Probike

What Probike does

Probike AS is a privately held Norwegian specialty distributor and direct retailer of premium international cycling brands, founded in 2001 and headquartered in Sandvika, Norway with a five-person team (André, Roy, Johannes, Lars, Aksel). The company holds exclusive Norwegian distribution rights for Ibis Cycles (since 2005, a US carbon mountain bike and gravel bike maker), Forestal Bikes (since 2022, an Andorran manufacturer with proprietary Twin Levity suspension and an in-house developed e-bike drive platform — originally Bafang-co-developed AVINOX, now transitioning to DJI Avinox), Outbound Lighting (since 2021, US-based precision-optics bike lights — Probike is the brand's first and only non-US dealer), Early Rider (since 2024, British premium children's bikes with belt drives), and Production Privée (since 2024, French/Andorran steel and titanium frames and motorsport-inspired components). It operates a hybrid go-to-market model combining nine authorized dealers across Norway, in-house field sales agents, and a direct-to-consumer e-commerce store at probike.no, supplemented by a free demo bike loan program in the Oslo area.

Probike generates revenue through hardware sales (bicycles, components, accessories) priced in Norwegian Kroner with VAT included, ranging from NOK 2,600 for an Early Rider Super Velio balance bike to NOK 125,900 for a Forestal e-Cygnus e-bike; mid-tier Ibis builds are priced at NOK 35,100–NOK 45,200 and Outbound Lighting systems at NOK 2,200–NOK 6,300. Its served segments are Norwegian premium mountain, trail, enduro, gravel, and triathlon cyclists, competitive enduro racers, parents seeking premium children's bikes, and performance cycling light buyers. Distribution channels are split B2B (dealers and retailers) and B2C (online and demo-supported direct sales).

The company has no external funding, no parent company, no subsidiaries, and no disclosed revenue; it is run by a small founder-team. Strategic activity has accelerated in 2024–2025 with two new brand additions and several product launches (Forestal e-Siryon v2, Ibis Ripley AF/Ripmo AF aluminum line), backed by ambassador relationships with Norwegian enduro racer William Scheele and content creator Are Tallaksrud. Probike was ranked in Ibis Cycles' Top 10 International Distributors in 2018 and 2019, and Forestal e-Siryon and Ibis Ripley v5 were both recognized in 2025 Singletracks reader-voted awards.

Name

Probike

Legal name

Probike AS

Website

https://probike.no

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Probike is a Norwegian specialty distributor and direct retailer of premium international cycling brands, offering mountain bikes, e-bikes, gravel bikes, children's bikes, and high-end cycling lights to Norwegian consumers and dealers via its probike.no e-commerce store, field agents, and a nine-dealer network.

Ownership category

akta.pro rank

Product category

Premium Bicycle Distribution and Retail

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

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

akta.pro secondary industries

E-Bike Retail (CRAMAHAE), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG)

Keywords

• Premium bicycle distribution
• Mountain bike retail
• E-bike distribution
• Cycling equipment retail
• Premium cycling brands

Headquarters

HQ city

Sandvika

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bicycle Sales: Probike AS imports, distributes, and sells mountain bikes, electric mountain bikes, and cycling-related equipment to both retailers (B2B) and consumers (B2C). Revenue is generated through direct online sales via probike.no and through a network of selected dealers across Norway. The company acts as a distributor for premium international cycling brands.
2. Demo Bike Rental: Probike offers free demo bike loans to prospective buyers in the Oslo area. Customers can book online and pick up/return at designated locations. This service supports bicycle sales by enabling trial before purchase.
3. Accessories and Parts Sales: Sale of cycling accessories including bike lights (Outbound Lighting), components (Production Privée stems, handlebars, grips), and spare parts. Sold via the same B2C e-commerce and B2B dealer channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Probike AS imports, distributes, and sells premium mountain bikes, electric mountain bikes, gravel bikes, children's bikes, and cycling accessories from exclusive international brands (Ibis Cycles, Forestal, Outbound Lighting, Production Privée, Early Rider). The company operates a hybrid distribution model combining authorized Norwegian dealers, in-house field agents, and direct-to-consumer sales via probike.no, with free demo bike trials available in the Oslo area.

Product overview

Probike is a Norwegian premium bicycle retailer and distributor offering a curated portfolio of high-end mountain bikes, gravel bikes, children's bikes, and cycling accessories. The company distributes Ibis Cycles bikes (trail bikes like Ripley and Ripmo, e-bikes like Oso, hardtails like DV9, and gravel bikes like Hakka MX), Forestal bikes including the Siryon, Cygnus, and their electric variants with DJI Avinox and proprietary motor systems, Early Rider premium children's bikes with innovative belt drive technology, Outbound Lighting bike lights including Portal helmet lights, Trail Evo handlebar lights, Hangover, and Detour with precision optics developed from automotive lighting experience, and Production Privée French high-end bikes and components inspired by motorsport aesthetics. The company operates with a hybrid model combining distribution through selected dealers, field agents, and direct sales via their online store, with demo bikes available in the Oslo area.

Differentiator

Problem solved

Functional benefit

Products and services

• Ibis Ripley V5 Trail mountain bike with 120mm DW-Link suspension, 29-inch wheels, designed for versatile trail riding. Awarded Trail Bike of the Year 2025 by Singletracks readers.
• Ibis Ripley AF Aluminum frame version of the Ripley trail bike with same geometry and features as the carbon version, offered at a more accessible price point with Shimano Deore or SRAM Eagle 90 builds.
• Ibis Ripmo

Quantifiable outcome

• Ranked in Top 10 International Ibis Distributors in both 2018 and 2019
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Early RidercoreChannel Partner/ Reseller/ Distributor · 1 January 2024Probike became the Norwegian distributor of Early Rider in 2024. Early Rider is a British premium children's bike brand known for its low-weight, high-quality bikes designed specifically for children.
• Production PrivéecoreChannel Partner/ Reseller/ Distributor · 1 January 2024Probike added Production Privée to its brand portfolio in August 2024. Production Privée is a French high-end bike brand based in Andorra, producing steel and titanium frames and premium components with motorsport-inspired design. Production Privée was acquired by Forestal in 2020.
• William ScheeleminorGTM or Marketing Partner · 1 January 2024Probike sponsors Norwegian enduro cyclist William Scheele since 2024. William, from Gjerdrum, is pursuing a professional enduro career with goals of qualifying for the Enduro World Cup. Probike provides bikes and support, with William riding an Ibis Ripmo V3.
• Forestal BikescoreChannel Partner/ Reseller/ Distributor · 1 January 2022Probike became the official Norwegian distributor of Forestal Bikes in 2022. Forestal is an Andorran premium bike manufacturer known for its in-house R&D and production. Production Privée, also based in Andorra, was acquired by Forestal in 2020 and shares a close strategic relationship.
• Outbound LightingcoreChannel Partner/ Reseller/ Distributor · 1 January 2021Probike became the first and only distributor of Outbound Lighting outside the United States in 2021. Outbound Lighting is based in Chicago, USA, and specializes in precision-engineered bike lights. Probike is their exclusive Norwegian distributor.
• Are Tallaksrud (AreTallak)minorGTM or Marketing Partner · 1 January 2021Probike continues its ambassador collaboration with Norwegian cycling content creator and influencer Are Tallaksrud (@aretallak). The collaboration began several years ago and was renewed in June 2025. Are Tallak is known for his enthusiastic cycling lifestyle content.
• Ibis CyclescoreChannel Partner/ Reseller/ Distributor · 1 January 2005Probike has held the Norwegian distribution rights for Ibis Cycles since 2005. They were ranked in the Top 10 International Ibis Distributors globally in both 2018 and 2019, demonstrating strong performance as a distribution partner. Ibis Cycles is based in Santa Cruz, California.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Cateye: Established Japanese bike light and cycling computer brand with broad global distribution. Comparable to Outbound Lighting in product category and overlaps with Probike's accessory offering as a competitor brand available in the broader Norwegian cycling market.
• Sport 1 Norge: Norwegian chain of independent sports retailers (Sport 1 Nygård Sport is already a Probike dealer). Comparable as a broad-line sporting goods incumbent with a bike category, competing for the same Norwegian cycling consumer wallet.
• XXL ASA: Largest Nordic sporting goods chain, with significant bike and e-bike assortments across Norway, Sweden, Finland, and Denmark. Comparable as a mass-market incumbent competing for premium cycling share in Norway against Probike's curated portfolio.

Direct peers

• Magicshine: High-performance bike light brand with broad cycling and outdoor distribution. Comparable to Outbound Lighting in core category (premium/high-lumen bike lights) and overlaps with Probike's lighting positioning in the Norwegian market.
• Exposure Lights: UK-based premium bike light manufacturer known for high-output, integrated-battery designs used by mountain bikers and road cyclists. Directly comparable to Outbound Lighting, one of Probike's exclusive Norwegian brands.
• Chain Reaction Cycles: Large international online bicycle and cycling accessories retailer shipping globally. Comparable to Probike's direct e-commerce channel (probike.no) in business model, though operating at vastly greater scale and across geographies.
• Knog: Australian designer of premium bike lights, locks, and accessories with strong European cycling retail distribution. Comparable to Outbound Lighting in product category and premium positioning, and a relevant competitor brand for the same Norwegian cycling customer.
• Wiggle: Major international online cycling and triathlon retailer. Comparable to Probike in offering premium cycling products (including lights, components, and accessories) through a direct-to-consumer e-commerce model.
• Gloworm: New Zealand-based premium bike light maker focused on mountain biking and trail use with modular battery systems. Comparable to Outbound Lighting in product category (high-performance MTB lighting) and customer use case.
• Light & Motion: US-based premium bike light brand with strong engineering focus on optics, waterproofing, and integrated battery design. Comparable to Outbound Lighting in product philosophy and premium MTB/road positioning, and a relevant competitor for the Norwegian cycling lighting segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/probike

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Probike