myvélo NEVER TOO LATE

What myvélo NEVER TOO LATE does

MYVELO (myvélo — NEVER TOO LATE) is a privately held, bootstrapped German direct-to-consumer manufacturer of premium bicycles and e-bikes, founded by Vincent Augustin and Fabian Huber, who met at a Black Forest cycling club in 2000 and built the brand from their competitive cycling experience. The company designs and sells approximately 25 active models across six categories — e-folding bikes, e-SUVs, trekking and city e-bikes, e-mountainbikes (hardtail and full suspension), gravel bikes, and road/aero/triathlon bikes — with a price ladder running from roughly €1,199 for entry-level aluminum road and gravel bikes to €15,333 for the limited Verona Ltd. 33 carbon flagship. Core technology is third-party rather than proprietary: frames are aluminum and carbon, e-bikes use Bosch motors (BDU38 Performance Line CX Gen5 and Active Line Plus, 100 Nm, 800 Wh batteries with BMS), and premium road/gravel models integrate Shimano electronic Di2 shifting (105, Ultegra, Dura-Ace) plus tubeless-ready wheels. All e-bikes comply with EU Pedelec regulations and German STVZO road-traffic requirements.

The business model is direct-to-consumer: MYVELO sells through its myvelo.de online shop and two owned retail outlets (flagship store in Oberkirch, second store in Geretsried), eliminating dealer markups, offering 99% pre-assembled delivery, free shipping/returns above €50, and a 2-year warranty supported by a 6,000+ partner-workshop service network across Germany. Distribution reaches 35 European countries; customer financing is available through the JobRad employer bike-leasing program. The team is approximately 13 people, including founders, a master mechanic, marketing, e-commerce, UX, content, and customer-support functions. Marketing is multi-channel: SEO-driven content (E-Bike, Road, Gravel, MTB, and folding-bike blogs), social media across Instagram, Facebook, TikTok and LinkedIn, trade shows and test-ride events, and earned media in Eurosport, DMAX, Tour, and Focus Online. Brand-building activities include the MYVELO Pro Cycling Team (a UCI Continental team launched in 2025), the MYVELO Werkstatt DIY repair-guide platform, the MYVELO Charity Cycling initiative, and limited-edition co-branded models with GCN (Global Cycling Network). Customer segments are horizontal use cases — urban commuters, mountain bikers, gravel cyclists, road cyclists, and RV/camping enthusiasts — served exclusively by individual consumer purchases with no enterprise or wholesale accounts.

Name

myvélo NEVER TOO LATE

Legal name

MYVELO

Website

https://myvelo.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

MYVELO is a bootstrapped German direct-to-consumer manufacturer of premium bicycles and e-bikes across six categories (folding, e-SUV, trekking, e-MTB, gravel, road), using Bosch and Shimano components, sold online and via two flagship stores to individual consumers across 35 European countries.

Ownership category

akta.pro rank

Product category

Bicycles and Electric Bicycles

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

E-bikes & E-cargo Bikes Manufacturing (IMACAOAA)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Cycling & Micromobility Products Distribution (CRAOAJAF)

Keywords

• Electric bicycles
• Folding e-bikes
• Gravel bikes
• Road bikes
• Mountain e-bikes

Headquarters

HQ city

Oberkirch

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bicycle and E-Bike Sales: One-time purchase of complete bicycles and e-bikes across categories: folding bikes, SUV e-bikes, trekking e-bikes, city e-bikes, e-mountainbikes, gravel bikes, and road bikes. Prices range from entry-level around €1,199 to premium carbon models at €15,333.
2. Accessories and Components: Sales of cycling accessories including helmets, lights, locks, bells, pumps, tires, tubes, bags, bike carriers, maintenance supplies, cycling clothing, and sports nutrition products.
3. Bike Leasing (via JobRad): Offers employer bike leasing programs through JobRad partnership, allowing customers to finance bikes through monthly installments deducted from gross salary.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

MYVELO is a direct-to-consumer bicycle and e-bike manufacturer based in the Black Forest region of Germany. The company designs, assembles, and sells a curated portfolio of bicycles including electric folding bikes, E-SUVs, trekking e-bikes, e-mountainbikes, gravel bikes, and road bikes through its own online shop and flagship stores, bypassing traditional retail middlemen. Bikes use premium components from Bosch (motors), Shimano (Di2 electronic shifting, hydraulic disc brakes), and feature aluminum or carbon frames, with 100% STVZO compliance for German road use and a 2-year warranty.

Product overview

MYVELO is a direct-to-consumer bicycle and e-bike manufacturer based in Oberkirch, Black Forest, Germany, founded by Fabian Huber and Vincent Augustin in 2000. The company operates a direct-sales model from Germany, bypassing intermediaries, and offers a curated portfolio of bicycles and e-bikes across six core categories: (1) E-Bike Folding Bikes including the Berlin, Zürich, Ipanema, Molinar, Palma, Rio, and Monza Carbon; (2) E-SUV Bikes including the Everest Equipped and Makalu Equipped; (3) Trekking and City E-Bikes including the Nizza and Paris; (4) E-Mountainbikes including the Himalaya, Stelvio (fully), and Aspen (fully); (5) Gravel Bikes including the Mortirolo, Mortirolo Race Edition, Mortirolo x GCN, Campo Felice, Gavia, and Macau; (6) Road Bikes including the Verona, Verona x GCN, Verona Ltd. 33, Oslo Endurance, Tourmalet, Tourmalet x GCN, and Lisboa Triathlon. The portfolio also includes children's bikes, cycling accessories (apparel, nutrition, components), a professional UCI Continental cycling team (MYVELO Pro Cycling Team), an online DIY workshop guide platform (MYVELO Werkstatt), and a flagship physical store in Oberkirch. The company also collaborates with GCN (Global Cycling Network) on two co-branded special edition bikes. All products are designed in the Black Forest and shipped directly to customers, with a 2-year warranty and a stated commitment to STVZO road legality compliance for German road use.

Differentiator

Problem solved

Functional benefit

Brands

• MYVELO Pro Cycling Team: UCI Continental professional cycling team launched in 2025, competing under the 'never too late' spirit.
• MYVELO Werkstatt
• MYVELO Charity Cycling

Products and services

• Electric Folding Bikes (E-Klapprad)

Quantifiable outcome

• 6,000+ service workshops nationwide for customer support
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• GCN (Global Cycling Network)coreGTM or Marketing PartnerCollaborative product development resulting in limited edition GCN x MYVELO bikes including Verona x GCN Rennrad and Mortirolo x GCN Gravel Bike. GCN is one of the world's largest cycling communities, providing marketing reach and credibility among cycling enthusiasts.
• Bosch eBike SystemscoreTechnology or IntegrationPrimary motor supplier for e-bikes including BDU38 Performance Line CX Gen5 and Active Line Plus motors. Bosch provides the core electric drive technology that powers MYVELO's e-bike lineup.
• ShimanocoreTechnology or IntegrationSupplier of electronic shifting systems (DI2) and drivetrain components including Dura-Ace, Ultegra, and 105 groupsets. Provides precise shifting technology for road and gravel bikes.
• JobRadminorChannel Partner/ Reseller/ DistributorBike leasing partner enabling employer-based bike leasing programs. Allows customers to finance purchases through monthly salary deductions with tax advantages.
• 6,000+ German WorkshopscoreChannel Partner/ Reseller/ DistributorExtensive service partner network across Germany providing repairs, maintenance, and warranty support. Ensures customers have local service access nationwide.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Canyon Bicycles: Canyon is a German direct-to-consumer bicycle and e-bike manufacturer (Koblenz) known for premium road, gravel, mountain, and e-bikes sold online without dealer middlemen — the closest business-model comparable to MYVELO.
• Rose Bikes: Rose Bikes is a German family-owned direct-to-consumer bicycle brand (Bocholt) offering road, gravel, MTB, and e-bikes online with a flagship showroom — a near-identical model to MYVELO's D2C-plus-flagship-store approach.
• Rad Power Bikes: Rad Power Bikes is a leading direct-to-consumer e-bike brand selling online across multiple markets with similar manufacturer-direct positioning, though focused on North America — a peer for MYVELO's D2C e-bike model.
• Riese & Müller: Riese & Müller is a premium German e-bike manufacturer (Darmstadt) focused on high-end E-Bikes, E-MTBs, and cargo bikes using Bosch motors — directly comparable to MYVELO's premium e-bike positioning and component choices.

Broad incumbents

• Specialized Bicycle Components: Specialized is a global premium bicycle and e-bike brand offering road, gravel, MTB, and e-bikes with broad distribution and strong brand recognition — a broad incumbent that competes for the same premium customer MYVELO targets.
• Cube Bikes: Cube is a major German bicycle and e-bike brand (Waldershof) with a broad portfolio spanning MTB, road, gravel, trekking, and e-bikes — a larger incumbent competing with MYVELO across overlapping categories.
• Decathlon: Decathlon is a global sporting goods retailer and manufacturer with extensive own-brand bicycle and e-bike lines (Btwin/Rockrider) sold across hundreds of stores and online — a broad incumbent that competes with MYVELO on price and breadth.
• Trek Bicycle Corporation: Trek is one of the world's largest bicycle brands with a full portfolio of road, gravel, MTB, and e-bikes including D2C elements — a broad incumbent that competes across all of MYVELO's product categories.

Emerging players

• Cowboy: Cowboy is a European connected e-bike brand (Belgium) selling premium urban e-bikes direct to consumers — an emerging peer in the D2C urban e-bike category where MYVELO also competes.
• Ampler Bikes: Ampler is a European (Estonian) direct-to-consumer lightweight e-bike startup targeting urban commuters — an emerging D2C e-bike player comparable to MYVELO's e-bike and urban commuter offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Ebikeplattform
• LinkedInlinkedin.com/company/myv%C3%A9lo
• Instagraminstagram.com/myvelo.de
• TikToktiktok.com/@myvelo.de

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 myvélo NEVER TOO LATE