Edinburgh Bike Fitting

What Edinburgh Bike Fitting does

Edinburgh Bike Fitting is a privately-held specialist bike shop and fitting studio operating from a single location at 81 Leith Walk, Edinburgh, under the legal entity Bikefit Worldwide t/a Edinburgh Bike Fitting. Founded in 2014 by Douglas Shaw as Edinburgh's first dedicated bike fit studio, the business serves individual cycling enthusiasts across road, gravel, mountain bike, time-trial, and triathlon disciplines. Its core offering is professional bike fitting delivered through a multi-disciplinary evidence-based methodology using Retül 3D motion capture, 3DMA motion capture, Wiva and Gebiomized pressure mapping, Leomo motion analysis, and Bioracer virtual wind tunnel technology, supplemented by a Virtual Bike Fitting service for remote consultations and a Frame Finder advisory service.

The company generates revenue across four streams: (1) professional bike fitting services (quote-based, delivered in person and virtually); (2) workshop and repair services with three defined tiers at £175 (Cat 2), £325 (Cat 1), and £450 (Hors Catégorie); (3) e-commerce product sales of premium cycling brands including Lake footwear, Enigma titanium framesets, Colnago, Argon 18, Cannondale, BMC, Ridley, and components from Shimano, SRAM, Zipp, ENVE, and Ritchey, with frame prices ranging from approximately £2,641 to £6,499; and (4) bike box hire at £10-£15 per day and a £60 bike packing service. Distribution combines a physical Edinburgh storefront with a UK-wide e-commerce site (powered by Citrus-Lime Cloud POS) offering Click & Collect and delivery, plus bike box hire pickup points in Edinburgh, Leeds, and Liverpool. The business operates as a vertically integrated specialist combining service expertise with curated retail, financed partly through V12 Finance payment plans and supported by Hubtiger for bike box reservations.

Name

Edinburgh Bike Fitting

Legal name

Bikefit Worldwide t/a Edinburgh Bike Fitting

Website

https://edinburghbikefitting.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Edinburgh Bike Fitting is a privately-held Edinburgh-based specialist bike shop and fitting studio, founded in 2014 by Douglas Shaw, offering professional bike fitting using Retül and 3DMA motion capture alongside retail sales of premium framesets, components, and footwear to individual cycling enthusiasts.

Ownership category

akta.pro rank

Product category

Cycling Bike Fitting & Specialist Bike Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

akta.pro secondary industries

Bike Parts & Components Retail (CRAMAHAB), Bike Service, Repair & Maintenance Shops (CRAMAHAH)

Keywords

• Bike fitting services
• Bike workshop repairs
• Cycling footwear retail
• Bike frameset retail
• Bike box hire

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bike Fitting Services: Professional bike fitting sessions using advanced technology (Retül, 3DMA, pressure mapping, motion analysis). Services include standard bike fits, virtual fitting, and frame finder consultation.
2. Workshop & Repair Services: Bike servicing and repair ranging from basic adjustments to complete rebuilds. Service tiers include Cat 2 (£175), Cat 1 (£325), and Hors Catégorie (£450).
3. Product Sales: E-commerce retail of cycling footwear (Lake shoes), bike frames (Enigma, Colnago, Argon 18), components (Shimano, SRAM, Zipp), and accessories. Revenue from product markups and transaction fees.
4. Bike Box Hire: Rental of hard case bike boxes for air travel. Tri Fit boxes at £15/day, regular boxes at £10/day. Also offers bike packing service for £60.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Edinburgh Bike Fitting is a specialist bike fitting studio and bike shop that delivers professional bike fitting services (in-person and virtual), tiered workshop servicing, Frame Finder consultations, and Bike Box Hire, alongside online retail of cycling footwear (Lake), premium bike framesets (Enigma, Colnago, Argon 18), and components (Shimano, SRAM, Zipp, ENVE, Ritchey). The core offer is the multi-disciplinary evidence-based bike fit, supported by a curated retail and service portfolio.

Product overview

Edinburgh Bike Fitting operates as a specialist bike shop and fitting studio offering a unified portfolio of bike fitting services and cycling products. Its core product is professional bike fitting services — delivered in-person and virtually — using technologies such as Retül, 3DMA motion capture, Wiva and Gebiomized pressure mapping, Leomo motion analysis, and Bioracer virtual wind tunnel. These fit services are complemented by a workshop and servicing department (offering Cat 2, Cat 1, and Hors Catégorie service tiers), a Frame Finder Service, and Bike Box Hire for travel logistics. On the retail side, the company sells a curated range of bikes and framesets (including Argon 18 triathlon bikes, Colnago TT framesets, and Enigma titanium framesets across road, gravel, and adventure categories) alongside a broad footwear range dominated by Lake Cycling Shoes (road, mountain bike, gravel, winter, and triathlon models) and components from Shimano, SRAM, Zipp, ENVE, and other premium brands. The overall offering is a single-brand bike shop model combining specialist fitting expertise with product sales, rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Bike Fitting Services Professional bike fitting services for cyclists of all disciplines and abilities, delivered in person using advanced fitting technologies (Retül, 3DMA motion capture, Wiva and Gebiomized pressure mapping, Leomo motion analysis, Bioracer virtual wind tunnel). Sourced direct to individual cyclists.
• Virtual Bike Fitting Remote bike fitting service enabling individual cyclists to receive professional fitting guidance via virtual consultation without visiting the physical store.
• Frame Finder Service Consultation service for individual cyclists that helps them determine the correct frame size and component specification before purchasing a new bike.
• Workshop & Servicing Bike repair and servicing with three priced tiers for individual cyclists: Cat 2 full hydraulic fluid refresh, drivetrain clean and lube, and gear adjustment; Cat 1 104-point inspection with complete strip and rebuild; and Hors Catégorie premium full-detail service with derailleur and brake service, ultrasonic chain clean, and custom frame protection.
• Bike Box Hire Hard case bike box rental service for individual cyclists who need to transport their bikes by air, available in Edinburgh, Leeds, and Liverpool at £10–£15 per day, with an optional £60 professional bike packing service at the Edinburgh studio.
• Click & Collect Free order collection service allowing online customers to pick up items at the Edinburgh physical store, typically within 1–2 working days.
• Argon 18 E117 Triathlon Bike Argon 18 E117 triathlon bike with integrated brake system, Shimano 105 Di2 R7150 drivetrain, ATTEN L42 wheelset, and 51 Speedshop custom extensions, sold retail to triathletes at £5,800.
• Colnago TT1 2026 Carbon Time Trial Frame Set Colnago TT1 2026 carbon time trial frame set with disc braking system and improved aerodynamics, the first Colnago TT bike with disc brakes, priced at £6,499.
• Enigma Elan Frameset Enigma Elan ready-to-ride titanium road bike frameset handcrafted in Sussex, with fast road/endurance geometry, UDH dropouts, internal cable routing, and clearance for tyres up to 32mm, priced at £3,041.99.
• Enigma Edge Frameset Enigma Edge ready-to-ride titanium gravel bike frameset with internal cable routing, clearance for up to 700x47c tyres, and UDH-compatible dropouts, priced at £2,777.
• Enigma Etape Frameset Enigma Etape titanium all-road bike frameset with UDH, external cable routing, clearance for tyres up to 35mm, and endurance geometry, priced at £2,641.99.
• Enigma Escape Frameset Enigma Escape ready-to-ride titanium adventure bike frameset with clearance for up to 700x47c or 650x2.1" tyres, internal routing for dynamo lighting, and UDH-compatible dropout, priced at £2,677.
• Lake CX400 Road Cycling Shoes Lake CX400 road cycling shoes, new for 2026, built on Lake's Race last with a refined carbon chassis for race-driven performance, sold retail to road cyclists.

Quantifiable outcome

• First dedicated bike fit studio in Edinburgh since 2014

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Lake Cycling ShoescoreChannel Partner/ Reseller/ DistributorExclusive UK stockist of Lake Cycling Shoes. Edinburgh Bike Fitting positions Lake as their primary footwear brand, offering the full range of Lake road, mountain, gravel, and winter cycling shoes.
• Enigma BikescoreChannel Partner/ Reseller/ DistributorUK retailer for Enigma titanium bicycle framesets including Elan (road), Etape (all-road), Edge (gravel), and Escape (adventure) models.
• ColnagocoreChannel Partner/ Reseller/ DistributorUK stockist of Colnago bicycles including the TT1 time trial frame and other road bike models.
• Argon 18coreChannel Partner/ Reseller/ DistributorUK retailer for Argon 18 bicycles including the E117 triathlon bike.
• CannondalecoreChannel Partner/ Reseller/ DistributorUK retailer for Cannondale bicycles and components.
• RetülcoreTechnology or IntegrationIndustry-leading 3D motion capture bike fit technology used for precise positioning measurements.
• BioracercoreTechnology or IntegrationVirtual wind tunnel technology provider for aerodynamic testing and optimization services.
• Citrus-Lime LtdcoreTechnology or IntegrationCloud POS and integrated e-commerce platform provider hosting the company's online store and retail systems.
• V12 FinanceminorChannel Partner/ Reseller/ DistributorFinance provider for customer payment plans. Customers can apply for financing on purchases through V12 Finance.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/edinburghbikef
• Facebookfacebook.com/edinburghbikefitting
• LinkedInlinkedin.com/company/edinburgh-bike-fitting

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Edinburgh Bike Fitting