SICI
SICI is a U.S. private company founded in 1980 that certifies professional bike fitters and sells brand-agnostic, evidence-based professional fit bikes and measurement tools ($9,500-$12,495) used by bike retailers, coaches, and clinicians.
- Company typePrivate
- Founded1980
- HeadquartersMalden, Massachusetts, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What SICI does
SICI (Serotta International Cycling Institute) is a private U.S. company founded in 1980 and headquartered in Malden, Massachusetts, with 33 employees. It operates as an educational institution and specialty equipment vendor focused exclusively on professional bicycle fitting. The company certifies aspiring bike fitters and serves bicycling retailers, cycling coaches and clinicians, and recreational to competitive cyclists through a brand-agnostic, evidence-based fitting methodology it describes as the longest-running in the country.
The company's product portfolio centers on three professional fit bikes - Fit Bike Pro 1 ($12,495), Platform Fit Bike ($10,500), and Fit Bike ($9,500) - accompanied by approximately ten precision measurement tools including the next-generation X/Y Tool, SICI Brannock Device, Goniometer, Single Laser Knee Tracker (built around a Leica Lino L2 laser), Naviculometer, and digital seat level tool. Premium fit bikes bundle PureLogic software for fit analysis and the Pure Position Web App with a one-year subscription for position tracking. SICI also maintains a Certified Fitter Directory that connects consumers with its trained professionals, creating a closed referral loop from education to equipment to end-customer service.
Revenue is generated through two streams: professional services revenue from bike fit certification classes and events, and hardware sales of fit bikes and measurement tools sold direct to customers via the company website and a single phone line. Marketing is largely organic, relying on the company website, an email newsletter, social media accounts on Facebook, X, and Instagram, and participation in industry conferences including the Medicine of Cycling Conference and Interbike Bike Fit Symposium. SICI has no disclosed parent company, no institutional funding, no acquisition activity, and no public financials, and it is not listed on any stock exchange.
SICI firmographics
Firmographics- Name
- SICI
- Legal name
- Serotta International Cycling Institute
- Website
- https://serottacyclinginstitute.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SICI is a U.S. private company founded in 1980 that certifies professional bike fitters and sells brand-agnostic, evidence-based professional fit bikes and measurement tools ($9,500-$12,495) used by bike retailers, coaches, and clinicians.
- Ownership category
- akta.pro rank
SICI industry classification
Industry- Product category
- Professional Bike Fitting Equipment and Education
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751), Sporting & Athletic Goods, Nec (3949), Measuring & Controlling Devices, Nec (3829)
- akta.pro primary industry
- Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)
- akta.pro secondary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
Keywords
Where SICI is headquartered
LocationHeadquarters
- HQ city
- Malden, Massachusetts
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SICI business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Bike Fit Education Classes: SICI offers certification classes and events for aspiring bike fitters, providing education in evidence-based bike fitting principles using standardized methodology.
- Professional Bike Fitting Equipment: Sale of professional-grade bike fitting equipment including Fit Bikes (Pro 1, Platform, standard), measurement tools (X/Y Tool, Goniometer, Brannock Device), and accessories.
- Certified Fitter Directory: Directory service connecting cyclists with SICI certified bike fit professionals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Fit Bike Pro 1 - Premium professional fit bike with full feature set |
| One time/ perpetual license | Pay-as-you-go | Platform Fit Bike - Platform-style fit bike with integrated winged platforms |
| One time/ perpetual license | Pay-as-you-go | Fit Bike - Entry-level wheeled fit bike |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
SICI product offering
Product offeringCore offering
SICI delivers professional bike fitting certification classes and trains aspiring bike fitters using a standardized, evidence-based methodology that is brand agnostic. The company also designs, sources, and sells professional-grade bike fitting equipment including fit bikes (Fit Bike Pro 1, Platform Fit Bike, Fit Bike) and precision measurement tools (X/Y Tool, Goniometer, Brannock Device, Single Laser Knee Tracker), and operates a nationwide directory connecting consumers with SICI-certified fitters.
Product overview
SICI (Serotta International Cycling Institute) offers a portfolio of professional bike fitting products centered around three fit bikes (Fit Bike Pro 1, Platform Fit Bike, and Fit Bike) priced from $9,500 to $12,495. These are complemented by a suite of precision measurement tools including the X/Y Tool, Brannock Device, Goniometer, Seat Level Tool, Plumb Bob, Bicycle Sizing Stem, Naviculometer, and Single Laser Knee Tracker. The company also provides education and certification programs for bike fitters, along with a directory connecting consumers with certified professionals. SICI positions its products as the industry standard for bike fit professionals, emphasizing evidence-based fitting methodology and brand-agnostic approach.
Differentiator
Problem solved
Functional benefit
Products and services
- Fit Bike Pro 1
Companies that use SICI
Customer profileSegments4 records
Ideal customer profiles3 records
SICI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SICI partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- KineticcoreKinetic provides Smart Control technology used in SICI's Platform Fit Bike and Fit Bike products for dynamic load generation, enabling adjustments while riders are in motion.
- Purely Custom FitcorePurely Custom Fit provides software (PureLogic) and tools including X/Y Tool, Goniometer, Brannock Device, and other professional fitting equipment branded and sold through SICI.
- Medicine of Cycling ConferenceminorSICI supports the Medicine of Cycling Conference, a gathering that allows medical and retail professionals to share knowledge across cycling science.
- Interbike Bike Fit SymposiumminorSICI supports and participates in the Interbike bike fit symposium, an industry trade show event focused on bike fitting.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
SICI competitors and assessment
Company assessmentOthers
- Cyclologic: Cyclologic produces professional bike fit tools and measurement devices, serving the same professional fitter segment as SICI with complementary (and in some cases adjacent) measurement products.
- Kinetic: Kinetic supplies the Smart Control dynamic load generation technology used in SICI's Platform Fit Bike and Fit Bike products, serving as both a technology partner and adjacent equipment provider.
- Purely Custom Fit: Purely Custom Fit supplies the software (PureLogic) and measurement tools (X/Y Tool, Goniometer, Brannock Device) that SICI rebrands and sells, making them a critical supply partner with overlapping product offerings.
Direct peers
- idMatch: idMatch offers an integrated bike fit system combining hardware (fit bikes, scanners) with software and training, directly competing with SICI's hardware-plus-education model.
- Retül: Retül (acquired by Specialized) provides 3D motion-capture bike fit technology, fitter education, and fit services, directly competing with SICI's combination of methodology training and measurement tools.
- GURU Fit System: GURU (now part of Shimano) produces dynamic fit bikes and software for professional bike fitting, competing with SICI's Fit Bike Pro 1 and Platform Fit Bike.
- BikeFit (Steve Hogg): BikeFit by Steve Hogg is a long-established bike fit education and consultation business, directly comparable to SICI's certification classes and methodology-driven approach.
Broad incumbents
- Body Geometry Fit (Specialized): Specialized's Body Geometry Fit is a major OEM-driven fit program with certified fitters globally, overlapping with SICI's education and certification model but tied to a single brand ecosystem.
- Trek Precision Fit: Trek's Precision Fit program is an OEM-backed bike fit certification serving Trek retailers, offering comparable fit education but tied to Trek's commercial interests unlike SICI's brand-agnostic stance.
Emerging players
- GebioMized: GebioMized provides pressure mapping and bike fit solutions with a growing presence in cycling science, competing with SICI on data-driven fitting methodology and tools.
Market position
Strengths5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
SICI social profiles
Digital presenceSICI financial estimates
Financial estimateRevenue estimate
Valuation estimate
SICI leadership team
Management profileNumber of profiles
SICI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SICI 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 SICI
What does SICI do?
SICI delivers professional bike fitting certification classes and trains aspiring bike fitters using a standardized, evidence-based methodology that is brand agnostic. The company also designs, sources, and sells professional-grade bike fitting equipment including fit bikes (Fit Bike Pro 1, Platform Fit Bike, Fit Bike) and precision measurement tools (X/Y Tool, Goniometer, Brannock Device, Single Laser Knee Tracker), and operates a nationwide directory connecting consumers with SICI-certified fitters.
Is SICI a public or private company?
SICI is a private company. It is classified as unknown and is currently operating.
When was SICI founded?
SICI was founded in 1980. It employs 11 to 50 people.
Where is SICI based?
SICI is headquartered in Malden, Massachusetts, United States, in the North America region.
How does SICI make money?
Three revenue lines are on record. Bike Fit Education Classes are the primary driver. The others are professional Bike Fitting Equipment and certified Fitter Directory.
Who are SICI's main competitors?
Others on record are Cyclologic, Kinetic and Purely Custom Fit. Direct peers are idMatch, Retül, GURU Fit System and BikeFit (Steve Hogg). Broad incumbents are Body Geometry Fit (Specialized) and Trek Precision Fit. GebioMized is listed as an emerging player.
Does SICI have an API?
No public API is recorded for SICI.
What industry is SICI in?
SICI's product category is Professional Bike Fitting Equipment and Education. Its primary akta.pro industry code is CRAMAHAI, Bike Fit, Performance & Training Retail/Studios, with a secondary code of CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 336991 and its SIC code is 3751.