Pedal Kids USA

What Pedal Kids USA does

Pedal Kids USA, operated by Buddy Pegs LLC, is a privately held youth cycling education company founded in 2015 by Scott and Jannine Fitzgerald in Bentonville, Arkansas. The company delivers structured bike programs for children ages 2–12 across four core product tiers — Buddy Pegs (balance and early pedaling, ages 2–5), Pedal Champs (greenway/neighborhood riding, ages 5–12), MTB Kids (mountain biking, ages 6–12), and Air Force (advanced technical MTB, ages 7–12) — supplemented by camps, private lessons, and a Traveling Touring Program. The underlying platform is a proprietary curriculum integrating CASEL's five pillars of Social Emotional Learning with progressive cycling skill development, organized around an ability-based progression system (Paw Levels, Pedal Levels, Mountain Levels, Air Force Levels) rather than age-based grouping, with the S.T.O.K.E. Values Framework (Stewardship, Teamwork, Ownership, Kindness, Empathy) and a "Learn-to-Pedal" technique that removes pedals during initial instruction as flagship methodologies. The company is also the only US organization authorized by Cycling Ireland to deliver the Sprocket Rocket youth coaching program.

Pedal Kids USA generates revenue through a diversified mix. Direct-to-consumer program fees cover single classes, multi-day camps, and private lessons at specified per-participant pricing (e.g., Winter Camp at $200/3-day). Recurring revenue comes from tiered subscription memberships available in Northwest Arkansas at $50/month, $135/3-month, and $450/12-month. Retail and service revenue is generated through the wholly owned Buddy Pegs Bike Shop in Bentonville, which carries Cannondale, woom, Prevelo, Norco, Tern, Yuba, and Riese & Müller and offers technician and service positions at $14–$20/hr. Touring Program fees are paid by hosts such as parks and recreation departments, community centers, schools, military installations (including US bases plus bases in Japan, Italy, and Spain), and the 501(c)(3) Backstop Sponsorship Program. Distribution runs through a proprietary Configio registration portal, a network of 60+ partner sites (parks and recreation departments, community centers, schools), the physical bike shop, and field-based touring activations.

The company is bootstrapped with no external funding disclosed and is structured as an LLC operating within what it describes as a nonprofit mission framework. It has relocated operations to Bentonville in 2019, expanded to Kansas City in 2022, launched online classes in 2023, and rebranded from Buddy Pegs to Pedal Kids USA in 2024, with a major HQ Grand Reopening scheduled for May 2026. It operates with 51–100 employees plus 100+ certified coaches and reports that 10,000+ children have been served cumulatively since 2015.

Name

Pedal Kids USA

Legal name

Buddy Pegs LLC

Website

https://pedalkids.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Pedal Kids USA (operated by Buddy Pegs LLC) delivers structured youth cycling education programs for children ages 2-12, combining CASEL-aligned social-emotional learning with progressive bike skills. Programs run in Northwest Arkansas and Kansas City, supplemented by touring residencies and an owned bike retail shop.

Ownership category

akta.pro rank

Product category

Youth Cycling Education

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bicycle Programs & Bike Share (Parking, Repair, Rentals) (EDALAKAE)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Kids’ & Family Bike Retail (Youth, Trailers, Seats) (CRAMAHAG), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

Keywords

• Youth cycling education
• Kids bike programs
• Balance bike classes
• Youth sports coaching
• Bicycle retail

Headquarters

HQ city

Bentonville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Program Fees: Revenue from individual classes, series of classes, multi-day camps, bike clubs, weekend trail schools, and private lessons for children ages 2-12
2. Membership Subscriptions: Monthly, 3-month, and 12-month membership programs offering unlimited classes, priority registration, discounts at bike shop, and free bike rental sessions for committed families in NWA
3. Bike Service & Retail: Revenue from Buddy Pegs bike shop including bike sales (Cannondale, woom, Prevelo, Norco, Tern, Yuba, Riese & Müller), service/repair, parts, accessories, and rentals
4. Touring Programs: Fee-based traveling residency programs bringing cycling education to new communities, schools, and events across the US and internationally

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Pedal Kids USA is a nonprofit youth cycling education organization that provides structured bike programs, classes, camps, and events for children ages 2–12. The organization also operates the Buddy Pegs Bike Shop (retail) and runs touring/adventure bike programs, all under parent company Buddy Pegs LLC. It delivers its curriculum through direct family enrollment as well as partnerships with schools, parks and recreation departments, military bases, and corporate wellness programs.

Product overview

Pedal Kids USA is a kids bike education company operating as a platform of cycling development programs for children ages 2-12. The portfolio includes four core program groups—Buddy Pegs (balance and early pedaling for ages 2-5), Pedal Champs (greenway and neighborhood riding for ages 5-12), MTB Kids (mountain biking for ages 6-12), and Air Force (advanced technical MTB for ages 7-12)—complemented by camps (summer, winter, spring break), private lessons, Learn to Pedal classes, and a traveling Touring Program. The company also operates the Buddy Pegs Bike Shop as a retail sub-brand and manages the Wrigley Cares Scholarship Fund. The company was rebranded from Buddy Pegs to Pedal Kids USA in 2024, with operations in Northwest Arkansas, Kansas City, and international touring programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Bike Programs
• Bike Camps
• School Cycling Programs
• Military Base Programs
• Parks and Recreation Programs
• Corporate Wellness Programs
• Buddy Pegs Bike Club Membership
• Buddy Pegs Bike Shop
• Touring Programs
• HabiCat Foundation Scholarship Fund

Quantifiable outcome

• High success rate of children learning to pedal by end of program; many kids pedal confidently within 2-3 classes or camp days
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Buddy Pegs Bike ShopcoreStrategic or Co-development PartnerBuddy Pegs operates as the company's physical retail location and community hub in Bentonville, AR, offering bike sales, service, and programming headquarters. The shop features expanded space for bike fitting, demos, and community events.
• AmazeumminorStrategic or Co-development PartnerScience, technology, engineering, and math museum in Bentonville partnering for combined summer camp programming with Pedal Kids
• England Football Team (Harry Kane)minorGTM or Marketing PartnerDuring FIFA World Cup training in Kansas City, Pedal Kids coaches conducted cycling activities with the England national team
• NWA Food BankminorOthersCommunity food drive partnership during Small Business Saturday and holiday events
• Squire Jehegen Food PantryminorOthersLocal food pantry partnership for community food drives and giving back initiatives
• US Military Bases (Various)coreStrategic or Co-development PartnerDelivering youth cycling programming at military installations including Yokosuka and Atsugi (Japan), Naples and Sigonella (Italy), Rota (Spain), Lemoore (CA), Pearl Harbor-Hickman (HI), Patuxent River (MD), Annapolis (MD), Dahlgren (VA), and multiple other bases
• Local Trail OrganizationsminorStrategic or Co-development PartnerPartnerships with trail organizations including Life in Allen (TX), Fruita Parks & Rec (CO), Pea Ridge Parks & Rec (AR), Jackson Hole (WY), and Hardin Valley (TN)

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• iCan Shine (iCan Bike): National nonprofit running iCan Bike programs that teach individuals with disabilities how to ride a bike. Comparable in mission, learn-to-ride methodology, and traveling/residency delivery model to Pedal Kids' touring programs.
• Strider Sports: Strider is the pioneer of the kids balance bike category and runs learn-to-ride programming for young children. Directly comparable to Pedal Kids' Buddy Pegs (ages 2-5) balance bike and learn-to-pedal offerings.
• Frog Bikes: UK-based children's bicycle brand with US distribution, focused on lightweight kids bikes. Comparable as a kids' cycling specialist with similar age-segmented product strategy (balance through youth road/MTB).
• woom: Austrian premium children's bicycle brand sold through Buddy Pegs shop. Comparable as a brand competing for the same parents' dollars in kids' cycling, though woom is product-led while Pedal Kids is service-led.
• Little Bellas: Nonprofit dedicated to getting girls on mountain bikes through camps and ambassador programs. Directly comparable to Pedal Kids' youth MTB education model and community-led delivery approach.
• Prevelo: US-based children's bicycle brand carried in Buddy Pegs shop with military/first responder discount program. Closely comparable as a kids' bike specialist targeting the same family customer base.
• National Interscholastic Cycling Association (NICA): NICA operates middle and high school mountain bike leagues and coaching certification programs across the US. Comparable to Pedal Kids' MTB Kids and Air Force programs, with overlapping coach training and youth development missions.
• All Kids Bike: National nonprofit that places learn-to-ride programs and bikes in kindergarten PE classes. Comparable mission (universal youth cycling access) and nonprofit/educational delivery model to Pedal Kids.

Broad incumbents

• REI Co-op: Large outdoor co-op retailer that sells kids bikes, runs cycling classes, and supports youth outdoor programming nationwide. Comparable as a broad incumbent in the family outdoor/cycling space, though not specialized in kids' cycling education.

Emerging players

• Outride Foundation: Nonprofit (formerly Specialized Foundation) supporting youth social, emotional, and mental health through cycling programs in schools and communities. Comparable to Pedal Kids' SEL+cycling curriculum approach with similar school/community channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCCpYz7PLLRkLc4VgpCJs7lw
• Facebookfacebook.com/PedalKidsUSA
• Instagraminstagram.com/pedalkidsusa
• LinkedInlinkedin.com/company/pedal-kids-usa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Pedal Kids USA