Pedal Aus Pty Ltd

What Pedal Aus Pty Ltd does

Pedal Group Pty Ltd, trading as Pedal Group, is an Australian privately held bicycle company headquartered in Bowen Hills, Queensland, founded in 2008 with a major investment from Flight Centre Limited. It operates a dual business model: 99 Bikes, a retail chain of over 70 stores across Australia, New Zealand and the United Kingdom selling bicycles and cycling accessories to end consumers ranging from first-time buyers to enthusiasts, with in-store professional bike fitting and mechanical services; and Advance Traders, a wholesale distribution business supplying independent bike retailers across Australia and New Zealand with a multi-brand portfolio that includes MERIDA, CUBE, Pedal and Silverback bicycles plus cycling parts and accessories. The group also operates a commercial property business alongside these two core units.

Pedal Group monetises exclusively through hardware sales across both its retail and wholesale channels. Its go-to-market combines physical retail storefronts (serving SMB/individual consumers) with a B2B wholesale/distributor channel (serving mid-market independent bike retailers), supported by content marketing via brand websites and earned media through its B Corp certification. Ownership is distributed: Flight Centre Limited and Gainsdale Pty Limited are identified as major institutional shareholders alongside Matt Turner, with over 1,000 current and ex-employees participating in Shares, Business Ownership Schemes, Profit Share and Commission programs, giving the company unusually broad employee ownership for a specialty retailer.

The company's strategic posture is shaped by its B Corp certification (achieved in 2023) and its Earning to Give program, under which Pedal Group funds 1% of every permanent employee's earnings to charities of their choice, accumulating $3.22 million in donations from 2016 through 2025. There is no disclosed AI, software, or proprietary technology component to the business; the operating model is fundamentally that of a multi-country specialty retailer and wholesale distributor rather than a technology-led platform.

Name

Pedal Aus Pty Ltd

Legal name

Pedal Group Pty Ltd

Website

https://pedalgroup.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Pedal Group operates 99 Bikes, a 70-plus store specialty bicycle retailer across Australia, New Zealand and the UK, and Advance Traders, a wholesale distributor supplying independent bike retailers with multi-brand products including MERIDA, CUBE, Pedal and Silverback.

Ownership category

akta.pro rank

Product category

Bicycle Retail and Wholesale Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

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

akta.pro secondary industries

Bike Parts & Components Retail (CRAMAHAB), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Bike Service, Repair & Maintenance Shops (CRAMAHAH)

Keywords

• Bicycle retail stores
• Bicycle wholesale distribution
• Cycling parts accessories
• Multi-brand bike supplier
• Bicycle repair services

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 99 Bikes Retail: Operates 70+ retail bicycle stores across Australia, New Zealand and UK serving cyclists from beginners to enthusiasts
2. Advance Traders Wholesale: Wholesale distribution business supplying bike retailers with multi-brand lineup including MERIDA, CUBE, Pedal, Silverback

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Pedal Group runs two core businesses in the cycling industry: 99 Bikes, which operates over 70 retail bicycle stores across Australia, New Zealand and the United Kingdom selling bicycles, cycling parts and accessories and providing professional bike fitting and mechanical services; and Advance Traders, a wholesale distribution business that supplies independent bike retailers with a multi-brand lineup including MERIDA, CUBE, Pedal and Silverback bicycles and cycling parts and accessories. The group also operates a commercial property business alongside these two core businesses.

Product overview

Pedal Group operates a dual business model consisting of two distinct brands: 99 Bikes, a retail chain with over 70 bicycle retail stores serving cyclists directly across Australia, New Zealand, and the United Kingdom; and Advance Traders, a wholesale distribution business that supplies bike retailers with multiple brands including MERIDA, CUBE, Pedal, and Silverback, handling bikes as well as cycling parts and accessories. The company also operates a commercial property business alongside these core operations.

Differentiator

Problem solved

Functional benefit

Products and services

• 99 Bikes retail stores Retail chain of 70+ bicycle stores across Australia, New Zealand and the United Kingdom selling bicycles, cycling parts and accessories to individual consumers, with in-store services including professional bike fitting and skilled mechanical servicing, taking customers from their first bike through to their dream bike across beginners, recreational riders and enthusiasts.
• Advance Traders wholesale distribution Wholesale distribution business supplying independent bike retailers with a multi-brand lineup including MERIDA, CUBE, Pedal and Silverback bicycles, as well as cycling parts and accessories, focused on long-term retailer relationships and ease of dealing across Australia and New Zealand.

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

Three partnerships are on record, tiered supplier.

• MERIDAsupplierTechnology or IntegrationBrand distributed through Advance Traders wholesale arm. MERIDA is one of the multi-brand products supplied to bike retailers.
• CUBEsupplierTechnology or IntegrationBrand distributed through Advance Traders wholesale arm. CUBE is one of the multi-brand products supplied to bike retailers.
• SilverbacksupplierTechnology or IntegrationBrand distributed through Advance Traders wholesale arm. Silverback is one of the multi-brand products supplied to bike retailers.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Halfords Group plc: UK-headquartered bicycle and motoring products retailer with a large national store footprint, motoring services, and own-brand cycling products. Directly comparable as a multi-country specialty bike retailer operating physical stores at scale, including in the UK market where 99 Bikes also operates.
• Wiggle / Chain Reaction Cycles: UK-headquartered online cycling and tri-sports retailer offering multi-brand bikes, parts, and apparel with global shipping. Comparable as a UK-based multi-brand cycling retailer overlapping with 99 Bikes' UK customer base and competing for the same online cycling shopper.
• Pushys Pty Ltd: Long-established Australian specialty bicycle retailer combining physical stores with a large online cycling catalog. Comparable as a direct ANZ-based multi-brand bicycle retailer competing for the same consumer segments as 99 Bikes.

Broad incumbents

• Decathlon SA: Global sporting goods retailer operating hundreds of large-format stores across Europe, Asia, and beyond, with bicycles as a flagship category. Comparable as a broad-line, vertically integrated sporting goods retailer with deep cycling assortment, though it spans many sports beyond Pedal's bicycle focus.
• Specialized Bicycle Components: Premium bicycle manufacturer with a global network of company-owned concept stores and direct-to-consumer e-commerce. Comparable as a vertically integrated brand-retail competitor challenging independent multi-brand bike retailers for consumer mindshare and margin.
• Trek Bicycle Corporation: Global premium bicycle manufacturer operating company-owned retail stores worldwide, including in Australia. Comparable as a vertically integrated brand-plus-retail operator competing for specialty bike shelf and floor space, though primarily a brand rather than an independent multi-brand retailer.
• REI Co-op: US consumer co-op operating specialty outdoor and cycling retail stores plus an online channel, with member ownership model and strong ESG positioning. Comparable to Pedal Group's specialty retail + broad-stakeholder ownership and B Corp orientation.

Others

• MERIDA Bikes: Major Taiwanese global bicycle brand that Pedal Group distributes in Australia/NZ via Advance Traders. Comparable as a key supplier partner and a vertically integrated brand that could conceivably bypass wholesale distribution in Pedal's markets.
• Giant Bicycles: World's largest bicycle manufacturer, operating both wholesale distribution and an expanding network of branded retail stores. Comparable as a vertically integrated manufacturer-retailer whose direct retail strategy could compete with independent bike retailers like 99 Bikes.

Regional players

• BikeExchange Pty Ltd: Australian online cycling marketplace connecting consumers with bike retailers and listings. Comparable as an Australia-based cycling retail channel competing for the same end consumer, though operating a marketplace model rather than owned retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pedal-group-pty-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Aus Pty Ltd