Oneway Bike

What Oneway Bike does

Oneway Bike Industry B.V. is a Rotterdam-headquartered exclusive distributor of premium cycling brands, operating from a single facility in Rotterdam, the Netherlands with 51-100 employees. The company holds the exclusive CUBE distribution rights for the Netherlands, United Kingdom, and Ireland, and supports a network of more than 600 authorized CUBE dealers across five European markets (Netherlands, UK, Ireland, Belgium, and Luxembourg). Its brand portfolio spans full bicycles (CUBE, including e-bikes, mountain, road, gravel, and urban categories) and a curated set of accessory and components brands — ACID, Lezyne, SQlab, NEWMEN, and Schwalbe — covering everything from lighting and mudguards to carbon wheelsets and tires.

Revenue is generated through wholesale distribution of these partner brands to authorized dealers; Oneway Bike does not develop proprietary bicycles or components but adds value through logistics, marketing support, dealer enablement, and a B2B shop (shop.oneway.bike). Retail reach is augmented by 11 CUBE-owned stores in the Netherlands as of June 2026, including the recent openings of CUBE Store Tilburg (1,000 m²) and CUBE Store Hoorn (3,000 m², the largest CUBE Store in the country). Pricing across the portfolio ranges from sub-€50 accessories to €5,299 e-bikes and €1,690 carbon gravel wheelsets, with pricing set by the underlying brand manufacturers.

The company's go-to-market is a pure channel-partner model: marketing is conducted primarily through its website, press newsroom, Instagram (@_weareoneway), and YouTube (@onewaybike), while professional cycling sponsorships — notably the TotalEnergies UCI ProTeam partnership from 2026 and the CUBE Factory Racing Next Generation mountain bike team — provide brand visibility and product validation. With over 25 years of operating history and no disclosed external investment, Oneway Bike presents as a stable, owner-operated distribution specialist whose growth is tied to the underlying momentum of CUBE, e-bike adoption, and the gravel/road cycling categories in its core European markets.

Name

Oneway Bike

Legal name

Oneway Bike Industry B.V.

Website

https://oneway.bike

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Oneway Bike is a Rotterdam-based exclusive distributor of premium cycling brand CUBE across the Netherlands, UK, and Ireland, serving 600+ dealers with accessory and component brands including ACID, Lezyne, SQlab, NEWMEN, and Schwalbe.

Ownership category

akta.pro rank

Product category

Bicycle Distribution

akta.pro primary industry

Cycling & Micromobility Products Distribution (CRAOAJAF)

akta.pro secondary industry

E-Bikes & Electric Bicycles (CRACASAA)

Keywords

• Bicycle distribution
• Premium e-bikes
• Cycling parts accessories
• Bicycle wholesale
• Cycling brand distribution

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Bicycle and Component Distribution: Oneway Bike generates revenue as an exclusive distributor of premium cycling brands. The company distributes CUBE as their flagship brand (exclusive distributor in Netherlands, UK, and Ireland) along with a curated portfolio of accessory and parts brands including ACID, Lezyne, SQlab, Newmen, and Schwalbe. Revenue is generated through wholesale distribution to authorized dealers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Oneway Bike is the exclusive distributor of CUBE bikes and e-bikes in the Netherlands, the United Kingdom, and Ireland, supplying a network of over 600 authorized dealers. The company also distributes a curated portfolio of premium cycling accessory and component brands, including ACID, Lezyne, SQlab, NEWMEN, and Schwalbe. Beyond physical distribution, Oneway Bike provides full-service dealer support covering logistics, marketing assistance, and product knowledge across five European markets.

Differentiator

Problem solved

Functional benefit

Products and services

• CUBE bikes and e-bikes Exclusive distribution of CUBE's premium bicycle and e-bike range across the Netherlands, UK, and Ireland, sold wholesale to authorized dealers. Includes test-winning e-bikes such as Supreme Hybrid Deluxe SLX 600 (€3,799), Kathmandu Hybrid Comfort SLX 800 (€4,999), Kathmandu Hybrid SLT 800 (€5,299), Touring Hybrid Comfort SLX 800, and the Nulane Comfort EXC FE urban bike (€1,199).
• ACID accessories and parts Distribution of the ACID brand portfolio of cycling accessories and components such as the Design & Innovation Award 2026 winning Mudguard Set Race 28" (€39.95) and Mudguard Set Gravel 28" (€49.95), supplied to dealers.
• Lezyne cycling accessories Distribution of Lezyne's premium cycling accessories, including lights such as the Road Drive 500 LED front light (€59.95), supplied to the dealer network.
• SQlab ergonomic products Distribution of SQlab's ergonomic cycling products, including saddles, grips, and innerbarends, supplied to dealers.
• NEWMEN bike components Distribution of NEWMEN's high-end road and gravel wheelsets, including the Design & Innovation Award 2025 winning Streem C.35/C.38 VONOA road wheels and the G.62 aero gravel wheelsets (CS €1,690, standard €1,390).
• Schwalbe bicycle tires Distribution of Schwalbe's premium bicycle tires for road, gravel (e.g., Schwalbe Green Marathon fitted on CUBE Nulane), and MTB, supplied to dealers.
• Full-service dealer support and B2B distribution services Beyond product distribution, Oneway provides authorized dealers with logistics, marketing assistance, ordering via the B2B portal (shop.oneway.bike), product knowledge, and full-service support across the Netherlands, UK, Ireland, Belgium, and Luxembourg.

Quantifiable outcome

• Three CUBE e-bikes received Consumentenbond Best Test score of 9.1
• +4 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TotalEnergies Pro Cycling TeamflagshipStrategic or Co-development Partner · 13 November 2025Starting from 2026 season, CUBE becomes the official bike sponsor of the French UCI ProTeam TotalEnergies. All teams from UCI ProTeam to U19 and U23 development squads will ride the latest CUBE race bikes with NEWMEN wheels. The partnership aims to develop cycling champions of tomorrow while competing at the highest level today.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hotlines: UK and Ireland cycling distributor of premium bike brands. Direct comparable in the British Isles distribution market where Oneway holds CUBE exclusivity.
• Madison: UK-based cycling distributor (and parent of Madison Saracen). Madison is a comparable multi-brand cycling distributor operating in the UK market, overlapping with Oneway's UK distribution territory.
• Windwave: UK-based cycling distributor representing premium component and accessory brands. Windwave competes with Oneway in the UK premium bike distribution channel, particularly for component brands.
• Extra UK: UK cycling distributor handling multiple premium bike and accessory brands. Extra UK directly competes with Oneway in the UK market for premium brand distribution to IBDs (independent bike dealers).
• ZyroFisher: UK-based distributor of premium cycling, outdoor, and triathlon brands. ZyroFisher is a direct comparable to Oneway's UK distribution operation, supplying independent bike dealers with multiple premium brands.
• Pon Bike (formerly PON Holdings Bicycle Group): Dutch-based bicycle distributor and owner/operator of premium bike brands (Santa Cruz, Focus, Cervélo, Gazelle). Pon Bike is the most direct comparable to Oneway as a multi-brand premium cycling distributor serving European dealer networks.
• Accell Group: Netherlands-headquartered major bicycle company owning premium brands (Lapierre, Koga, Haibike, Batavus). Like Oneway, Accell is a Netherlands-based cycling platform with multi-country distribution, though vertically integrated into manufacturing.

Broad incumbents

• Decathlon: Global sporting goods retailer with own-brand bicycles including e-bikes. While primarily a retailer rather than distributor, Decathlon competes in the same end markets (premium commuter, e-bikes) and represents the broad incumbent in cycling retail across Europe.

Emerging players

• Canyon Bicycles: German premium bicycle manufacturer with a direct-to-consumer model. Canyon represents the emerging DTC trend in premium cycling that could disintermediate distributors like Oneway by selling directly to consumers.

Others

• Halfords: UK-based bike and motoring retailer operating both own-label and premium bike brands. Halfords is a broad incumbent in the UK cycling retail market, serving consumers that buy from Oneway's CUBE dealer network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@onewaybike
• Instagraminstagram.com/_weareoneway
• LinkedInlinkedin.com/company/oneway-bike

Revenue estimate

Valuation estimate

Number of profiles

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 Oneway Bike