trainers (H3, M2, Hammer) plus cycling accessories, competing directly in the same retail channels as Elite.
• Wahoo Fitness: Direct smart-trainer competitor (KICKR line) with native Zwift integration. Acquired by Zwift in 2024, intensifying competitive pressure on independent trainer makers like Elite.
• Polar Bottle: US-based insulated sport water bottle specialist directly comparable to Elite's Fly, Jet and thermal bottle ranges.
• Tacx (Garmin): Garmin-owned smart trainer brand (NEO, Flux, Vortex) competing head-to-head with Elite's Justo, Avanti and Direto XR. Backed by Garmin's larger R&D and distribution scale.

Emerging players

• Zwift: Virtual cycling platform and now hardware integrator via the Wahoo acquisition. Competes with Elite's My E-Training app and increasingly its hardware ecosystem.

Broad incumbents

• CamelBak: Global hydration brand (water bottles, hydration packs) competing with Elite's water bottle line. Larger scale and broader retail footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Elite_cycling
• Facebookfacebook.com/EliteBikeTraining
• LinkedInlinkedin.com/company/elitecycling

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 ELITE