What Juicy Bike does

Juicy Bike Limited is a privately held UK e-bike retailer and brand, founded in 2008 in the Peak District and operating from Chesterfield/Derbyshire. Since approximately 2018 it has been the UK arm of French electric-bicycle group NEOMOUV, whose CEO Philippe Vaxelaire remains the majority shareholder via holding company VAxE. The company designs, sources, and distributes electrically assisted bicycles (EABs) under its own brand across five categories — urban, compact folding, cargo, hybrid, and mountain — spanning entry-level step-through frames (the flagship Classic, retailing from £799.99) through to premium hybrid and mountain models. Its proprietary Neoassist 2 mid-drive motor (80Nm torque, near-silent, 30-month or 20,000km warranty) won road.cc's Best Own Brand Motor Award in 2022 and powers several higher-tier models. The portfolio also incorporates hub motors from Vinka and Aikema, lithium-ion battery packs of 375Wh-562Wh delivering 30-75 miles of range, LCD controllers with six assistance levels and walking-assist, and pedal-assist systems using torque and cadence sensing.

Juicy Bike monetises through one-time hardware sales, complemented by a smaller recurring stream from accessories and spare parts (batteries, brake pads, tyres, chains, electrical components). All bikes are sold inclusive of VAT at publicly disclosed prices with no subscription model; Cyclescheme participation enables tax-free salary-sacrifice purchases. Go-to-market is hybrid: a direct-to-consumer e-commerce website offering home delivery or click-and-collect, paired with an expanding UK independent bike dealer network that handles display, test rides, assembly, and after-sales service. Dealer partners are supported with marketing collateral (posters, point-of-sale leaflets, brochures), and a Derbyshire warehouse stocks bikes, batteries, and spare parts for dispatch and aftercare. The UK team is small (1-10 employees), with group-level scale and manufacturing access provided by parent NEOMOUV and the June 2023 acquisition of an 80% stake in Portuguese OEM UNIBIKE (capacity up to 250,000 e-bikes per year).

The end customer base is primarily UK individual consumers using e-bikes for daily commuting, urban transport, and leisure riding — including those seeking to replace short car trips or conquer hilly terrain without arriving sweaty. Independent bike dealers form a secondary business-unit segment. Juicy Bike does not sell to enterprise or fleet customers, has no disclosed AI/ML capabilities, and generates revenue purely from hardware sales with optional Cyclescheme financing rather than recurring or subscription pricing.

Name

Juicy Bike

Legal name

Juicy Bike Limited

Website

https://juicybike.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Juicy Bike Limited is the UK retail brand of French e-bike group NEOMOUV, selling its own-brand electrically assisted bicycles (urban, folding, cargo, hybrid, mountain) directly to UK consumers via e-commerce and an independent dealer network. Founded 2008, it operates from Derbyshire with a small UK team.

Ownership category

akta.pro rank

Headquarters

HQ city

Ashbourne

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Bicycle Sales: Primary revenue from direct sales of electric bicycles to consumers through e-commerce website and dealer network. Products include urban, folding, hybrid, cargo, and mountain e-bikes priced from approximately £799 to over £1,000.
2. Accessories and Spare Parts: Revenue from accessories (batteries, chargers, etc.) and spare parts including bulbs, brake pads, inner tubes, tyres, chains, cables, and specialized electrical components.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Juicy Bike designs, distributes and sells a range of electrically assisted pedal-assist bicycles (e-bikes) under the Juicy Bike and NEOMOUV brands across the UK. The product portfolio spans urban, folding, hybrid, mountain and cargo e-bike categories, complemented by accessories, spare parts and batteries, sold direct-to-consumer via e-commerce and through an independent UK dealer network.

Product overview

JUICY BIKE is the UK brand of French company NEOMOUV, a pioneer in electric bicycles since 2003. The product portfolio is organized across five main categories: Urban Bikes (including the flagship Classic step-through, CARLINA, ROLLER, KALYSO 2, LINARIA, FACELIA, MALVA, and TICKET), Compact Folding Bikes (COMPACT PLUS, PLIMOA, EFOLDING, NIVEOL), Cargo Bikes (OPIA), Hybrid Bikes (POMERA, ADONIS, MOUNTAIN, ENARA 2 TK), and Mountain Bikes (ENARA 2, FALANGO). The range spans from entry-level city bikes to premium models with hydraulic brakes and mid-drive motors. Notable technology includes the proprietary Neoassist 2 mid-drive motor (80Nm torque, award-winning) and various battery options up to 562Wh. The company also offers Special Edition 24h models inspired by Le Mans racing. All bikes are backed by a 2-year warranty and 5-year frame warranty.

Differentiator

Problem solved

Functional benefit

Brands

• Neoassist 2: Proprietary mid-drive motor developed by NEOMOUV, winner of the 'Best Own Brand Motor Award' in road.cc's 2022 Best Electric Hybrid Bikes roundup.

Products and services

• Urban Bikes Electric city bikes designed for leisure and urban commuting, featuring step-through Dutch-style retro frames and comfortable upright riding positions. Includes the flagship retro Classic model (from £799.99) and other variants such as CARLINA, ROLLER (from £949.99), KALYSO 2, LINARIA, FACELIA, MALVA, TICKET and OPEN TICKET, available with hydraulic and Nexus 7 gearing options.
• Compact Folding Bikes Electric folding bikes with 20-inch wheels designed for short to medium distances and easy transportation on public transport and motorhomes. Includes COMPACT PLUS (folds in under a minute), PLIMOA, EFOLDING, and NIVEOL models.
• Cargo Bikes Electric cargo bikes for transporting goods and passengers. The OPIA model is available in LT (light) and standard versions.
• Hybrid Bikes All-road electric bikes for leisure or sport use, equipped with versatile tires for trails and road. Feature luggage racks, suspensions, hydraulic brakes, and 28-inch wheels, suitable for commuting year-round. Includes POMERA, ADONIS / ADONIS 2 (with Neoassist 2 mid-drive motor), MOUNTAIN, and ENARA 2 TK trekking variants.
• Mountain Bikes All-terrain electric mountain bikes for sport use on paths and rough terrain. Feature high-torque motors for loose surface inclines and suspension forks. Includes ENARA 2 (24h endurance, standard, and + enhanced versions) and FALANGO models.
• Special Edition 24h Limited special edition e-bikes inspired by the 24 Hours of Le Mans racing event, comprising 24h variants of selected urban and mountain models such as ELAIA 2 NG 24h and ENARA 2 24h.
• E-bike Accessories and Spare Parts Aftermarket accessories (batteries, chargers) and spare parts including bulbs, brake pads, inner tubes, tyres, chains, cables, and specialized electrical components for Juicy Bike e-bikes.

Quantifiable outcome

• 80Nm torque from Neoassist 2 motor
• +4 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• UNIBIKEcoreStrategic or Co-development Partner · 6 June 2023Portuguese bicycle manufacturer located in Soza at the heart of Bike Valley. Founded by Sergio Ramos in 1990. Renowned for expertise in painting (including carbon frames) and bike assembly. New manufacturing facility commissioned in 2021 with capacity to assemble up to 250,000 electric bikes per year. NEOMOUV acquired 80% of UNIBIKE capital in June 2023.
• NEOMOUVcoreStrategic or Co-development Partner · 1 January 2018Juicy Bike is the UK-based brand of French company NEOMOUV. NEOMOUV designs and distributes electrically assisted bicycles. Following the takeover of Juicy Bike almost five years ago (approximately 2018), NEOMOUV established UK operations. NEOMOUV celebrates its 20th anniversary in 2023.
• Drayton CyclescoreChannel Partner/ Reseller/ DistributorIndependent bike shop near Portsmouth, UK. Key dealer partner since approximately 2018. Has sold over 200 Juicy bikes. Provides test rides, sales, and after-sales service. Supports click-and-collect arrangements.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Decathlon: Global sporting goods retailer with own-brand e-bikes (B'Twin, Triban, Elops) sold at competitive prices in UK stores. Comparable as UK e-bike retailer competing in similar urban and entry-level price segments, though at significantly larger scale and with broader sporting goods portfolio.
• Halfords: UK's largest cycling retailer with extensive e-bike range across multiple brands and price points. Comparable as a UK e-bike retail channel but operates as a broad incumbent across all cycling categories rather than specialising in the e-bike niche like Juicy Bike.
• Trek Bikes: Global premium bicycle brand with extensive e-bike range and significant UK dealer presence. Comparable to Juicy Bike's hybrid and mountain e-bike categories (Enara 2, Adonis, Mountain) but competes from a much larger marketing budget and broader category portfolio including non-electric bikes.

Direct peers

• Raleigh: UK heritage bicycle brand with a significant e-bike range across urban, folding, and mountain categories. Directly comparable to Juicy Bike as a UK multi-channel e-bike retailer with dealer network and DTC e-commerce, though Raleigh operates at substantially larger scale.
• Ribble Cycles: UK direct-to-consumer bicycle brand offering e-bikes alongside road, gravel, and hybrid bikes. Comparable to Juicy Bike's online-first retail model with growing dealer support and overlapping hybrid and urban e-bike categories.
• Gazelle: Dutch e-bike specialist with deep heritage in Dutch-style step-through urban bikes, similar to Juicy Bike's Classic and urban range. Comparable in product positioning (comfort, upright Dutch-style frames) and European e-bike heritage, with growing UK distribution.
• Boardman Bikes: UK bicycle brand offering e-bikes across urban, hybrid, and mountain categories. Comparable to Juicy Bike's product breadth and UK-centric retail model with similar price positioning in the entry-to-mid market.
• Brompton Bicycle: Iconic UK folding bike brand that has expanded into electric folding bikes. Comparable to Juicy Bike's Compact Folding line (Compact Plus, Plimoa, Efolding) and shares the UK heritage brand positioning with strong urban commuter appeal.

Emerging players

• Batribike: UK-based e-bike specialist offering a focused range of urban, folding, and mountain e-bikes. Comparable to Juicy Bike as a smaller UK specialist competing in similar categories with dealer network distribution, though operating at similar constrained scale.
• Cowboy: Belgian direct-to-consumer e-bike startup offering connected urban e-bikes. Comparable to Juicy Bike's urban commuter positioning and DTC channel strategy, though Cowboy emphasises app-connected smart features whereas Juicy focuses on motor power and dealer-led service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Facebookfacebook.com/juicybike
• Instagraminstagram.com/juicybike
• Xx.com/juicybike
• LinkedInlinkedin.com/company/juicy-bike

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Juicy Bike