BagelUp
BagelUp is a Brooklyn-based experiential culinary education company that runs hands-on bagel making classes, NYC bagel walking tours, corporate team building events, and the twice-yearly BagelFest festival serving consumers, tourists, and enterprise clients.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What BagelUp does
BagelUp is an experiential culinary education and cultural tourism company based in Brooklyn, New York, founded in 2017 by Sam Silverman. The company operates hands-on New York bagel making classes (weekend public sessions plus private events), guided NYC bagel walking tours, and an industry professional track including consulting. It also produces BagelFest, a twice-annual consumer and industry festival held in New York City (fall, at Citi Field) and Los Angeles (spring), positioned as the world's largest celebration of bagel culture.
The business serves five primary customer segments: corporate teams (enterprise clients such as Stripe, Google, Meta, Microsoft, Airbnb, and Locke Lord using bagel making for team building), individuals, couples, and families booking public classes, tourists seeking cultural NYC experiences, and private/celebration/travel groups. Supporting offerings include an online at-home bagel baking course, a content library (bagel history articles, "18 Best Bagels in NYC" guide, blog), gift cards, and BagelFest-branded merchandise.
BagelUp operates with a small six-person team using third-party infrastructure rather than proprietary technology: FareHarbor powers online booking, Squarespace hosts the website, and the company has no disclosed proprietary platform, API, or AI/ML capabilities. The revenue model is primarily transactional: per-seat pricing for public classes and tours, quote-based pricing for corporate and private events, course fees for the online product, and merchandise/gift card sales through the BagelFest shop. BagelUp appears to be bootstrapped and founder-owned, with no institutional investors or funding rounds disclosed.
BagelUp firmographics
Firmographics- Name
- BagelUp
- Legal name
- BagelUp
- Website
- https://bagelup.co
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- BagelUp is a Brooklyn-based experiential culinary education company that runs hands-on bagel making classes, NYC bagel walking tours, corporate team building events, and the twice-yearly BagelFest festival serving consumers, tourists, and enterprise clients.
- Ownership category
- akta.pro rank
BagelUp industry classification
Industry- Product category
- Culinary Experiences
- NAICS
- Tour Operators (561520)
- akta.pro primary industry
- Baking & Pastry Classes (THAJAGAJ)
Keywords
Where BagelUp is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
BagelUp business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Public Bagel Making Classes: Weekend hands-on bagel making classes where participants learn to roll, boil, and bake New York bagels from start to finish. Participants leave with at least a half dozen bagels plus recipes.
- NYC Bagel Tours: Guided walking tours of New York's bagel scene, offering culinary exploration experiences for visitors and locals.
- Private Corporate Events & Team Building: Custom private bagel making experiences for corporate groups, team building events, celebrations, and travel groups. Features high-engagement hands-on activities that serve as both activity and meal.
- BagelFest Event: Twice-annual festival celebrating bagel culture featuring tastings, competitions, awards (including 'Best Bagel'), industry talks, and family activities. Held in NYC (fall) and Los Angeles (spring).
- Online Course: Intro to New York Bagel Baking online course for at-home learning.
- Merchandise & Gift Cards: Sale of BagelFest merchandise and gift cards through bagelfest.com shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Public bagel making classes |
| Unit Pricing | Pay-as-you-go | NYC Bagel Tours |
| Other | Multi-year contract | Private/Corporate Experiences |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
BagelUp product offering
Product offeringCore offering
BagelUp sells hands-on bagel making classes, guided NYC bagel tasting tours, corporate team-building experiences, and private group events in the New York City area. It also operates BagelFest, billed as the world's largest bagel celebration, hosts an online "Intro to New York Bagel Baking" course, and runs a branded merchandise and gift-card e-commerce store. Offerings are purchased by individual consumers, tourists, private celebration groups, and corporate/industry clients.
Product overview
BagelUp is a single unified offering centered on experiential culinary education and cultural tourism centered on New York bagel culture. The core product portfolio consists of hands-on bagel making classes (offered as public classes and private experiences), guided NYC bagel tours (small group and industry professional), and BagelFest — the company's flagship twice-annual festival celebrating bagel culture. Supporting offerings include an online bagel baking course, educational content (bagel history, best bagels lists), and merchandise/gift cards. Corporate team building and private events leverage the same class infrastructure for B2B segments. The company was founded in 2017 and BagelFest launched in 2019.
Differentiator
Problem solved
Functional benefit
Brands
- BagelFest: The largest celebration of bagel culture in the world, held twice annually in New York City (fall) and Los Angeles (spring). Features tastings, competitions, industry talks, and family fun.
Products and services
- Hands-On Bagel Making Classes In-person, instructor-led classes where participants learn to mix, shape, boil, and bake bagels and then eat what they make. Offered to individuals, couples, families, and private groups, and explicitly packaged for corporate team building.
- NYC Bagel Tours (Small Group) Guided small-group tasting tours of multiple NYC bagel shops, designed as a curated cultural and food experience for tourists, individuals, couples, families, and corporate groups.
- Industry Pro Tours Specialized bagel-shop tasting tours targeted at food-industry professionals, focused on benchmarking NYC's bagel scene and providing behind-the-scenes access.
- Corporate Team Building Private group versions of Bagel Making Classes and NYC Bagel Tours packaged as corporate team-building experiences for organizations and their employees.
- Private Experiences Customizable private bookings for celebrations and travel groups, including bachelor/bachelorette parties, birthdays, reunions, showers, and anniversaries, with options to bring food and beverages.
- Consulting & Professional Development Tailored advisory and professional development services for food-industry clients, covering bagel production, operations, and related culinary expertise.
- Intro to New York Bagel Baking (Online Course) A self-paced online course teaching New York-style bagel baking, sold directly via the company's website for remote learners.
- BagelFest The company's flagship public festival, billed as the world's largest bagel celebration, featuring ticketed programming, tastings, and event programming for bagel enthusiasts and the food industry.
- BagelUp Merchandise Branded BagelUp merchandise (apparel and accessories) sold through the company's e-commerce store as a direct-to-consumer product line.
- Gift Cards Fixed-denomination gift cards sold online that can be redeemed toward BagelUp classes, tours, and merchandise, positioned for gifting and celebrations.
Companies that use BagelUp
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
BagelUp technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
BagelUp partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BagelFest Brands (PopUp Bagels, Starship Bagel)minorBagelFest has helped launch and promote bagel brands like PopUp Bagels and Starship Bagel from local mom-and-pop shops into the national culinary conversation through festival exposure and industry recognition.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
BagelUp competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
BagelUp social profiles
Digital presenceBagelUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
BagelUp leadership team
Management profileNumber of profiles
Profiles1 record
BagelUp funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BagelUp M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BagelUp
What does BagelUp do?
BagelUp sells hands-on bagel making classes, guided NYC bagel tasting tours, corporate team-building experiences, and private group events in the New York City area. It also operates BagelFest, billed as the world's largest bagel celebration, hosts an online "Intro to New York Bagel Baking" course, and runs a branded merchandise and gift-card e-commerce store. Offerings are purchased by individual consumers, tourists, private celebration groups, and corporate/industry clients.
Is BagelUp a public or private company?
BagelUp is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BagelUp founded?
BagelUp was founded in 2017. It employs 1 to 10 people.
Where is BagelUp based?
BagelUp is headquartered in New York, United States, in the North America region.
How does BagelUp make money?
Six revenue lines are on record. Public Bagel Making Classes are the primary driver. The others are NYC Bagel Tours, private Corporate Events & Team Building, bagelFest Event, online Course and merchandise & Gift Cards.
Does BagelUp have an API?
No public API is recorded for BagelUp.
What industry is BagelUp in?
BagelUp's product category is Culinary Experiences. Its primary akta.pro industry code is THAJAGAJ, Baking & Pastry Classes. Its NAICS code is 561520.