What XO Bikes does

XO Bikes is a London-based social enterprise and registered subsidiary of the Onwards & Upwards charity (Registered Charity No. 1194457), operating two retail sites at 212 Lewisham High Street and 176 Blackfriars Road with a refurbishment workshop in Lewisham. Founded in March 2022 by Stef Jones, the company refurbishes donated bicycles — sourced from the public, the Metropolitan Police, railways, universities and property groups — to the Velotech Platinum Standard, applying proprietary 'Swag' powder-coat finishes (Swag Black and Hot Orange) and tagging each bike with the unique ID of the ex-offender 'Fixer' who rebuilt it.

The commercial offering spans three core product lines (Original Finish Bikes, Hot Orange Bikes, Swag Black Bikes) priced from approximately £40 to £3,999, plus a tiered servicing menu from Bronze (£40) to Platinum (£180+) and a 'Full Swag' transformation at £299+. Ancillary revenue streams include hand-built custom wheels, mobile mechanic pop-ups at workplaces and schools (£500 per session), fleet servicing contracts at £200 per bike per year, accessories, and gift cards. Distribution combines an own e-commerce storefront, two physical shops, nine cycle-to-work scheme provider accreditations, and direct B2B fleet sales, with delivery limited to the M25.

All profits are reinvested into the Velotech-accredited training programme that prepares prison leavers for employment as bike mechanics. The business is supported by a broad corporate funder base (Garfield Weston, Greggs, Sainsbury's, Vodafone, Landsec, Allen & Overy, William Wates Memorial Trust, The Headley Trust, The IGY Foundation, among others) and a referral network of prison-reform organisations (Unlocked, Prisoners Abroad, 3 Pillars Project, Redemption Roasters, Switchback). Leadership comprises Founder Stef Jones, CEO Ian Priest (formerly of VCCP and Grace Blue), Head Mechanic Nigel 'Nidge' Brook (ex Brixton Cycles), and Partnerships Manager Ollie.

Name

XO Bikes

Legal name

XO Bikes

Website

https://xobikes.com

Company type

Private

Founded year

2022

Operating status

Operating

Short description

XO Bikes is a London-based social enterprise that refurbishes donated bicycles to Velotech Platinum Standard, sold via two retail shops and e-commerce. All profits fund Velotech-accredited mechanic training and employment of prison leavers across the UK cycle-to-work scheme channel.

Ownership category

akta.pro rank

Product category

Refurbished Bicycles

NAICS

Used Merchandise Retailers (459510), Personal and Household Goods Repair and Maintenance (8114)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Used & Refurbished Bike Retail (CRAMAHAK)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), E-Bike Retail (CRAMAHAE)

Keywords

• Refurbished bicycles
• Bike servicing
• Social enterprise
• Bicycle retail
• Cycle training

Headquarters

HQ city

Lewisham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Refurbished Bicycle Sales: XO Bikes sells donated bikes that have been professionally refurbished. Inventory includes road, mountain, hybrid, single speed, step-through/Dutch, e-bikes, kids, BMX, vintage, and foldable bikes. Prices range from approximately £40 (kids bikes) to £3,999 (premium e-bikes and road bikes). All profits go towards training and hiring more ex-offenders.
2. Bike Servicing and Maintenance: The company offers tiered servicing packages: Bronze (£40), Silver (£60+ parts), Gold (£100+ parts), Platinum (£180+ parts), E-Bike Servicing, and The Full Swag (£299+ parts). Additional services include wheel building from £60, inner tube replacements, tyre replacements, brake service, gear adjustments, transmission service, headset service, and accessory fitting.
3. Mobile Mechanic Sessions: Pop-up bike mechanic sessions delivered at workplaces, schools, or community settings. Two options: Option 1 Safety Checks (£500) and Option 2 Safety Checks with Replacements (£500 plus parts). Free labour on parts replacement in Option 2.
4. Fleet Servicing: Annual fleet management package at £200 per bike, including initial assessment, Gold Service, two Bronze Services, and one Silver Service over 12 months. Collection and delivery included free of charge during low season (Oct–Feb) inside M25. All labour included; parts at 10% discount.
5. Merchandise and Accessories: Sale of bike accessories including OnGuard Pitbull Diamond D-Lock (£54.99), Essential Accessory Pack (£34.99), XO Bikes Musette Bag (£19.99), and Zefal drinks bottles (£6.99).
6. Gift Cards: XO Bikes gift cards available for purchase online (emailed) or in-store at Lewisham or Blackfriars Road shops.
7. Recycle to Work Scheme: Partnership with all major cycle-to-work scheme providers allowing employees to use tax-free cycle vouchers to purchase refurbished bikes, accessories, and servicing through XO Bikes.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

XO Bikes refurbishes donated second-hand bicycles to a high mechanical and cosmetic standard and resells them to the public at accessible price points. The London-based bike shop also provides bike servicing, mobile mechanic visits, corporate fleet servicing, and a Cycle Training programme, operating as a social enterprise that trains and employs ex-offenders as qualified bike mechanics.

Product overview

XO Bikes is a London-based bike shop and social enterprise operating two retail locations in Lewisham and Blackfriars Road, Southwark. The company refurbishes donated bicycles—sourced from the public, Metropolitan Police, railways, universities and property groups—using Velotech Platinum Standard procedures, and sells them through three main product lines: Original Finish Bikes (restored to manufacturer colours), XO Hot Orange Bikes (signature orange powder-coat finish), and XO Swag Black Bikes (street-ready matt black powder-coat finish). The company offers integrated cycle-to-work scheme partnerships for payment, complementary servicing tiers (Bronze through Platinum), mobile mechanics, fleet servicing, and a bike swagging/refinishing service. A Velotech-accredited mechanic training programme trains ex-offenders, and merchandise including accessories and gift cards round out the offering. The business is owned by Onwards & Upwards charity (registered number 1194457) and was founded in March 2022.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• All profits go back to training & hiring more prison leavers, keeping them in work and out of prison.
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Onwards & UpwardscoreOthersXO Bikes is owned by Onwards & Upwards (Registered Charity Number 1194457), a charity that creates businesses to inspire, train, and employ prison leavers. XO Bikes is the first business venture of this charity. All profits from XO Bikes go back to the charity to fund core costs, training programmes, and scaling new ventures to break the cycle of reoffending.
• Metropolitan PolicecoreOthersXO Bikes is the Metropolitan Police's chosen charity for unclaimed bikes. Donated bikes from the Met Police are refurbished and resold, with proceeds funding the charity's training and employment programmes.
• HMP BrixtonminorOthersXO Bikes founder Stef Jones began volunteering in HMP Brixton Chaplaincy, which led to the founding of the company. XO Bikes also runs training programmes inside prisons for inmates near release.
• VivupcoreChannel Partner/ Reseller/ DistributorCycle-to-work scheme provider through which employees can use tax-free vouchers to purchase refurbished bikes, accessories, and servicing from XO Bikes.
• CycleschemecoreChannel Partner/ Reseller/ DistributorCycle-to-work scheme provider through which employees can use tax-free vouchers to purchase refurbished bikes, accessories, and servicing from XO Bikes.
• Bike2Work SchemecoreChannel Partner/ Reseller/ DistributorCycle-to-work scheme provider enabling employees to use salary sacrifice to purchase refurbished bikes from XO Bikes.
• Green Commute InitiativecoreChannel Partner/ Reseller/ DistributorCycle-to-work scheme provider enabling employees to use salary sacrifice to purchase refurbished bikes from XO Bikes.
• Tap Social MovementminorStrategic or Co-development PartnerOxfordshire-based hospitality organisation that hosted The Great Escape cycling event in 2026. Both organisations work in the prison reform/rehabilitation space. Refreshments along the ride were provided by New Ground Foundation.
• UnlockedminorStrategic or Co-development PartnerUnlocked is a prison reform organisation that refers prison leavers to XO Bikes for training and employment. They participate in The Great Escape cycling event to raise awareness.
• Prisoners AbroadminorStrategic or Co-development PartnerPrison reform charity referring prison leavers to XO Bikes for training and employment. Participates in The Great Escape cycling event.
• 3 Pillars ProjectminorStrategic or Co-development PartnerPrison reform organisation referring prison leavers to XO Bikes for training and employment. Participates in The Great Escape cycling event.
• Redemption RoastersminorStrategic or Co-development PartnerPrison reform social enterprise (coffee roasting) that refers clients to XO Bikes for training and employment. Both organisations employ ex-offenders as a path to rehabilitation.
• SwitchbackminorStrategic or Co-development PartnerPrison reform charity referring prison leavers to XO Bikes for training and employment. Participates in The Great Escape cycling event.
• Velotech Cycling LtdcoreTechnology or IntegrationXO Bikes' training programme is Velotech accredited — an industry-recognised qualification in bike mechanics. All bikes are refurbished to Velotech Platinum Standard.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Bike Project: UK charity that refurbishes donated bikes and employs refugees as mechanics. Closest direct peer to XO Bikes: same social-enterprise model (training + employing a marginalised group), refurbished-bike retail, and London footprint.
• Re-Cycle: UK charity that collects and refurbishes unwanted bikes for shipment to partners in Africa. Direct peer in the donated-bike-refurbishment charity space; differs in end-destination (overseas donation vs. UK resale) but the front-end refurbishment model is highly comparable.
• Bristol Bike Project: Charity refurbishing donated bikes for resale in Bristol, training volunteers and supporting people in recovery. Direct peer: similar charity-owned, used-bike-refurbishment + skills-training model in a single UK city.
• Brixton Cycles: Long-established South London independent bike shop where XO Bikes' Head Mechanic previously worked. Direct peer on London bike retail, servicing, and workshop operations; for-profit and broader-line, but overlapping customer base.

Broad incumbents

• Evans Cycles: Major UK high-street and online bike retailer offering new bikes, refurbished/used stock, servicing, and a B2B Ride-to-Work scheme. Broad incumbent: overlaps with XO Bikes across retail, servicing, and cycle-to-work, but as a for-profit chain with national scale.
• Halfords: UK's largest cycling and motoring retailer with national store footprint, bike servicing, and a Halfords cycle-to-work scheme. Broad incumbent competing on price, convenience, and service breadth across the same end-customers XO Bikes targets.
• Decathlon: Global sports retailer with a strong UK bike line (new bikes, workshop servicing, accessories). Broad incumbent competing on price and range rather than refurbishment or social mission.

Regional players

• Condor Cycles: London-based independent bike brand and shop specialising in road, commuter, and bespoke bikes. Regional peer sharing the London retail catchment but focused on new premium builds rather than refurbished product.

Others

• Velotech Cycling Ltd: Industry body whose Velotech accreditation underpins XO Bikes' training programme and Platinum Standard refurbishment process. Listed as a core technology partner; comparable as a standards/training provider rather than a competing retailer.
• Redemption Roasters: Coffee-roasting social enterprise that trains and employs ex-offenders and is part of XO Bikes' referral partnership network. Comparable as a fellow Onwards & Upwards-aligned social enterprise rather than a bike retail competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/xobikes
• Instagraminstagram.com/xobikes
• TikToktiktok.com/@xobikes

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 XO Bikes