DIG BMX
DIG BMX is an independent BMX media company founded in 1993, operating a digital platform that produces editorial photography, video content, and print magazines documenting global BMX culture, monetized through print sales, apparel, and brand sponsorships.
- Company typePrivate
- Founded1993
- HeadquartersGlasgow, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What DIG BMX does
DIG BMX is an independent BMX media company founded in 1993 and headquartered in Glasgow, United Kingdom. The company operates a digital-first BMX content platform (digbmx.com) that produces and distributes editorial photography, video content, feature articles, and print publications documenting global BMX culture. Its core products include the DIG BMX Magazine (annual editions such as the 276-page #2025), the GREYSTOKE BMX Magazine, branded apparel, original video content on YouTube, and specialty books such as 'This Bike Could Be Your Life' and the Posh Woods hardcover. The company runs community initiatives including the annual DIG Photo Contest (in partnership with Vans) and the community platform 'The Circle.'
The business operates a multi-channel revenue model spanning four streams: merchandise (t-shirts, apparel) sold through a Shopify-powered DTC store at shop.digbmx.com, one-time print publication sales (magazines at $26.89-$27.50, books at $75), digital downloads ($10), and advertising/sponsorships from a core set of BMX industry brand partners (Vans, BSD, Odyssey, KHE Bikes, Pro-Tec, Dan's Comp, and others). Distribution combines DTC e-commerce with a global network of specialty BMX bike shop stockists in the US, UK, Germany, France, and beyond. Editorial operations span Glasgow, Los Angeles, Philadelphia, Chicago, London, Paris, and Cologne, with content coverage reaching 12+ countries.
The company is founder-owned and operated by Will Smyth (Founder/Editor In Chief since 1993) and Fred Murray (Editor/Senior Photographer), with a reported headcount of 5 employees. No venture capital funding, acquisitions, or institutional investment is evident in the source material. The technology stack is minimal — Shopify for e-commerce and Google Analytics for web analytics — and there is no disclosed AI/ML capability, native mobile app, or public API. The operating model is best characterized as a niche-content lifestyle media business monetized through a combination of print sales, limited apparel, and brand sponsorships.
DIG BMX firmographics
Firmographics- Name
- DIG BMX
- Legal name
- DigBMX
- Website
- https://digbmx.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DIG BMX is an independent BMX media company founded in 1993, operating a digital platform that produces editorial photography, video content, and print magazines documenting global BMX culture, monetized through print sales, apparel, and brand sponsorships.
- Ownership category
- akta.pro rank
DIG BMX industry classification
Industry- Product category
- BMX Media & Content
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)
- akta.pro secondary industry
- Bike Online Retail & Omnichannel Specialists (CRAMAHAL)
Keywords
Where DIG BMX is headquartered
LocationHeadquarters
- HQ city
- Glasgow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
DIG BMX business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Merchandise Sales: DIG BMX sells branded apparel including t-shirts and merchandise through their Shopify-powered e-commerce store at shop.digbmx.com.
- Print Publications: Sale of annual DIG print magazine issues (276 pages), GREYSTOKE magazine ($27.50), and specialty books like 'This Bike Could Be Your Life' ($75.00) and Posh Woods book ($75.00).
- Digital Content: Sale of digital downloads including video content (e.g., Project X digital download at $10.00).
- Advertising and Sponsorships: Revenue from advertising placements from BMX industry brands on their website and through partner store listings. Multiple global BMX brand partners including BSD, KHE, Odyssey, Vans, and others.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | GREYSTOKE BMX Magazine Issue 3 |
| One time/ perpetual license | Pay-as-you-go | DIG Brand T-shirts |
| One time/ perpetual license | Pay-as-you-go | DIG Annual Magazine #2025 |
| One time/ perpetual license | Pay-as-you-go | Project X Digital Download |
| One time/ perpetual license | Pay-as-you-go | GREYSTOKE BMX Magazine Issue 2 |
| One time/ perpetual license | Pay-as-you-go | DIG - This Bike Could Be Your Life Book |
| One time/ perpetual license | Pay-as-you-go | Posh Woods Book |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
DIG BMX product offering
Product offeringCore offering
DIG BMX is an independent BMX media company founded in 1993 that produces and distributes original print magazines (annual DIG BOOK and GREYSTOKE), coffee-table books, branded apparel, digital video content, and BMX photography. It monetizes this content through direct-to-consumer e-commerce, advertising from BMX industry brand partners, and a global network of BMX bike shop stockists.
Product overview
DIG BMX is a BMX media and content company offering a comprehensive portfolio centered on BMX culture coverage. The core offerings include the DIG BMX Magazine print publication (annual editions like #2025), the GREYSTOKE BMX Magazine (issue 3 available), and an extensive video content library featuring rider parts, documentaries, and event coverage. The company operates an e-commerce platform (shop.digbmx.com) selling apparel and merchandise, runs the annual DIG Photography Contest, and maintains community platforms like The Circle. Special initiatives include PROJECT X features and brand collaborations such as the Vans x Odyssey 40 Year Collection.
Differentiator
Problem solved
Functional benefit
Brands
- Greystoke: A BMX magazine publication by DIG BMX, with issue 3 released featuring 132 pages of photography and interviews.
- DIG Awards
Products and services
- DIG BOOK #2025 Flagship 276-page annual print edition of the DIG BMX magazine documenting global BMX culture through interviews, event coverage, photography, and rider profiles. Sold to individual BMX riders and enthusiasts.
- GREYSTOKE BMX Magazine A sub-brand BMX magazine by DIG featuring deep-dive photo features, rider interviews, rare bikes, and historical BMX content. Issue 3 sold at $27.50 per copy to BMX enthusiasts.
- DIG Apparel DIG-branded clothing line including t-shirts and other merchandise featuring BMX-themed designs, sold to BMX riders and fans starting at $35.00 per item.
- DIG - This Bike Could Be Your Life Book A photo book from DIG BMX documenting over 30 years of D.I.Y. BMX culture, the magazine's history, and the rise of the mid-school era. Priced at $75.00 per copy.
- Posh Woods Book A 285-page hardcover book with dust jacket sold for $75.00 through the DIG BMX online store as part of the company's specialty book line.
- Project X Digital Download A paid digital download from the Project X feature series sold for $10.00 through the DIG BMX Shop, providing downloadable BMX video content to riders.
- DIG BMX Shop E-commerce storefront at shop.digbmx.com (powered by Shopify) where DIG BMX directly sells its magazines, apparel, books, and digital downloads to consumers worldwide.
Companies that use DIG BMX
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles3 records
DIG BMX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
DIG BMX partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- VanscoreVans is a key partner for DIG BMX, collaborating on the annual DIG Photo Contest with prizes including footwear and apparel. Vans also partners on content featuring sponsored riders and brand collaborations.
- ShopifycoreDIG BMX uses Shopify to power their online e-commerce store at shop.digbmx.com for selling merchandise and publications.
- BSDcoreBSD is listed as a DIG Global Partner, supporting the BMX media platform through advertising and brand partnerships.
- OdysseycoreOdyssey is a DIG Global Partner, collaborating on content including the Vans x Odyssey 40 Year Anniversary collection feature and other brand content.
- KHE BikescoreKHE Bikes is a DIG Global Partner with extensive content coverage including a two-part history feature 'Aluminium is Precious' and product features on complete bikes.
- Dan's CompcoreDan's Comp is both a DIG Global Partner and a primary stockist for DIG print products in the USA market.
- KunstformcoreKunstform is a European stockist and partner for DIG products, based in Germany.
- Source BMXcoreSource BMX serves as both a UK-based stockist for DIG products and a DIG Global Partner.
- Albe'scoreAlbe's is a major US-based BMX retailer and stockist for DIG print products.
- Powers Bike ShopcorePowers Bike Shop is a US-based stockist and partner for DIG products.
- MeserollcoreMeseroll is a Brooklyn-based BMX shop and DIG partner, collaborating on events like the Moto-Bunka X Meseroll Brooklyn Jam.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
DIG BMX competitors and assessment
Company assessmentDirect peers
- Vital BMX: Vital BMX is a long-established BMX video and editorial platform featuring rider video parts, news, and event coverage. Like DIG, it operates as a community-driven media outlet monetizing through advertising and brand partnerships, making it a direct BMX-focused peer.
- Ride BMX Magazine: Ride BMX is one of the longest-running BMX print and digital magazines, covering rider interviews, videos, event coverage, and BMX culture globally. It is the most direct head-to-head competitor to DIG BMX in the BMX media category, with a similar mix of print issues, web video, and editorial features.
- Pinkbike: Pinkbike is the leading mountain biking media platform, operating a similar model of news, videos, photo galleries, and event coverage supported by advertising and brand partnerships. It is directly comparable as a niche two-wheeled action-sports media outlet with a comparable content and revenue architecture.
- Defgrip: Defgrip is a digital BMX media outlet publishing videos, photo features, rider interviews, and event coverage. It overlaps directly with DIG's video and editorial offering for the global BMX audience and competes for the same advertising and brand partnership dollars.
- Decline Magazine: Decline is an independent BMX print magazine and online platform covering BMX culture, riders, and events worldwide. It competes in the same premium BMX print category as DIG, with a similar focus on photography-driven editorial and global BMX scene coverage.
Regional players
- Source BMX: Source BMX is a UK-based BMX retailer that also operates its own editorial and video content covering UK and European BMX. It functions as both a stocking retail partner for DIG and an emerging regional BMX media player producing comparable content for a geographic subset of DIG's audience.
Broad incumbents
- Vice Media (action sports / sports verticals): Vice has historically produced action-sports and youth-culture video content including BMX coverage. It is a broad incumbent media company that competes for the same young, action-sports advertiser and audience attention as DIG's digital video platform.
- Red Bull Bike / Red Bull Media House: Red Bull operates one of the largest action-sports media ecosystems, including dedicated BMX event series (e.g., The Nines, Red Bull Sessions) and a global content platform. DIG partners with Red Bull on coverage but Red Bull is a much broader incumbent competing for the same BMX audience attention and brand sponsorship spend.
- Vans (BMX content & collaborations): Vans is a leading action-sports footwear and apparel brand that produces BMX-specific content, sponsors riders, and runs community initiatives (e.g., The Circle with DIG). It is comparable as a brand-driven BMX media and community operator with overlapping audience and partnership economics.
- ESPN Action Sports / X Games: ESPN's X Games platform covers BMX along with skateboarding, Moto X, and other action sports, producing video, editorial, and live event coverage. It is a broad incumbent operating in the same BMX content space, with significantly greater reach but less BMX-specific specialization than DIG.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
DIG BMX social profiles
Digital presenceDIG BMX financial estimates
Financial estimateRevenue estimate
Valuation estimate
DIG BMX leadership team
Management profileNumber of profiles
Profiles2 records
DIG BMX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DIG BMX 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 DIG BMX
What does DIG BMX do?
DIG BMX is an independent BMX media company founded in 1993 that produces and distributes original print magazines (annual DIG BOOK and GREYSTOKE), coffee-table books, branded apparel, digital video content, and BMX photography. It monetizes this content through direct-to-consumer e-commerce, advertising from BMX industry brand partners, and a global network of BMX bike shop stockists.
Is DIG BMX a public or private company?
DIG BMX is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DIG BMX founded?
DIG BMX was founded in 1993. It employs 1 to 10 people.
Where is DIG BMX based?
DIG BMX is headquartered in Glasgow, United Kingdom, in the Europe region.
How does DIG BMX make money?
Four revenue lines are on record. Merchandise Sales are the primary driver. The others are print Publications, digital Content and advertising and Sponsorships.
Who are DIG BMX's main competitors?
Direct peers on record are Vital BMX, Ride BMX Magazine, Pinkbike, Defgrip and Decline Magazine. Source BMX is listed as a regional player. Broad incumbents are Vice Media (action sports / sports verticals), Red Bull Bike / Red Bull Media House, Vans (BMX content & collaborations) and ESPN Action Sports / X Games.
Does DIG BMX have an API?
No public API is recorded for DIG BMX.
What industry is DIG BMX in?
DIG BMX's product category is BMX Media & Content. Its primary akta.pro industry code is CRAMAHAC, Bike Apparel, Helmets & Protective Gear Retail, with a secondary code of CRAMAHAL, Bike Online Retail & Omnichannel Specialists. Its NAICS code is 336991 and its SIC code is 3751.