Fiets.com

What Fiets.com does

Fiets.com is a Dutch bicycle retailer headquartered in Wormerveer, Noord-Holland, operating as a family business (father and sons) with a total of 7 employees. The business traces its origin to 1975 as Vriend Tweewielers Centrum and began online sales in 2000 under the BikeMotion brand, rebranding to Fiets.com in 2006. It serves Dutch consumers in the Noord-Holland region through a 1,500 m² showroom displaying 1,000+ bicycles, a regional pickup service, and an e-commerce channel.

The product mix combines premium third-party brands (Batavus, Koga, Sparta, Sensa) with the in-house I-cycle e-bike brand, launched in 2013 and assembled by the company. I-cycle e-bikes are priced from €1,299 to €3,899, positioned as a value alternative within the Dutch e-bike category. The company also runs a workshop servicing 15,000+ bikes per year, offering tiered maintenance subscriptions (Brons €14.95/month, Zilver €19.95/month, Goud €24.95/month) that create a recurring revenue layer on top of unit sales.

The business model rests on three revenue streams: (1) new and likely refurbished bike sales (retail and online), (2) workshop service fees and recurring maintenance subscriptions, and (3) ecosystem monetization through partnerships with Kingpolis (insurance), MultiSafePay (payments), and NFP/Fiscfree (WKR fietsplan employer leasing). Geographic scope is explicitly regional, with operations concentrated in North Holland and no disclosed expansion into additional provinces.

Name

Fiets.com

Legal name

Fiets.com

Website

https://fiets.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Fiets.com is a family-owned Dutch bicycle retailer in Wormerveer (Noord-Holland) operating a 1,500 m² showroom, e-commerce channel, and in-house I-cycle e-bike brand, serving regional consumers with bike sales, workshop services, and tiered maintenance subscriptions.

Ownership category

akta.pro rank

Product category

Bicycle Retail

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), E-Bike Retail (CRAMAHAE), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Electric bicycle retail
• Bicycle repair services
• Bicycle insurance
• Bicycle subscription packages
• Online bicycle store

Headquarters

HQ city

Wormerveer

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bicycle Sales: Retail sales of bicycles including regular bikes, electric bikes, and their own I-cycle brand through both physical showroom and online store.
2. Service Subscriptions: Monthly subscription tiers (Brons €14.95, Zilver €19.95, Goud €24.95) providing maintenance, theft insurance, breakdown assistance, and discounts on accessories and batteries.
3. Workshop Services: Professional repair and maintenance services for all bike types, handling over 15,000 bikes per year.
4. Insurance Products: Diefstalverzekering (theft insurance) and casco insurance through Kingpolis partnership, handling claims and providing replacement bicycles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Fiets.com is a Dutch bicycle retailer that sells electric and conventional bicycles from its own I-cycle brand and third-party premium brands (Batavus, Koga, Sparta, Sensa) through a 1,500 m² showroom in Wormerveer and an e-commerce site, with free delivery in Noord-Holland. It bundles bicycles with multi-tier service subscriptions (Brons/Zilver/Goud) covering maintenance, theft and casco insurance via Kingpolis, breakdown assistance, and GPS Track&Trace security. The company also runs a professional workshop handling over 15,000 bike repairs per year and facilitates WKR company bike scheme purchases for employer-sponsored buyers.

Product overview

Fiets.com is a Dutch bicycle retailer and service provider operating a 1500 m2 showroom in Wormerveer, North Holland, plus an e-commerce platform. The company was founded in 1975 and now offers over 1,000 bicycles including electric bikes (98 products), conventional bikes (110 products), and accessories (186 products). The core product portfolio centers on electric bicycles from multiple premium brands (Batavus, Koga, Sparta, Sensa, VanDijck) alongside their proprietary I-cycle brand launched in 2013. Fiets.com differentiates through value pricing for comparable quality and provides comprehensive after-sale services including maintenance workshops, service subscription packages (Bronze/Silver/Gold tiers), insurance partnerships, GPS security integration, pickup/delivery services, and WKR company bike financing schemes. The I-cycle sub-brand represents their in-house assembled e-bikes using motors from Bosch, Ananda, Motinova, Shimano and Bafang, positioned as a cost-effective alternative to premium brands while maintaining quality through in-house assembly and control over components.

Differentiator

Problem solved

Functional benefit

Brands

• I-cycle: Own-brand electric bicycles built with motors from Bosch, Ananda, Motinova, Shimano, and Bafang. Assembled in-house since 2013 with focus on quality-price ratio.

Products and services

• I-cycle electric bicycles Own-brand electric bicycles designed and assembled in-house by Fiets.com since 2013, featuring motors from Bosch, Shimano Steps, Bafang, Ananda, and Motinova in front-, mid-, and rear-wheel configurations. Targeted at Dutch consumers seeking quality comparable to premium A-brands at lower price points, with available configurations including city, trekking, and sport-style e-bikes.
• Service subscription packages (Brons, Zilver, Goud) Monthly service subscription tiers for e-bike owners: Brons (€14.95/month) covers annual maintenance, free electric loan bike, battery test and discounts on accessories/batteries; Zilver (from €19.95/month) adds theft insurance with up to 5 years new-value payout, casco insurance, legal assistance, personal property insurance, roadside assistance and 3-year battery warranty; Goud (from €24.95/month) adds pickup and delivery for repairs (region-dependent). Targeted at Dutch e-bike owners seeking predictable maintenance costs and integrated protection.
• Bicycle insurance via Kingpolis Theft and casco (damage) insurance for bicycles sold by Fiets.com, provided through the Kingpolis partnership. Covers claims handling and provides replacement bicycles, with up to three years of no-depreciation new-value payout. Targeted at e-bike and premium bicycle owners in the Netherlands.
• GPS Track & Trace e-bike security Discreetly integrated GPS tracking device in e-bikes providing real-time location monitoring via a paired smartphone app, geofencing alerts when the bike leaves a defined area, route history and theft recovery support. Targeted at e-bike owners concerned about theft of high-value electric bicycles.
• WKR Fietsplan (company bike scheme) Participation in the Dutch WKR fietsplan scheme, enabling employees to purchase bicycles through their employer with tax benefits. Supports both direct employer payment and intermediated arrangements via NFP/Fiscfree (which charges a 10% administration fee on recommended retail price). Targeted at Dutch employers offering employee bike benefits and their employees.
• Bicycle pickup and return service Pickup and return delivery service for e-bike repairs in the North Holland region, with a loaner e-bike provided during the service period. Targeted at Dutch e-bike owners in Noord-Holland who need convenient workshop access.
• Professional bicycle workshop and repairs Professional bicycle repair and maintenance workshop handling over 15,000 bicycles annually, covering small repairs (such as punctures), full service and e-bike software updates. Targeted at all bicycle owners, regardless of where the bicycle was purchased.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• BatavuscoreChannel Partner/ Reseller/ DistributorOfficial dealer of Batavus bicycles and e-bikes, offering their full product range including premium models like Finez, Senz, and Altura
• SpartacoreChannel Partner/ Reseller/ DistributorOfficial dealer of Sparta e-bikes including the a-Shine Ultra automaat model
• I-cyclecoreOEM/ Whitelabel/ Licensing PartnerOwn brand developed and owned by Fiets.com, featuring e-bikes with motors from Bosch, Shimano, Bafang, Ananda and Motinova
• KogacoreChannel Partner/ Reseller/ DistributorOfficial dealer of Koga bicycles including premium F3 series and SuperMetro urban bikes
• SensacoreChannel Partner/ Reseller/ DistributorOfficial dealer of Sensa bicycles including Superlite, Cintura, and Travel Lite series assembled in the Netherlands
• KingpoliscoreChannel Partner/ Reseller/ DistributorInsurance partner providing theft and casco insurance for bicycles sold by Fiets.com, handling claims and providing replacement bicycles
• Nationale Fiets Projecten (NFP/Fiscfree)minorChannel Partner/ Reseller/ DistributorIntermediary for company bike schemes under WKR regulation, charging 10% administration fee on recommended retail price
• BoschcoreTechnology or IntegrationMotor supplier for I-cycle e-bikes and featured on third-party brands, including Active Line, Performance Line, and Smart System (BES3)
• ShimanocoreTechnology or IntegrationMotor supplier (Steps system) and drivetrain components including Nexus, Alfine hub gears and disc brakes
• BafangcoreTechnology or IntegrationMotor supplier for I-cycle e-bikes including M200, M300, M400, M420 mid-motors and H400 front motor

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Swapfiets: Dutch bike subscription service offering monthly membership including maintenance and theft replacement. Comparable for the subscription/service-led model targeting urban Dutch commuters, though Swapfiets uses lighter city bikes rather than premium e-bikes.
• VanMoof: Dutch premium e-bike D2C brand known for tech-forward design and integrated GPS/anti-theft. Comparable as a Netherlands-based e-bike brand competing for the same premium urban consumer, though operating via direct online model rather than dealer-led.

Broad incumbents

• Koga: Dutch premium bicycle manufacturer distributed through select dealers. Fiets.com is an official dealer; comparable in the premium Dutch bike space with similar customer demographic (affluent commuters, sport cyclists).
• Royal Dutch Gazelle: Largest Dutch bicycle manufacturer with nationwide dealer network. Directly comparable as a premium e-bike brand distributed through the same dealer channel Fiets.com operates in, though Gazelle is also a manufacturer competing with Fiets.com's I-cycle brand.
• Batavus: Major Dutch bicycle brand owned by Accell Group, sold through dealer network. Fiets.com is an official dealer; comparable as a brand Fiets.com retails and as a competing Dutch e-bike manufacturer with similar target customers.
• Sparta: Established Dutch e-bike brand (also Accell Group) sold through dealers including Fiets.com. Comparable as premium e-bike brand in the same category Fiets.com retails, with overlapping premium urban commuter positioning.
• Decathlon Netherlands: Global sporting goods retailer with a major Dutch footprint selling bicycles across price points. Comparable as a multi-brand bike retailer targeting Dutch consumers, though Decathlon also sells own-label bikes and broader sporting goods.

Direct peers

• Amslod: Dutch e-bike brand with own retail locations across the Netherlands and dealer network. Comparable as a Netherlands-based e-bike specialist with own-brand focus, showroom + workshop model, and similar urban commuter target market.
• Stella Fietsen: Large Dutch e-bike specialist with showrooms across the Netherlands, offering own-brand and multi-brand e-bikes with service packages. Closest direct peer given similar showroom + service + own-brand e-bike model targeting Dutch consumers.

Regional players

• Halfords: UK-based bike and motoring retailer with service/repair operations. Comparable as a multi-brand bicycle retailer with workshop and service subscription model, though operating in the UK rather than competing in Noord-Holland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fiets-com

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Fiets.com