Pentagon Sports GmbH & CO. KG

What Pentagon Sports GmbH & CO. KG does

Pentagon Sports GmbH & Co. KG is a privately held German online retailer of bicycles, e-bikes, and related cycling products, incorporated in 2013 and operating under a GmbH & Co. KG structure. The company sells exclusively through its direct-to-consumer e-commerce platform pentagonsports.de, which is built on the Plentymarkets SaaS e-commerce stack and offers customer accounts, wish lists, guest checkout, and multiple payment methods (PayPal, credit card, SEPA, Ratepay installments). Its catalog spans the full bicycle spectrum — from children's bikes starting at €199 to premium e-bikes above €2,999 — across mountain, road, gravel, city, trekking, folding, BMX, fatbike, and specialty categories, plus accessories, parts, cycling apparel, and adjacent leisure products such as scooters and skateboards.

The business operates a hybrid sourcing model combining third-party brands (Ghost, Fuji, GT Bicycles, Lapierre, Remington, Agon, Bullseye, SE Bikes, Whistle, Volare, BBF, BRIX-IT, Collective Bikes, EzyRoller, Muc Off) with proprietary sub-brands (Galano, Hi5, Tretwerk, Zündapp) positioned at varying price points. Distribution is asset-light: orders are fulfilled via DHL and DPD across 28 European countries, and the company provides a mobile technician network for in-home repairs. Revenue is generated primarily through unit-based hardware sales, supplemented by bike leasing through partnerships with JobRad, Businessbike, and Bikeleasing, affiliate-driven traffic via ADCELL, and event-driven promotional campaigns with discounts of up to 47%.

Name

Pentagon Sports GmbH & CO. KG

Legal name

Pentagon Sports GmbH & Co. KG

Website

https://pentagonsports.de

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Pentagon Sports GmbH & Co. KG is a German online retailer of bicycles, e-bikes, and cycling accessories, founded in 2013. It sells own-brand and third-party bikes direct-to-consumer across 28 European countries, supplemented by bike leasing, affiliate, and event-driven promotional channels.

Ownership category

akta.pro rank

Product category

Online Bicycle and E-Bike Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Bicycle Retail (New Bikes) (CRAMAHAA)

akta.pro secondary industries

E-Bike Retail (CRAMAHAE), Bike Parts & Components Retail (CRAMAHAB), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Online bicycle retail
• E-bike sales
• Cycling accessories
• Bike leasing service
• Sporting goods ecommerce

Headquarters

HQ city

Satteldorf

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bicycle and E-Bike Sales: The primary revenue stream is direct sales of bicycles, e-bikes, and related products through their e-commerce platform. Products range from entry-level children's bikes (€199) to premium e-bikes (€2,999+).
2. Accessories and Parts Sales: Secondary revenue from bicycle accessories, parts, clothing, and sporting goods. Product categories include lighting, locks, helmets, components (gears, brakes, tires), and sporting/leisure equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Pentagon Sports is an online specialty retailer selling bicycles, e-bikes, cycling accessories, parts, clothing, and related sporting/leisure vehicles direct to consumers across Europe. The company also manufactures its own-brand e-bikes in the EU (Galano, Hi5, Tretwerk, Zündapp) and offers bike-leasing programs and mobile technician service.

Product overview

Pentagon Sports GmbH & Co. KG operates as an online bicycle and e-bike retailer offering a comprehensive portfolio of bicycles across multiple categories. The core offering includes various bicycle types (mountain bikes, road bikes, city bikes, trekking bikes, folding bikes, children's bikes, BMX, and more) as well as E-Bikes in multiple configurations. The company also offers complementary product lines including bicycle accessories (lighting, locks, helmets, pumps, bags), replacement parts (wheels, brakes, drivetrain), and cycling apparel. The business model includes both third-party branded products (Ghost, Fuji, GT Bicycles, Lapierre, Zündapp) and proprietary sub-brands (Galano, Tretwerk, Hi5) positioned at different price points. Additional services include bike leasing through JobRad, Businessbike, and Bikeleasing partnerships, as well as frame size calculator tools and customer support services.

Differentiator

Problem solved

Functional benefit

Brands

• Galano: Own brand of bicycles and e-bikes
• Hi5

Products and services

• E-Bikes
• Mountain Bikes (MTB)
• Road Bikes (Rennrad)
• City Bikes / Trekking Bikes
• Children's Bikes (incl. Youth, Balance, 20", 24")
• Folding Bikes
• BMX Bikes
• Gravel Bikes
• Fat Bikes
• Bicycle Accessories

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• JobRadcoreChannel Partner/ Reseller/ DistributorJobRad is a bike leasing partner allowing employees to lease bicycles through their employer. Pentagon Sports offers their full product range through this partnership, enabling tax-efficient bicycle acquisition for employees via salary sacrifice arrangements.
• BusinessbikecoreChannel Partner/ Reseller/ DistributorBusinessbike is a corporate bike leasing provider. Pentagon Sports integrates with Businessbike to offer their bicycles and e-bikes through company bike leasing programs as an employee benefit.
• BikeleasingcoreChannel Partner/ Reseller/ DistributorBikeleasing is a third bike leasing partner. Through this partnership, customers can lease bicycles and e-bikes either through employer programs or privately, expanding access to Pentagon Sports products.
• ADCELLminorGTM or Marketing PartnerAffiliate marketing network (Firstlead GmbH) enabling third-party publishers and partners to promote Pentagon Sports products through referral links and earn commissions on sales.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bike24: Germany's leading online bike and cycling-accessories retailer, operating a pure-play e-commerce model across Europe with a comparable multi-category catalog (bikes, e-bikes, parts, apparel). It is the most directly comparable peer to Pentagon Sports in scale and channel.
• Rose Bikes: German family-owned direct-to-consumer bike retailer offering road, MTB, gravel, city, and e-bikes online. Comparable for its DTC online model and broad bike-category coverage in the German market, with overlapping customer segments.
• Wiggle (Wiggle / Chain Reaction Cycles): UK-headquartered online cycling and tri-sports retailer operating across Europe. Comparable as a multi-category online cycling specialist with overlapping accessory, apparel, and bike lines targeting enthusiast and commuter segments across European markets.
• Bikes.de (bikes.de GmbH): German online bike retailer offering new and refurbished bikes, e-bikes, and accessories across multiple categories. Closely comparable as a German online-first cycling specialist competing in similar price tiers and customer segments.
• Canyon Bicycles: German direct-to-consumer bicycle and e-bike brand selling premium road, mountain, gravel, and e-bikes exclusively online. Comparable to Pentagon Sports as a German online-first cycling brand, though more premium-positioned and brand-led versus Pentagon's multi-brand value proposition.
• Bike-Components: German online cycling retailer specializing in bikes, parts, and accessories with strong own-brand (Ergon) and accessory focus. Comparable as a German online cycling specialist, though more parts/accessories-weighted than Pentagon's full-bike emphasis.
• Fahrrad.de (Internetstores / Große-Lühmann GmbH): Major German online bicycle and e-bike retailer operating multiple specialty sites (Fahrrad.de, bike-discount.de). Directly competes with Pentagon Sports for online cycling share in Germany with overlapping multi-brand catalog and price-led positioning.

Regional players

• Probikeshop: French online bike and cycling-accessories retailer serving France and parts of Europe. Comparable multi-category cycling catalog and DTC online model, with primary overlap in continental European cross-border demand.

Broad incumbents

• SportScheck: German multi-channel sporting-goods retailer (owned by Otto Group) selling bikes, e-bikes, apparel, and accessories. Comparable as a German incumbent with overlapping cycling assortment and omnichannel advantages versus Pentagon's pure online model.
• Decathlon: Global sporting-goods retailer with deep German and European presence, selling own-label bicycles and e-bikes across price points alongside a vast multi-sport catalog. Comparable as a broad incumbent overlapping on cycling retail with scale advantages in pricing, brand portfolio, and omnichannel reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/PentagonSportsGmbH
• LinkedInlinkedin.com/company/pentagon-sports-gmbh-&-co.-kg

Revenue estimate

Valuation estimate

Number of profiles

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 Pentagon Sports GmbH & CO. KG