TEAM Events

What TEAM Events does

TEAM Events (TEAMevents Ltd), trading as TEAMcycles, is a UK-based event services company headquartered in Wolverhampton, West Midlands, operating as the official events partner of Wattbike Ltd since 2011. The company hires out a fleet of 30+ Wattbike Pro Bike Ergometers and Concept 2 RowErgs and SkiErgs for indoor cycling, rowing, and skiing events, supplemented by Audio Visual support, event planning, and on-site technical personnel. Its core technology is a custom-built data-driven display software co-developed with XNCreations, which wirelessly collects real-time performance data (power in Watts, cadence, heart rate) from the bikes and renders it on large HDMI screens or mobile devices, enabling multi-site leaderboards and virtual route experiences such as Land's End to John O'Groats (LEJOG) and London to Paris. The platform supports concurrent multi-venue, multi-country events, and extends to wattbike servicing and maintenance facilitated through Wattbike's technical support team.

The company serves eight primary customer segments: corporate (HSBC, NatWest, Barclays, British Airways, Heathrow, Jaguar Land Rover, Shell, EMCOR UK), charity (JDRF, SportsAid, Breast Cancer Now), education (schools and colleges), health (NHS trusts, Nuffield Health), local authorities, gyms, retail (ASDA, Halfords, Evans Cycles), and TV/film/media (BBC). Revenue is generated through one-time equipment rental (dry hire) and full-service event packages, priced via custom quotes with payment terms of 30 days from delivery and a 50% deposit required for new clients one month in advance. Discounts are offered to registered charities and to clients running sustainable travel initiatives. The business is privately owned by Alastair McDonald, with no external funding, and operates with approximately 22 employees globally across the UK, Middle East, Europe, and North America.

Name

TEAM Events

Legal name

TEAMevents Ltd

Website

https://team-events.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

TEAM Events (TEAMcycles) is the UK-based official Wattbike Events Partner, hiring Wattbike Pro ergometers and Concept 2 RowErgs/SkiErgs for corporate, charity, education, health, retail, and government events, with custom data-driven display software, AV support, and multi-site event services.

Ownership category

akta.pro rank

Product category

Event Equipment Rental and Live Event Services

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cycling / MTB / E-Bike Guiding & Rentals (THAAALAG)

akta.pro secondary industries

Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ), Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

Keywords

• Indoor cycling events
• Bike ergometer rental
• Corporate event services
• Charity fundraising events
• Event equipment hire

Headquarters

HQ city

Wolverhampton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wattbike Equipment Rental: Hire of Wattbike Pro Bike Ergometers for events, with or without on-site support. Equipment rental forms the core revenue stream, with pricing varying based on event duration, number of bikes, and service level (dry hire vs full service).
2. Event Services and Support: Full-service event packages including planning, technical support, on-site personnel, Audio Visual setup, and data-driven display systems. Additional services include charity fundraising integration.
3. Dry Hire: Equipment delivery, setup guidance, and collection without on-site support personnel. Customers rent and operate independently.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

TEAMcycles hires out Wattbike Pro Bike Ergometers (supplemented by Concept 2 RowErgs and SkiErgs) for events, with both dry hire and full-service event packages. The company provides planning, technical, and on-site personnel support, audio/visual integration, and custom data-driven display software for real-time performance visualization on large screens. Services are delivered to corporate, charity, education, health, retail, government, and gym clients across the UK and worldwide.

Product overview

TEAM Events (TEAMcycles) operates as the official Wattbike Events Partner, offering a unified event services platform built around stationary bike ergometer hire and related equipment. The core portfolio consists of Wattbike Pro and Trainer Bike Ergometers, supplemented by Concept 2 RowErgs and SkiErgs for hybrid indoor events. The company's data-driven display software (developed with XNCreations) collects real-time performance data from bikes via wireless connectivity, translating it to visual displays on HDMI screens or mobile devices. Additional services include dry hire (equipment-only rental), audio/visual support, event planning, and technical support staff. The offering combines equipment rental with technology-enabled event experiences for corporate, charity, education, health, and retail sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Wattbike Pro Bike Ergometers High-performance stationary bike ergometers hired to corporate, charity, education, health, retail, and gym clients for events. Used by National and Olympic squads and professional sports teams, the bikes provide accurate, verified third-party tested power output data for event-based cycling challenges.
• Wattbike Trainer Stationary bike ergometer for everyday use by gym members, from children through to endurance athletes, including for group cycling classes. Suitable for venues running member cycling sessions and personal training.
• Concept 2 RowErgs Rowing machines available for hire as standalone rowing event equipment or as part of hybrid indoor cycling and rowing events, providing accurate rowing performance data.
• Concept 2 SkiErgs Ski erg machines hired for full-body indoor rowing and skiing events, working with the company's data-driven display system to visualize performance.
• Data Driven Displays Custom-built software solution developed jointly with XNCreations that wirelessly gathers real-time performance data from Wattbikes and translates it to visual displays on large HDMI-fed screens or mobile devices, supporting head-to-head racing, leaderboards, and multi-site events.
• Wattbike Dry Hire Equipment rental service providing Wattbike delivery and collection without on-site support staff, for customers who want to operate their own events independently.
• Audio/Visual Support Full audio-visual equipment and support services for events, including AV setup for powering static bike challenges and creating engaging event atmospheres.
• Event Planning and Technical Support Planning, technical, and physical support services for Wattbike-based events, including charity fundraising integration, multi-venue events, and virtual route and leaderboard experiences.
• Service & Maintenance Maintenance and repair services for Wattbikes, supported through Wattbike's technical support team to keep the hire fleet event-ready.

Quantifiable outcome

• Wattbikes are endorsed by British Cycling and used by National and Olympic squads
• +2 more outcomes

Named customers20 records

Segments8 records

Ideal customer profiles12 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Wattbike LtdcoreStrategic or Co-development PartnerOfficial Wattbike Events Partner. TEAMcycles is the designated events partner for Wattbike Ltd, renting Wattbike Pro Bike Ergometers for events. Wattbike Ltd is based in Nottingham UK. This partnership provides exclusive access to equipment and official partner status.
• XNCreationscoreTechnology or IntegrationJoint development partner for custom-built software solutions that work with Wattbike ergometers. XNCreations collaborates with TEAMevents to deliver data-driven display software for real-time visualization at events.
• British CyclingsupportingGTM or Marketing PartnerWattbikes are endorsed by British Cycling for use in their Go-Ride and school programmes. The Wattbike was created in partnership with British Cycling to provide an affordable indoor bike for training and testing.
• British RowingsupportingGTM or Marketing PartnerTEAMcycles has worked alongside British Rowing to deliver School and County Championship Indoor Rowing events using Concept2 Rowers.
• BBCsupportingGTM or Marketing PartnerTEAMcycles is a registered supplier to the BBC for media use of Wattbikes and C2 Rowers.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• Strava: Cycling and fitness tracking platform integrated with the Wattbike ecosystem. Strava is an ecosystem participant and partial substitute that competes for engagement budgets through digital community and activity tracking rather than physical event delivery.
• British Cycling: National governing body for cycling in the UK. British Cycling endorses the Wattbike product used by TEAMcycles and operates Go-Ride school programmes and talent identification initiatives that overlap with TEAMcycles' education and sport segments.

Direct peers

• Action Challenge: UK-based organiser of charity challenge events including cycling, running, and trek experiences. Action Challenge targets the same charity fundraising and corporate CSR use cases as TEAMcycles and competes for the same charity event budgets, often with outdoor endurance formats.
• Sports Tours International: UK-based sports tour operator specialising in cycling, running, and triathlon events. Sports Tours International is comparable in offering organized, supported cycling experiences for participants and has a similar UK-and-international event operations model.
• Concept2: Manufacturer of the Concept2 RowErgs and SkiErgs that TEAMcycles also rents for events. Concept2 is a direct equipment peer with overlapping customer segments in education, sport, and charity indoor events and supplies a complementary product line to the Wattbike fleet.
• Wattbike Ltd: Manufacturer of the Wattbike Pro and Trainer ergometers used by TEAMcycles. Wattbike Ltd is the company's exclusive equipment partner and a direct comparable in the indoor cycling equipment market, sharing the same product, customer base (sports teams, gyms, corporate wellness), and brand ecosystem.
• Charity Challenge: UK organiser of fundraising challenges and adventure events for charities and corporates. Charity Challenge competes with TEAMcycles in the charity fundraising events segment, often offering international cycling and trekking formats for similar donor and CSR audiences.

Emerging players

• Zwift: Virtual cycling platform that enables indoor cycling experiences through connected trainers. Zwift is an emerging substitute for TEAMcycles' physical event service, addressing overlapping corporate wellness, charity, and community engagement use cases with a lower logistics footprint.

Broad incumbents

• Peloton: Connected fitness platform with proprietary indoor cycling equipment and content. Peloton operates across a broader consumer and enterprise wellness footprint and competes for the same corporate wellness and engagement budget pool as TEAMcycles, though via a digital plus hardware model.
• Tour de France (A.S.O.): Organiser of the Tour de France and related mass-participation cycling events including L'Étape. A.S.O. is a broad incumbent in mass cycling event experiences, addressing an adjacent customer base of cycling enthusiasts and corporate sponsors with significantly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/team-events

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 TEAM Events