Wheels and Waves

What Wheels and Waves does

Wheels and Waves is a privately-held French SAS (Société par Actions Simplifiée) operating an annual cultural festival that brings together motorcycle, surf, skate, BMX, art, and music disciplines. Founded in 2012 and headquartered in Launaguet (RCS Toulouse 801 998 832), the company runs its flagship Biarritz edition each June — the 15th edition is scheduled for June 10-14, 2026 — and has expanded to a second recurring location in Lido Di Camaiore, Tuscany, Italy, since 2022. The company serves an international community of vintage motorcycle riders, surfers, skateboarders, BMX riders, artists, and lifestyle consumers, with operations spanning France, Italy, and Spain. Brand sponsors include Royal Enfield, Breitling, Klipsch, Deus, Hedon, and Fleurs de Bagne, anchored by the Cité de l'Océan venue in Biarritz.

The product surface is built around a multi-discipline event format comprising competitive races (Punk's Peak sprint on Mont Jaizkibel, El Rollo TT dirt track, The Race of the Lords thrill race, WAW Vintage Rally enduro, The Big Gang BMX), surf and skate contests, art exhibitions (Artride), live concerts, and a central Village hub. Operationally, the company runs a dedicated ticketing platform (e-pass.wheels-and-waves.com) and an e-commerce storefront (wheels-and-waves.com) with sub-brands WAW CLASSIC, WAW COLLAB, WAW CAPS, NEW ARRIVALS, and NEW OLD STOCK. Underlying technology is limited to standard e-commerce and ticketing infrastructure with PayPal and credit card payment processing; no proprietary platform, AI/ML, or software architecture is disclosed. Content extensions (WAW TV video archive since 2014, WAW Gallery featuring 30+ photographers) reinforce brand cultural authority.

Revenue is generated across three streams: (1) event ticket sales (E-PASS) sold online and on-site at tiered prices from €20 day passes to €90 5-day passes, with Italy editions at €44; (2) e-commerce merchandise ranging from €12 pins to €650 limited-edition Hedon collaboration helmets and €185 fine art prints; and (3) village exhibitor and vendor fees. The go-to-market is event-driven and community-led, leveraging Instagram, Facebook, YouTube, and TikTok for organic reach with a deliberately small 1-10 person team. Capital structure is bootstrapped and founder-led under legal representative Julien Aze; no institutional funding, M&A activity, or changes in ownership have been disclosed.

Name

Wheels and Waves

Legal name

WHEELS & WAVES

Website

https://wheels-and-waves.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Wheels and Waves is a French festival company that operates annual multi-discipline cultural events combining motorcycle racing, surfing, skateboarding, BMX, art, and music, with editions in Biarritz, France, and Lido Di Camaiore, Italy, alongside a branded e-commerce merchandise business.

Ownership category

akta.pro rank

Product category

Cultural Festival Events

NAICS

All Other Amusement and Recreation Industries (71399), Sporting Goods Retailers (45911), Arts, Entertainment, and Recreation (71), Racetracks (711212)

SIC

Services-Amusement & Recreation Services (7900), Motorcycles, Bicycles & Parts (3751), Retail-Apparel & Accessory Stores (5600), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Surf, Kitesurf & Wind Sports Adventures (THAJABAK)

akta.pro secondary industries

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN), Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Motorcycle festival
• Vintage motorcycle racing
• Surf culture events
• Action sports festival
• Lifestyle apparel

Headquarters

HQ city

Biarritz

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Tickets (E-PASS): The company generates primary revenue through ticket sales for its annual festival events. E-PASS grants visitor access to all experiences, with special early-bird pricing and collector's editions available. Tickets are sold online via their ticketing platform and on-site at the event.
2. E-commerce Merchandise: Sale of branded apparel and accessories including t-shirts, caps, jackets, helmets, artwork, posters, and limited-edition collaboration pieces. Products are sold through their online store with categories including NEW ARRIVALS, WAW CLASSIC, WAW COLLAB, WAW CAPS, and NEW OLD STOCK.
3. Village Exhibitor Fees: Revenue from exhibitors and vendors at the W&W Village during events. Businesses can showcase and sell vehicles, products, and services within the festival grounds.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Wheels and Waves organizes annual multi-discipline cultural festivals (Biarritz main edition and Italy edition) that bring together motorcycle, surf, skate, BMX, art, and music experiences, including competitive races, exhibitions, and concerts. The company also sells branded apparel, accessories, and limited-edition collaboration merchandise through its own e-commerce store (E-SHOP) and operates an online ticketing system (E-PASS) for festival access.

Product overview

Wheels and Waves is a cultural movement and festival company that has operated since 2012, centered on motorcycle, surf, skate, BMX, art, and music disciplines. The company operates two core offerings: (1) annual multi-spot festival events featuring competitive races (Punk's Peak sprint race, El Rollo dirt track, The Race of the Lords thrill race, WAW Vintage Rally enduro, The Big Gang BMX sprint), surf contests (WAW Surfing Club), skate competitions (Hit the Deck), art exhibitions (Artride), live concerts, and the central Village headquarters; and (2) an e-commerce platform (E-SHOP) selling branded apparel across sub-brands WAW CLASSIC (timeless ready-to-wear), WAW COLLAB (limited collaborations), WAW CAPS (headwear), NEW ARRIVALS (newest designs), and NEW OLD STOCK (archive pieces). Products include T-shirts, jackets, leather goods, headwear, fine art prints, posters, accessories, and event merchandise. The company also operates WAW TV (video content) and WAW Gallery (photography) as content extensions.

Differentiator

Problem solved

Functional benefit

Products and services

• Wheels and Waves Festival (Biarritz) Annual multi-discipline festival held in Biarritz, France, featuring motorcycle races (Punk's Peak, El Rollo, The Race of the Lords, WAW Vintage Rally), surf contests, skate and BMX competitions, live concerts, art exhibitions, and the central Village headquarters. The 15th edition runs June 10-14, 2026.
• Wheels and Waves Italy International edition of the festival held in Lido Di Camaiore, Tuscany. Multi-spot 3-day event combining beach enduro, dirt track racing, surf and skate contests, Artride exhibition, and live music performances.
• E-PASS Ticketing Digital ticket system for festival access, providing visitor entry to all event experiences, competitor registration eligibility, and prize draw participation (e.g., Breitling watch). Available as Full 5-day, 3-day, and Day passes with early-bird and on-site pricing tiers.
• E-SHOP Merchandise Store E-commerce platform selling Wheels and Waves branded apparel and accessories including T-shirts, jackets, caps, helmets, leather goods, fine art prints, posters, and collectibles. Organised into sub-brand collections: WAW CLASSIC, WAW COLLAB, WAW CAPS, NEW ARRIVALS, and NEW OLD STOCK. Prices range from €12 for pins to €650 for limited-edition HEDON x WAW helmets.
• WAW CLASSIC Collection Core ready-to-wear clothing collection including sweatshirts, T-shirts, skateboard decks, and bags that blend sportswear aesthetics with vintage motorcycle racing heritage. Made primarily in Europe with local production.
• WAW COLLAB Collection Limited-edition capsule collections produced in-house in collaboration with aligned brands and artisans, featuring exclusive quantities of jackets, gloves, helmets, leather goods, and jewelry.
• WAW CAPS Collection Headwear collection featuring trucker, baseball, 5-panel, and 6-panel caps in cotton canvas, wool, and velvet materials with print, embroidery, and patch logo treatments. Prices range from €12 to €39.
• NEW OLD STOCK Collection Archive collection of timeless pieces from past Wheels and Waves editions, including classic T-shirts, posters, skateboard decks, and collector items from the brand's history.
• WAW TV Video content platform showcasing festival aftermovies, event highlights, race footage, and documentary content spanning all Wheels and Waves editions from 2014 to present. Distributed via the Wheels and Waves website and YouTube.
• WAW Gallery Photography collection featuring work from 30+ festival photographers documenting the Wheels and Waves universe across all editions since 2012. Distributed via the Wheels and Waves website.
• W&W Village (Exhibitor Space) Festival headquarters and exhibitor area at Cité de l'Océan in Biarritz, where brands and vendors showcase and sell vehicles, products, and services within the festival grounds during event dates. Generates revenue through exhibitor fees.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

15 partnerships are on record, tiered core, major and minor.

• HedoncoreTechnology or IntegrationHedon Luxury Motorcycle Helmets is a recurring collaboration partner, producing limited-edition helmets for Wheels and Waves events. The 2026 edition features a helmet with Classic 'Coffee Haze' visor and steel hardware. Collaboration spans multiple years.
• Fleurs de BagnecoreStrategic or Co-development PartnerFrench workwear brand collaborating since 2015 on Taskmaster Jackets. The partnership produces moleskin work jackets with hand-painted logos, now in its third iteration (natural colorway).
• Royal EnfieldcoreGTM or Marketing PartnerRoyal Enfield sponsors the Cash for Tricks skate contest and party rock events at Wheels and Waves Biarritz 2026. Electric Evening by LiveWire also featured.
• BreitlingmajorGTM or Marketing PartnerBreitling partners with Wheels and Waves for prize draws where E-PASS holders can win a Breitling Superocean Heritage timepiece. Promotes both brands to shared audiences.
• DeusminorGTM or Marketing PartnerDeus (Ex-Surfer's Temple) partners with Wheels and Waves, hosting events like Grizzly Ride Out Invitational and Sunday meet-ups at their Biarritz location.
• Cité de l'OcéancoreOthersThe Cité de l'Océan in Biarritz serves as the headquarters (W&W Village) for the annual event. This public cultural venue provides the primary location for the festival.
• Motoclub KantiacoreStrategic or Co-development PartnerLocal motorcycle club that co-hosts The Race of the Lords and El Rollo TT events at Saint-Pée-sur-Nivelle.
• KlipschminorGTM or Marketing PartnerAudio brand sponsoring the Party Rock event at Wheels and Waves 2026.
• Jon ContinominorStrategic or Co-development PartnerNew York-based artist who designed the Firebird logo (eagle crowned) that first appeared at the California edition and became iconic to Wheels and Waves iconography.
• Clovis DonizettiminorStrategic or Co-development PartnerSurf professional who orchestrates the Surf Invitational contest, elevating the surf experience dimension of the event.
• Clément SignolesminorStrategic or Co-development PartnerPhotographer/artists creating fine art prints for Wheels and Waves collaborations. The 'El Diablo' collaboration features 50x75cm prints on Hahnemühle Hemp paper.
• Bruno Allard @RegarfixminorStrategic or Co-development PartnerLettering artist who designed the Biarritz 2026 poster. Trained at Le Corbusier School with 30+ years experience in traditional sign painting and modern graphic design.
• Sophie (Punk & Cotton)minorStrategic or Co-development PartnerLongtime collaborator on embroidered patches collection (FLASH PATCH). Creates patches on vintage linen from the 1950s.
• Ben (Hammernco)minorStrategic or Co-development PartnerNormandy-based hammer craftsman since 2014. Collaboration on Hammernco X Wheels and Waves hammer, a hot rod period tool with weathered oiled wooden handle.
• Brainshot TrendsminorStrategic or Co-development PartnerLeather goods partner producing WAW TWISTED BELT with 19th century foundry mold brass buckle and organic tanned leather, and WAW WALLET origami-style leather goods.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Royal Enfield: Global heritage motorcycle brand and major W&W sponsor (Cash for Tricks, Party Rock). Comparable on the vintage/heritage motorcycle cultural axis and on operating its own global event calendar.

Others

• Hedon: Premium motorcycle helmet manufacturer and recurring W&W collaboration partner (HEDON X WAW helmet line at €650). Adjacent rather than competing — directly comparable as a premium-positioned brand serving the same subculture.

Emerging players

• The Malle Mile: Motorcycle adventure festival and lifestyle brand that combines riding, music, and craftsmanship events. Comparable as a multi-discipline motorcycle cultural event with apparel and content extensions.
• Fuel Motorcycles: European motorcycle apparel and gear brand rooted in flat-track and scrambler culture. Comparable on subcultural positioning and on combining apparel, content, and event-based community building.

Regional players

• Fuel Cleveland: Regional motorcycle festival and custom bike show held in Cleveland, Ohio. Comparable as a recurring vintage/custom motorcycle event but operating only in the US Midwest with smaller scale.

Direct peers

• The Distinguished Gentleman's Ride: Annual global motorcycle-themed cultural ride/event that has scaled to hundreds of cities, combining community fundraising with lifestyle branding. Comparable in festival-meets-cause-meets-lifestyle positioning and in leveraging the motorcycle subculture for non-racing event IP.
• Deus Ex Machina: Australian-founded lifestyle brand combining custom motorcycles, surf, and skate culture with global café locations, apparel lines, and recurring events (including the Grizzly Ride Out, which Deus actually hosts at W&W's Biarritz location). Closest direct comparable on positioning and business model.
• Moto Beach Classic: Motorcycle and surf culture event held on the California coast combining vintage motorcycle racing, surf, and lifestyle. Closely mirrors Wheels and Waves' motorcycle-plus-surf cultural fusion at a beach setting.
• Born Free Motorcycle Show: Annual vintage and custom motorcycle festival held in California with strong vintage bike criteria, builder contests, and lifestyle brand presence. Highly comparable on the vintage-motorcycle-meets-lifestyle festival model.
• One Moto Show: Custom motorcycle show and gathering held in Portland with a community-driven, builder-focused culture. Comparable as a recurring custom/vintage motorcycle event with strong community roots.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCsYyzxkvo_cAUGSDA0N2xTg
• Facebookfacebook.com/wheelswaves
• Instagraminstagram.com/wheels_and_waves
• TikToktiktok.com/@wheels.and.waves

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 Wheels and Waves