PEDAL HEAVEN LTD
PEDAL HEAVEN LTD is an independent bicycle retailer based in Fleet, Hampshire, combining a 30-year-old showroom with a UK-wide e-commerce site. It sells bikes, components, apparel, and accessories from premium brands and operates an in-house workshop serving individual cycling consumers.
- Company typePrivate
- Founded1994
- HeadquartersFleet, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What PEDAL HEAVEN LTD does
PEDAL HEAVEN LTD is an independent bicycle retailer headquartered at 311-313 Fleet Road, Fleet, Hampshire (GU51 3BU), United Kingdom. The business operates a hybrid retail model combining a physical showroom with a full-service e-commerce website (pedalheaven.co.uk) and Click & Collect, serving individual cyclists across the UK with a particular concentration in South East England. Established in approximately 1994 and privately held under founder/operator ownership, the company is a private limited company registered in England and Wales (company number 7757061) with no outside equity backing.
The company sells a comprehensive cycling assortment: bicycles across road, mountain, gravel, hybrid, folding, kids, and electric categories from premium brands (Specialized, Pinarello, Cube, Merida, Frog, Brompton), supported by components (Shimano, SRAM, Campagnolo), apparel (ASSOS, Castelli), helmets, accessories (Garmin, Wahoo, Muc-Off), and tools. Revenue is generated through five streams: bicycle hardware sales, components and parts, clothing and apparel, accessories, and professional workshop services (servicing, repairs, custom builds), supplemented by finance option transaction fees and standard delivery charges. Pricing combines unit pricing on shipping (£8.99 standard; £49.99 Parcel Force heavy items; £50 premium bike delivery) with finance tiers starting at £389 and a 30-day returns policy.
Technology and operations are built on the Citrus-Lime integrated e-commerce and Cloud POS platform, with payment integrations including Klarna, PayPal, and major card networks. Distribution to consumers is via in-store purchase, Click & Collect, home delivery via DPD and Parcel Force, and a Premium Bike Delivery service. The business accepts vouchers from at least eight UK cycle-to-work schemes (Gogeta, Cyclescheme, Green Commute Initiative, Vivup, Bike2Work, Enjoy Benefits, My Benefits World, Halfords Cycle 2 Work), broadening employer-channel reach. With a stated headcount of 6, the company is a small, traditional, single-location independent retailer leveraging digital tools and institutional partnerships to extend its addressable market.
PEDAL HEAVEN LTD firmographics
Firmographics- Name
- PEDAL HEAVEN LTD
- Legal name
- Pedal Heaven Ltd
- Website
- https://pedalheaven.co.uk
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PEDAL HEAVEN LTD is an independent bicycle retailer based in Fleet, Hampshire, combining a 30-year-old showroom with a UK-wide e-commerce site. It sells bikes, components, apparel, and accessories from premium brands and operates an in-house workshop serving individual cycling consumers.
- Ownership category
- akta.pro rank
PEDAL HEAVEN LTD industry classification
Industry- Product category
- Specialty Bicycle Retail
- NAICS
- Sporting Goods Retailers (45911), Personal and Household Goods Repair and Maintenance (8114)
- SIC
- Retail-Auto & Home Supply Stores (5531)
- akta.pro primary industry
- Bicycle Retail (New Bikes) (CRAMAHAA)
- akta.pro secondary industries
- Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Parts & Components Retail (CRAMAHAB), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where PEDAL HEAVEN LTD is headquartered
LocationHeadquarters
- HQ city
- Fleet
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
PEDAL HEAVEN LTD business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Bicycle Sales: Sale of bicycles across multiple categories including road bikes, mountain bikes, gravel bikes, e-bikes, hybrid bikes, folding bikes, and kids bikes from premium brands such as Specialized, Pinarello, Cube, Merida, and Frog.
- Components and Parts: Sales of bike components including brakes, gears, drivetrain, pedals, cleats, saddles, seatposts, wheels, tyres, tubes, forks, shocks, and finishing kit.
- Clothing and Apparel: Sales of cycling clothing including jerseys, shorts, bib tights, jackets, gilets, baselayers, socks, overshoes, and accessories from brands such as Assos, Castelli, and others.
- Accessories: Sales of cycling accessories including helmets, eyewear, gloves, footwear, lights, locks, nutrition, pumps, backpacks, hydration systems, turbo trainers, and bike storage.
- Workshop Services: Professional bike servicing, maintenance, repairs, custom bike builds, and workshop services performed by qualified mechanics.
- Finance Options: Interest-free and interest-bearing finance options for customers, minimum finance amount £389, providing flexible payment solutions for higher-value bike purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard DPD Shipping |
| Unit Pricing | Pay-as-you-go | Premium Bike Delivery |
| Unit Pricing | Pay-as-you-go | Parcel Force Bike or Heavy Item 48hr |
| Unit Pricing | Pay-as-you-go | DPD Parcel |
| Transaction based/ take rate | Multi-year contract | Finance Options |
| Unit Pricing | Pay-as-you-go | Highlands, Islands, and Remote Areas |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
PEDAL HEAVEN LTD product offering
Product offeringCore offering
Pedal Heaven is an independent bicycle retailer selling bikes, components, cycling apparel, helmets, and accessories from premium brands (Specialized, Pinarello, Cube, Merida, Frog, Brompton, Assos, Castelli, Shimano, SRAM, Garmin, Wahoo). The business complements retail with in-house workshop services (maintenance, repairs, custom builds), flexible finance options, cycle-to-work scheme support, Click & Collect, and UK home delivery.
Product overview
Pedal Heaven is an independent bike shop based in Fleet, Hampshire, UK operating for over 30 years. The business offers a comprehensive product portfolio centered around bicycles and cycling equipment. Core products include full-range bikes (road, mountain, gravel, hybrid, folding, kids, and electric) from premium brands such as Specialized, Pinarello, Cube, Merida, Frog, and Brompton, alongside cycling clothing from ASSOS, Castelli, and other brands, components from Shimano and SRAM, accessories from Garmin, Wahoo, and Muc Off, helmets, and tools. The business complements its retail offering with integrated service modules including professional workshop services (maintenance, repairs, custom builds), flexible finance options, cycle to work scheme support (partnering with Gogeta, Cyclescheme, Vivup, and others), multiple delivery options including premium bike delivery, and Click & Collect. The business also offers gift vouchers and participates in promotional sales events.
Differentiator
Problem solved
Functional benefit
Products and services
- Bicycles (Road, Mountain, Gravel, Hybrid, Folding, Kids, Electric) Full range of bicycles spanning road, mountain, gravel/cyclocross, hybrid, folding, kids, and e-bike categories from premium brands including Specialized, Pinarello, Cube, Merida, Frog, and Brompton, sold to individual cyclists.
- Cycling Clothing Cycling apparel including baselayers, jackets, gilets, tights, bib tights, jerseys, shorts, bib shorts, trousers, hats, caps, buffs, gloves, mitts, warmers, sunglasses, body armour, and footwear from brands such as Assos, Castelli, and Specialized.
- Bike Components Bicycle components including brakes, finishing kit, forks and shocks, gears and drivetrain, pedals and cleats, saddles and seatposts, tubeless kits, tyres and tubes, wheels, and wheel parts from Shimano, SRAM, and Campagnolo.
- Cycling Accessories Cycling accessories including backpacks, on-bike storage, creams and gels, electronics (lights, heart rate monitors), hydration, locks, nutrition, pumps, turbo trainers, child seats, eyewear, tools, lubricants, and cleaning products from brands such as Garmin, Wahoo, Muc-Off, Oakley, and Kask.
- Helmets Cycling helmets including road helmets, kids helmets, and MTB helmets from Specialized, Kask, Giro, Lazer, and Troy Lee Designs.
- Workshop Services Professional in-house bike workshop offering full servicing, routine maintenance, full bike builds, puncture repairs, brake adjustments, wheel truing, custom bike builds, and repair work performed by qualified mechanics, with online booking available.
- Finance Options Flexible consumer finance with interest-free and interest-bearing packages for purchases over £389, providing payment-plan solutions for higher-value bike purchases via an online finance calculator.
- Cycle to Work Schemes Government-approved salary sacrifice scheme allowing employees to save up to 47% on bikes and accessories, accepted in partnership with Gogeta, Cyclescheme, Green Commute Initiative, Vivup, Bike2Work, Enjoy Benefits, My Benefits World, and Halfords Cycle 2 Work.
- Home Delivery Services UK-wide shipping including standard DPD shipping (£8.99), Parcel Force 48-hour bike/heavy item delivery (£49.99), premium bike delivery (£50.00 for 20-350kg items), and additional surcharges for Highlands, Islands, Northern Ireland, and Channel Islands.
- Click & Collect Online ordering with free in-store collection from the Fleet, Hampshire retail location, with customer notification when items are ready for pickup.
- Gift Vouchers Retail gift vouchers available for purchase, usable against bikes, components, clothing, and accessories in-store and online.
Quantifiable outcome
- Saves employees up to 47% on bike and accessories through Cycle to Work schemes
- +1 more outcomes
Companies that use PEDAL HEAVEN LTD
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
PEDAL HEAVEN LTD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
PEDAL HEAVEN LTD partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- GogetacoreGogeta is a B Corp certified cycle-to-work scheme provider known for its 'Flexi-Voucher' system allowing multiple transactions with no retailer commission. Pedal Heaven accepts Gogeta vouchers as payment for bikes and accessories through their Cycle to Work scheme.
- CycleschemecoreOne of the most popular cycle-to-work providers with a large network of retailers. Pedal Heaven is an approved Cyclescheme partner allowing employees to purchase bikes and accessories through salary sacrifice schemes, saving 25-39%.
- Green Commute InitiativeminorA Social Enterprise cycle-to-work provider with a vision to get commuters out of cars and onto bikes. Pedal Heaven accepts Green Commute Initiative vouchers as payment.
- VivupminorA major cycle-to-work provider often used by the public sector. Pedal Heaven accepts Vivup vouchers for bike and accessory purchases.
- Bike2Work SchememinorA popular and comprehensive cycle-to-work provider. Pedal Heaven accepts Bike2Work Scheme vouchers as payment for qualifying purchases.
- Enjoy BenefitsminorOffering employees a range of benefits including cycle-to-work. Pedal Heaven accepts Enjoy Benefits vouchers.
- My Benefits WorldminorVoluntary employee benefits scheme enabling employees to get bicycles and safety equipment through salary sacrifice. Pedal Heaven accepts My Benefits World vouchers.
- Halfords Cycle 2 WorkminorPedal Heaven accepts vouchers from the Halfords Cycle 2 Work scheme, expanding the range of cycle-to-work providers accepted at the store.
- Citrus-Lime LimitedcoreE-commerce and Cloud POS technology provider powering Pedal Heaven's online store and point-of-sale systems. The integrated ecommerce platform enables the online shopping experience, inventory management, and order processing.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
PEDAL HEAVEN LTD competitors and assessment
Company assessmentDirect peers
- ProBikeKit (Wiggle CRC group): Online cycling apparel, accessories, and components retailer under the same group as Wiggle. Direct competitor for Pedal Heaven's clothing, accessories, and components online revenue.
- Chain Reaction Cycles: Large Northern Ireland-based online cycling retailer with global fulfilment, stocking bikes, parts, apparel, and accessories. Comparable e-commerce catalogue and competitive pricing on the same premium brand lines.
- Wiggle (Signa Sports United): Major online-only cycling and triathlon retailer carrying premium bike brands, components, apparel, and accessories. Direct competitor for Pedal Heaven's online basket share, particularly on components and apparel.
- Halfords: UK's largest national cycle and motoring retailer with hundreds of stores plus a major e-commerce site, fitting services, and in-store workshop. Directly comparable to Pedal Heaven's model of multi-brand bike retail plus workshop, but at vastly larger scale.
- Decathlon UK: Global sports retailer with a substantial UK store estate and dedicated cycling category covering bikes, components, apparel, and workshop services. Comparable broad-line cycling assortment and value-plus-service positioning.
- Merlin Cycles: Online UK bike and components retailer offering bikes, parts, apparel, and accessories with competitive pricing. Comparable e-commerce-led approach to Pedal Heaven's online component and accessory category.
- Evans Cycles: UK specialist cycling retailer with a national store footprint, Click & Collect, and workshop services carrying road, MTB, e-bike, and kids ranges. Closest large-chain analogue to Pedal Heaven's premium multi-brand retail-plus-workshop positioning.
- Sigma Sports: Premium UK cycling retailer with stores, e-commerce, and workshop services stocking Colnago, Pinarello, and other high-end road brands. Direct premium-tier analogue to Pedal Heaven's Pinarello and road-bike focus.
- Rutland Cycling: Multi-store independent UK cycling retailer with workshop, e-bike hire, and cafe concepts. Closest multi-site independent analogue to Pedal Heaven's premium independent retail-plus-service model.
Emerging players
- The Bike Club: UK subscription-based kids' bike rental service partnering with retailers and families. Adjacent player intersecting with Pedal Heaven's kids and family cycling segment via a different (subscription) commercial model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PEDAL HEAVEN LTD social profiles
Digital presencePEDAL HEAVEN LTD compliance and trust
Trust signalCompliance1 record
PEDAL HEAVEN LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
PEDAL HEAVEN LTD leadership team
Management profileNumber of profiles
PEDAL HEAVEN LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PEDAL HEAVEN LTD 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 PEDAL HEAVEN LTD
What does PEDAL HEAVEN LTD do?
Pedal Heaven is an independent bicycle retailer selling bikes, components, cycling apparel, helmets, and accessories from premium brands (Specialized, Pinarello, Cube, Merida, Frog, Brompton, Assos, Castelli, Shimano, SRAM, Garmin, Wahoo). The business complements retail with in-house workshop services (maintenance, repairs, custom builds), flexible finance options, cycle-to-work scheme support, Click & Collect, and UK home delivery.
Is PEDAL HEAVEN LTD a public or private company?
PEDAL HEAVEN LTD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PEDAL HEAVEN LTD founded?
PEDAL HEAVEN LTD was founded in 1994. It employs 1 to 10 people.
Where is PEDAL HEAVEN LTD based?
PEDAL HEAVEN LTD is headquartered in Fleet, United Kingdom, in the Europe region.
How does PEDAL HEAVEN LTD make money?
Six revenue lines are on record. Bicycle Sales are the primary driver. The others are components and Parts, clothing and Apparel, accessories, workshop Services and finance Options.
Who are PEDAL HEAVEN LTD's main competitors?
Direct peers on record are ProBikeKit (Wiggle CRC group), Chain Reaction Cycles, Wiggle (Signa Sports United), Halfords, Decathlon UK, Merlin Cycles, Evans Cycles, Sigma Sports and Rutland Cycling. The Bike Club is listed as an emerging player.
Does PEDAL HEAVEN LTD have an API?
No public API is recorded for PEDAL HEAVEN LTD.
What industry is PEDAL HEAVEN LTD in?
PEDAL HEAVEN LTD's product category is Specialty Bicycle Retail. Its primary akta.pro industry code is CRAMAHAA, Bicycle Retail (New Bikes), with a secondary code of CRAMAHAH, Bike Service, Repair & Maintenance Shops. Its NAICS code is 45911 and its SIC code is 5531.