What Spokes Etc Inc does

Spokes Etc Inc is a small, privately held bicycle retailer headquartered in Vienna, Virginia, with approximately 10 employees. The firm operates from Vienna, the same Northern Virginia submarket as Trek Bicycle Vienna (224 Maple Ave E, Vienna, VA 22180), and the input data profile — heavily populated with Trek Bicycle Corporation product, pricing, and service information — indicates Spokes Etc functions as an authorized retailer within Trek's D.C. Metro store cluster of 13 locations spanning Virginia, Maryland, and Washington D.C.

The business sells a full-spectrum bicycle and accessories portfolio covering road (Madone aero, Émonda climbing, Domane endurance), mountain (Fuel, Supercaliber, Slash), hybrid/city (FX, Verve), electric (city, road, mountain, cargo via Bosch, TQ, and Hyena motors), and gravel (Checkpoint) platforms, alongside the Bontrager accessory sub-brand (helmets, lights, tires, apparel), Electra cruisers, and Diamant heritage European models. Technical depth at the brand level rests on Trek's proprietary OCLV (Optimum Compaction Low Void) carbon fiber process (developed 1992), Active Braking Pivot suspension, and IsoSpeed decoupler frame technology, while retailer-level service infrastructure includes 24-hour turnaround on all bike brands, tiered service packages ($99.99 Level One, $189.99 Level Two, $449.99+ Level Three), suspension servicing, bike rentals, trade-ins through the Red Barn Refresh program, Project One custom builds, and 0% APR financing via Citizens Pay.

The revenue model combines one-time unit sales across a wide price spectrum ($300 entry-level to $15,000+ premium builds) with recurring professional-services revenue (tune-ups, suspension service, traveling bike shipping at $79.99). Customer segments are horizontal and consumer-oriented: urban/commuter cyclists, road cyclists, mountain bikers, gravel/adventure riders, family/cargo e-bike users, entry-level recreational riders, and a smaller professional/elite athlete tier served through the Lidl-Trek WorldTour team. Customer testimonials (Adrian F., Christina A., Laura Ann F., C.P.) emphasize no-pressure sales, knowledgeable staff, and ongoing service relationships, indicating a long-tail SMB/individual customer base with low concentration risk. Marketing reach extends through Trek's Ride Club app, Century Challenge, in-store women's rides, and a broader omnichannel mix of e-commerce, social media, and pro cycling sponsorship.

Name

Spokes Etc Inc

Legal name

Trek Bicycle Corporation

Website

https://spokesetc.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1–10 employees

Short description

Spokes Etc Inc is a small Vienna, Virginia bicycle retailer with 10 employees, operating as an authorized dealer within Trek Bicycle's D.C. Metro retail cluster, selling road, mountain, hybrid, e-bikes, and accessories backed by lifetime warranty, 24-hour service, and tiered repair packages.

Ownership category

akta.pro rank

Product category

Bicycle Retail

NAICS

Motor Vehicle and Parts Dealers (441)

akta.pro primary industry

Bicycle Retail (New Bikes) (CRAMAHAA)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Bike Online Retail & Omnichannel Specialists (CRAMAHAL)

Keywords

• Bicycle retail
• Bike repair service
• Cycling accessories
• E-bike sales
• Bike fitting

Headquarters

HQ city

Waterloo, Wisconsin

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bicycle Sales: Core revenue from designing, manufacturing, and selling bicycles across categories including road, mountain, hybrid, electric, kids, and adventure/gravel bikes. Products sold through company-owned stores, authorized retailers, and direct e-commerce with prices ranging from approximately $300 to over $15,000.
2. Bike Service and Repair: 24-hour turnaround service on bikes of any brand with tiered service packages (Level One $99.99, Level Two $189.99, Level Three starting at $449.99), suspension service, and traveling/bike shipping services ($79.99). Service available at all Trek retail locations.
3. Accessories and Apparel: Sale of Bontrager and third-party branded accessories including lights, helmets, bags, nutrition, tools, car racks, tires, and cycling apparel. Products available in-store and online with over 50 brands carried.
4. Project One Customization: Custom paint and spec program allowing riders to design their own dream bike with custom colors and component selections, representing a premium revenue stream for fully customized builds.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels11 records

Core offering

Spokes Etc Inc operates as a Trek Bicycle retail store at 224 Maple Ave E, Vienna, Virginia, selling Trek road, mountain, hybrid, and electric bicycles, plus Bontrager helmets, lights, tires, and accessories. The store provides 24-hour bike service and repair on all makes and models, expert bike fitting, customer support, and access to Trek financing programs.

Product overview

Trek Bicycle Corporation offers a comprehensive portfolio of bicycles and cycling products across multiple categories. The core offerings include road bikes (Madone aero, Émonda climbing, Domane endurance, Checkpoint gravel), mountain bikes (Fuel, Top Fuel, Supercaliber, Slash), and electric bikes (city, road, mountain, cargo). Trek also offers its own Bontrager sub-brand for helmets, lights, tires, wheels, and accessories, plus the acquired Electra brand for comfort cruisers. Retail stores provide 24-hour bike service, Project One custom builds, and lifetime warranty support. The product ecosystem includes complementary accessories, apparel, and the Ride Club app for community engagement.

Differentiator

Problem solved

Functional benefit

Brands

• Bontrager: Trek's in-house brand for cycling apparel, helmets, shoes, wheels, lights, and accessories.
• Electra
• Diamant

Products and services

• Trek Road Bikes
• Trek Mountain Bikes
• Trek Electric Bikes
• Trek Hybrid/City Bikes
• Bontrager Accessories
• Bike Service and Repair
• Bike Accessories and Gear
• Lifetime Frame Warranty
• CarBack Radar Rear Bike Light
• Air Rush Electric Pump
• Project One Custom Builds

Quantifiable outcome

• 24-hour service turnaround on most service jobs, with complimentary demo bike if exceeded
• +3 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered strategic, core, secondary and flagship.

• Pathfinders ScholarshipstrategicStrategic or Co-development Partner · 1 January 2021Trek and NICA launched the Pathfinders Scholarship in 2021 to bring greater diversity to youth mountain biking by providing young riders of color with bikes, gear, and support to thrive in the sport.
• National Interscholastic Cycling Association (NICA)strategicStrategic or Co-development Partner · 1 January 2016Trek invested $1 million in NICA in 2016 to help grow youth mountain biking across the country through funding for new leagues, coach training, and supporting kids in building strong minds, bodies, and communities through cycling.
• DiamantcoreStrategic or Co-development Partner · 1 January 2002Trek acquired Diamant, Germany's oldest bike brand, in 2002. The partnership brings 125 years of heritage, a factory in Hartmannsdorf Germany, and bridges Trek's Midwestern roots with European cycling culture.
• Trek TravelsecondaryStrategic or Co-development Partner · 1 January 2002Trek Travel opened in 2002, offering cycling vacation experiences that blend bike tourism with five-star hospitality. Allows Trek to extend brand experience beyond product into lifestyle experiences.
• Lidl-Trek Pro Cycling TeamflagshipStrategic or Co-development PartnerTrek is the title bike sponsor of the Lidl-Trek WorldTour professional cycling team, competing at the highest levels of professional road racing including Tour de France, Giro d'Italia, and Vuelta a España. Trek provides bikes, technology, and support to elite professional athletes.
• BoschcoreTechnology or IntegrationBosch provides mid-drive motor systems for Trek e-bikes. Bosch is a leading e-bike motor manufacturer known for reliable, high-quality drive systems used across many e-bike brands.
• TQcoreTechnology or IntegrationTQ provides HPR-series mid-drive motors for Trek e-bikes, known for compact, silent, and natural pedaling feel technology.
• HyenasecondaryTechnology or IntegrationHyena hub-drive motors used in select Trek e-bikes, providing more budget-friendly and lightweight options for entry-level e-bikes.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• REI Co-op: National outdoor and cycling retailer operating both e-commerce and physical stores with full bicycle sales, service, and accessories. Comparable because REI competes for the same local cycling customer in the D.C. region with broader assortment, membership economics, and brand authority that can divert premium-bike sales away from independent dealers like Spokes Etc.
• Specialized Bicycle Components: Global premium bicycle manufacturer with direct retail (Specialized Retailers) program and strong e-bike portfolio. Comparable because Specialized, like Trek, sells through independent dealers and competes for the same premium road, mountain, and e-bike customers that Spokes Etc serves; the brand's retail strategy influences dealer economics across the category.
• Trek Bicycle Corporation: Global bicycle manufacturer and parent brand whose full product line (Road, Mountain, Hybrid, E-bike, plus Bontrager/Electra sub-brands) Spokes Etc retails as an authorized dealer. Comparable because Trek operates both its own retail showrooms and independent dealer relationships in the same trade area, and defines the wholesale terms, service protocols, and brand standards Spokes Etc operates within.
• Performance Bicycle (relaunched online): Historic multi-store U.S. cycling chain that re-emerged as an online retailer after closing physical stores. Comparable because it represents the chain-store and online-specialist competitive pressure that local independents like Spokes Etc face on price, selection, and convenience.

Emerging players

• Rad Power Bikes: Direct-to-consumer electric bike brand selling commuter, cargo, and utility e-bikes online with growing service-partner network. Comparable because it competes in the e-bike category Spokes Etc sells into via Trek, but bypasses the dealer channel — diverting entry- and mid-level e-bike demand away from local bike shops.
• Citizen Cycles: Independent urban/cargo and family e-bike retailer emphasizing fitting and service in metropolitan markets. Comparable as a small, service-led specialty bike retailer targeting the commuter/family segment that overlaps with Spokes Etc's Trek FX, Verve, and Fetch+ cargo bike offerings.

Direct peers

• Bicycle Pro Shop: Independent multi-store bicycle retailer in the Washington D.C. metro area carrying Trek and other premium brands with full-service repair bays. Comparable because it operates in the same geography and category with similar product/service mix, providing direct head-to-head competition for Spokes Etc's Vienna-area customers.

Regional players

• Conte's Bicycle Shop: Mid-Atlantic regional bicycle retailer with multiple stores across Virginia and the D.C. area selling Trek, Specialized, and other premium brands with in-house service. Comparable as a similarly-positioned independent specialty bike retailer in the same broader region with overlapping product lines and service offerings.
• Jersey Bike (JerseyCycle): Independent regional bicycle retailer serving a specific U.S. metro with multi-brand bike sales, fitting, and repair services. Comparable because it represents the prototypical independent specialty bike dealer model — small-scale, service-centric, multi-brand — that competes for the same customer profile as Spokes Etc in its local market.

Others

• Bosch eBike Systems: Tier-1 e-bike motor system supplier whose mid-drive drivetrains power many of the Trek e-bikes Spokes Etc sells. Comparable as a key technology ecosystem partner whose product roadmap (battery, motor, connectivity) directly shapes the e-bike lineup Spokes Etc can offer and the service capability required.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights4 records

Customer concentration

• Xx.com/trekbikes
• YouTubeyoutube.com/trekbikes
• Facebookfacebook.com/trekbikes
• LinkedInlinkedin.com/company/spokes-etc-inc
• Instagraminstagram.com/trekbikes
• TikToktiktok.com/@trekbikes

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 Spokes Etc Inc