Niels Albert Bike Store

What Niels Albert Bike Store does

Niels Albert Bike Store (legal entity: Alte BV) is a Belgian specialty bicycle retailer founded in December 2014 by former professional cyclocross world champion Niels Albert, together with his partner Valeska Van Den Broecke as co-owner. The company operates a single flagship retail store at Kruisstraat 126, Tremelo, Belgium, with over 1,250 m² of showroom space across two floors and a planned expansion to 3,000 m² in 2024. Its core offering spans new bike sales across multiple categories (road, mountain, gravel, e-bikes, children's, city, cyclocross), premium cycling accessories and apparel from brands such as Castelli, Vermarc Sport, Thule, and its own house brand, plus a comprehensive set of services including professional bike fitting (launched in-house in December 2024), maintenance packages, B2B bike leasing, bike insurance via Tacx, and second-hand bike resale assistance.

The business model is primarily sales-led through physical retail, supported by a website used for product information and second-hand bike listings (no full e-commerce transaction capability). Revenue is generated across multiple streams: hardware sales of new bikes, accessories and clothing; professional services (bike fitting at €250, maintenance); managed services (B2B leasing); and transaction fees on second-hand bike sales. The customer base includes amateur and professional cyclists (including a testimonial relationship with Wout Van Aert), families purchasing children's bikes, and corporate clients for employee bike leasing. Distribution is domestic, focused on the Flanders region of Belgium, with marketing relying on the founder's personal brand, customer testimonials, newsletter, a Beyond the Moon charity partnership, and word-of-mouth rather than paid digital acquisition. There is no external investment, parent company, or active fundraising activity disclosed in the source data.

Name

Niels Albert Bike Store

Legal name

Alte BV

Website

https://nielsalbertbikestore.be

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Niels Albert Bike Store is a Belgian specialty bicycle retailer founded in 2014 by cyclocross world champion Niels Albert, operating a flagship store in Tremelo selling premium new and second-hand bikes, accessories, apparel, and professional fitting, maintenance, and B2B leasing services.

Ownership category

akta.pro rank

Product category

Specialty Bicycle Retail

NAICS

Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

Keywords

• Bicycle retail
• Cycling accessories
• Professional bike fitting
• Bike maintenance services
• B2b bike leasing

Headquarters

HQ city

Tremelo

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Bike Sales: Sale of new bicycles including race bikes, mountain bikes, gravel bikes, electric bikes, children's bikes, and city bikes from various premium brands.
2. Accessories and Clothing: Sale of cycling accessories (helmets, glasses, navigation, bags, carriers, child seats) and cycling clothing (Castelli, Vermarc Sport, 8ight and counting, Niels Albert house brand).
3. Bike Fitting Services: Professional bike fitting service with full in-house fitting space since December 2024. Includes body analysis, bike analysis, saddle pressure measurement, and comprehensive fitting report.
4. Service and Maintenance: Various maintenance packages, repairs, and ongoing support for purchased bikes.
5. Second-hand Bike Sales: Assistance in selling customers' current bikes when purchasing new ones, promoting through website, newsletters, and in-store.
6. Bike Leasing (B2B): Leasing services for business customers (B2B segment).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Niels Albert Bike Store is a physical bicycle retail store selling new bikes (road, mountain, gravel, electric, city, cyclo-cross, children's, and second-hand), cycling accessories, and apparel from premium brands. Beyond retail, the store provides in-house professional bike fitting, ongoing maintenance and repair services, B2B bike leasing for corporate customers, and bike insurance via Tacx. The business operates from a large showroom and workshop in Tremelo, Belgium.

Product overview

Niels Albert Bike Store is een fysieke fietsenwinkel (geopend eind 2014, uitgebreid naar >1.250 m² in 2016) met een breed productassortiment bestaande uit: fietsen (racefietsen, mountainbikes, gravelbikes, elektrische fietsen, kinderfietsen, stadsfietsen, cyclocross, BMX en 2dehandsfietsen), accessoires (helmen, brillen, navigatie/computers, fietstassen, fietsendragers, kinderzitjes, fietsschoenen) en kleding (Castelli, Vermarc Sport, 8ight/Canary Hill, Vuelo en eigen huismerk). Daarnaast biedt de winkel services aan waaronder professionele bikefitting (in-house sinds december 2024), leasing (B2B), onderhoudsformules en fietsverzekering. Het bedrijf wordt gerund door voormalig wereldkampioen veldrijden Niels Albert en is gevestigd in Tremelo, België.

Differentiator

Problem solved

Functional benefit

Products and services

• Race Bikes (Racefietsen) Road bicycles for road use, including entry-level to high-end models with aluminum or carbon frames, offered across all price ranges.
• Mountain Bikes (Mountainbikes) Mountain bikes for off-road use, including full suspension and hardtail models, available from multiple brands.
• Gravel Bikes (Gravelbikes) Gravel bikes for versatile use on paved and unpaved roads, suitable for commuting and adventure riding.
• Electric Bikes (Elektrische fietsen) Electric bicycles (e-bikes) with pedal assistance in various configurations, including cargo models for family use.
• Children's Bikes (Kinderfietsen) Children's bikes and balance bikes for children aged 2 and up, from brands including Oxford, S'cool, BFN, Early Rider, Bergamont, and Superior.
• City Bikes (Stadsfietsen) City bikes for daily commuting and errands, with wide tires, sprung saddle, and lightweight aluminum frame.
• Cyclocross Bikes Cyclocross bikes similar to road bikes but with greater tire clearance, stronger frames, and lower gear ratios.
• Second-hand Bikes (2dehandsfietsen) Second-hand bicycles with online listings; the store also assists customers in selling their current bike when purchasing a new one.
• Professional Bike Fitting (Bikefitting) Professional 2-hour bike fitting session including body analysis, bike analysis, sizing, position adjustment, cleat setup, saddle pressure measurement, and a comprehensive report. Priced at €250 incl. VAT (€150 incl. VAT when purchasing a new bike).
• Service and Maintenance (Service en Onderhoud) Maintenance packages, repairs, and ongoing support for all types of bicycles, performed by experienced technicians.
• B2B Bike Leasing (Leasing) Bike leasing service for businesses (B2B) to lease bicycles to their employees as a benefit and sustainable mobility solution.
• Bike Insurance (Fietsverzekering) Bike insurance offered via Tacx to protect bicycles against theft and damage.

Quantifiable outcome

• A good bike helmet reduces the chance of head injury by 50%
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Beyond the MooncoreOthers · 1 June 2024Niels and Valeska Albert have been Peter and Meter of Beyond the Moon since June 2024. Beyond the Moon is a recognized non-profit organization from Schriek that has been providing carefree family vacations for families with a sick child since 2005. The partnership aims to create breathing space where rest, connection and resilience are given room again.
• Vermarc SportcoreChannel Partner/ Reseller/ DistributorNiels Albert Bike Store is an official distributor of Vermarc Sport cycling apparel. Vermarc Sport is a Belgian company that ensures cycling apparel is produced in an ethically responsible environment with minimal environmental impact. The brand is inspired by glorious cycling heritage and collaborates with top professional teams.
• CastellicoreChannel Partner/ Reseller/ DistributorNiels Albert Bike Store is an official distributor of Castelli, an Italian cycling apparel brand inspired by cycling and its heroes. Design and production of textiles and accessories are done in-house with preference for fair and ecologically responsible produced products.
• ThuleminorChannel Partner/ Reseller/ DistributorThule is known for quality bike carriers and accessories. Niels Albert Bike Store offers Thule bike carriers in various forms and sizes for different vehicles, including the Thule EPOS towbar bike rack.
• Thule (Child Seats)minorChannel Partner/ Reseller/ DistributorChild seats are from Thule brand, leveraging their knowledge in attachments and materials.
• 8ight and Counting / Canary HillminorChannel Partner/ Reseller/ Distributor8ight and counting is a Belgian fresh and contemporary company in cycling apparel. Canary Hill produces quality and contemporary cycling clothing for women. Niels Albert Bike Store carries this brand in their clothing section.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Canyon Bicycles: German direct-to-consumer premium bike brand selling road, mountain, gravel, and e-bikes online. Competes with Niels Albert Bike Store on premium positioning while bypassing dealer retail, posing a structural margin threat.
• Bike24: Large European online bike and accessories retailer covering road, mountain, gravel, and e-bikes plus apparel and components. Comparable product mix and pan-European reach that competes with traditional bike stores for premium consumers.
• Fietsenwinkel.nl: Largest Dutch bicycle retailer with extensive showroom and online presence, selling new bikes, e-bikes, accessories, and clothing from multiple premium brands. Directly comparable in business model and product breadth to Niels Albert Bike Store.
• Specialized Concept Stores: Specialized's flagship retail concept stores sell premium road, mountain, gravel, and e-bikes across Europe. Compete directly with Niels Albert Bike Store for premium-segment Belgian cyclists seeking brand-specific expertise and bike fitting.
• Rose Bikes: German direct-to-consumer bike brand and retailer selling road, mountain, gravel, and e-bikes at competitive prices. Represents the online-first model that pressures traditional multi-brand stores like Niels Albert Bike Store.
• Gazelle: Iconic Dutch bicycle manufacturer with strong retail presence in the Netherlands and Belgium, specializing in city, e-bikes, and family bikes. Comparable brand positioning and heritage, competing in the same Belgian consumer market.
• Mantel: Dutch specialty bike retailer operating both online and brick-and-mortar, offering premium road, mountain, gravel, and e-bikes from many of the same brands carried by Niels Albert Bike Store (Trek, Cannondale, etc.). Directly comparable on multi-brand premium bike retail in the Benelux region.
• Trek Bicycle Stores: Trek's branded retail network sells premium road, mountain, gravel, and e-bikes across Europe. Niels Albert Bike Store itself is a Trek dealer; Trek-owned stores represent the closest direct brand-aligned retail competitor.

Broad incumbents

• Bever: Leading Benelux outdoor and sporting goods retailer carrying bikes, e-bikes, cycling apparel, and accessories alongside broader outdoor categories. Comparable primarily on the apparel and accessories overlap with Niels Albert Bike Store.
• Decathlon: Global sporting goods retailer with a strong Belgian footprint, selling bikes alongside a vast range of other sports equipment. Operates a multi-brand, multi-channel model that competes with Niels Albert Bike Store on price and breadth, though without the premium specialization or founder-led brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/niels-albert-bike-store

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Niels Albert Bike Store