Biker's Choice
Biker's Choice is a privately held, two-location bicycle retailer founded in 1989 in Hendersonville and Mt. Juliet, Tennessee, selling new and pre-owned bikes, parts, apparel, and service across mountain, road, hybrid, electric, and kids categories.
- Company typePrivate
- Founded1989
- HeadquartersHendersonville, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Biker's Choice does
Biker's Choice is a privately held specialty bicycle retailer founded in 1989 and headquartered in Hendersonville, Tennessee, with a second retail showroom in Mt. Juliet serving the Nashville metropolitan area. The company sells new bicycles across mountain, road, hybrid, electric, and kids categories, plus a certified pre-owned bike program, alongside parts, components, apparel, and accessories. It operates as an authorized dealer for major brands including Specialized (including the S-Works premium tier), Trek, Electra, Velotric, Bianchi, Salsa, Tern, and Norco, with prices ranging from approximately $249.99 for entry-level kids bikes to $14,400 for premium S-Works models.
The business is run on a lean 6-employee operating model that combines two physical showrooms with a Shopify e-commerce storefront integrated with Masterlinq for catalog, inventory, and order management. Omnichannel fulfillment includes in-store pickup and free shipping on parts orders over $100 (excluding bikes). The company also generates service revenue through on-site bike repair and maintenance, customer financing programs for higher-ticket purchases, and gift card sales. Customer acquisition relies on local foot traffic at the two Tennessee locations, an email newsletter, and organic e-commerce traffic, with no formal digital marketing or paid acquisition programs disclosed.
The revenue model is a hybrid of hardware sales (bikes, parts, accessories, apparel), professional services (bike service and maintenance), and ancillary managed services (financing, gift cards). The customer base is horizontal and consumer-only, segmented across use cases such as commuting, fitness, trail riding, and recreational cycling, with no enterprise or B2B accounts. The company is independently owned with no disclosed parent, investors, or funding rounds, and operates only within Tennessee.
Biker's Choice firmographics
Firmographics- Name
- Biker's Choice
- Legal name
- Biker's Choice
- Website
- https://thebikerschoice.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Biker's Choice is a privately held, two-location bicycle retailer founded in 1989 in Hendersonville and Mt. Juliet, Tennessee, selling new and pre-owned bikes, parts, apparel, and service across mountain, road, hybrid, electric, and kids categories.
- Ownership category
- akta.pro rank
Biker's Choice industry classification
Industry- Product category
- Bicycle Retail
- NAICS
- Sporting Goods Retailers (45911), Used Merchandise Retailers (459510)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bicycle Retail (New Bikes) (CRAMAHAA), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Parts & Components Retail (CRAMAHAB), Used & Refurbished Bike Retail (CRAMAHAK), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Biker's Choice is headquartered
LocationHeadquarters
- HQ city
- Hendersonville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Biker's Choice business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Bicycle Sales: Retail sale of new bicycles across multiple categories including mountain, road, electric, hybrid, kids, and pre-owned bikes. Products range from entry-level to premium models with prices spanning from approximately $250 to $14,400.
- Bike Service: Professional bike service and maintenance offerings for customers
- Parts and Accessories: Sale of bicycle components, parts, and accessories through both physical stores and online
- Apparel Sales: Sale of cycling apparel and clothing items
- Financing: Financing options offered to customers for bicycle purchases
- Gift Cards: Sale of gift cards as a revenue stream
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level bikes (Kids, Balance bikes) |
| Unit Pricing | Pay-as-you-go | Mid-range bikes (Hybrid, Standard) |
| Unit Pricing | Pay-as-you-go | Premium/Performance bikes (Specialized, Electric) |
| Unit Pricing | Pay-as-you-go | High-end/S-Works models |
| Unit Pricing | Pay-as-you-go | Pre-owned bikes |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Biker's Choice product offering
Product offeringCore offering
Biker's Choice is a local bicycle shop that retails new bicycles (mountain, road, electric, hybrid, and kids), certified pre-owned bicycles, parts and components, cycling apparel, and accessories. The company also provides professional in-store bike service and maintenance, customer financing for bicycle purchases, and gift cards, sold through two Tennessee retail locations and an online storefront.
Product overview
Biker's Choice is a local bicycle retail shop operating since 1989 with two physical store locations in Tennessee (Hendersonville and Mt. Juliet). The company offers a comprehensive portfolio of bicycles across multiple categories including Electric Bicycles, Mountain Bikes, Road Bikes, Hybrid Bikes, Kids Bikes, and Pre-Owned Bikes. They carry major brands such as Specialized, Velotric, Electra, Trek, Bianchi, and others. In addition to bicycles, the product lineup includes Parts and Components, Apparel, and Accessories. The company also provides services including Bike Service, Financing Options, and Gift Cards. Products are available for online purchase with free shipping on orders over $100 (excluding bikes and select products), with in-store pickup available at both Tennessee locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Mountain Bikes Off-road bicycles designed for trail riding, featuring suspension systems, durable frames, and knobby tires for traction on rough terrain. Available from brands including Specialized, Trek, and others for individual consumers.
- Road Bikes
- Electric Bicycles
- Electric Bikes (Specialized Turbo Levo, Vado and similar models)
- Hybrid Bikes
- Kids Bikes
- Pre-Owned Bikes
- Parts and Components
- Apparel
- Accessories
- Bike Service
- Financing Options
- Gift Cards
Companies that use Biker's Choice
Customer profileSegments1 record
Ideal customer profiles1 record
Biker's Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Biker's Choice partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered primary and core.
- SpecializedprimaryAuthorized dealer of Specialized bicycles including mountain bikes, road bikes, e-bikes, kids bikes, and the S-Works premium line. Carries full range of Specialized products including Turbo Levo, Vado, Sirrus, and Riprock lines.
- ElectraprimaryAuthorized dealer of Electra bicycles including Townie and Cruiser models
- TrekprimaryAuthorized dealer of Trek bicycles including road, mountain, and electric models. Also carries pre-owned Trek bikes and references Trek safety recalls.
- VelotricprimaryAuthorized dealer of Velotric electric bicycles including Breeze, Summit, Discover, Fold, GoMad, Nomad, T1, Tempo, and Triker electric tricycle models.
- MasterlinqcorePlatform powering the e-commerce operations including product catalog, inventory management, and order processing
- ShopifycoreE-commerce platform hosting the online storefront
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Biker's Choice competitors and assessment
Company assessmentEmerging players
- Aventon: Direct-to-consumer e-bike brand rapidly expanding through both online and dealer channels. Represents both a brand partnership opportunity and competitive threat for specialty retailers like Biker's Choice as the e-bike category evolves.
- Rad Power Bikes: Direct-to-consumer electric bicycle brand with growing retail/showroom presence. Competes in the e-bike category that Biker's Choice has prioritized, and increasingly partners with or competes against specialty bike shops depending on channel strategy.
Broad incumbents
- REI Co-op: Large national outdoor cooperative with substantial bicycle assortment including road, mountain, and e-bikes plus in-store service departments. Overlaps with Biker's Choice on bikes, apparel, and accessories but at much greater scale and with broader outdoor category focus.
- Dick's Sporting Goods: National big-box sporting goods retailer carrying entry-level to mid-range bikes plus accessories and apparel. Competes directly with Biker's Choice on mass-market bicycle SKUs but lacks the premium S-Works and high-end specialty positioning.
Direct peers
- Jenson USA: Multi-channel bicycle retailer selling new and discounted premium bikes, parts, and apparel online with warehouses serving the US. Comparable business model combining new/used bikes and accessories, though without Biker's Choice's two-store physical retail footprint.
- Trek Bicycle Stores: Trek's network of independently owned branded retail stores sells new Trek bicycles, e-bikes, service, and accessories in a multi-store specialty format directly comparable to Biker's Choice. Both operate authorized-dealer models with premium product mixes and service revenue streams.
- Wheel & Sprocket: Multi-location independent bicycle retailer in the Midwest offering new bikes, service, and accessories across multiple premium brands. Directly comparable multi-store local bike shop model with similar revenue mix and customer demographic.
- Landry's Bicycles: Long-established multi-store independent bicycle retailer in New England carrying premium brands (Trek, Specialized) with full service departments. Closely mirrors Biker's Choice's combination of new/pre-owned bikes, service, apparel, and accessories across multiple storefronts.
Others
- Specialized Bicycle Components: Key supplier partner and authorized brand carried by Biker's Choice. Relevant as both an upstream dependency (dealer agreements, supply) and a competing DTC channel that pressures specialty retail economics.
- Velotric: Electric bicycle brand heavily featured by Biker's Choice in its e-bike category. Supplier relationship today, but Velotric's aggressive DTC and dealer-channel expansion creates competitive overlap with the very retailers distributing its bikes.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Biker's Choice social profiles
Digital presenceBiker's Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biker's Choice leadership team
Management profileNumber of profiles
Biker's Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biker's Choice 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 Biker's Choice
What does Biker's Choice do?
Biker's Choice is a local bicycle shop that retails new bicycles (mountain, road, electric, hybrid, and kids), certified pre-owned bicycles, parts and components, cycling apparel, and accessories. The company also provides professional in-store bike service and maintenance, customer financing for bicycle purchases, and gift cards, sold through two Tennessee retail locations and an online storefront.
When was Biker's Choice founded?
Biker's Choice was founded in 1989. It employs 1 to 10 people.
Where is Biker's Choice based?
Biker's Choice is headquartered in Hendersonville, United States, in the North America region.
How does Biker's Choice make money?
Six revenue lines are on record. Bicycle Sales are the primary driver. The others are bike Service, parts and Accessories, apparel Sales, financing and gift Cards.
Who are Biker's Choice's main competitors?
Emerging players on record are Aventon and Rad Power Bikes. Broad incumbents are REI Co-op and Dick's Sporting Goods. Direct peers are Jenson USA, Trek Bicycle Stores, Wheel & Sprocket and Landry's Bicycles. Others are Specialized Bicycle Components and Velotric.
Does Biker's Choice have an API?
No public API is recorded for Biker's Choice.
What industry is Biker's Choice in?
Biker's Choice's product category is Bicycle Retail. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAA, Bicycle Retail (New Bikes). Its NAICS code is 45911.