Soul Cycles

What Soul Cycles does

Soul Cycles is a Brazilian bicycle manufacturer and multi-channel retailer headquartered in Itajaí, Santa Catarina, founded in 2010 and operating with 101-250 employees. The company designs, manufactures, and distributes complete bicycles under its own Soul brand across six primary categories: mountain (Volcano G3, Vesuvio, SL329/629/929 series), road (3R5 carbon line), gravel (Seeker Discovery, Spry), e-bike (E-Spry with MAHLE motor system), lifestyle/urban (Spry City Urban), and triathlon, with frame materials spanning aluminum (6061) and carbon fiber. The portfolio also includes distribution rights for the premium BMC brand in Brazil, a components catalog, third-party accessories (Rudy helmets/eyewear, Fizik and Absolute shoes), and the wholly-owned Soul Sports apparel sub-brand with Italian-manufactured technical lines.

The business model is hybrid: direct-to-consumer e-commerce through soulcycles.com.br (VTEX platform) with nationwide free shipping, branded physical retail stores and service centers across Brazil, and an accredited dealer network that requires mechanics to hold certifications from Park Tool, Thiago Mecânico, Shimano, and SRAM. Pricing spans R$ 3,500 (entry-level SL329 aluminum mountain bikes) to R$ 110,000 (Volcano G3 SRAM XX SL AXS flagship). Adjacent service revenue streams include the Soul Renova trade-in program, free bike insurance, mechanical training courses, Seminovas used-bike resale, and the Soul Live test-ride event program. Customer segments are horizontal and use-case based, primarily serving mountain, road, gravel, and e-bike cyclists in Brazil, with no disclosed enterprise or B2B customer concentration. Soul operates under the apparent parent entity ProImport (inferred from HR contact email domain) and is privately held with no institutional funding or revenue disclosed.

Name

Soul Cycles

Legal name

Soul Cycles

Website

https://soulcycles.com.br

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Soul Cycles is a Brazilian bicycle manufacturer and multi-channel retailer (Itajaí, Santa Catarina, founded 2010) producing aluminum and carbon bikes across mountain, road, gravel, e-bike, urban, and triathlon categories, distributed via DTC e-commerce, branded stores, and a nationwide accredited dealer network.

Ownership category

akta.pro rank

Product category

Bicycles and Cycling Equipment

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Parts & Components Retail (CRAMAHAB), Used & Refurbished Bike Retail (CRAMAHAK)

Keywords

• Bicycle manufacturing
• Cycling products
• Mountain road gravel bikes
• E-bike sales
• Cycling apparel accessories

Headquarters

HQ city

Itajaí

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bicycle Sales: Primary revenue from direct sales of complete bicycles under the Soul brand, ranging from entry-level mountain bikes (R$ 3,500) to high-end models (R$ 110,000). Also distributes BMC brand bicycles.
2. Components and Parts: Sales of bicycle components including wheels, frames, handlebars, tires, bearings, seatposts, and other parts for repair and upgrade.
3. Clothing and Accessories: Sales of cycling apparel and accessories including technical clothing, helmets, glasses, shoes, gloves, bags, and other gear under Soul Sports brand and third-party brands.
4. Used Bikes (Seminovas): Sales of pre-owned/used bicycles through their Seminovas category.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Soul Cycles is a Brazilian bicycle manufacturer and retailer that designs, produces, and sells its own line of bicycles (Mountain, Road, Gravel, E-Bike, Lifestyle, Triathlon) in aluminum and carbon fiber. The company also distributes BMC brand bicycles, sells components, accessories, and cycling apparel under its Soul Sports sub-brand, and operates physical retail stores, an e-commerce platform, a dealer network, and ancillary services such as test rides, mechanical training, free bike insurance, and a trade-in program.

Product overview

Soul Cycles is a Brazilian bicycle manufacturer and retailer offering a comprehensive cycling portfolio. The company produces its own branded bicycles across multiple categories including Mountain Bikes (VOLCANO G3, VESUVIO, SL series), Road Bikes (3R5), Gravel Bikes (SEEKER, SPRY), and E-Bikes (E-SPRY), primarily in aluminum and carbon fiber constructions. The product lineup is organized into the premium Soul brand with collections named after mountains, volcanoes, and mythological themes, plus distribution of BMC brand bikes. Beyond complete bicycles, Soul Cycles sells components (frames, handlebars, wheels), accessories (helmets from Rudy and Brave, cycling shoes from Fizik and Absolute, eyewear), and apparel under the Soul Sports sub-brand covering both casual and technical lines made in Italy. The company also operates a dealer network, test ride program, mechanical training courses, and offers services including bike registration, free insurance, and a trade-in program.

Differentiator

Problem solved

Functional benefit

Brands

• Soul Sports: Clothing brand of Soul Cycles that serves two apparel lines: casual line with unique characteristics for cyclists with comfort and safety details, and technical line with Italian manufacturing for cycling performance.

Products and services

• Volcano G3 Mountain Bike Full suspension mountain bike with integrated rear suspension, adjustable head tube angle, shorter rear triangle, optimized anti-squat linkage, and RockShox SID suspension. Available in multiple SRAM AXS T-TYPE and Shimano XT DI2 configurations. Targeted at cross-country and aggressive trail riders.
• Volcano Ultimate Mountain Bike Full suspension mountain bike with integrated rear suspension, new geometry, reformulated tubes and materials for improved lightness, stiffness, and performance. Features adjustable head tube angle and optional integrated carbon handlebar with internal cable routing.
• SL Series Mountain Bikes (SL329, SL629, SL929) Aluminum mountain bike line with sophisticated 6061 aluminum frame, internal cable routing, and weld finish. Models include SL329, SL629, and SL929 with progressively higher specifications, targeting entry-level to intermediate riders.
• 3R5 Road Bike Carbon road bike with modern aggressive design, integrated handlebar, and improved rigidity-to-weight ratio (approximately 200g lighter than previous generation). Greek Mythology collection including Kratos (black/silver) design. Targets competitive and recreational road cyclists.
• Seeker Gravel Bike Carbon gravel bike with integrated cockpit and aerodynamic design. Accommodates tires up to 700x47 or 27.5x2.0. Features compact drop handlebar with short reach, fully integrated cable routing, and SRAM X0 T-TYPE AXS configuration. Targets mixed-surface adventure cyclists.
• E-Spry Electric Gravel Bike Electric gravel bike in carbon with MAHLE motor system (250Wh battery, 40Nm rear hub motor), wireless display, and up to 100km range. Available in Sport (flat handlebar with Tektro hydraulic brakes) and Gravel (20-degree flare drop handlebar with Sram Apex 11-speed hydraulic brakes) versions. Connects to MAHLE app and Strava.
• Spry City Urban Bike Urban lifestyle bike with full carbon fork for vibration absorption and weight reduction. Microshift components. Designed for versatile urban riding, city commuting, and short trips.
• Vesuvio Mountain Bike Mountain bike model with G3 designation, featuring SRAM S1000 AXS electronic shifting components and Sierra Negra colorway.
• BMC Brand Mountain Bikes BMC brand mountain bikes distributed and sold through Soul Cycles' retail network in Brazil.
• BMC Brand Road Bikes BMC brand road bikes distributed and sold through Soul Cycles' retail network in Brazil.
• Bicycle Components Wide range of bicycle components including frames, handlebars, wheels, tires, cranks, hubs, bearings, seatposts, saddles, pedals, and accessories sold through Soul Cycles' retail and e-commerce channels.
• Soul Sports Apparel Soul Cycles' own apparel brand covering both casual and technical cycling clothing lines. Casual line features unique characteristics for cyclists; technical line uses Italian manufacturing for performance.
• Rudy Cycling Helmets and Eyewear Rudy brand cycling helmets (Spectrum, Venger, Rush, Rocky, Strym models) and eyewear (Cutline, Tralyx). Includes road, MTB, and lifestyle helmet designs with various ventilation and safety certifications including CE EN 1078, CPSC1203, and ASNZS 2063.
• Fizik Cycling Shoes Italian-made Fizik cycling shoes including Vento Overcurve model with asymmetric design, carbon/nylon composite sole, and BOA IP1-B closure system.
• Soul Cycles Test Ride Program Test ride program allowing customers to experience Soul Cycles bikes at scheduled events. Events are listed on the website with registration forms. Recent event held at Empório Uai in Cabreúva/SP on March 9-10, 2024.
• Soul Renova Trade-in Program Bike exchange/trade-in program allowing customers to trade their existing bicycles.
• Soul Cycles Free Bike Insurance Free insurance program for Soul Cycles bicycles.

Quantifiable outcome

• E-Spry electric bike reaches up to 100km range on single charge
• +2 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SCOTT Sports: SCOTT is a Swiss premium bicycle brand with road, MTB, gravel, and e-bike lines distributed globally including Brazil. Comparable to Soul's premium product positioning and category coverage.
• Giant Bicycles: Giant is the world's largest bicycle manufacturer and a dominant importer in Brazil across all categories. Competes with Soul in road, MTB, gravel, and e-bikes at overlapping price points including the premium tier.
• Specialized Bicycle Components: Specialized is a global premium bicycle brand active across road, gravel, MTB, and e-bikes. Directly relevant as a premium peer to Soul's R$ 110,000-tier offerings and the Brazilian cycling enthusiast segment.
• GT Bicycles: GT is a heritage mountain bike brand distributed in Brazil. Direct overlap with Soul's Mountain bike lineup including full-suspension trail/XC models.
• Trek Bicycle Corporation: Trek is a global premium bicycle brand with strong Brazilian distribution. Competes with Soul's higher-end road, gravel, and MTB models such as the 3R5 and Volcano lines.

Direct peers

• Sense Bike: Sense is a Brazilian manufacturer specializing in mountain, gravel, and e-bikes with proprietary technology. Closest Brazilian competitor in the premium MTB and e-bike segments where Soul fields the Volcano G3 and E-Spry lines.
• Audax Bike: Audax is a Brazilian cycling brand with road, gravel, MTB, and e-bikes targeting enthusiast cyclists. Direct Brazilian competitor across Soul's core bike categories including premium road and gravel.
• Oggi Bikes: Oggi is a Brazilian bicycle manufacturer with road, gravel, MTB, and urban bikes sold through authorized dealers nationwide. Competes with Soul across enthusiast categories in the same Brazilian retail and dealer channel.
• Caloi: Caloi is Brazil's largest and most iconic domestic bicycle manufacturer, offering road, mountain, urban, and kids' bikes across price points. Directly comparable as a Brazilian-made bicycle brand competing in the same dealer and consumer channels as Soul.

Emerging players

• BMC Switzerland: BMC is the Swiss premium bike brand that Soul Cycles distributes in Brazil. Highly comparable product set (road, MTB, gravel, triathlon) at premium pricing, making BMC a partner-channel competitor and a useful pricing benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCFajEwy-HhV-7uwn_U_Do8g
• Facebookfacebook.com/soulcycles
• Instagraminstagram.com/soul_cycles
• LinkedInlinkedin.com/company/soul-cycles

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Soul Cycles