Green Route

What Green Route does

Green Route is a privately operated road cycling club and community founded in 2020 by Dan Wesley in Winnipeg, Manitoba. The company organizes weekly structured rides (Monday Tempo, Wednesday Race, Saturday Endurance), a competitive race team, signature annual events (Hare & The Hound, Terry Fox Ride of Hope, Provincial Road Championships), and curated apparel collaborations. Its primary offering is a tiered annual membership model — Basic ($35/year), Pro ($50/year), and Premium ($350/year) — sold through a self-serve Square-powered online storefront, with 2025 membership capped at 50 riders and additional access granted to a waitlist beyond that threshold.

Green Route serves competitive and recreational cyclists ranging from Category 5 to Category 3, currently structured around riders who can sustain 32–38 kph average speeds with paceline experience. The community is anchored by a Strava club with over 250 active members (collectively riding 1M+ kilometers), a Discord server for coordination, a Zwift virtual cycling club for off-season engagement, and an active social media presence across Instagram, TikTok, YouTube, and a content blog. The club became affiliated with the Manitoba Cycling Association (MCA) in 2023, providing members sport accident insurance and race licensing pathways.

The business model is subscription-recurring membership revenue supplemented by merchandise sales (Green Route x Pedal Mafia cycling kit designed by Zack Shoom) and event registration fees. Distribution is direct-to-consumer via the club's e-commerce site, with channel support from local partner Woodcock Cycle Works. Green Route operates as a bootstrapped, founder-led community organization with 1–10 team members and no disclosed external funding, growing primarily through community-led word-of-mouth, events, and brand partnerships with cycling-adjacent brands such as Pedal Mafia, Roka, Kilter Brewing, NEVERSECOND, and Phil & Sebastian Coffee.

Name

Green Route

Legal name

Green Route

Website

https://greenroute.cc

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Green Route is a Winnipeg-based cycling club and community founded in 2020 that organizes weekly structured rides, a race team, and signature events for competitive and recreational cyclists (Cat 5 to Cat 3) via tiered annual memberships ($35-$350/year), supported by 250+ Strava members and MCA affiliation.

Ownership category

akta.pro rank

Product category

Cycling Club Services

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

akta.pro secondary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

Keywords

• Cycling club memberships
• Group cycling rides
• Road racing events
• Cycling community
• Cycling training plans

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Club Memberships: Green Route generates revenue primarily through three tiers of annual club memberships — Basic ($35/year), Pro ($50/year), and Premium ($350/year) — sold directly through the club's Square-powered storefront. These memberships grant access to weekly group rides, the Discord community, exclusive events, and partner discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Green Route is a Winnipeg-based road cycling club that organizes weekly group rides, a competitive race team, signature cycling events, and a tiered membership program (Basic, Pro, Premium). The club sells annual memberships and branded cycling apparel, and partners with premium brands such as Pedal Mafia to deliver structured training, race participation, and community benefits to recreational and competitive cyclists in Manitoba.

Product overview

Green Route is a cycling club and community based in Winnipeg, MB, offering a tiered membership model (Basic $35/year, Pro $50/year, Premium $350/year) that provides access to weekly group rides, a competitive race team, organized events, and merchandise. The core experience centers on three weekly rides: Monday Tempo Ride (35km, 34-38 km/h), Wednesday Race Ride (70km with 17km race segment, 38-45 km/h), and Saturday Endurance Ride (100km, 30-35 km/h). The club's product ecosystem includes the Green Route mobile/web platform for membership management (via Square), an official Strava club for ride tracking, a Zwift virtual cycling club, a Discord community, and branded merchandise (Green Route x Pedal Mafia cycling kit). Events portfolio includes the annual Hare & The Hound race, Terry Fox Manitoba Ride of Hope, and Provincial Road Championships. The club became Manitoba Cycling Association-affiliated in 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• Basic Membership Annual membership tier at $35/year for casual cyclists, providing access to all weekly group rides, the Green Route Discord community, exclusive event invitations, and discounts from partner brands including Red River Cycling Club access.
• Pro Membership
• Premium Membership
• Monday Tempo Ride
• Wednesday Race Ride
• Saturday Endurance Ride
• Green Route Race Team
• Green Route x Pedal Mafia Cycling Kit Official club cycling jersey and bib shorts collaboration with Pedal Mafia, designed by Vancouver-based designer Zack Shoom, featuring Winnipeg-inspired green hues and prairie cloud textures with premium materials for comfort and performance.
• Hare & The Hound Race Annual road race event at Birds Hill Park where Cat 5 riders set off first followed by higher categories, challenging cyclists to work as teams or solo to stay ahead or catch the pack.
• Terry Fox Manitoba Ride of Hope

Quantifiable outcome

• Over 1 million kilometers ridden collectively by members
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Manitoba Cycling Association (MCA)coreStrategic or Co-development Partner · 1 January 2022Green Route is an affiliated club of the Manitoba Cycling Association, providing members with sport accident insurance, access to MCA resources, race licensing pathways, and discounts. This affiliation is a foundational element of the club's legitimacy and member offering.
• Woodcock Cycle WorkscoreChannel Partner/ Reseller/ DistributorWoodcock Cycle Works is a local cycling shop partner and prize sponsor for Green Route events including the Hare & The Hound race. The partnership supports the cycling community and provides prizes for event participants.
• Pedal MafiaflagshipStrategic or Co-development PartnerPedal Mafia is a premium cycling apparel brand collaborating with Green Route to design and produce the official club cycling kit (jerseys and bib shorts). The collaboration features a nature-inspired design created by Zack Shoom, reflecting Winnipeg's landscapes.
• Kilter BrewingminorGTM or Marketing PartnerKilter Brewing is a partner providing member discounts to Green Route members as part of the community activation program. In February 2023, Green Route also hosted the province's first-ever esports race at Kilter Brewing.
• Max Young (Vancouver-based designer)coreStrategic or Co-development PartnerMax Young is a designer from Vancouver, BC who collaborated with Green Route to create the club's first-ever jersey and bib shorts in 2022, establishing the club's visual identity.
• Zack Shoom (Vancouver-based designer)flagshipStrategic or Co-development PartnerZack Shoom is a Vancouver-based designer who partnered with Green Route and Pedal Mafia in 2024 to bring premium jerseys, bib shorts, and performance apparel to Winnipeg, creating the second-generation club kit.
• Roka (Eyewear Brand)minorGTM or Marketing PartnerRoka, a leading cycling and triathlon eyewear brand, featured Green Route riders Bernie and Charles on their official Instagram account, showcasing their custom Matador sunglasses. This feature raised Green Route's brand visibility in the cycling world.
• Marty GaudetminorStrategic or Co-development PartnerGreen Route partnered with Marty Gaudet to launch a new cyclocross race at Holiday Mountain, MB in 2025, expanding the club into the cyclocross discipline.
• NEVERSECONDminorGTM or Marketing PartnerNEVERSECOND provides energy gels and hydration products as membership perks. Pro members receive a NEVERSECOND X TACX SHIVA 750ML water bottle; Premium members receive NEVERSECOND C30 Energy Gels (12-unit pack).
• Tacx ShivaminorGTM or Marketing PartnerTacx Shiva provides cycling water bottles as membership benefits for Pro-tier members, integrated into the NEVERSECOND partnership offering.
• Phil & Sebastian CoffeeminorGTM or Marketing PartnerPhil & Sebastian Coffee provides premium filter or espresso coffee (250G) as a perk for Premium-tier members, reinforcing local brand partnerships.
• Red River Cycling ClubminorStrategic or Co-development PartnerBasic-tier Green Route members are granted access to Red River Cycling Club's weekly club rides, expanding ride offerings and cross-club community engagement in Manitoba.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Backroads: Backroads is a cycling tour operator that runs guided group rides, events, and trips — overlapping Green Route's group-ride, adventure-ride, and event-hosting activities under a structured service model with shared brand-partnership economics.
• Trek Travel: Trek Travel runs cycling tours, events, and performance camps built around a Tier-1 brand partnership — comparable to Green Route's race-team participation in Gran Fondos, Haute Route, and Belgian Waffle Race, though operating in paid-experience travel rather than weekly club membership.
• Rapha Cycling Club: Rapha operates premium membership-based cycling clubs in major global cities with tiered ride programming, branded apparel partnerships, and member-only events — directly mirroring Green Route's membership/rides/kit model, albeit at much larger scale and premium positioning.

Broad incumbents

• Specialized: Specialized operates a global cycling ecosystem (manufacturing, retail, the Specialized Riders Club, and sponsored events) that broadly overlaps Green Route's events, retail partnerships, and Strava/club community programming — at far larger scale and incumbent brand strength.

Others

• Strava: Strava is the social-fitness platform that powers Green Route's 250+ member cycling club — an enabling ecosystem vendor rather than competitor, but central to Green Route's community-tracking and discovery mechanics.

Regional players

• Red River Cycling Club: Red River Cycling Club is Green Route's Winnipeg-area peer and partner — a local cycling club offering weekly rides to Manitoba cyclists and included as a member benefit in Green Route's Basic tier, making it a direct regional substitute and partnership reference point.
• Toronto Cycling Club: Toronto Cycling Club is a long-established Canadian membership-based cycling club offering weekly rides, training, and events — the closest operating-model analogue to Green Route in another major Canadian city, providing a regional benchmark for scale and programme design.

Emerging players

• Zwift: Zwift is the virtual cycling platform that Green Route integrates as an official club — overlapping community programming, ride-tracking, and event hosting in a digital format that mitigates the seasonality of Green Route's outdoor Winnipeg rides.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@greenroutecycling
• Instagraminstagram.com/greenroute.cc
• TikToktiktok.com/@greenroute?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Green Route