Switched on Bikes
Switched on Bikes is an independent Wellington waterfront operator providing eBike and bike rentals, guided tours, Aotearoa's first eBike subscription program, retail sales, and workshop services to tourists, commuters, and local families.
- Company typePrivate
- Founded2015
- HeadquartersWellington, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Switched on Bikes does
Switched on Bikes is a small, founder-owned cycling business operating from a single prime waterfront location at 22 Herd Street in Wellington, New Zealand. Founded in 2015 by Ryan O'Connell, the company provides eBike and regular bike rentals, guided eBike tours of Wellington's bays, a long-term eBike subscription program called 'Subscribe to Ride' (launched in 2020 as Aotearoa's first subscription-based eBike program), retail sales of Corratec and Merida eBikes, a fully equipped workshop offering repairs and mobile service, gift vouchers, multi-trip cards, and a free Wellington City Council-supported Kids Bike Library. The fleet of Corratec and Merida eBikes is supplemented by GPS-tracked subscription bikes fitted with high-security Abus locks, and the subscription product bundles maintenance, insurance options, and accessories priced weekly.
The business serves a diversified mix of customers: cruise-ship visitors and tourists discovering the company primarily through Trip Advisor (650+ excellent reviews), Wellington commuters via subscription, mountain bikers targeting Makara Peak and Polhill Reserve, Wellington families using the free Kids Bike Library, and employer-sponsored subscribers via the WorkRide affiliate program. Distribution is direct-to-consumer across an in-store counter, a 24/7 online booking site, and phone bookings, with subscription payments processed via GoCardless direct debit. There is no evidence of external institutional investment, no subsidiaries, and the company operates entirely within the Wellington region with the workshop's mobile service recently extending to Lower Hutt. The strategic moat is built on waterfront location, decade-plus reputation, first-mover subscription positioning, and a deep web of community partnerships (Trails Wellington, Wellington City Council, Cycling Action Network, Brooklyn Trail Builders) rather than on technology or scale.
Switched on Bikes firmographics
Firmographics- Name
- Switched on Bikes
- Legal name
- Switched on Bikes
- Website
- https://switchedonbikes.co.nz
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Switched on Bikes is an independent Wellington waterfront operator providing eBike and bike rentals, guided tours, Aotearoa's first eBike subscription program, retail sales, and workshop services to tourists, commuters, and local families.
- Ownership category
- akta.pro rank
Switched on Bikes industry classification
Industry- Product category
- Bike Rental and Cycling Services
- NAICS
- Recreational Goods Rental (532284), Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ)
- akta.pro secondary industries
- Cycling / MTB / E-Bike Guiding & Rentals (THAAALAG), E-Bikes & Electric Bicycles (CRACASAA), Bike Service, Repair & Maintenance Shops (CRAMAHAH), E-Bike Retail (CRAMAHAE)
Keywords
Where Switched on Bikes is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Switched on Bikes business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Bike Rentals: Hourly and daily rental of eBikes, city bikes, and mountain bikes from the Wellington waterfront location.
- Guided Tours: Top-rated guided eBike tours around Wellington's bays and attractions, booked online or in-person.
- Subscribe to Ride Subscription: Weekly subscription for eBikes at $59/week (12+ weeks) or $100/week (4 weeks minimum). Includes bike, lock, charger, helmet, carrier bag. Optional insurance ($5/week). Maintenance included.
- Bike Sales: Sale of Corratec and Merida eBikes from the waterfront store. Also sells ex-rental bikes.
- Workshop Services: Full service packages, specific repair jobs, and specialized eBike services in the fully equipped workshop.
- Gift Vouchers: Gift vouchers for bike rentals, tours, and experiences.
- Multi-Trip Cards: Discounted multi-trip cards offering 5 trips for 50% savings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | eBike Subscription - Standard (12+ weeks) |
| Subscription | Weekly | eBike Subscription - Flexible (4 weeks) |
| Subscription | Weekly | Optional Insurance |
| Subscription | Weekly | Accessories - Pannier Bags |
| Subscription | Weekly | Accessories - Child Seat |
| Subscription | Weekly | Accessories - Upgraded Helmet |
| Subscription | Weekly | Accessories - Extra/Fast Charger |
| Subscription | Weekly | Accessories - Extra Lights |
| Transaction based/ take rate | Pay-as-you-go | Multi-Trip Cards |
| One time/ perpetual license | Pay-as-you-go | Gift Vouchers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Switched on Bikes product offering
Product offeringCore offering
Switched on Bikes operates a Wellington waterfront bike hire and active tourism business that rents electric bikes, city bikes, and mountain bikes by the hour and day, runs guided eBike tours of Wellington's bays, and sells Corratec and Merida eBikes from its store. It also runs Aotearoa's first subscription eBike leasing programme (Subscribe to Ride), a Wellington City Council-supported free Kids Bike Library, and a workshop offering repairs, servicing, and mobile maintenance.
Product overview
Switched on Bikes is a small independent Wellington bike hire and tourism business offering a portfolio of interconnected cycling services. The core offering consists of eBike and regular bike rentals, alongside top-rated guided eBike tours of Wellington's scenic bays. In 2020 the company expanded into Subscribe to Ride — Aotearoa's first subscription-based eBike leasing programme — which competes with personal ownership by bundling weekly rentals with servicing, GPS tracking, insurance, and accessories. Additional services include a free Kids Bike Library (supported by Wellington City Council), a workshop for repairs and maintenance, retail sales of Corratec and Merida eBikes, gift vouchers, Multi-Trip Cards, and seasonal winter specials. A curated Where to Ride guide promotes local routes including Makara Peak MTB Park, Polhill Reserve, and Days Bay to Pencarrow Lighthouse. Together these products form a vertically integrated cycling platform covering rentals, subscriptions, sales, servicing, and community programming.
Differentiator
Problem solved
Functional benefit
Products and services
- Bike & eBike Rentals Hourly and daily rental of electric bikes (eBikes), city bikes, and mountain bikes (MTBs) from the Wellington Waterfront store at 22 Herd Street. Open 7 days a week from 9:00am to 5:30pm. Includes all-day and multi-day hire options for visitors, tourists, and locals.
- Guided eBike Tours Top-rated guided eBike tours around Wellington's bays and scenic routes led by knowledgeable local guides. Flagship offering is the Electric Bays Tour. Bookable online, by phone, or in-person.
- Subscribe to Ride eBike Subscription Aotearoa's first subscription-based eBike leasing programme. Standard plan $59/week with 12-week minimum; flexible plan $100/week with 4-week minimum. Includes GPS tracked bike, high-security Abus Bordo 6000 lock, charger, helmet, rear carrier pack, and maintenance. Optional insurance ($5/week) and accessories (panniers, child seat, upgraded MIPS helmet, extra/fast charger, lights) at additional weekly rates. Up to 12 weeks of payments ($708 max) can be applied toward outright purchase.
- Kids Bike Library A completely free service supported by Wellington City Council providing bikes for children aged 2-13 years to borrow as they grow. Families exchange outgrown bikes for larger sizes at no charge, subject to availability. As of January 2026 the library was fully booked.
- eBike & Bike Sales Retail sale of high-quality Corratec and Merida eBikes from the waterfront store, which doubles as a test-riding environment in a car-free zone. Ex-rental bikes are also available for purchase.
- Workshop & Maintenance Services Full-service maintenance packages, specific repair jobs, and specialised eBike services in a fully equipped workshop, including a mobile repair service covering Wellington City and Lower Hutt.
- Gift Vouchers Gift vouchers for eBike rentals, mountain bike days, and other experiences, redeemable online, by phone, or in person. Workplace team voucher bundles are available.
- Multi-Trip Cards Pre-paid bundles offering 5 bike trips at a discounted rate, providing approximately 50% savings off regular pricing.
- Seasonal Winter Specials Discounted rates for bike and eBike hire during winter months in Wellington, designed to encourage year-round cycling.
- Where to Ride Guide Curated guides and route descriptions for popular Wellington cycling routes including Wellington Bays, Makara Peak MTB Park, Polhill Reserve, Skyline Walkway, and Days Bay to Pencarrow Lighthouse, with maps, difficulty ratings, and directions provided in-store.
Quantifiable outcome
- 650+ excellent Trip Advisor reviews
- +2 more outcomes
Companies that use Switched on Bikes
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles5 records
Switched on Bikes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Switched on Bikes partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- WorkRidecoreWorkRide affiliate partnership enabling employees to purchase eBikes through their employer as a benefit. This makes eBike ownership more accessible through salary sacrifice schemes.
- Wellington City CouncilcoreSupported the Kids Bike Library initiative, providing free bikes for Wellington families. Council backing enables community-focused accessibility programme.
- Mechanical TempestminorCommunity bike workshop. Donate bike parts that are still usable to support community cycling access.
- Sustainable Business NetworkminorMembership organisation providing inspiration and support for sustainable business practices.
- Cycling Action NetworkminorAdvocacy organisation working nationwide to make biking safer for everyone. Company supports their mission.
- Trails WellingtoncoreDonate $5 from every half or full day mountain bike hire to support building and maintaining mountain bike trails in Wellington.
- East by West FerriescorePartnership for Days Bay and Pencarrow lighthouse rides. Customers take ferry from Queens Wharf (2 min from shop) to Days Bay to begin cycling. Bikes transported free on ferry.
- Tiaki PromiseminorUpholder of Tiaki Promise - Aotearoa's commitment to responsible tourism. Recognises duty to act responsibly toward land, environment, and people.
- Brooklyn Trail BuildersminorVolunteer organization that built Polhill Reserve mountain bike trails. Company promotes their work and suggests donations from satisfied riders.
- Wellington Mountain Bike ClubminorVolunteer organization maintaining and building mountain bike trails. Company promotes donations from riders who enjoy their trails.
- CorrateccoreBrand of eBikes stocked and sold at the waterfront store. High-quality German-designed electric bicycles.
- MeridacoreBrand of eBikes stocked and sold at the waterfront store. High-quality Taiwanese-designed electric bicycles.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Switched on Bikes competitors and assessment
Company assessmentDirect peers
- Swapfiets: Dutch-origin bike subscription service offering monthly recurring rentals with maintenance and theft protection. Comparable to Switched on Bikes' Subscribe to Ride on subscription mechanics, GPS/security architecture, and inclusive maintenance model.
- Donkey Republic: Denmark-based bike rental and tour operator with city-based hub-and-spoke rentals and guided experiences. Directly comparable to Switched on Bikes' core rental + tour offering in a single city, with similar reliance on tourist foot traffic and digital booking.
- Zoomo: Australia-headquartered e-bike subscription service targeting commuters and gig-economy couriers with weekly pricing and maintenance included. Closest direct comparable to Switched on Bikes' 'Subscribe to Ride' subscription model and commuter use case.
- Nextbike: German-operated public bike share and rental platform deployed in hundreds of cities globally. Comparable on bike rental operations, city-based deployment, and tourist/commuter user mix.
Broad incumbents
- Intrepid Travel: Global adventure and small-group tour operator with dedicated cycling itineraries. Comparable on the guided adventure tour product and on serving tourists seeking curated local experiences, though at much greater scale and international reach.
- Lime: Global micro-mobility incumbent operating e-bikes and e-scooters across major cities. Adjacent competitor in urban e-bike rental with much larger scale and capital base; could enter the Wellington micro-mobility market and pressure Switched on Bikes' commuter segment.
- Bird: Global micro-mobility operator with e-bike and e-scooter rental in cities worldwide. Adjacent competitor in urban e-bike rental with deeper capital base; potential entrant into Wellington or competitor for commuter demand.
- Backroads: Large U.S. active-travel tour operator offering guided and self-guided cycling trips worldwide. Comparable on guided cycling tour product and curated route experience, though at a much larger scale and premium price point.
- Trek Travel: Cycling tour operator owned by Trek Bicycle Corporation offering guided bike trips globally. Comparable on guided cycling tours and on the retail-to-tour cross-sell motion (Switched on Bikes sells Corratec and Merida, Trek Travel sells Trek).
Emerging players
- Rad Power Bikes: U.S.-based e-bike direct-to-consumer retailer and rental platform. Comparable on the e-bike retail and rental offering and on the move toward subscription/membership models for riders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Switched on Bikes social profiles
Digital presenceSwitched on Bikes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Switched on Bikes leadership team
Management profileNumber of profiles
Profiles5 records
Switched on Bikes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Switched on Bikes 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 Switched on Bikes
What does Switched on Bikes do?
Switched on Bikes operates a Wellington waterfront bike hire and active tourism business that rents electric bikes, city bikes, and mountain bikes by the hour and day, runs guided eBike tours of Wellington's bays, and sells Corratec and Merida eBikes from its store. It also runs Aotearoa's first subscription eBike leasing programme (Subscribe to Ride), a Wellington City Council-supported free Kids Bike Library, and a workshop offering repairs, servicing, and mobile maintenance.
Is Switched on Bikes a public or private company?
Switched on Bikes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Switched on Bikes founded?
Switched on Bikes was founded in 2015. It employs 1 to 10 people.
Where is Switched on Bikes based?
Switched on Bikes is headquartered in Wellington, New Zealand, in the Oceania region.
How does Switched on Bikes make money?
Seven revenue lines are on record. Bike Rentals are the primary driver. The others are guided Tours, subscribe to Ride Subscription, bike Sales, workshop Services, gift Vouchers and multi-Trip Cards.
Who are Switched on Bikes's main competitors?
Direct peers on record are Swapfiets, Donkey Republic, Zoomo and Nextbike. Broad incumbents are Intrepid Travel, Lime, Bird, Backroads and Trek Travel. Rad Power Bikes is listed as an emerging player.
Does Switched on Bikes have an API?
No public API is recorded for Switched on Bikes.
What industry is Switched on Bikes in?
Switched on Bikes's product category is Bike Rental and Cycling Services. Its primary akta.pro industry code is CRAMAHAJ, Bike Rental, Demo & Tour Operators (Retail-Adjacent), with a secondary code of THAAALAG, Cycling / MTB / E-Bike Guiding & Rentals. Its NAICS code is 532284 and its SIC code is 7900.