SICI

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.

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

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

• Professional bike fitting
• Bike fit education
• Bike fit certification
• Cycling biomechanics
• Professional fitting equipment

Headquarters

HQ city

Malden, Massachusetts

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. Certified Fitter Directory: Directory service connecting cyclists with SICI certified bike fit professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core 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

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• KineticcoreTechnology or IntegrationKinetic 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 FitcoreTechnology or IntegrationPurely 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 ConferenceminorOthersSICI supports the Medicine of Cycling Conference, a gathering that allows medical and retail professionals to share knowledge across cycling science.
• Interbike Bike Fit SymposiumminorOthersSICI 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

Others

• 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

• Xtwitter.com/SICIgetfit
• Facebookfacebook.com/SICIgetfit
• Instagraminstagram.com/sicigetfit
• LinkedInlinkedin.com/company/serotta-international-cycling-institute

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 SICI