Wheels For Wellbeing

Name

Wheels For Wellbeing

Legal name

Wheels for Wellbeing

Website

https://wheelsforwellbeing.org.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Wheels for Wellbeing is a UK charity founded in 2007 that provides inclusive cycling sessions and adaptive cycle hire for disabled people through three South London hubs, alongside national policy advocacy and accessibility consultancy.

Ownership category

akta.pro rank

Product category

Disability and Adaptive Cycling Services

NAICS

Special Needs Transportation (485991)

SIC

Transportation Services (4700)

akta.pro primary industry

Cycling/Spin Classes (HSADABAE)

akta.pro secondary industries

Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ), Bikeshare (Dockless) (TLAFAMAF)

Keywords

• Adaptive cycling services
• Inclusive cycling charity
• Disability cycling advocacy
• Accessible cycling infrastructure
• Cycle hire schemes

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: As a registered charity (No: 1120905), Wheels for Wellbeing relies heavily on donations from individuals, corporate partners, and fundraising events. They accept donations via CAF (Charities Aid Foundation) Donate platform and have various fundraising programs including corporate partnerships, online shopping partnerships, and legacy giving.
2. Training and Consultancy: The organization offers training and consultancy services including inclusive Cycle Parking Design training, consultation on accessible infrastructure, and resources for organizations and local authorities on active travel and accessibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

Wheels For Wellbeing is a UK charity that delivers free inclusive cycling sessions to disabled people at three South London hubs using a fleet of over 200 adaptive cycles (trikes, tandems, handcycles, side-by-sides), and runs the Wheels4Me London adaptive cycle hire scheme in partnership with Bikeworks. It also delivers training and consultancy to organizations and local authorities on accessible cycling infrastructure, and campaigns at national and local government level for inclusive cycling policy.

Product overview

Wheels for Wellbeing is a UK-based disability charity offering inclusive cycling services through a multi-product approach. The organization operates five weekly inclusive cycling sessions at three South London hubs (Herne Hill Velodrome, Croydon Sports Arena, Ladywell Sports Hall) with a fleet of over 200 adaptive cycles including trikes, tandems, go-karts, and side-by-sides. The Wheels4Me London cycle hire scheme extends adaptive cycle access citywide. Through its campaigning arm, the organization produces authoritative guidance publications including the Guide to Inclusive Cycling (now in its 5th edition), Guide to Paths Pavements and Roads, and Mobility Aid Resources. The organization also offers Training and Consultancy services, operates the Disabled Cycling Activists' Network (DCAN), and maintains a Photobank resource of disabled cyclists for public use.

Differentiator

Problem solved

Functional benefit

Products and services

• Inclusive Cycling Sessions Free weekly inclusive cycling sessions at three South London hubs providing disabled people with access to over 200 adaptive cycles including trikes, tandems, go-karts, handcycles, and side-by-sides; tailored offerings include sessions for children and people with dementia.
• Wheels4Me London Cycle Hire Citywide adaptive cycle hire scheme piloted in London with Bikeworks and funded by Sport England, providing long-term cycle loans to disabled Londoners who cannot afford to purchase their own adaptive cycles.
• Training and Consultancy Services

Quantifiable outcome

• Reached 1,000+ disabled people annually through cycling sessions
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• BikeworkscoreStrategic or Co-development PartnerPartnership with fellow inclusive cycling provider Bikeworks to develop and pilot Wheels4Me London, the inclusive answer to bicycle hire schemes. Funded by Sport England as part of innovation initiative to serve disabled Londoners across the whole city.
• Disability Advice Service Lambeth (DASL)minorGTM or Marketing PartnerReferral partner that informed disabled Londoners about Wheels for Wellbeing's cycling sessions at Herne Hill Velodrome through email communications.
• Department for Transport (DfT)coreStrategic or Co-development PartnerThe Expert Panel on Inclusive Cycling was set up by WfW in consultation with the DfT. The panel provides a collective, sector-led voice with strong links to DfT and high-level policy-makers to overcome barriers to inclusive cycling growth.
• Penge CCminorGTM or Marketing PartnerLocal cycling club that has been fundraising for Wheels for Wellbeing since 2017, raising over £7,000 in memory of member Barry Covington and continuing annual fundraising including the Barry Covington Memorial Ride.
• Evil Cycling LobbyminorGTM or Marketing PartnerCycling advocacy merchandise brand that donates a portion of t-shirt sale proceeds to Wheels for Wellbeing.
• 421adventureminorGTM or Marketing PartnerCycling couple who cycled around the world between May 2018 and August 2020, raising £3,546.20 for Wheels for Wellbeing.
• Kent Velo GirlsminorGTM or Marketing PartnerLocal cycling club that raised £2,043.50 for Wheels for Wellbeing through their annual sportive event on 6th October 2019.
• Hackney Cycling CampaignminorGTM or Marketing PartnerLocal cycling campaign group that donates raffle proceeds from their annual Burns Night celebration to Wheels for Wellbeing, having donated £300 in 2020.
• Lloyds Banking GroupminorGTM or Marketing PartnerEmployer that provided match-funding for employee Kelcie Poole's £1,400 fundraising challenge, and previously matched £500 donation from Alison & Philip's wedding, doubling to £1,000.
• Lewisham Irish Community Centre (BIA Project)minorStrategic or Co-development PartnerPartnership in the BIA project led by Lewisham Irish Community Centre, where Wheels for Wellbeing delivered meals to older and isolated residents by cycle every Wednesday during COVID-19 pandemic response.
• SustranscoreStrategic or Co-development PartnerAs part of Sustrans' review of the National Cycle Network, WfW contributed to advocacy that led to Sustrans agreeing to remove or redesign all 16,000 barriers on the network 'to make it accessible to everyone'.
• Beyond the Bicycle CoalitioncoreStrategic or Co-development PartnerCoalition partner in the #BashTheBarriers campaign to remove discriminatory barriers on cycle routes and advocate for accessible cycling infrastructure.
• Cycling Marketing Board / #BikeIsBestcoreGTM or Marketing PartnerWfW is a partner in the Cycling Marketing Board's #BikeIsBest campaign, contributing inclusive imagery and perspectives. Director Isabelle Clement appeared in campaign videos featuring handcycles.
• Transport for AllcoreStrategic or Co-development PartnerAlly organization in advocacy for accessible transport. Campaigns Lead Katie Pennick visited Wheels for Wellbeing sessions and collaborated on pavement parking campaigns.
• Leigh Day SolicitorsminorImplementation/ SI/ Consulting PartnerLaw firm partnered with WfW to deliver joint webinar on taking action against discriminatory barriers, providing legal expertise on litigation routes for barrier removal.
• UCL (University College London)minorStrategic or Co-development PartnerAcademic partnership established in 2017 for collaborative work.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• British Cycling: National governing body for cycling in the UK, with broader remit including grassroots participation and para-cycling pathways. Overlaps with Wheels for Wellbeing at the intersection of disability and competitive/recreational cycling.
• Cycling UK: UK's largest cycling charity, advocating for cyclists' rights and providing member services, training, and campaigning on a broader scale than Wheels for Wellbeing and with more generalist positioning.
• Sustrans: UK charity managing the National Cycle Network and active travel infrastructure, partnered with Wheels for Wellbeing on the 16,000-barrier review. Operates at a larger scale on infrastructure and policy, making it a comparable mission-aligned peer for active travel advocacy.

Others

• Living Streets: UK charity campaigning for walkable streets and active travel, aligned with Wheels for Wellbeing's broader mission around inclusive transport policy and infrastructure reform.
• Disability Rights UK: UK disability rights charity with overlap on inclusive transport policy, accessibility standards, and advocacy — closely aligned mission, though broader scope than cycling specifically.

Direct peers

• Transport for All: Disabled people's-led charity campaigning for inclusive transport, with overlapping advocacy agenda on pavement parking, accessible infrastructure, and disability rights in mobility — direct strategic ally to Wheels for Wellbeing.
• Bikeworks: UK cycling charity delivering inclusive cycling sessions, cycle training, and cycle hire for diverse communities. Direct co-development partner on Wheels4Me London and the most operationally similar peer in scope, target population, and service model.
• Wheels for All (Cycling Projects): National network of inclusive cycling sessions for disabled people and wider equity-deserving groups across the UK. Directly comparable service offering to Wheels for Wellbeing, operating adaptive cycle sessions at hubs nationwide.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Wheels4Well
• LinkedInlinkedin.com/company/wheelsforwellbeing
• Instagraminstagram.com/wheelsforwellbeing
• Xx.com/wheels4well

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Wheels For Wellbeing