10 Speed Coffee

What 10 Speed Coffee does

10 Speed Coffee is a privately held specialty coffee operator founded in 2013 in Calabasas, California, and a brand under the Pedalers Fork parent organization. The company runs four community-oriented cafe locations across the Los Angeles area (Calabasas, Santa Monica, Sawtelle, and Frogtown), with the original Calabasas flagship co-located within Pedalers Fork's full bar, restaurant, bike shop, and yoga studio. Its core product is micro-batch roasted coffee produced on a 5 kilo Probat roaster at the Calabasas location, where roasters use sensory inspection (smell, touch, listening, visual) alongside software-guided roasting curves to tailor each batch to natural green-coffee variability.

The company sells coffee beverages and light fare at its four cafes, plus retail coffee (Kickstand Blend, 12oz bags) and merchandise through a Shopify e-commerce storefront. It generates supplementary revenue from public and private latte art workshops priced at $75 per attendee, which include complimentary wine, beer, and a 12oz bag of Kickstand Blend, and has signaled entry into B2B wholesale through a contact-form inquiry channel. Distribution relies on walk-in foot traffic, online ordering via ToastTab, and third-party delivery via DoorDash.

The customer base is overwhelmingly consumer and local: cyclists and active-lifestyle enthusiasts, neighborhood residents, remote workers, and (in Santa Monica) the St. John's Hospital medical community. The company is founder-owned and operated, with no disclosed venture capital or private equity investment, no public revenue figures, and a headcount range of 1-10 employees that likely understates total cafe staff. Its go-to-market is direct-to-consumer, complemented by event-driven demand (workshops) and channel partnerships (ToastTab, DoorDash, Shopify).

Name

10 Speed Coffee

Legal name

10 Speed Coffee

Website

https://10speedcoffee.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

10 Speed Coffee is a Calabasas-based specialty coffee operator that runs four community cafes across Los Angeles, micro-batch roasts coffee on a 5 kilo Probat roaster, and sells at retail, online, and through paid latte art workshops, serving cyclists, remote workers, and neighborhood residents.

Ownership category

akta.pro rank

Product category

Specialty Coffee Retail

NAICS

Coffee and Tea Manufacturing (31192), Coffee and Tea Manufacturing (311920)

SIC

Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

Keywords

• Specialty coffee retail
• Micro-batch roasting
• Coffee shop chain
• Barista workshops
• Wholesale coffee supply

Headquarters

HQ city

Calabasas

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-store Coffee and Beverage Sales: Direct retail sales of coffee and beverages across four cafe locations in Los Angeles area. Each location offers unique pastries and light bites. The Calabasas flagship location also includes full bar and restaurant service as part of Pedalers Fork.
2. Workshops and Classes: Latte art workshops offered to the public ($75 per beginner workshop) and private bookings for groups, team events, or special occasions. Workshops include complimentary wine, beer, and coffee products.
3. E-commerce and Retail Products: Online shop selling merchandise and coffee products including their Kickstand Blend. Available through Shopify storefront.
4. Wholesale Coffee: The company mentions interest in serving their coffee wholesale and is open to wholesale inquiries through their contact form, indicating a B2B revenue stream for bulk coffee sales to other businesses.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels3 records

Core offering

10 Speed Coffee operates four retail cafe locations across the Los Angeles area (Calabasas, Santa Monica, Sawtelle, and Frogtown) serving micro-batch roasted specialty coffee, espresso beverages, and light fare. The company roasts all coffee on-site at its Calabasas flagship using a 5 kilo Probat roaster with sensory-driven techniques. In addition to cafe services, it sells branded retail coffee products (Kickstand Blend), hosts paid latte art workshops, and accepts wholesale inquiries.

Product overview

10 Speed Coffee is a cycling-inspired specialty coffee company operating a network of four café locations across Los Angeles (Calabasas, Santa Monica, Sawtelle, and Frogtown). The company's core offering centers on micro-batch roasted coffee, with the flagship Calabasas location at Pedalers Fork also featuring a full bar, restaurant, bike shop, and yoga studio. Beyond retail café services, the company offers latte art workshops (public classes and private bookings at $75 per session), retail coffee products (Kickstand Blend in 12oz bags), e-gift cards, and a wholesale program for businesses. All coffee roasting occurs at the Calabasas location using a 5 kilo Probat roaster.

Differentiator

Problem solved

Functional benefit

Products and services

• 10 Speed Coffee Cafe Services Specialty coffee and espresso drinks, light fare, and pastries served at four Los Angeles cafe locations positioned as community hubs for cyclists, remote workers, and local residents.
• Latte Art Workshops Hands-on 2-hour educational workshops teaching milk texturing, pouring techniques, and latte art fundamentals. Offered as public beginner classes at $75 per person (includes complimentary wine, beer, and a 12oz bag of Kickstand Blend) and as private bookings for groups and team events.
• Kickstand Blend Coffee House coffee blend sold in 12oz bags through the Shopify e-commerce shop and served complimentary to workshop attendees. Available for retail purchase online.
• E-Gift Cards Digital gift cards available for purchase via ToastTab, redeemable at any 10 Speed Coffee location.
• Wholesale Coffee Program B2B program offering 10 Speed Coffee products in bulk to other businesses. Inquiries handled through the contact form on the website.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• DoorDashminorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership allowing 10 Speed Coffee to offer delivery services to customers at their Frogtown, Santa Monica, and Calabasas locations through the DoorDash platform. Extends reach beyond walk-in traffic.
• ToastTabcoreTechnology or IntegrationOnline ordering and point-of-sale platform used across all four 10 Speed Coffee locations for order management, pick-up orders, and e-gift cards. ToastTab powers the digital ordering infrastructure for the company.
• Pedalers ForkcoreStrategic or Co-development PartnerPedalers Fork is the parent brand and venue for the Calabasas flagship location. It is a full-service restaurant, bike shop, and yoga studio that houses 10 Speed Coffee's roasting operations. The brands are closely integrated with shared ownership and complementary service offerings including bike service, full bar, and wellness services.

Scale indicators1 record

Recent moves9 records

Expansion highlights5 records

Direct peers

• Blue Bottle Coffee: Oakland-born specialty coffee roaster with its own cafes and nationwide retail. Directly comparable as a third-wave coffee chain operating company-owned cafes and selling roasted coffee DTC, though at much larger scale and with Nestle-backed capital.
• Intelligentsia Coffee: Chicago-based specialty roaster with company-owned cafes and a strong wholesale program. Comparable as a third-wave roaster-retailer focused on quality, direct trade sourcing, and cafe-driven brand building.
• Counter Culture Coffee: Durham, NC-based specialty roaster with training centers, wholesale accounts, and limited retail. Comparable as a specialty roaster with strong training/education programming (similar in spirit to 10 Speed's workshops) and a focus on responsible sourcing.
• Philz Coffee: Bay Area specialty coffee chain with dozens of company-owned cafes. Comparable as a multi-location specialty coffee operator focused on customized drinks and neighborhood cafe experiences, though at much larger scale.
• Stumptown Coffee Roasters: Portland-based specialty roaster with cafes, wholesale, and DTC distribution. Closely comparable business model combining micro/regional roasting with a cafe footprint and B2B wholesale accounts.
• La Colombe Coffee Roasters: Philadelphia-based specialty roaster operating cafes plus wholesale and DTC distribution. Comparable as a vertically integrated roaster with both retail cafes and a strong B2B/B2C packaged coffee business.
• Sightglass Coffee: San Francisco specialty roaster with cafes and a wholesale program. Comparable as a small-batch roaster operating a cafe-driven brand with neighborhood locations and DTC retail coffee.
• Verve Coffee Roasters: Santa Cruz/LA-based specialty coffee roaster with cafes in California. Direct competitor in the LA specialty coffee scene with a similar mix of cafes, wholesale, and DTC; particularly comparable given geographic overlap.
• Go Get Em Tiger (GGET): LA-based specialty coffee roaster and cafe operator with multiple locations across the city. Closely comparable as a third-wave roaster-cafe hybrid competing for the same LA premium customer base.

Broad incumbents

• Peet's Coffee: Large legacy specialty coffee roaster with broad retail cafe and grocery presence. Comparable only as a broader incumbent in the specialty coffee market; significantly larger and more diversified than 10 Speed Coffee.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/10speedcoffee
• LinkedInlinkedin.com/company/10-speed-coffee

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 10 Speed Coffee