Upgrade Bikes Limited

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.

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

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

• Bicycle components distribution
• Cycling accessories wholesale
• Bike shop supplier
• Bicycle parts distributor
• Cycling brand distributor

Headquarters

HQ city

Partridge Green

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Boyd CyclingcoreChannel Partner/ Reseller/ DistributorUK distributor for Boyd Cycling wheels including road, gravel, and MTB wheels in aluminium and carbon-fibre.
• LezynecoreChannel Partner/ Reseller/ DistributorUK distributor for Lezyne bike lights, pumps, and accessories. Featured products include Road Drive 500 LED Front Light and various radar and visibility products.
• X-FusioncoreChannel Partner/ Reseller/ DistributorUK distributor for X-Fusion suspension forks and dropper posts including Velvet, Slide, RV1, P1 RL, Hilo ACE, and Hilo Strate models.
• TektrocoreChannel Partner/ Reseller/ DistributorUK distributor for Tektro disc brakes, brake pads, and related components. Provides technical documentation including pad charts and compatibility guides.
• TRP (Tektro Racing Products)coreChannel Partner/ Reseller/ DistributorUK 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 BearingsminorChannel Partner/ Reseller/ DistributorUK distributor for SKF bearings including Explorer, Standard, and MTRX series for bicycle applications.
• Stans NoTubesminorChannel Partner/ Reseller/ DistributorUK distributor for Stans sealant products with technical support videos available.
• Praxis WorkscoreChannel Partner/ Reseller/ DistributorUK distributor for Praxis Works cranks, bottom brackets, chainrings, and rims. Extensive technical documentation including setup guides and compatibility information.
• ReynoldscoreChannel Partner/ Reseller/ DistributorUK distributor for Reynolds wheels including carbon and alloy options. Provides comprehensive spares documentation and service manuals.
• ISM (InSide数)minorChannel Partner/ Reseller/ DistributorUK distributor for ISM saddles. Provides dimension key guides for proper fitment.
• KinesiscoreChannel Partner/ Reseller/ DistributorUK 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 BikescoreChannel Partner/ Reseller/ DistributorUK 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.
• ChallengecoreChannel Partner/ Reseller/ DistributorUK distributor for Challenge tyres including tubeless ready gravel tyres, Stagioni all-season tyres, Strada Pro, and Elite Pro models.
• Black MambaminorChannel Partner/ Reseller/ DistributorUK distributor for Black Mamba cycling gloves including Mamba Med, Black Mamba, Green Mamba, and Orange Snakeskin models with comparison charts.
• ABUScoreChannel Partner/ Reseller/ DistributorUK 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.
• ThomsonminorChannel Partner/ Reseller/ DistributorUK 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).
• STYRKRminorChannel Partner/ Reseller/ DistributorUK distributor for STYRKR nutrition products including CEL50 carbohydrate energy chews (50g per pack of 5).

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• LinkedInlinkedin.com/company/upgrade-bikes

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Upgrade Bikes Limited