Sweden by Bike

What Sweden by Bike does

Sweden by Bike is a Stockholm-based digital marketplace for cycling tourism in Sweden, founded in 2014 and operating as a private, for-profit company with 1-10 employees. The platform aggregates 100+ curated cycling holiday packages from local travel organizers, covering accommodation, meals, route suggestions, and optional bike rental, and serves both Swedish residents and international visitors seeking cycling experiences ranging from casual day rides to multi-week tours. Distribution is multi-channel: a website (swedenbybike.com) and native iOS/Android mobile applications enable direct self-serve browsing and booking, while a direct sales function handles corporate, school, and private group bookings by phone and email.

Underlying technology centers on a web-based booking platform with an inquiry-to-confirmation workflow, a mobile app for on-the-go booking and route access, and downloadable GPX navigation files for in-route guidance. The platform layers value-added services on top of the core marketplace: membership discounts at 121 partner locations (55 accommodation partners, 66 local partners), the "Cyclist Welcome!" quality certification for cycling-friendly businesses, accident insurance embedded via Folksam, co-published physical/digital cycling maps with Norstedts Förlag, wellness allowance (friskvårdsbidrag) certification, and education courses for cycling tourism professionals.

Revenue is generated through three primary streams: a marketplace commission on bookings facilitated between cyclists and local travel organizers, an annual membership subscription program providing discounts at partner businesses, and product sales of branded cycling maps and accessories via the integrated web shop. The company also earns revenue from B2G/B2B tourism development services for municipalities. Pricing is unit-based for packages (ranging from 1,650 kr per person for budget 2-night offerings to approximately 9,900 kr per person for extended tours) and subscription-based for memberships. Customer segments span individual cyclists and tourists, corporate and educational group travelers, and wellness-allowance users seeking employer-subsidized active holidays, distributed across a horizontal segmentation approach with no single large anchor customer visible in the disclosed data.

Name

Sweden by Bike

Legal name

Sweden by Bike

Website

https://swedenbybike.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Sweden by Bike is Stockholm-based digital marketplace operating Sweden's largest cycling tourism platform, aggregating 100+ curated cycling holiday packages from local organizers and serving individual cyclists, corporate and school groups, and wellness-allowance users across Sweden.

Ownership category

akta.pro rank

Product category

Cycling Tourism Marketplace

NAICS

Tour Operators (56152), Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cycling, Mountain Biking & E-Bike Adventure Tour Operators (THAAADAE)

akta.pro secondary industries

Cycling, Mountain Biking & E-bike Adventures (THAJABAF), Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

Keywords

• Cycling tourism marketplace
• Bicycle holiday packages
• Cycling route platform
• Bike tour services
• Cycling destination guides

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Commission from Travel Companies: Sweden by Bike operates on a commission-based model where they earn a fee from travel companies and local organizers for facilitating cycling trip bookings. The commission allows the company to develop the platform and market cycling packages without charging extra fees to customers.
2. Membership Subscriptions: Annual membership program offering discounts at partner accommodations, cafés, and other businesses. Members receive access to reduced prices and special offers.
3. Product Sales: Sales of cycling maps published in collaboration with Norstedts förlag, along with accessories and other cycling-related merchandise through the web shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Sweden by Bike operates a digital marketplace connecting cyclists with curated cycling holiday packages, routes, and destinations across Sweden. The platform aggregates offerings from vetted local travel organizers, providing accommodation, meals, suggested routes, and optional bike rental as part of each package. It also sells cycling maps, runs an annual membership program with partner discounts, and offers tourism development and training services to destinations and businesses.

Product overview

Sweden by Bike is a comprehensive cycling tourism platform operating as a marketplace connecting cyclists with curated holiday packages, routes, and services across Sweden. The core offering consists of the website platform and mobile apps (iOS/Android) where users browse and book cycling packages, explore cycling routes, and access destination guides. The product portfolio includes: the main booking platform with cycling packages and route databases; a network of partner services including the 'Cyclist Welcome!' quality label for bicycle-friendly accommodations; the Cykelkartan (Bicycle Maps) physical map product sold through the integrated web shop; a membership program offering discounts at 121 partner locations; and supplementary services including accident insurance (via Folksam), wellness allowance certification, group booking facilitation, and professional training courses for tourism businesses. The platform also provides tools for destination partners to market cycling packages and develops cycling tourism infrastructure through project management and consulting services.

Differentiator

Problem solved

Functional benefit

Products and services

• Sweden by Bike Mobile App Native iOS and Android mobile application that allows cyclists to discover cycling routes, browse and book cycling packages, and access trip information from their smartphones. Distributed via the App Store and Google Play.
• Cykelpaket (Cycling Packages) Curated multi-day cycling holiday packages across Sweden that bundle scenic routes, accommodation, meals, and optional bike rental, ranging from 2-night stays at 1,650 kr per person up to 7-night tours at 9,900 kr per person. Available for individual cyclists and tourists.
• Dagsutflykter (Day Rides) Catalog of day-trip cycling routes for shorter excursions across Swedish destinations from Västerbotten in the north to Gotland in the south. Aimed at casual cyclists and tourists wanting single-day cycling experiences.
• Cykelleder (Cycling Routes) Catalog of Swedish cycling routes including the three national certified routes (Kattegattleden, Sydostleden, Sydkustleden) totaling 900 km in southern Sweden, plus regional trails. Each route includes distance, difficulty, and GPS information accessible to cyclists planning trips.
• Cykelkartan (Bicycle Maps) Physical and digital cycling maps published in partnership with Norstedts förlag, covering Swedish cycling routes on water-resistant polyart material. The map series covers regions including Götaland, Svealand, and the Siljan region, sold through Sweden by Bike's web shop.
• Member Benefits Program

Quantifiable outcome

• Response time guarantee within 24 hours for all booking inquiries
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• FolksamcoreStrategic or Co-development PartnerFolksam provides accident insurance coverage for all customers who book cycling packages through Sweden by Bike. The insurance (policy L304, Deltagarolycksfall) covers accident compensation, acute care, dental costs, medical invalidity, and crisis counseling during cycling trips.
• Norstedts FörlagcoreStrategic or Co-development PartnerPartnership with Norstedts for publishing and selling cycling maps (Cykelkartan). The map series covers Götaland, Svealand, and the Siljan region. Maps are sold through Sweden by Bike's web shop.
• CykelfrämjandetminorStrategic or Co-development PartnerCollaboration with Cykelfrämjandet, the Swedish cyclists' association. Their expertise is referenced for information about cycling on trains and route recommendations.
• Coop SwedenminorGTM or Marketing PartnerPartner sponsor/co-brand relationship as seen in footer links on the website.
• Arboga MunicipalityminorGTM or Marketing PartnerCooperation with Arboga municipality for cycling tourism development and destination marketing.
• Bergslagen CyclingminorGTM or Marketing PartnerRegional cycling tourism partnership promoting Bergslagen area cycling routes and packages.
• Biking DalarnaminorGTM or Marketing PartnerPartnership with Biking Dalarna destination organization for promoting cycling in Dalarna region.
• Destination JärvsöminorGTM or Marketing PartnerCooperation with Järvsö destination for cycling tourism promotion.
• Destination JönköpingminorGTM or Marketing PartnerPartnership with Jönköping tourism organization for regional cycling promotion.
• Kristianstad MunicipalityminorGTM or Marketing PartnerCooperation with Kristianstad municipality for cycling tourism development.
• Region Örebro CountyminorGTM or Marketing PartnerPartnership with regional authority for cycling tourism promotion in Örebro County.
• Visit KarlstadminorGTM or Marketing PartnerCooperation with Karlstad tourism for cycling promotion in Värmland region.
• Enköping MunicipalityminorGTM or Marketing PartnerPartnership with Enköping municipality for cycling tourism promotion.
• Eskilstuna MunicipalityminorGTM or Marketing PartnerCooperation with Eskilstuna municipality for regional cycling tourism.
• Norway by BikeminorGTM or Marketing PartnerCross-promotional partnership with Norway by Bike, linking Scandinavian cycling tourism offerings.
• Swedish Environmental Protection Agency (Naturvårdsverket)minorStrategic or Co-development PartnerReference source for Swedish right of public access (allemansrätten) guidelines.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• VBT Bicycling Vacations: North American guided cycling tour operator offering all-inclusive cycling vacations across the US and Europe. Comparable on packaged cycling holidays with accommodation and meals, though primarily North American in geographic focus.
• Saddle Skedaddle: UK-based cycling holiday operator offering self-guided and guided cycling tours across Europe. Comparable on cycling tour packaging, guided and self-guided formats, and European geographic focus, though UK-centric.
• Trek Travel: Premium cycling tour operator affiliated with Trek Bicycles, offering guided cycling vacations worldwide. Comparable on all-inclusive cycling holiday packages with route guidance, accommodation, and meals, though US-centric with broader international destinations.

Others

• Visit Sweden: National tourism organization promoting Sweden as a destination. Comparable as a channel through which Sweden by Bike's cycling tourism content is distributed and an ecosystem participant, though not a direct commercial competitor.

Broad incumbents

• Outdooractive: European outdoor activities platform offering route planning, tour booking, and accommodation discovery for hiking, cycling, and other activities. Comparable on digital cycling route/tour content and European geography, though broader in activity scope.
• GetYourGuide: Global marketplace for tours, attractions, and experiences including outdoor activities in Sweden. Comparable as a marketplace aggregator for experiences, though much broader in scope and a potential competitive threat as it expands cycling inventory.
• Komoot: Large European route-planning platform for cycling, hiking, and other outdoor activities with a tour-discovery and accommodation marketplace layer. Comparable on digital cycling content, route/tour discovery, and B2C marketplace model, though broader in geography and activity scope.
• TourRadar: Multi-activity adventure tour marketplace connecting travelers with tour operators across cycling, hiking, and other categories globally. Comparable as a curated multi-operator booking marketplace, though broader in scope and larger in scale.

Direct peers

• BikeTours.com: Global cycling tour booking marketplace that aggregates self-guided and guided cycling holidays across multiple countries. Closely comparable as a digital marketplace connecting cyclists with vetted local operators and packaged cycling tours.
• Norway by Bike: Direct peer and explicit cross-promotional partner of Sweden by Bike, operating an identical digital marketplace model for cycling tourism in Norway. Most comparable company given shared model, Nordic geography, and existing referral relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/swedenbybike

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 Sweden by Bike