Roues RAR
Roues RAR is a French artisan manufacturer, founded in 2007 in Maubeuge, that hand-assembles premium carbon and aluminum bicycle wheels with proprietary hubs for road, gravel, and mountain biking, selling globally via direct e-commerce and to cycle trade professionals.
- Company typePrivate
- Founded2007
- HeadquartersMaubeuge, France
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Roues RAR does
Roues RAR (legal entity: Société RAR) is a French artisan manufacturer of high-performance bicycle wheels, founded in 2007 by Adrien Gontier and headquartered at 264 rue de la liberté, 59600 Maubeuge, France. The company designs, engineers, and hand-assembles carbon and aluminum wheelsets — spanning road, gravel, and mountain bike disciplines — together with proprietary in-house hub systems (RAR ESO and RAR FIRST) and a line of spare parts, accessories, and apparel. Wheelsets range from 799 EUR (TEMPO) to 3,699 EUR (AURA 24), with flagship differentiation driven by ultra-high-modulus M40J and M46J carbon fibers, dual-core rim construction, hybrid carbon-titanium spokes, and FEM-optimized structural design validated on in-house rigs at up to 100 joules of impact energy (UCI requires 40J).
The business model is a hybrid direct-to-consumer e-commerce operation (www.roues-rar.fr, shipping globally with email-based sales and after-sales support) augmented by a B2B channel serving cycle trade professionals (bike shops, distributors, wholesalers) under specific tariff conditions, with on-demand production and 15-30 day lead times. Customer segments span competitive and enthusiast road cyclists as the primary use case, plus gravel and mountain bikers, with secondary distribution through the trade channel. The company is privately held, founder-owned, and bootstrapped, with a stated capital social of 40,000 EUR, a 5-person headcount, and no disclosed external funding or institutional investors. Recently, RAR introduced an unlimited lifetime warranty (effective September 1, 2025) and a crash replacement service, signaling a service-led push to deepen customer loyalty and brand premium positioning.
Roues RAR firmographics
Firmographics- Name
- Roues RAR
- Legal name
- Société RAR
- Website
- https://roues-rar.fr
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Roues RAR is a French artisan manufacturer, founded in 2007 in Maubeuge, that hand-assembles premium carbon and aluminum bicycle wheels with proprietary hubs for road, gravel, and mountain biking, selling globally via direct e-commerce and to cycle trade professionals.
- Ownership category
- akta.pro rank
Roues RAR industry classification
Industry- Product category
- Carbon Bicycle Wheels
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Bike Parts & Components Retail (CRAMAHAB)
- akta.pro secondary industry
- Wheel Hubs, Bearings & Knuckles (Hubs/Bearings/Spindles/Knuckles) (IMACAIAI)
Keywords
Where Roues RAR is headquartered
LocationHeadquarters
- HQ city
- Maubeuge
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Roues RAR business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Bicycle Wheel Sales: Direct sales of handcrafted carbon and aluminum bicycle wheels to end consumers and B2B professionals via e-commerce platform. Products include complete wheels, spare parts, accessories, and apparel.
- Spare Parts & Components: Sales of spare parts including rims, hubs, hub parts, spokes, nipples, bearings, tools, and maintenance products. Individual component sales for repairs and upgrades.
- Apparel & Accessories: Sales of branded apparel (caps, T-shirts, bags) and cycling accessories (tires, cassettes, brake discs, tubeless valves, wheel bags, rim strips).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level carbon wheels |
| Unit Pricing | Pay-as-you-go | Mid-range carbon performance wheels |
| Unit Pricing | Pay-as-you-go | High-end carbon performance wheels |
| Unit Pricing | Pay-as-you-go | Hubs - RAR FIRST |
| Unit Pricing | Pay-as-you-go | Hubs - RAR ESO |
| Unit Pricing | Pay-as-you-go | Spare rims |
| Unit Pricing | Pay-as-you-go | Accessories |
| Unit Pricing | Pay-as-you-go | Apparel |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Roues RAR product offering
Product offeringCore offering
Roues RAR handcrafts high-performance carbon and aluminum bicycle wheels in Maubeuge, France, offering wheelsets for road, gravel, and mountain biking alongside proprietary RAR ESO and FIRST hub systems, spare parts, accessories, and apparel. The company designs, engineers, and assembles every wheel in-house at its French workshop and sells globally via its own e-commerce site, with a dedicated B2B tariff for cycle trade professionals. Services include a lifetime warranty program (from September 2025) and a crash replacement program.
Product overview
Roues RAR is a French artisan bicycle wheel manufacturer founded in 2007, offering carbon and aluminum wheels for road, gravel, and mountain bike disciplines. The product portfolio centers on three wheel tiers: the flagship AURA (ultra-light with carbon-titanium spokes), EXALT (high-performance with M40J fibers), and the EVEN/MAGNUM range (durability-focused with T700/T800 fibers). Complementing the wheels are proprietary FIRST and ESO hub lines, spare parts (rims, bearings, spokes), accessories (tires, cassettes, brake discs, wheel bags), and apparel. Services include an unlimited lifetime warranty (from September 2025) and crash replacement. All products are hand-assembled in Maubeuge, France.
Differentiator
Problem solved
Functional benefit
Brands
- RAR ESO: Ultra-light high-end hubs conceived in 2012, designed and manufactured entirely in France with continuous forms and 7075 T6 aluminum alloy.
- RAR FIRST
- AURA
- EXALT
- EVEN
- MAGNUM
Products and services
- TEMPO carbon wheelset Road carbon wheelset available in disc brake and rim brake versions, positioned as the entry-level carbon offering for versatile road and gravel use; starting at 799 EUR per pair.
- PRO carbon wheelset Entry-level carbon road wheelset with 24mm and 40mm profile options for disc brake bikes, priced from 999 EUR per pair.
- EVEN carbon wheelset Performance carbon wheelset line available in multiple depths (24mm to 80mm) for road, gravel, and MTB disciplines, built with T700/T800 carbon fibers and known for exceptional durability.
- MAGNUM carbon wheelset Deep-section carbon road wheelset available up to 80mm depth, including a lenticular disc version (MAGNUM 80 lenticular 1,799 EUR) for enhanced aerodynamics.
- EXALT carbon wheelset Ultra-light performance carbon wheelset featuring M40J high-modulus carbon fibers with a 63% increase in lateral stiffness vs. conventional carbon, available in 24mm, 40mm, and 52mm depths; EXALT 40 rim brake at 2,099 EUR and NOUVELLE EXALT 4.3 at 2,399 EUR per pair.
- AURA carbon wheelset Flagship ultra-light wheelset with hybrid high-modulus carbon and titanium AURA spokes (2g each, 300% greater strength-to-weight than steel), M46J carbon fibers, and ESO V2 UL+ hubs with CyclingCeramic bearings; available in tubular and tubeless versions; AURA 24 priced at 3,699 EUR per pair.
- EVEN GX gravel wheelset Gravel-specific carbon wheelset available in 40mm, 50mm, and 60mm depths with hookless rim design for enhanced impact resistance on mixed terrain.
- EVEN XC wheelset Cross-country mountain bike carbon wheelset for 29-inch wheels with lightweight construction.
- EVEN DC wheelset Down-country mountain bike carbon wheelset balancing climbing efficiency and descending capability.
- EVEN AM wheelset All-mountain carbon wheelset designed for aggressive trail riding, available in 29-inch and Mull 29-650b configurations.
- RAR FIRST Hubs Lightweight, strong, and durable hubs (2nd generation V2 launched in 2022) featuring a ratchet mechanism with 36 teeth providing a 10° engagement angle and ISO 61902 oversized bearings; available for road, gravel, and MTB applications; priced 199–290 EUR for HD/SP and XC/AM BOOST variants.
- RAR ESO Hubs Ultra-light high-end hubs conceived in 2012, using opposing steel ratchet rings with 36 teeth and a 10° engagement angle, machined from 7075 T6 aluminum alloy; optional hybrid ceramic bearings; priced 339–862 EUR depending on configuration.
- Continental GP5000 tire Continental GP5000 road tire available in 25mm and 28mm widths, in tubeless-ready and tube-type versions, offered as a complementary accessory to Roues RAR wheelsets.
- Carbon rim brake pads Set of 2 carbon rim brake pads engineered for grip while minimizing heat buildup during extended braking; priced 29.90 EUR per set.
- Road wheel bag Padded road wheel bag with high-density foam protection, designed for 700c / 29-inch wheels with tires up to 40mm; priced 39 EUR.
- MTB / gravel wheel bag Padded mountain bike and gravel wheel bag with high-density foam, designed for 29-inch wheels with tires up to 2.8-inch section.
- RAR cap Branded cap available in black and grey with embroidery and hidden adjustment; priced 19 EUR.
- RAR T-shirt WYL Cotton t-shirt featuring the Go Where You Like design, available in white and black; priced 30 EUR.
- RAR T-shirt NLC Classic RAR branded t-shirt in cotton, available in white, blue, and black; priced 25 EUR.
- RAR storage pouch/bag Branded storage pouch for cyclists, usable as a tool kit or travel organizer, dimensions 21 x 21 x 7 cm; priced 29 EUR.
- Unlimited lifetime warranty service Lifetime warranty program effective for wheels built from September 1, 2025, automatically extending the standard 2-year legal warranty once the wheel is registered online via its serial number.
- Crash replacement service Premium repair service for collision or accident damage not covered by warranty, offering a 30% discount on replacement parts for the original purchaser.
Quantifiable outcome
- AURA spokes weigh 2g each vs. 4.6g for top steel spokes (57% weight reduction per spoke)
- +5 more outcomes
Companies that use Roues RAR
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Roues RAR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Roues RAR partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Roues RAR competitors and assessment
Company assessmentDirect peers
- Rolf Prima: Rolf Prima is a US-based handbuilt wheel manufacturer offering custom-built carbon and alloy wheelsets. Comparable to RAR in the artisan, handbuilt segment with custom configurations and premium pricing.
- Roval (Specialized): Roval is the in-house wheel brand of Specialized, producing high-end carbon wheelsets for road, gravel, and MTB. Direct competitor in the premium carbon wheel market, with the advantage of integration with Specialized's bicycle platforms.
- Mavic: Mavic is a heritage French bicycle wheel and component manufacturer with a global brand. RAR competes directly with Mavic's road, gravel, and MTB carbon wheelsets, sharing the French manufacturing heritage and OEM relationships with bike brands.
- ENVE Composites: ENVE is a US-based premium carbon wheel and component manufacturer serving road, gravel, and MTB disciplines. Direct competitor to RAR's AURA, EXALT, and EVEN lines, with similar positioning around handcrafted quality and proprietary hub technology.
- Princeton CarbonWorks: Princeton CarbonWorks is a US boutique carbon wheel manufacturer using proprietary carbon fiber layup techniques. Closely comparable to RAR's positioning as a small-batch, handcrafted premium carbon wheel brand with cultivated cycling media presence.
- Zipp (SRAM): Zipp, owned by SRAM, is a leading premium carbon bicycle wheel manufacturer competing head-to-head with RAR in the road cycling and high-performance segment. Comparable in offering aerodynamic and climbing wheelsets aimed at competitive cyclists.
- Hunt Bike Wheels: Hunt is a UK-based direct-to-consumer carbon wheel brand focused on road, gravel, and MTB. Closely comparable to RAR's DTC business model, premium-but-accessible positioning, and online-first GTM.
- Black Inc (THM): Black Inc (formerly THM Clavicula) is a German boutique carbon wheel and component brand. Comparable to RAR in ultra-premium positioning, exclusive distribution, and proprietary carbon engineering for road and triathlon segments.
Broad incumbents
- Campagnolo: Campagnolo is an iconic Italian cycling component manufacturer offering groupsets and wheels. Their Fulcrum wheel brand competes directly with RAR's high-end road and gravel wheelsets in the premium European market.
- DT Swiss: DT Swiss is a Swiss manufacturer of premium bicycle wheels, hubs, and suspension components. Competes with RAR in road, gravel, and MTB segments, with broader scale and a wider distribution network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Roues RAR social profiles
Digital presenceRoues RAR financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roues RAR leadership team
Management profileNumber of profiles
Profiles1 record
Roues RAR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roues RAR 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 Roues RAR
What does Roues RAR do?
Roues RAR handcrafts high-performance carbon and aluminum bicycle wheels in Maubeuge, France, offering wheelsets for road, gravel, and mountain biking alongside proprietary RAR ESO and FIRST hub systems, spare parts, accessories, and apparel. The company designs, engineers, and assembles every wheel in-house at its French workshop and sells globally via its own e-commerce site, with a dedicated B2B tariff for cycle trade professionals. Services include a lifetime warranty program (from September 2025) and a crash replacement program.
Is Roues RAR a public or private company?
Roues RAR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Roues RAR founded?
Roues RAR was founded in 2007. It employs 1 to 10 people.
Where is Roues RAR based?
Roues RAR is headquartered in Maubeuge, France, in the Europe region.
How does Roues RAR make money?
Three revenue lines are on record. Bicycle Wheel Sales are the primary driver. The others are spare Parts & Components and apparel & Accessories.
Who are Roues RAR's main competitors?
Direct peers on record are Rolf Prima, Roval (Specialized), Mavic, ENVE Composites, Princeton CarbonWorks, Zipp (SRAM), Hunt Bike Wheels and Black Inc (THM). Broad incumbents are Campagnolo and DT Swiss.
Does Roues RAR have an API?
No public API is recorded for Roues RAR.
What industry is Roues RAR in?
Roues RAR's product category is Carbon Bicycle Wheels. Its primary akta.pro industry code is CRAMAHAB, Bike Parts & Components Retail, with a secondary code of IMACAIAI, Wheel Hubs, Bearings & Knuckles (Hubs/Bearings/Spindles/Knuckles). Its NAICS code is 336991 and its SIC code is 3751.