Grace Bicycles, Inc.

What Grace Bicycles, Inc. does

Grace Bicycles, Inc. is an independent, single-location bicycle retailer incorporated in September 2004 and operating in Holliston, Massachusetts since November 2004. The company sells bicycles across road, mountain, gravel, hybrid, e-bike, and children's categories from a curated brand portfolio that includes mass-market lines (Giant, Liv, Velotric) alongside premium and custom builders (Parlee, Moots, Quintana Roo, Independent Fabrication, Salsa, Surly, All-City, Ritchey). Pricing spans approximately $195 for entry-level children's bikes to roughly $12,000 for high-end carbon and titanium performance machines, with most in-stock units concentrated in the $500–$2,200 range.

The company supplements hardware sales with two complementary services: a certified Dynamic Positional Bike Fit offering and full bicycle maintenance and repair. Distribution operates through a physical storefront at 1574A Washington Street with same-day in-stock pickup, augmented by an online catalog that routes additional model orders through manufacturer weblinks (Giant, Liv, Velotric) with free shipping to the store and complimentary assembly. Marketing is conducted via the company website, a Facebook presence, and direct email outreach, supplemented by educational cycling articles published on-site.

Revenue is generated through two streams: hardware sales (the dominant stream across multiple price tiers) and professional services (bike fitting and maintenance). The customer base is segmented into performance-oriented athletes and families seeking recreational and youth cycling equipment, with no enterprise or institutional accounts. The business is privately held under founder Roy Cervantes, employs 1–10 people, has no identified parent company or subsidiaries, and has raised no institutional funding.

Name

Grace Bicycles, Inc.

Legal name

Grace Bicycles, Inc.

Website

https://gracebicycles.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Grace Bicycles, Inc. is an independent single-location bicycle retailer in Holliston, Massachusetts, founded in 2004 by Roy Cervantes, selling multi-brand bikes from entry-level to premium custom and offering certified bike fitting and maintenance services to athletes and families.

Ownership category

akta.pro rank

Product category

Bicycle Retail

akta.pro primary industry

Bicycle Retail (New Bikes) (CRAMAHAA)

akta.pro secondary industries

E-Bike Retail (CRAMAHAE), Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

Keywords

• Bicycle retail
• Bicycle fitting services
• Bicycle maintenance
• Cycling equipment
• E-bike sales

Headquarters

HQ city

Holliston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bicycle Sales: Retail sale of bicycles including road, mountain, hybrid, gravel, e-bikes, and children's bikes from multiple brands including Giant, Liv, Velotric, Salsa, Surly, Parlee, and others. Products range from entry-level to high-end performance bikes priced from approximately $195 to $12,000.
2. Bicycle Services: Bicycle fit services including Dynamic Positional Bike Fit, and bicycle maintenance/repair services.

Pricing tiers

Distribution channels2 records

Marketing channels3 records

Core offering

Grace Bicycles is a single-location bicycle retailer selling new bicycles from multiple brands across road, mountain, hybrid, gravel, e-bike, and children's categories, priced from approximately $195 to $12,000. The store supplements product sales with professional bicycle fitting services (Dynamic Positional Bike Fit) and full-service bicycle maintenance and repair, serving athletes and families in the Holliston, Massachusetts area since 2004.

Product overview

Grace Bicycles is a bicycle retail store offering a diverse portfolio of branded bicycles across multiple categories. The store's product lineup centers on major brands including Giant, Liv (women's-specific), and Velotric (e-bikes), supplemented by premium brands like Parlee (custom carbon), Moots (titanium/steel), Quintana Roo (triathlon), Salsa, Surly, All-City, and Ritchey covering road, gravel, touring, mountain, hybrid, and youth categories. The company provides complementary services including professional bicycle fitting (Dynamic Positional Bike Fit) and full-service bicycle maintenance. The retail model focuses on in-stock inventory across major brands, with additional availability through Giant's Weblink, Liv's Weblink, and Velotric's website for direct-to-store ordering with free assembly.

Differentiator

Problem solved

Functional benefit

Products and services

• Giant Bicycles Full range of Giant brand bicycles including road, mountain, hybrid, and children's bikes sold at the Holliston, MA store.
• Liv Bicycles Women's-specific Liv brand bicycles including road, mountain, and hybrid models.
• Velotric E-Bikes Electric bicycles from Velotric including Summit, Discover, GoMad, Breeze, and Fold models, priced from $1,499 to $2,099.
• Salsa Cycles Adventure and gravel bicycles including Warbird, Journeyer, Stormchaser, Vaya, and Warroad models.
• Surly Bicycles Steel touring, gravel, and commuter bicycles including Midnight Special, Disc Trucker, Straggler, Preamble, and Bridge Club.
• Parlee Cycles Custom and stock carbon fiber road bicycles including Z1, Z2, Z3, Z4, and TT models.
• Moots Premium titanium and steel bicycles handcrafted in Steamboat Springs, Colorado.
• Quintana Roo Triathlon and time trial bicycles designed for competitive multisport athletes.
• All-City Cycles Steel road and gravel bicycles including Zig Zag and Gorilla Monsoon models.
• Ritchey Steel road and gravel framesets including Ascent, Road Logic Break-Away, and others.
• Independent Fabrication Custom steel and titanium bicycle frames built to rider specifications.
• Dynamic Positional Bike Fit Professional bicycle fitting service using Dynamic Positional Bike Fit methodology to optimize rider comfort, performance, and injury prevention.
• Bicycle Maintenance and Repair Services Full-service bicycle maintenance and repair including tune-ups, adjustments, and component replacement for road, mountain, hybrid, e-bikes, and children's bikes.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Trek Bicycle Stores: Manufacturer-led retail network owned by Trek offering new bikes, fit services, and repair — competing for the same premium road/mountain customer but with the backing of a major bicycle OEM.
• REI Co-op: Large U.S. outdoor co-operative retailer carrying a wide selection of bikes (including Giant and e-bikes) plus in-store bike shop services at most locations — broader assortment and footprint but overlapping category for cyclists Grace Bicycles serves.
• Specialized Retail Concept Stores: Manufacturer-owned and franchised retail stores operated by Specialized, featuring premium road/mountain/e-bike SKUs, professional fitting (Retül), and certified service — overlapping the premium cyclist customer that Grace Bicycles targets.
• Dick's Sporting Goods: Large national sporting goods retailer carrying entry-to-mid-tier bikes, accessories, and basic service — represents the big-box competitive set that pressures local bike shops on price for mass-market SKUs.

Direct peers

• Erik's Bike Shop: Midwest-based independent bicycle specialty chain selling a multi-brand assortment with strong e-bike and family bike categories alongside service centers — analogous multi-store independent bike retailer with similar customer segments.
• Landry's Bicycles: Long-standing independent multi-location bicycle retailer based in the Boston/New England area, selling premium road, mountain, and family brands alongside professional bike fitting and repair services — directly comparable geographic, assortment, and service profile to Grace Bicycles.
• Mike's Bikes: Independent multi-location premium bicycle retailer on the West Coast with a similar multi-brand portfolio (Giant, Specialized, Santa Cruz, etc.) and full-service bike fit and repair offerings, closely mirroring Grace Bicycles' specialty-retail-plus-services model.
• Bicycle Warehouse: Independent multi-location bicycle retailer with comparable mix of premium bikes, accessories, and in-store service; similar positioning toward enthusiast and family cyclists as Grace Bicycles.
• Wheel & Sprocket: Independent multi-location bicycle specialty retailer focused on cycling enthusiasts and families, offering road/mountain/e-bike inventory plus bike fitting and service — comparable product breadth, customer mix, and service-led retail model.

Emerging players

• Jenson USA: Online-first bike retailer carrying many of the same premium brands (Giant, Salsa, All-City, Surly) with discount-leaning pricing — competes directly with Grace Bicycles on mid-to-premium bike unit sales where local service cannot be matched.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GraceBicycles
• LinkedInlinkedin.com/company/grace-bicycles

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Grace Bicycles, Inc.