Upgrade Bikes Limited
Upgrade Bikes Limited is a privately held UK bicycle components and accessories distributor, founded in 1995, serving roughly 1,500 independent bike shops with over two-dozen cycling brands via field sales and B2B e-commerce.
- Company typePrivate
- Founded1995
- HeadquartersPartridge Green, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Upgrade Bikes Limited does
Upgrade Bikes Limited is a UK-based B2B distributor of bicycle components, accessories, clothing and parts, founded in 1995 by Damian Mason and Matt Ryley and headquartered in Partridge Green, West Sussex. The company distributes over two-dozen market-leading cycling brands across a catalogue of more than 5,000 SKUs to approximately 1,500 independent UK bike shops, operating a secondary retail e-commerce channel for direct consumer sales. Its core technology stack consists of a GOb2b B2B e-commerce platform for trade ordering and account management, plus a consumer-facing storefront; it is explicitly positioned as a distribution business rather than a technology company.
The product portfolio spans bikes, frames and forks, wheels (Boyd Cycling, Reynolds, Praxis Works), disc brakes and pads (TRP, Tektro), suspension forks and dropper posts (X-Fusion, Thomson), tyres and sealant (Challenge, Stans), bearings (SKF), pedals and grips (DMR), frames and mudguards (Kinesis), lights (Lezyne), locks and helmets (ABUS), gloves (Black Mamba), saddles (ISM) and nutrition (STYRKR). Upgrade Bikes also operates the proprietary DMR Bikes sub-brand and runs dealer-facing service infrastructure including warranty registration, RMA processing, ABUS One Key system orders and crash replacement programs, alongside extensive brand-specific technical documentation.
Revenue is generated through wholesale distribution at margins typical of multi-brand parts distributors, with logistics anchored by same-day despatch for orders placed before 13:00 and free UK delivery on qualifying orders. Go-to-market is via five regional field sales representatives covering the UK, supplemented by the B2B e-commerce platform for trade accounts and a consumer e-commerce site for retail buyers. The company is privately held and founder-owned, with no disclosed external funding, parent company or subsidiary structure.
Upgrade Bikes Limited firmographics
Firmographics- Name
- Upgrade Bikes Limited
- Legal name
- Upgrade Bikes Limited
- Website
- https://upgradebikes.co.uk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Upgrade Bikes Limited is a privately held UK bicycle components and accessories distributor, founded in 1995, serving roughly 1,500 independent bike shops with over two-dozen cycling brands via field sales and B2B e-commerce.
- Ownership category
- akta.pro rank
Upgrade Bikes Limited industry classification
Industry- Product category
- Bicycle Components Distribution
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (44133)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bike Parts & Components Retail (CRAMAHAB), E-Bike Retail (CRAMAHAE)
Keywords
Where Upgrade Bikes Limited is headquartered
LocationHeadquarters
- HQ city
- Partridge Green
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Upgrade Bikes Limited business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wholesale Distribution: Upgrade Bikes generates revenue by distributing bicycle components, accessories, clothing, and parts to approximately 1,500 UK bike shops. They purchase products from brand partners (manufacturers) and resell to bike shops at wholesale prices. The company also serves retail customers through their e-commerce platform.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Upgrade Bikes Limited product offering
Product offeringCore offering
Upgrade Bikes Limited is a UK wholesale distributor of bicycle components, parts, accessories, and clothing, purchasing from over two-dozen cycling brand partners and reselling to approximately 1,500 independent UK bike shops through trade accounts, a GOb2b e-commerce platform, and a team of regional field sales representatives. The company also serves retail consumers directly through a consumer-facing website, with same-day despatch for orders placed before 13:00 and free UK delivery on qualifying orders.
Product overview
Upgrade Bikes Limited is a UK-based B2B bicycle parts and accessories distributor founded in 1995, serving approximately 1,500 UK bike shops. The company offers a comprehensive product portfolio spanning Bikes/Frames/Forks, Components, Clothing/Helmets, Accessories, and Pumps/Maintenance categories. Key distributed brands include Boyd Cycling (wheels), Challenge (tyres), DMR (pedals, grips, bikes), Kinesis (frames, mudguards), Lezyne (lights), Praxis Works (cranks, chainrings), Reynolds (wheels), SKF (bearings), Stans (sealant), Tektro/TRP (brakes), X-Fusion (forks, dropper posts), ABUS (locks, helmets), Black Mamba (gloves), Thomson (dropper posts), and STYRKR (nutrition). The product ecosystem covers the full cycling market from road and gravel to mountain biking, with technical documentation, warranty services, and crash replacement programs supporting dealer partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Bikes, Frames & Forks Complete bicycles, frames, and suspension/rigid forks for road, gravel, and mountain biking disciplines, distributed to UK bike shops.
- Components Bicycle components including wheels, cranks, brakes, chainrings, and other drivetrain parts from brands such as Praxis Works, Reynolds, Boyd Cycling, DMR, and Kinesis.
- Accessories Bicycle accessories including Lezyne front and rear lights (MegaDrive, Radar Drive, Strip Drive, Road Drive series), ABUS locks and One Key system, Black Mamba mechanic gloves, and STYRKR nutrition chews.
- Clothing & Helmets Cycling helmets (including ABUS Airbreaker series) and cycling clothing from various distributed brands, supplied to UK bike shops.
- Pumps & Maintenance Floor pumps, CO2 inflators, and maintenance tools including the Lezyne Pressure Over Drive, supplied to UK bike shops.
Companies that use Upgrade Bikes Limited
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Upgrade Bikes Limited technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Upgrade Bikes Limited partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Boyd CyclingcoreUK distributor for Boyd Cycling wheels including road, gravel, and MTB wheels in aluminium and carbon-fibre.
- LezynecoreUK distributor for Lezyne bike lights, pumps, and accessories. Featured products include Road Drive 500 LED Front Light and various radar and visibility products.
- X-FusioncoreUK distributor for X-Fusion suspension forks and dropper posts including Velvet, Slide, RV1, P1 RL, Hilo ACE, and Hilo Strate models.
- TektrocoreUK distributor for Tektro disc brakes, brake pads, and related components. Provides technical documentation including pad charts and compatibility guides.
- TRP (Tektro Racing Products)coreUK distributor for TRP brakes including DH-R Evo, Trail EVO, Slate, Quadiem, G-Spec, Zurich, and EVO PRO models. Provides technical resources and compatibility charts.
- SKF BearingsminorUK distributor for SKF bearings including Explorer, Standard, and MTRX series for bicycle applications.
- Stans NoTubesminorUK distributor for Stans sealant products with technical support videos available.
- Praxis WorkscoreUK distributor for Praxis Works cranks, bottom brackets, chainrings, and rims. Extensive technical documentation including setup guides and compatibility information.
- ReynoldscoreUK distributor for Reynolds wheels including carbon and alloy options. Provides comprehensive spares documentation and service manuals.
- ISM (InSide数)minorUK distributor for ISM saddles. Provides dimension key guides for proper fitment.
- KinesiscoreUK distributor for Kinesis bikes, frames, and accessories including RTD frameset, Tripster AT, Rise e-bike, and Fend Off mudguards. Multiple product recalls managed through Upgrade Bikes.
- DMR BikescoreUK distributor for DMR bikes, cranks, frames, pedals, hubs, and grips including Sect, Rhythm, Bolt, Sled, Vault, V12, and Deathgrip products. Manages warranty registration and service forms.
- ChallengecoreUK distributor for Challenge tyres including tubeless ready gravel tyres, Stagioni all-season tyres, Strada Pro, and Elite Pro models.
- Black MambaminorUK distributor for Black Mamba cycling gloves including Mamba Med, Black Mamba, Green Mamba, and Orange Snakeskin models with comparison charts.
- ABUScoreUK distributor for ABUS locks, helmets, and security products. Manages One Key system orders, crash replacement program, and replacement keys. Provides ABUS UK warranty and technical support.
- ThomsonminorUK distributor for Thomson Elite Dropper Seatposts. Manages warranty claims, RMA processing, and service/repair with pricing for full strip down (£125) and clean/service (£55).
- STYRKRminorUK distributor for STYRKR nutrition products including CEL50 carbohydrate energy chews (50g per pack of 5).
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Upgrade Bikes Limited competitors and assessment
Company assessmentDirect peers
- Hotlines: UK distributor of premium cycling brands (e.g., Kona, GT, Fabric) to IBDs. Direct peer competing for similar trade customers with multi-brand premium portfolio.
- Chicken Cyclekit: UK cycling distributor supplying components, parts, and accessories to independent bike shops. Comparable B2B model with similar customer base and SKU breadth.
- ZyroFisher: UK cycling and outdoor distributor formed from the merger of Zyro and Fisher Outdoor. Direct competitor in distributing brands to IBDs, with similar B2B service model and overlapping premium brand portfolio.
- Moore Large: Long-established UK bicycle and parts distributor serving independent bike shops nationwide. Directly comparable as a multi-brand B2B cycling distributor with overlapping supplier relationships and a similar trade-customer base.
- Silverfish: UK bicycle parts and accessories distributor focused on premium aftermarket brands. Directly comparable as a B2B distributor serving bike shops across suspension, drivetrain, and apparel categories.
- Madison: Major UK cycling distributor (part of Sportline/Scott group) supplying IBDs with bikes, components, and accessories across premium brands. Highly comparable in product breadth, channel, and customer segment.
- Cyclorama: Smaller UK cycling distributor focused on parts and accessories supply to IBDs. Direct peer at a smaller scale with similar trade-channel B2B model.
- I-Ride: UK distributor of cycling components and accessories (e.g., Hayes, Manitou, FSA). Direct peer competing for the same IBD channel with overlapping premium brand positioning.
Broad incumbents
- Halfords: UK's largest cycling retailer, also stocking a wide range of components, accessories, and bikes. Comparable as a UK cycling parts/accessories channel, though primarily a vertically integrated retailer rather than a pure B2B distributor.
- Raleigh UK: Historic UK bicycle brand and distributor with owned brands plus third-party agency distribution. Comparable as a UK-wide cycling distribution business but with broader vertical integration into brand ownership.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Upgrade Bikes Limited social profiles
Digital presenceUpgrade Bikes Limited financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upgrade Bikes Limited leadership team
Management profileNumber of profiles
Profiles2 records
Upgrade Bikes Limited funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upgrade Bikes Limited 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 Upgrade Bikes Limited
What does Upgrade Bikes Limited do?
Upgrade Bikes Limited is a UK wholesale distributor of bicycle components, parts, accessories, and clothing, purchasing from over two-dozen cycling brand partners and reselling to approximately 1,500 independent UK bike shops through trade accounts, a GOb2b e-commerce platform, and a team of regional field sales representatives. The company also serves retail consumers directly through a consumer-facing website, with same-day despatch for orders placed before 13:00 and free UK delivery on qualifying orders.
Is Upgrade Bikes Limited a public or private company?
Upgrade Bikes Limited is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Upgrade Bikes Limited founded?
Upgrade Bikes Limited was founded in 1995. It employs 11 to 50 people.
Where is Upgrade Bikes Limited based?
Upgrade Bikes Limited is headquartered in Partridge Green, United Kingdom, in the Europe region.
How does Upgrade Bikes Limited make money?
One revenue line is on record: wholesale Distribution.
Who are Upgrade Bikes Limited's main competitors?
Direct peers on record are Hotlines, Chicken Cyclekit, ZyroFisher, Moore Large, Silverfish, Madison, Cyclorama and I-Ride. Broad incumbents are Halfords and Raleigh UK.
Does Upgrade Bikes Limited have an API?
No public API is recorded for Upgrade Bikes Limited.
What industry is Upgrade Bikes Limited in?
Upgrade Bikes Limited's product category is Bicycle Components Distribution. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 441227 and its SIC code is 5010.