Bicycle
- Company typePrivate
- Founded2006
- HeadquartersRichmond, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
Bicycle firmographics
Firmographics- Name
- Bicycle
- Legal name
- bicycle.
- Website
- https://bicyclerichmond.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Bicycle industry classification
Industry- Product category
- Specialty Bicycle Fitting & Premium Bike Retail
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)
- akta.pro secondary industries
- Bicycle Retail (New Bikes) (CRAMAHAA), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
Keywords
Where Bicycle is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Bicycle business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Bike Fitting Services: Professional bike fitting sessions ranging from £400-£550 depending on fitter expertise. Includes comprehensive fitting with video analysis, saddle pressure mapping, shoe assessment, and bike setup adjustments.
- Workshop Services: Tiered service packages including General (£200), Advanced (£270), and Ultimate services, plus individual jobs like bike builds (£140), groupset fitting (£300), chain waxing (£35), and ceramic coating (£150).
- Bicycle Sales: Retail sales of premium bicycles from 12+ high-end brands including Basso, Enve, Festka, Moots, Open, Parlee, Passoni, Pinarello, Quintana Roo, Sarto, Stelbel, and Time. Bikes range from £4,000 to £16,000+.
- Accessories and Components: Sales of cycling accessories including insoles, shoes, and saddles. Products include G8 Performance insoles (£129), Superfeet insoles (£55), and Selle Italia saddles (£190-£554).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full Bike Fit with Standard Fitter - £400 for 2-3 hour comprehensive session |
| One time/ perpetual license | Pay-as-you-go | Bike Fit with James Thomas (Owner) - £550 for premium expertise |
| Unit Pricing | Pay-as-you-go | General Service - £200 |
| Unit Pricing | Pay-as-you-go | Advanced Service - £270 |
| Unit Pricing | Pay-as-you-go | Ultimate Service - Price not publicly disclosed |
| Unit Pricing | Pay-as-you-go | Boxed Bike Build - £140 |
| Unit Pricing | Pay-as-you-go | New Groupset Fitting - £300 |
| Unit Pricing | Pay-as-you-go | Chain Waxing - £35 |
| Unit Pricing | Pay-as-you-go | Ceramic Coating - £150 (or £55 with Ultimate Service) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Bicycle product offering
Product offeringCore offering
Bicycle is a specialist bike fitting studio and premium bicycle retailer in Richmond, London, delivering professional bike fitting services (Full Bike Fit £400, premium sessions with the IBFI Master Fitter £550), cycling shoe fitting across 300+ sizes, and tiered workshop servicing (General £200, Advanced £270, Ultimate). The studio complements these services with curated retail of 12+ premium bicycle brands (Basso, ENVE, Festka, Moots, OPEN, Parlee, Passoni, Pinarello, Quintana Roo, Sarto, Stelbel, Time) plus cycling accessories such as Lake shoes, Selle Italia and Berk saddles, and G8 Performance and Superfeet insoles.
Product overview
Bicycle (bicycle.) is a specialist bike fitting studio and premium bicycle retailer based in Richmond, London, offering a comprehensive suite of services centered around professional bike fitting, workshop maintenance, and high-end bicycle sales. The core offering consists of professional bike fitting services (Full Bike Fit at £400, premium sessions with owner James Thomas at £550, TT/Triathlon fits, and shoe sizing) supported by a state-of-the-art workshop providing General (£200), Advanced (£270), and Ultimate service packages. The company operates as both a service provider and retailer, selling premium bicycles from 12 world-class brands including Basso, ENVE, Festka, Moots, OPEN, Parlee, Passoni, Pinarello, Quintana Roo, Sarto, Stelbel, and Time, alongside cycling accessories such as Lake cycling shoes, Selle Italia and Berk saddles, and G8 Performance and Superfeet insoles. The business is built on a team of IBFI-certified bike fitters including former World Tour professionals and utilizes advanced fitting technology including Purely Custom fitting jigs, 4-sided video analysis at 60fps, and Gebiomized saddle pressure mapping.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Bike Fit Professional 2-3 hour bike fitting service using the Purely Custom fitting jig with 4-sided video analysis, Gebiomized saddle pressure mapping, shoe fitting and cleat/insoles setup, and bike adjustments. Priced at £400.
- Bike Fit with James Thomas Premium 2-3 hour bike fitting session delivered by owner and IBFI Master Fitter James Thomas. Priced at £550.
- TT/Triathlon Bike Fit Dedicated bike fitting service for time trial, triathlon bikes and bikes with clip-on aerobars.
- Bike Set Up to Fit Data Service that transfers bike fit data and adjustments from a prior fitting onto additional bicycles for the same rider.
- Shoe Sizing/Fitting Professional cycling shoe sizing service providing access to over 300 sizes and widths to ensure optimal footwear fit for comfort and performance.
- New Bike Consultation Expert consultation service that uses a rider's bike fit data to recommend suitable bicycle models from the curated brand portfolio.
- General Service Bicycle maintenance service recommended every 3-6 months covering brake pad check and adjustment, frame assessment, bolt torque check, chain lubrication, tyre check, tubeless sealant top up and wheel truing. Priced at £200.
- Advanced Service Annual workshop service including all General Service items plus brake bleed, headset service, bottom bracket service and hub service. Priced at £270.
- Ultimate Service Premium one-bike-per-day workshop service including a full strip-down and rebuild with Di2 diagnostics, firmware updates, and optional ceramic coating (£55 kit add-on).
- Boxed Bike Build Assembly of a partially assembled boxed bike including a full PDI safety check. Priced at £140, with additional labour (capped at £100) for hydraulic brakes, Di2 wiring or complex internal routing.
- Bike Build Full bicycle assembly service building a complete bicycle from a new frame and individual parts.
- New Groupset Fitting Removal of the existing groupset and fitting and adjustment of new groupset components. Priced at £300.
- Premium Bicycle Retail (Basso, ENVE, Festka, Moots, OPEN, Parlee, Passoni, Pinarello, Quintana Roo, Sarto, Stelbel, Time) Retail sales of premium bicycles from 12 high-end brands including Basso, ENVE, Festka, Moots, OPEN, Parlee, Passoni, Pinarello, Quintana Roo, Sarto, Stelbel and Time, with prices from £4,000 to £16,000+.
- Bicycle. Care Annual bicycle care and maintenance programme providing ongoing service and support for premium bike owners.
- Gift Cards Gift cards redeemable against bicycle bike fitting sessions and workshop services.
- G8 Performance Pro Series 2620 Insoles Adjustable cycling insoles providing custom arch support and improved power transfer. Priced at $129.
- Superfeet Insoles Professional-grade orthotic support insoles for cycling, available in Low Arch and High Arch variants. Priced from $55.00.
- Lake CX333 Cycling Shoes Specialist road cycling shoes with dual BOA Li2 fit system, K-Lite Kangaroo leather upper and 100% carbon fibre sole. Available in Narrow and Regular widths from $406.00 to $541.00.
- Lake CX239 Cycling Shoes Specialist road cycling shoes with premium leather upper and dual BOA Li2 fit system for optimised micro-adjustment and comfort. Priced at $406.00.
- Lake MX239 Gravel Shoes Specialist gravel cycling shoes with Clarino microfiber upper and dual BOA Li2 fit system for performance fit.
- Selle Italia Saddles Italian-made cycling saddles including SLR 3D Carbon ($554), SLR Boost Lady Ti316 Superflow ($257), Watt 3D Ti316 Superflow ($392) and Flite Boost Kit Carbonio Superflow.
- Berk Lipa Saddle Short carbon saddle with T-shape design to minimise friction. Priced at $379.00.
Quantifiable outcome
- Saddle pressure reduced by up to 50% through optimizing foot support with arch support and wedging
- +2 more outcomes
Companies that use Bicycle
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Bicycle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Bicycle partnerships and signals
Strategic signalScale indicators7 records
Recent moves1 record
Expansion highlights5 records
Bicycle competitors and assessment
Company assessmentDirect peers
- Cyclefit: Well-established London-based professional bike fitting studio offering biomechanical assessment and Retül-based fitting services. Directly comparable to bicycle. as a specialist UK bike fit studio serving premium and elite road, time trial, and triathlon cyclists.
- Sigma Sports: Premium UK cycling retailer headquartered in Surrey (close to bicycle.'s Richmond base) offering high-end road and gravel bike sales alongside in-house professional bike fitting services. Comparable on premium retail + fitting services + workshop operations.
- Bespoke Cycling: UK specialist cycling retailer offering high-end road, gravel and TT bikes with bespoke fitting services. Comparable because of the similar premium positioning, custom-build orientation, and elite cyclist customer base.
- BikeScience: UK-based bike fitting and biomechanics specialist using Retül technology and motion capture. Directly comparable to bicycle. as a fitting-first business targeting performance-oriented cyclists.
Broad incumbents
- Retül: Specialized-owned 3D motion-capture bike fitting technology, methodology and certification programme. Comparable to bicycle.'s proprietary fitting stack (Purely Custom jig, 60fps video, Gebiomized pressure mapping) as the established global standard for professional bike fit services.
- Boardman Bikes: UK-based performance cycling brand selling road, gravel and TT bikes through retailers and D2C channels. Comparable as a premium-leaning UK cycling brand/retailer with retailer-led sales overlap, but no specialist fitting studio.
- Evans Cycles: Large UK cycling retailer chain offering bikes, accessories and workshop services across many locations. Comparable as a broad incumbent in the UK cycling retail + service space, but at scale rather than specialist premium fit.
- Wiggle: Major UK-based online cycling retailer selling bikes, components and accessories globally. Comparable through the accessories and bikes e-commerce overlap with bicycle.'s Shopify storefront, but operates without the in-person fitting studio moat.
- Ribble Cycles: Long-established UK premium and direct-to-consumer bicycle brand/retailer selling road, gravel and e-bikes with custom-build options. Broader incumbent in UK premium cycling retail, overlapping with bicycle.'s bike sales channel.
Emerging players
- Lake Cycling: Specialist cycling footwear brand stocked by bicycle. for its shoe fitting service. Comparable because it sits in the same end of the market (premium cycling footwear with 300+ fit/width combinations), reinforcing the bespoke shoe-fitting proposition bicycle. offers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Bicycle social profiles
Digital presenceBicycle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bicycle leadership team
Management profileNumber of profiles
Profiles6 records
Bicycle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bicycle 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 Bicycle
What does Bicycle do?
Bicycle is a specialist bike fitting studio and premium bicycle retailer in Richmond, London, delivering professional bike fitting services (Full Bike Fit £400, premium sessions with the IBFI Master Fitter £550), cycling shoe fitting across 300+ sizes, and tiered workshop servicing (General £200, Advanced £270, Ultimate). The studio complements these services with curated retail of 12+ premium bicycle brands (Basso, ENVE, Festka, Moots, OPEN, Parlee, Passoni, Pinarello, Quintana Roo, Sarto, Stelbel, Time) plus cycling accessories such as Lake shoes, Selle Italia and Berk saddles, and G8 Performance and Superfeet insoles.
Is Bicycle a public or private company?
Bicycle is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bicycle founded?
Bicycle was founded in 2006. It employs 1 to 10 people.
Where is Bicycle based?
Bicycle is headquartered in Richmond, United Kingdom, in the Europe region.
How does Bicycle make money?
Four revenue lines are on record. Bike Fitting Services are the primary driver. The others are workshop Services, bicycle Sales and accessories and Components.
Who are Bicycle's main competitors?
Direct peers on record are Cyclefit, Sigma Sports, Bespoke Cycling and BikeScience. Broad incumbents are Retül, Boardman Bikes, Evans Cycles, Wiggle and Ribble Cycles. Lake Cycling is listed as an emerging player.
Does Bicycle have an API?
No public API is recorded for Bicycle.
What industry is Bicycle in?
Bicycle's product category is Specialty Bicycle Fitting & Premium Bike Retail. Its primary akta.pro industry code is CRAMAHAI, Bike Fit, Performance & Training Retail/Studios, with a secondary code of CRAMAHAA, Bicycle Retail (New Bikes). Its NAICS code is 336991 and its SIC code is 3751.