MovingSports

What MovingSports does

MovingSports is a Xiamen, China-based manufacturer of ultralight carbon fiber bicycle wheelsets, operating direct-to-consumer globally through its Shopify-powered storefront at movingsports.cc. Founded in 2013 as an OEM producer for third-party brands, the company transitioned to proprietary R&D and branded products, marketing three wheelset families — SL1200cs (premium carbon-spoke), SL1200 (steel-spoke Pillar), and SL1300 (flagship-level) — priced from $799 to $1,179 USD, plus a small line of accessories including carbon spokes kits, freehub bodies, water bottle cages, and socks.

The core technology stack rests on Toray T800 and T1000 carbon fiber combined with a proprietary ULW (Ultra Lightweight) carbon layup technology using CAE optimization, custom resin systems, and point-reinforcement design. Wheelsets feature a custom Kirin hub with a 36T star ratchet system (upgradeable to 45T/54T), asymmetric rim geometry for disc-brake applications, 2:1 lacing patterns, and Aero+ carbon spokes rated to 320kg of tension. The company runs a 14-stage internal QC process including 85J impact testing (vs. UCI's 40J standard) and offers a 3-year standard warranty with a 5-year extension option and a Ride-On crash-replacement program offering 70% off replacement wheelsets.

The business model is pure-play D2C e-commerce with no disclosed wholesale, OEM, or B2B revenue. Products ship to more than 70 countries, with tax-free shipping to the US, Canada, the EU, UK, Australia, the UAE, Malaysia, and Thailand. The legal entity, BLUE STAR TRADING LIMITED, is registered in Hong Kong; manufacturing and R&D operate from Xiamen, Fujian, with a planned 2026 relocation to a 94,000-square-meter intelligent production facility. The company is privately held and bootstrapped, with no disclosed funding rounds or institutional investors.

Name

MovingSports

Legal name

BLUE STAR TRADING LIMITED

Website

https://movingsports.cc

Company type

Private

Founded year

2013

Operating status

Operating

Short description

MovingSports is a Xiamen, China-based manufacturer of ultralight carbon bicycle wheelsets sold direct-to-consumer globally to competitive road cyclists, triathletes, and gravel riders through its Shopify storefront at movingsports.cc.

Ownership category

akta.pro rank

Product category

Bicycle Wheelsets and Carbon Cycling Components

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bike Parts & Components Retail (CRAMAHAB)

akta.pro secondary industry

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

Keywords

• Carbon bicycle wheelsets
• Ultralight cycling wheels
• Carbon fiber components
• Road bike equipment
• Direct-to-consumer cycling

Headquarters

HQ city

Xiamen

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Carbon Wheelset Sales: Primary revenue stream from direct-to-consumer sales of ultralight carbon fiber wheelsets including SL1200, SL1200cs, and SL1300 series. One-time hardware purchase model with various rim depth options (40mm, 50mm, 65mm).
2. Accessories Sales: Secondary revenue from cycling accessories including carbon spokes kits, cycling socks, water bottle cages, and freehub bodies.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

MovingSports manufactures and directly sells ultralight carbon bicycle wheelsets for road, gravel, and triathlon cycling across three rim depth families (40mm, 50mm, 65mm), marketed under proprietary sub-brands including Aim One. The company complements its wheelset lines with carbon fiber accessories (carbon spokes kits, free hubs, bottle cages) and cycling apparel (socks), shipping globally through its own e-commerce platform.

Product overview

MovingSports is a direct-to-consumer carbon fiber wheelset manufacturer based in Xiamen, Fujian, China, operating primarily through their Shopify-hosted e-commerce platform at movingsports.cc. The product portfolio centers on three ultralight carbon wheelset families: the premium SL1200cs series (carbon spoke, 1205-1405g) and SL1200 Aim One series (steel spoke, 1230-1415g) both available in 40mm/50mm/65mm depths, plus the SL1300 series featuring 350g flagship-level rims at 1300g total weight. All wheelsets share core technologies including Toray T800+T1000 carbon fiber, proprietary ULW CAE-optimized layups, hooked+tubeless compatibility, and 36T star ratchet hubs. The portfolio is complemented by accessories including carbon spokes kits, free hubs, water bottle cages, and cycling socks. The company integrates R&D, manufacturing, and testing in-house, and offers a 3-year standard warranty with Ride-On crash damage replacement program.

Differentiator

Problem solved

Functional benefit

Brands

• Aim One: A sub-brand product line featuring ultralight carbon wheelsets including SL1200 and SL1300 series.

Products and services

• SL1200cs Carbon Wheelset Ultralight carbon bicycle wheelset in the core SL series, offered across 40mm, 50mm, and 65mm rim depths with Kirin Hub, asymmetric rim profile, Aero+ carbon spokes, and hooked-and-tubeless-ready compatibility. Targeted at performance-focused road, gravel, and triathlon cyclists.
• SL1200 Aim One Carbon Wheelset Aim One sub-brand carbon wheelset aimed at entry-level and budget-conscious cyclists, offering the brand's ultralight carbon and Kirin Hub technologies at a more accessible direct-to-consumer price point.
• SL1300 Carbon Wheelset Flagship ultralight carbon bicycle wheelset within the SL family, offered across 40mm, 50mm, and 65mm depths with the full proprietary technology stack including ULW construction, Kirin Hub, asymmetric rim, Aero+ carbon spokes, and hooked-tubeless compatibility. Targeted at high-end performance cyclists and triathletes.
• Aero+ Carbon Spokes Kit Aftermarket carbon fiber spoke kit designed as a complementary upgrade or replacement for MovingSports carbon wheelsets, leveraging the same Aero+ carbon spoke technology.
• Free Hubs (Aftermarket) Replacement/aftermarket free hub bodies compatible with the Kirin Hub platform, enabling drivetrain swapping and hub servicing for MovingSports wheelset owners.
• Carbon Water Bottle Cages Lightweight carbon fiber bicycle water bottle cages sold as part of the MovingSports carbon components accessory line.
• Cycling Socks Branded MovingSports cycling socks offered as an apparel accessory to complement the core wheelset and carbon component offering.

Quantifiable outcome

• 85J impact resistance (vs UCI standard of 40J)
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Shimano: Global cycling component giant whose hubs, freehub bodies, and wheel-building standards define compatibility for the entire wheelset category. While not a direct DTC wheelset competitor, Shimano's component ecosystem and 105/Dura-Ace/GRX platforms are the backbone into which MovingSports wheelsets integrate.
• Zipp (SRAM): Premium carbon road and triathlon wheelset brand owned by cycling component giant SRAM. Establishes the legacy performance/brand benchmark for ultralight carbon road wheels; competes for the same high-end amateur and pro road/triathlon customer.
• Roval (Specialized): Carbon wheelset brand owned by Specialized Bicycle Components. Sells premium carbon wheels integrated with Specialized bike ecosystem; relevant incumbent competitor in performance carbon road/gravel wheel category.
• ENVE Composites: US-based premium carbon cycling components brand (wheelsets, handlebars, frames) sold via dealer network and DTC at premium ASPs ($2,000+). Larger incumbent competitor in carbon wheels; relevant as the upper-bound price/brand benchmark MovingSports aspires toward.

Direct peers

• LightBicycle: China-based direct-to-consumer carbon wheelset manufacturer offering custom-built carbon rims and wheelsets at sub-$1,000 price points. Closest analog to MovingSports on geography, channel (DTC), price tier, and customer segment (performance/amateur road cyclists).
• Farsports: Chinese carbon wheelset DTC brand selling ultralight carbon road, gravel, and MTB wheelsets internationally. Directly comparable to MovingSports on product category, customer profile, and DTC distribution model.
• Winspace: Hong Kong-headquartered carbon wheelset manufacturer selling ultralight carbon wheels globally via DTC. Comparable on product portfolio, customer targeting of road/performance cyclists, and Asian manufacturing base.
• Hunt Bike Wheels: UK-based carbon and aluminum wheelset DTC brand offering sub-$1,000 carbon wheels with strong performance specs. Comparable in DTC channel strategy, performance-value positioning, and road/gravel customer segments.
• Yoeleo: China-based carbon wheelset and bike component DTC brand with global shipping. Competes head-to-head with MovingSports on ultralight carbon road/gravel wheelsets sold direct at premium-but-accessible price points.
• Elite Wheels: Chinese carbon wheelset brand offering ultralight carbon road and gravel wheelsets through DTC and limited dealer networks. Overlaps with MovingSports in target customer, price band, and carbon wheel technology positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

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 MovingSports