Shift Cycling Culture
Shift Cycling Culture is a Rotterdam-based non-profit foundation, founded in 2021, that convenes the global cycling industry and individual cyclists around sustainability through training programs (CIRCO Circular Design Course, Battery Value Creation Program), the annual Climate Action Pulse Check report, and the Cracked Earth documentary.
- Company typePrivate
- Founded2021
- HeadquartersRotterdam, Netherlands
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Shift Cycling Culture does
Shift Cycling Culture (legal entity: Stichting Shift Cycling Culture) is a non-profit foundation registered in the Netherlands (KvK 81987641, headquartered in Rotterdam) that drives sustainability transformation across the global cycling industry. Founded in 2021 by three cyclists and operating with a 1-10 person team, it functions as a movement builder and convening platform rather than a technology company, with no proprietary products or APIs. Its core offerings span capability-building (the CIRCO Circular Design Course priced at €2,000 per company and a fully-funded Battery Value Creation Program), industry assessment (the annual Climate Action Pulse Check report), awareness content (the Cracked Earth documentary and Inside Stories interview series), and peer convening (industry events, the Campfire forum, CEO Forum, and C-suite Barcamp). Featured participants include Trek Bikes, FOCUS Bikes, and Vittoria.
The organization serves two primary segments: cycling industry companies (bicycle manufacturers, component and tyre brands, apparel brands, distributors, retailers, and e-bike battery producers) seeking to address circularity, Scope 3 emissions, and EU Battery Regulation compliance; and individual cyclists seeking to reduce personal environmental impact. Its revenue model is a hybrid of paid training/workshop income (€2,000 per CIRCO cohort seat), philanthropic grants (notably from Dutch development agency Oost NL and German resource-efficiency agency EFA), and patron/donation support from companies and individuals in the cycling sector. Strategic delivery partners include CIRCO for course co-delivery, with content co-production supported by brands such as PEdALED, Brooks England, Komoot, Focus Bikes, and Flims LAAX.
Distribution is primarily digital (self-serve online registration for global cohorts via Zoom and Mural, plus a website hub for content and programs) with selective in-person workshops in the Netherlands and Germany. Marketing is community-led through content (newsletter, Inside Stories, Cracked Earth screenings), social media across Instagram, LinkedIn, Twitter/X, YouTube, and Vimeo, and earned media via the annual Pulse Check report. Forward strategy is anchored by a published Policy Plan 2025-2027 and the goal of establishing a Shift Academy to scale training across the industry.
Shift Cycling Culture firmographics
Firmographics- Name
- Shift Cycling Culture
- Legal name
- Stichting Shift Cycling Culture
- Website
- https://shiftcyclingculture.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Shift Cycling Culture is a Rotterdam-based non-profit foundation, founded in 2021, that convenes the global cycling industry and individual cyclists around sustainability through training programs (CIRCO Circular Design Course, Battery Value Creation Program), the annual Climate Action Pulse Check report, and the Cracked Earth documentary.
- Ownership category
- akta.pro rank
Shift Cycling Culture industry classification
Industry- Product category
- Sustainability Education and Training
- NAICS
- Arts, Entertainment, and Recreation (71)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
Keywords
Where Shift Cycling Culture is headquartered
LocationHeadquarters
- HQ city
- Rotterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Shift Cycling Culture business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Patron Support: Funding from patrons within the cycling sector — companies and individuals who support the mission financially.
- Workshop and Training Income: Revenue from delivering workshops and educational programs such as the CIRCO Circular Design Course (€2,000 per company) and Climate Action Training.
- Philanthropic Grants and Donations: Grants from development agencies and institutional funders, including Oost NL (Dutch development agency) and EFA (Germany), as well as general philanthropic donations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | €2,000 per company (two participants) |
| Other | Multi-year contract | Free of charge (fully funded) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Shift Cycling Culture product offering
Product offeringCore offering
Shift Cycling Culture delivers sustainability-focused education, training, and collaborative programs for the global cycling industry. Its core services include the CIRCO Circular Design Course (a six-week paid online training program), the Battery Value Creation Program (a funded workshop for e-bike battery circularity), Climate Action Training, and an annual Climate Action Pulse Check industry assessment, complemented by awareness content such as the Cracked Earth documentary and Inside Stories interview series.
Product overview
Shift Cycling Culture operates as a platform of interconnected programs and content offerings unified by the mission to accelerate sustainability in the cycling industry. The core offerings include Climate Action Training and the Climate Action Pulse Check (annual industry assessment), the CIRCO Circular Design Course for circular economy education, and the Battery Value Creation Program for e-bike battery lifecycle solutions. The Cracked Earth documentary serves as an awareness and advocacy tool, while Inside Stories provides ongoing case studies and interviews with sustainability-leading brands. Supporting infrastructure includes Industry Events & Meetups, the Newsletter, and published Impact Reports. The organization functions as a non-profit movement builder rather than a technology product company.
Differentiator
Problem solved
Functional benefit
Products and services
- CIRCO Circular Design Course Six-week online course helping the global cycling industry understand circular economy opportunities. Uses the CIRCO method based on Technical University of Delft framework, featuring facilitated design processes, tools, and peer-to-peer learning. Participants develop implementation roadmaps for circular business models. Delivered via Zoom and Mural; €2,000 per company for two participants.
- Battery Value Creation Program Cross-industry workshop program addressing e-bike battery end-of-life challenges. Brings together stakeholders from battery manufacturers, OEMs, distributors, retailers, and recyclers to develop circular business models for battery repair, reuse, and recycling. Fully funded by Oost NL and EFA; participation is free (participants cover own travel, accommodation, and meals).
- Climate Action Training Training program designed to help individuals and organizations understand and address environmental impact within the cycling industry.
- Climate Action Pulse Check Annual global assessment of how the cycling industry is progressing in climate efforts and cyclist perspectives. Published as the Climate Action Pulse Check Report (CAPC), with the 2025 edition available for download.
- Cracked Earth Documentary Documentary film capturing lives of cyclists worldwide living in areas where climate change is a daily reality. Features professional cyclists and researchers discussing climate impacts on cycling landscapes. Available for online viewing with options to host community screenings.
- Industry Events & Meetups Regular online and in-person meetups helping companies reduce environmental impact and strengthen cross-industry collaboration. Includes participant-led forums such as Campfire for peer-to-peer knowledge exchange among sustainability professionals, the Shift CEO Forum, and the C-suite Barcamp.
Quantifiable outcome
- 11 companies participated in the first CIRCO Circular Design Course in 2022, leading to real-world initiatives such as Trek's Red Barn Refresh program.
- +2 more outcomes
Companies that use Shift Cycling Culture
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Shift Cycling Culture technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Shift Cycling Culture partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- CIRCOcoreShift Cycling Culture and CIRCO have co-delivered multiple CIRCO Circular Design Courses for the cycling industry since 2022, bringing together 8–12 organizations per cohort. CIRCO provides the circular design methodology and trainers; Shift provides the cycling industry context and participants. The partnership has since expanded to include the Battery Value Creation Program for e-bike batteries.
- PEdALEDminorPEdALED was a supporting partner of the Cracked Earth documentary film project, contributing to the realization of the climate change awareness film featuring the global cycling community.
- Brooks EnglandminorBrooks England was a supporting partner of the Cracked Earth documentary film project, helping Shift Cycling Culture realize the film about climate change's impact on cycling landscapes.
- KomootminorKomoot was a supporting partner of the Cracked Earth documentary film project.
- Focus BikesminorFocus Bikes was a supporting partner of the Cracked Earth documentary film project.
- Flims LAAXminorFlims LAAX was a supporting partner of the Cracked Earth documentary film project, helping Shift Cycling Culture produce and distribute the climate change awareness film.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Shift Cycling Culture competitors and assessment
Company assessmentDirect peers
- CIRCO: Dutch circular design training organization that co-delivers Shift's Circular Design Course and the Battery Value Creation Program. Operates the same circular-economy training methodology for industries, making it a directly comparable peer in mission and delivery model.
Emerging players
- Sport Positive: Non-profit initiative focused on sustainability in sports, including events, federations, and brands. Comparable as a small, mission-driven non-profit using community engagement, research, and content to drive sustainability in sports.
- B Lab (B Corporation): Global non-profit network certifying businesses on social and environmental performance. Comparable as a non-profit driving sustainability standards and capability-building across consumer-facing brands through education and assessment.
- Climate Neutral: Non-profit certification body that helps consumer brands measure and reduce carbon emissions. Comparable as a sustainability-focused non-profit that engages brands through structured programs (certification vs. training) and produces industry-level impact reporting.
- Sustainable Apparel Coalition: Industry coalition that convenes apparel and footwear brands around sustainability measurement and capability-building (e.g., the Higg Index). Comparable as a sector-wide non-profit platform that combines training, industry assessment, and standardized reporting for sustainability.
- Adventure Travel Trade Association (ATTA): Global membership association for adventure travel, with a sustainability-focused community of practice. Comparable as a mission-driven non-profit providing training, events, and content around sustainability for an industry community.
Broad incumbents
- European Cyclists' Federation (ECF): Brussels-based federation representing cycling advocacy organizations across Europe. Comparable as a cycling-focused, mission-driven non-profit that convenes stakeholders around cycling-related policy and sustainability outcomes.
- PeopleForBikes: U.S. cycling industry trade association that convenes brands, retailers, and riders around shared industry priorities, including sustainability. Comparable as an industry-wide advocacy and coalition-building organization in the cycling sector.
- European Outdoor Group (EOG): Industry association representing major outdoor and sporting-goods brands in Europe, with active sustainability and CSR programs. Operates a comparable industry-convening model for sustainability in adjacent cycling/outdoor categories.
- WFSGI (World Federation of the Sporting Goods Industry): Global industry federation representing sporting goods brands, including cycling, with a sustainability workstream. Comparable as an industry-level convening body advocating for sustainability practices among sports brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Shift Cycling Culture social profiles
Digital presenceShift Cycling Culture financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shift Cycling Culture leadership team
Management profileNumber of profiles
Profiles7 records
Shift Cycling Culture funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shift Cycling Culture 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 Shift Cycling Culture
What does Shift Cycling Culture do?
Shift Cycling Culture delivers sustainability-focused education, training, and collaborative programs for the global cycling industry. Its core services include the CIRCO Circular Design Course (a six-week paid online training program), the Battery Value Creation Program (a funded workshop for e-bike battery circularity), Climate Action Training, and an annual Climate Action Pulse Check industry assessment, complemented by awareness content such as the Cracked Earth documentary and Inside Stories interview series.
Is Shift Cycling Culture a public or private company?
Shift Cycling Culture is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Shift Cycling Culture founded?
Shift Cycling Culture was founded in 2021. It employs 1 to 10 people.
Where is Shift Cycling Culture based?
Shift Cycling Culture is headquartered in Rotterdam, Netherlands, in the Europe region.
How does Shift Cycling Culture make money?
Three revenue lines are on record. Patron Support is the primary driver. The others are workshop and Training Income and philanthropic Grants and Donations.
Who are Shift Cycling Culture's main competitors?
CIRCO is listed as a direct peer. Emerging players are Sport Positive, B Lab (B Corporation), Climate Neutral, Sustainable Apparel Coalition and Adventure Travel Trade Association (ATTA). Broad incumbents are European Cyclists' Federation (ECF), PeopleForBikes, European Outdoor Group (EOG) and WFSGI (World Federation of the Sporting Goods Industry).
Does Shift Cycling Culture have an API?
No public API is recorded for Shift Cycling Culture.
What industry is Shift Cycling Culture in?
Shift Cycling Culture's product category is Sustainability Education and Training. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 71 and its SIC code is 7997.