Uno-X Mobility Cycling

What Uno-X Mobility Cycling does

Uno-X Mobility Cycling AS is a Norwegian privately held professional cycling organization, headquartered in Oslo and wholly owned by Reitan Retail, a Scandinavian retail conglomerate. Founded in 2016 as the Uno-X Hydrogen Development Team, it operates two elite racing programs: a men's UCI WorldTour team (licensed 2026-2028, the first Scandinavian team ever to hold a men's WorldTour licence) and a UCI Women's WorldTeam, with a stated mission of nurturing and developing Scandinavian cycling talent from junior level through to elite competition.

The team's core product is professional race performance — measured in 2025 by 37 victories and 7,682 UCI points — across Grand Tours (Tour de France, Giro d'Italia, Vuelta a España), Monuments, and the broader WorldTour calendar. Underlying performance is delivered through an integrated technology stack: CORE body temperature sensors (combining skin temperature and heat flux) feeding predictive heat-stress analytics managed by the Head of Performance; altitude training protocols using portable metabolic analyzers, lactate testing, and carbon monoxide rebreather tests; and Project Breakaway, a coordinated partnership aggregating nine specialist equipment and nutrition suppliers (Ridley, Fusion, Sweet Protection, DT Swiss, GripGrab, CeramicSpeed, Maurten, Prologo, FSA) into a wind-tunnel-validated race kit delivering quantified aerodynamic gains.

The revenue model is sponsorship-led, with Reitan Retail as owner and primary financial backer and a portfolio of named equipment, vehicle, nutrition, and beverage partners. Secondary revenue comes from direct-to-consumer merchandise sold through e-commerce storefronts (internshop.no, fusionworld.no) including limited-edition kit drops such as the Team Faxe Kondi Tour of Denmark takeover. Customer pricing and contract economics are not publicly disclosed. Go-to-market is event-driven: race results, WorldTour licence promotion, and earned media coverage generate visibility for sponsors. The company employs 114 people and operates across Norway, Denmark, and the wider European race calendar.

Name

Uno-X Mobility Cycling

Legal name

Uno-X Mobility Cycling AS

Website

https://unoxteam.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Uno-X Mobility Cycling is a privately held Norwegian professional cycling organization operating men's and women's UCI WorldTour teams, developing Scandinavian talent and competing in Grand Tours and Monuments under Reitan Retail ownership.

Ownership category

akta.pro rank

Product category

Professional Cycling Team Operations

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

Keywords

• Professional cycling team
• Sports sponsorship marketing
• Athletic talent development
• Team merchandise sales
• UCI WorldTour racing

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sponsorship Revenue: Primary revenue stream from sponsorship agreements with corporate partners including Reitan Retail (owner), equipment sponsors (Ridley, Fusion, Sweet Protection, DT Swiss, CeramicSpeed, GripGrab, Maurten, Prologo, FSA, Garmin), vehicle sponsors (Škoda, Autoplan), and beverage sponsors (Faxe Kondi, Craft Sportswear).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Uno-X Mobility Cycling operates elite men's UCI WorldTour and women's UCI WorldTeam professional cycling programs out of Oslo, Norway, developing Norwegian and Danish riders and competing in Grand Tours, Monuments, and major Classics. The organization funds its racing operations primarily through multi-year corporate sponsorship agreements while selling official team merchandise to fans through an online supportershop.

Product overview

Uno-X Mobility Cycling is a Scandinavian professional cycling organization offering two WorldTour-level teams — a men's UCI WorldTour team (2026–2028) and a women's UCI Women's WorldTeam — as its core products, focused on developing Norwegian and Danish cycling talent and competing at the highest level across Grand Tours, Monuments, and Classics. The organization operates as a talent development platform owned by Reitan Retail, combining performance sport with a long-term mobility mission. The CORE body temperature sensor is the primary technology product used internally for performance optimization, enabling heat stress monitoring and predictive analytics. Project Breakaway is a coordinated performance technology partnership aggregating nine specialist equipment suppliers (Fusion, Ridley, Sweet Protection, DT Swiss, GripGrab, CeramicSpeed, Maurten, Prologo, FSA) into an integrated race kit for Tour de France competition. A consumer-facing supportershop offers official team merchandise including the supporter jersey and limited-edition kits.

Differentiator

Problem solved

Functional benefit

Products and services

• Uno-X Mobility Men's UCI WorldTour Team

Quantifiable outcome

• First Tour de France stage win in team history (Jonas Abrahamsen, Stage 11, 2025)
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

17 partnerships are on record, tiered supporting, major and core.

• Craft SportswearsupportingTechnology or Integration · 29 May 2026Partnership announced for footwear provision, expanding equipment collaboration beyond existing apparel partners.
• Airtox – Carl Ras Junior WomensupportingStrategic or Co-development Partner · 8 March 2026Strengthened partnership with junior women's team featuring Emma Johansson as mentor. Creates clearer pathway from junior to WorldTour level for female riders from Norway, Denmark, and beyond.
• Faxe KondimajorStrategic or Co-development Partner · 24 February 2026Danish lemon/lime soft drink brand (owned by Royal Unibrew) became official partner in February 2026. Created special edition kit takeover for Tour of Denmark with full visual identity change including jerseys, bikes, helmets, and merchandise.
• Sweet ProtectioncoreTechnology or Integration · 13 November 2025Norwegian helmet and eyewear brand providing Tucker III 2Vi Mips helmets, Falconer 2Vi Mips, Redeemer 2Vi Mips for time trials. Partnership extended through 2028.
• Emma JohanssonsupportingOthers · 1 January 2025Former world number one and Olympic medallist serving as mentor for junior development, expanding her role with strengthened Airtox-Carl Ras partnership.
• RidleycoreTechnology or IntegrationBelgian bike manufacturer providing Noah Fast frames engineered for breakaways and sprints. The bike saves 8.5 watts at 50 km/h compared to previous model through CFD simulations and wind tunnel testing.
• Fusion SportswearcoreTechnology or IntegrationDanish performance apparel partner developing the Breakaway Suit - wind tunnel-tested racing kit designed for speeds above 45 km/h with rear zippers, prototype sleeves, and restructured torso.
• DT SwisscoreTechnology or IntegrationSwiss wheel manufacturer providing ARC 1100 DICUT wheels designed for breakaways, sprints, and time trials.
• CeramicSpeedcoreTechnology or IntegrationDanish bearing manufacturer providing high-performance ceramic bearings including OSPW RS (optimal sporting pulley wheel system) for efficiency gains.
• GripGrabsupportingTechnology or IntegrationDanish brand providing FastStream Aero Dial Covers engineered to reduce drag over shoe dials by up to 8 watts.
• MaurtensupportingTechnology or IntegrationSwedish sports nutrition partner providing Hydrogel + Bicarb System for fueling during high-intensity racing with minimal gastrointestinal distress.
• PrologosupportingTechnology or IntegrationItalian saddle manufacturer providing Dimension TDF saddles with 143mm platform for power distribution and central PAS channel for pressure relief.
• FSA (Fulcrum USA)supportingTechnology or IntegrationTaiwan-based crankset manufacturer providing Powerbox Team Edition with dual-sided power data and Bluetooth/ANT+ integration.
• Norwegian Cycling Federation (NCF)supportingStrategic or Co-development PartnerExpanded partnership to help NCF send junior national teams to UCI Nations Cup races. Financial support enables Norwegian juniors to compete internationally at highest level.
• GarminsupportingTechnology or IntegrationTiming and computer technology partner for race data and navigation equipment.
• ŠkodasupportingTechnology or IntegrationVehicle partner providing official team cars for transportation and race support operations.
• AutoplansupportingTechnology or IntegrationVehicle partner for fleet support, announced as new partnership in 2025.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• INEOS Grenadiers: British-registered UCI WorldTour team owned by INEOS. Directly comparable as a privately-funded corporate-owned WorldTour team pursuing Grand Tour GC success with significant budget scale and a similar model of converting corporate sponsorship into competitive performance.
• Cofidis: French UCI WorldTour team and one of the longest-running professional squads. Directly comparable as a corporate-title-sponsored WorldTour team operating across all Grand Tours with a similar sponsorship-driven revenue model and historical development pathway.
• UAE Team Emirates-XRG: UAE-based UCI WorldTour men's team and one of the sport's super-teams. Directly comparable as a sponsor-funded WorldTour outfit competing across all Grand Tours, with sponsorship portfolio, race calendar, and commercial model overlapping Uno-X's WorldTour ambitions.
• Soudal Quick-Step: Belgian UCI WorldTour team. Directly comparable as a long-established WorldTour outfit competing across all Grand Tours and Classics with a similarly broad equipment-and-supplier partnership portfolio and similar commercial revenue mix dominated by title and equipment sponsors.
• Israel–Premier Tech: Israel-registered UCI WorldTour team. Directly comparable as a sponsor- and identity-driven WorldTour team with a similar mid-budget commercial model, broad equipment partner portfolio, and ambition to compete at Grand Tour level against better-funded rivals.
• Movistar Team: Spanish UCI WorldTour men's and women's team owned by Telefónica. Directly comparable as a long-running dual-program WorldTour team funded by a major corporate sponsor with a similar operating model, calendar footprint, and historical progression from development squad to elite level.
• Bahrain Victorious: UCI WorldTour team owned under the Bahrain-Merida project structure. Directly comparable as a sponsor- and state-backed WorldTour team with a similar model of converting corporate/national sponsorship into multi-year competitive investment and Grand Tour participation.
• EF Education–EasyPost: U.S.-registered UCI WorldTour team. Directly comparable as a sponsor-anchored WorldTour team competing across Grand Tours and Classics with a similar equipment-and-partner stack and a development pathway from feeder team to WorldTour level.
• Team Visma–Lease a Bike: Top-tier UCI WorldTour team (men's and women's) headquartered in the Netherlands. Directly comparable as a dual-program WorldTour outfit pursuing Grand Tour GC victories with a heavily tech- and data-driven performance approach and a similarly broad equipment partnership stack.
• Lidl-Trek: U.S.-registered UCI WorldTour team with both men's and women's programs. Directly comparable as a dual-program WorldTour team anchored by a major retail sponsor (Lidl) plus equipment manufacturer (Trek), sharing Uno-X's retail-conglomerate sponsorship model and commitment to a women's WorldTeam.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/unoxteam
• LinkedInlinkedin.com/company/unoxteam

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Uno-X Mobility Cycling