What Pedal Group Pty Ltd does

Pedal Group Pty Ltd is the corporate entity operating 99 Bikes, Australia's largest specialty bicycle retailer, founded in 2007 with a single store in Milton, Brisbane that could only fit 99 bikes. The company now operates 60+ physical retail locations across all major Australian metropolitan areas (Brisbane, Sydney, Melbourne, Adelaide, Perth, Gold Coast, Sunshine Coast, Hobart, Canberra) and regional centers (Newcastle, Central Coast, Ipswich, Tweed Heads), alongside wholly-owned subsidiaries in New Zealand and the United Kingdom operating under the 99 Bikes brand. The core offer is multi-category bicycle retail covering mountain, road, gravel, kids, BMX, commuter, electric, scooter, and indoor trainer products, with own-brand Pedal bikes alongside third-party brands including Merida, Cube, Silverback, BMC, and Segway Ninebot. Over 800 bike styles are listed, priced from entry-level near $239 to premium e-bikes at approximately $12,899.

The underlying technology stack is a Shopify-based e-commerce platform integrated with click-and-collect, live store-level stock visibility, an online workshop booking system, the Club 99 membership program, and a "Find Your Size" tool. Each physical store operates an on-site workshop with qualified mechanics, and the company runs a tiered service offering from a $109 Tune-Up to a $399 Ultimate rebuild. The business monetizes through three primary revenue streams: one-time product sales (bikes, parts, accessories, apparel), workshop services (high-frequency per-incident billing), and a recurring Club 99 membership (annual $5 join fee plus member-only pricing). Customer segments are broad and consumer-led, spanning mountain, road, gravel, electric, kid, commuter, BMX, and indoor-training riders, with go-to-market executed through both physical retail consultation and a digitally enhanced omnichannel experience (digital marketing, content, social on Facebook/Instagram/TikTok/YouTube, email, and events such as bike maintenance classes).

Name

Pedal Group Pty Ltd

Legal name

Pedal Group Pty Ltd

Website

https://99bikes.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Pedal Group Pty Ltd operates 99 Bikes, Australia's leading specialty bicycle retailer with 60+ stores across Australia plus wholly-owned operations in New Zealand and the United Kingdom. It sells 800+ bike styles, e-bikes, scooters, parts, and accessories through omnichannel retail, supported by in-store workshops and the Club 99 membership program.

Ownership category

akta.pro rank

Product category

Bicycle Retail

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bicycle Retail (New Bikes) (CRAMAHAA), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)

Keywords

• Bicycle retail
• Electric bike sales
• Bike workshop services
• Cycling accessories
• Kids bikes

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Bicycle and Accessory Sales: Retail sale of bicycles (mountain, road, kids, electric, BMX, commuter), parts, accessories, and rider gear through physical stores and e-commerce
2. Workshop Services: Bike repair and servicing including Tune-Up ($109), Standard ($149), Standard+ ($209), and Ultimate ($399) service tiers, plus add-on services
3. Club 99 Membership: Paid membership program offering exclusive pricing (approximately $5 join fee), annual spend vouchers, and member benefits on services and products
4. Online Order Fulfillment: Shipping revenue for orders under $149 threshold, with free shipping above

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Pedal Group Pty Ltd, trading as 99 Bikes, operates a multi-channel bicycle retail business selling more than 800 styles of bikes, e-bikes, scooters, parts, accessories, and rider gear through 60+ Australian physical stores and an e-commerce platform. The retail offer is complemented by in-store workshop servicing (tune-ups to full rebuilds), professional bike fitting, bike maintenance classes, a bike build-from-box assembly service, and the paid Club 99 loyalty membership program.

Product overview

Pedal Group Pty Ltd operates 99 Bikes as a multi-channel bicycle retail business, combining an e-commerce platform (99bikes.com.au) with over 60 physical store locations across Australia. The core offering is the 99 Bikes retail store selling over 800 styles of bicycles, electric bikes, scooters, and cycling accessories across categories including mountain bikes, road and gravel bikes, kids bikes, and commuter bikes. The product portfolio includes own-brand Pedal bicycles alongside third-party brands such as Merida, Cube, Silverback, BMC, and Segway Ninebot. The business complements its retail operations with workshop servicing (repairs, maintenance, tune-ups), bike fitting services, bike maintenance classes, and the Club 99 membership loyalty program. Accessories and parts include indoor trainers, car racks, bike computers, lights, locks, nutrition, helmets, and apparel.

Differentiator

Problem solved

Functional benefit

Products and services

• 99 Bikes Retail Store Multi-channel bicycle retail store offering 800+ styles of bicycles, electric bikes, scooters, accessories, and rider gear across all major disciplines, sold through 60+ Australian physical stores and e-commerce at 99bikes.com.au.
• Mountain Bikes Off-road bicycles including hardtail, dual suspension, cross-country, trail, enduro, downhill, dirt jumper, and fat bike models from brands such as Merida, Cube, Silverback, and Pedal.
• Road & Gravel Bikes Drop bar road bikes, flat bar road bikes, fixie & single speed, and gravel bikes designed for speed and efficiency on paved and unpaved surfaces.
• Electric Bikes Electrically assisted bicycles including e-MTB, electric hybrid/city, electric folding, electric fat tyre, electric cruiser, electric cargo, and electric road bikes, with premium e-bikes up to ~$12,899.
• Kids Bikes Bicycles designed for children from age 2 through teens, including balance bikes, kids mountain bikes, kids BMX, and 12"–26" wheel sizes for various age groups.
• BMX Bikes BMX race and freestyle bikes for trick riding, skate park, pump track, and dirt jumps.
• Commuter & Recreational Bikes City, hybrid, flat bar road, folding & compact, and cruiser bikes for daily commuting, leisure, and recreational riding.
• Scooters Manual and electric scooters for kids, teens, and adults, including kick scooters, electric scooters, and trick scooters; brands include Segway Ninebot.
• Indoor Trainers Stationary bike trainers including smart trainers, basic trainers, smart bikes, rollers, and trainer accessories for indoor cycling and Zwift integration.
• Bike Accessories Comprehensive range of bicycle accessories including car racks and bike storage, computers and electrical components, baby seats and child trailers, bags and backpacks, lights, locks, pumps, and maintenance tools.
• Rider Gear Cycling clothing and protective equipment including helmets, nutrition products, body armour, eyewear, gloves, jackets, jerseys, knicks, bibs, shorts, shoes, socks, and warmers.
• Bike Parts & Components Replacement parts and components including bar tape, brakes, cassettes, chains, cranksets, derailleurs, handlebars, pedals, saddles, tyres, tubes, wheels, and power meters.
• Pedal (Own Brand) 99 Bikes' proprietary bicycle brand offering affordable bikes including mountain bikes, recreational bikes, electric bikes, and kids bikes.
• Workshop Servicing Bike repair and maintenance services offered at all 99 Bikes store locations across Australia, including Tune-Up ($109), Standard ($149), Standard+ ($209), and Ultimate ($399) service tiers, plus add-on services, performed by qualified mechanics.
• Bike Fitting Services Free professional bike fitting service using market-leading fitting software to ensure optimal bike fit and comfort, available to all customers at every store.
• Bike Maintenance Classes Hands-on educational classes hosted by qualified bike mechanics covering the basics of bike repair and maintenance for customers.
• Bike Build (From Box) Assembly and setup service for bikes purchased online, including complete assembly, gear tuning, and safety check before customer pickup.
• Club 99 Membership Paid loyalty membership program (~ $5 join fee) offering exclusive club pricing (~20% off workshop services), annual spend vouchers, first access to sales, and member-only benefits on bikes and accessories.

Quantifiable outcome

• 4.6/5 average rating from 29,371 customer reviews

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• MeridacoreOthersMajor bike brand supplier. 99 Bikes stocks extensive Merida range including Big Seven, Big.Nine, Big.Trail, One-Sixty, One-Forty, Scultura, Reacto models across mountain, road, and hybrid categories.
• CubecoreOthersGerman bike brand supplier. Extensive range including Stereo Hybrid electric bikes, Aim, Attain, Agree road bikes, touring and mountain models.
• SilverbackcoreOthersPremium bike brand supplier with strong presence in kids bikes and mountain bikes including SE Series trail bikes.
• GarmincoreTechnology or IntegrationTechnology partner for bike computers, sensors, and fitness trackers. Products include Edge 540, 840, 1050 bike computers.
• ShimanocoreTechnology or IntegrationComponents partner supplying drivetrain, brakes, and pedals across multiple groupsets including Deore, XT, SLX, Ultegra, and Dura-Ace.
• WahoocoreTechnology or IntegrationSmart trainer and indoor cycling partner. Products include KICKR Core, KICKR V6, KICKR Headwind. Zwift integration available.
• METminorOthersItalian helmet brand supplier offering road and mountain bike helmets including triathlon helmets.
• JetblackminorOthersAustralian fitness equipment brand supplying indoor trainers and workstands.
• Segway NinebotminorOthersElectric scooter supplier offering E2 Pro, E2 Plus II models and other personal electric vehicles.
• ZwiftcoreTechnology or IntegrationIndoor cycling platform integration with Wahoo smart trainers. Bundled offerings available (Zwift Ride with KICKR CORE 2).
• Pedal GroupcoreStrategic or Co-development PartnerParent company operating 99 Bikes brand in Australia, UK, and New Zealand. Website links to pedalgroup.com, 99bikes.co.nz, and 99bikes.co.uk.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Decathlon: Global sporting goods mass-market retailer with a deep cycling assortment and growing Australian store footprint. Operates as both a competitor and adjacent presence across all of 99 Bikes' product categories, including its own bike brands.
• REI Co-op: US specialty outdoor and cycling retailer with co-op membership model, in-store workshops, and broad bike assortment. Comparable business model: membership-driven, multi-category specialty retailer with strong service layer.

Direct peers

• Wiggle / Chain Reaction Cycles: Major global online bike and triathlon retailer shipping Australia-wide. Represents the pure-play DTC bike retail model that pressures 99 Bikes on price for online-considered purchases.
• Reid Cycles: Australian specialty bike retailer offering bikes across road, mountain, e-bike, and kids categories with both online and physical retail presence. Directly comparable in geography, assortment, and target customer.
• Tredz: UK-based online bike retailer offering road, mountain, e-bikes and accessories with home delivery and Click & Collect. Comparable to 99 Bikes' UK online operations and assortment.
• 99 Bikes is part of Pedal Group, which also operates Cycle Republic and other adjacent brands: The parent Pedal Group operates additional cycling-adjacent retail brands; this peer slot flags intra-group adjacency within the broader specialty cycling retail ecosystem.
• BikeExchange: Australian online cycling marketplace connecting consumers with bike shops and brands for new and used bikes. Comparable as a competitor in Australia for online bike discovery and purchase, plus partner channel for some independent retailers.
• Halfords: Largest UK specialty bike and motoring retailer with strong workshop servicing and Click & Collect model. Most directly comparable peer given 99 Bikes' UK operations and similar retail-plus-service proposition.

Regional players

• Evo Cycles: Largest New Zealand specialty bike retailer with multiple stores and workshop services. Directly comparable to 99 Bikes' NZ operations across assortment, service, and omnichannel.

Others

• Merida Bikes: Major Taiwanese bicycle brand that is both a 99 Bikes supplier and a competitor through its own dealer-direct sales channel. Adjacent/ecosystem participant given the dual supplier-competitor relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@99bikesaustralia
• YouTubeyoutube.com/99Bikes
• Facebookfacebook.com/99bikes
• Instagraminstagram.com/99bikes

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Pedal Group Pty Ltd