sqlab-usa
SQlab designs and sells ergonomic cycling components and apparel, including saddles, grips, pedals, and bikewear, fitted via individual sit bone, hand, and foot measurement, and serves cyclists globally through e-commerce and trained premium retailers.
- Company typePrivate
- Founded-
- HeadquartersWhite Salmon, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What sqlab-usa does
SQlab is the cycling division of Boards & More GmbH, an Austrian privately held multi-brand sports group headquartered in Molln, Austria that also operates Duotone, ION, Fanatic, and Woosports. The company designs and manufactures ergonomic bicycle contact-point components and apparel, engineered around a measurement-first fitting philosophy across sit bones, hands, and feet. Core products include saddles (with the Saddle Width System, Step Saddle Concept, Active Saddle Technology, ErgoWave shape, and Infinergy E-TPU padding), grips and innerbarends (with the Grip Concept and Ergobar sizing in up to four sizes), ergonomic handlebars and stems, pedals with adjustable axle-length concept, insoles, men's and women's bikewear featuring SQ-Pad seatpad technology, and accessories such as the Measure-at-Home Kit and digital measurement tools. All products are made in Germany, and the brand's differentiator is the institutionalized fitting workflow that translates individual body measurements into size-specific SKUs. SQlab-USA, based in White Salmon, Washington, is the US distribution arm serving American consumers via sq-lab.com/en/us and a global store locator of trained premium retailers that receive annual product training from SQlab. Revenue is generated primarily through direct-to-consumer hardware and apparel sales and wholesale to international distributors and premium retailers, with pricing not publicly disclosed, a 30-day trial on saddles/grips/innerbarends, free US shipping over $150, and an extended 21-day cancellation window beyond statutory rights.
sqlab-usa firmographics
Firmographics- Name
- sqlab-usa
- Legal name
- Boards & More GmbH
- Website
- https://sqlab-usa.com
- Company type
- Private
- Operating status
- Operating
- Short description
- SQlab designs and sells ergonomic cycling components and apparel, including saddles, grips, pedals, and bikewear, fitted via individual sit bone, hand, and foot measurement, and serves cyclists globally through e-commerce and trained premium retailers.
- Ownership category
- akta.pro rank
sqlab-usa industry classification
Industry- Product category
- Cycling Components
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Motorcycles, Bicycles & Parts (3751), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Bike Parts & Components Retail (CRAMAHAB)
- akta.pro secondary industries
- Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where sqlab-usa is headquartered
LocationHeadquarters
- HQ city
- White Salmon
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
sqlab-usa business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Hardware Sales - Bike Components: Direct sales of ergonomic cycling components including saddles, grips, pedals, handlebars, stems, innerbarends, and accessories through e-commerce and premium retailers.
- Bikewear & Apparel: Sales of cycling apparel including shorts, jerseys, gloves, socks, and pants for men and women across various cycling disciplines.
- Limited Edition Products: Premium limited edition products co-branded with partners like ION, featuring unique designs at higher price points.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
sqlab-usa product offering
Product offeringCore offering
SQlab USA designs, manufactures, and sells ergonomic bicycle components and cycling apparel focused on the three contact points between rider and bike: the saddle, the cockpit (grips, handlebars, innerbarends, stems), and the feet (pedals and insoles). The brand is differentiated by a measurement-based fitting system that sizes saddles to sit bone width, grips to hand size, and pedals to foot dimensions, and ships its products directly to consumers via e-commerce and through a global network of trained premium cycling retailers.
Product overview
SQLab (stylized SQlab) is a cycling ergonomics company and part of Boards & More GmbH, offering a unified portfolio of ergonomic bicycle components and apparel centered on the three contact points between rider and bike: saddle, cockpit (grips/handlebars/innerbarends), and feet (pedals/insoles). The product range spans Saddles (using the Saddle Width System, Step Saddle Concept, and Active Saddle Technology with Ergowave shapes and Infinergy padding), Grips and Innerbarends (with the Grip Concept and Hand Measurement sizing), Handlebars and Stems (with ergonomic Handlebar Concept), Pedals (with axle length concept and active variants), Insoles, Accessories (including the Measure-at-Home Kit), and Bikewear for Men and Women (featuring SQ-Pad Technology). The portfolio also includes Limited Editions through brand collaborations such as SQlab x ION and SQlab Wings for Life. All products are underpinned by Measurement Concepts for sit bones, hands, and feet, enabling riders to select size-specific components for personalized ergonomic fit.
Differentiator
Problem solved
Functional benefit
Brands
- SQlab: Ergonomic cycling products brand specializing in saddles, grips, pedals, handlebars, stems, innerbarends, bikewear, and accessories with a focus on contact-point ergonomics and measurement-based fitting.
Products and services
- Saddles
Quantifiable outcome
- €10 from every Wings for Life Edition saddle sold goes directly to spinal cord research
Companies that use sqlab-usa
Customer profileSegments4 records
Ideal customer profiles4 records
sqlab-usa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
sqlab-usa partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core, flagship and minor.
- Dips&Drops (The First Bike And Ski Hub)coreFirst official SQlab test center integrated into a bike hotel. Dips&Drops in Flachau, Salzburg region of Austria, offers guests SQlab's complete fitting concept (sit bone, hand, and riding position measurement) with customized component selection. Ergonomics setup is available at the D&D Shop for hotel guests and all cyclists, representing SQlab's expansion beyond traditional retail into experience-based retail.
- IONflagshipLimited edition collaboration combining SQlab's ergonomic saddle and grip expertise with ION's trail-focused design language. Products feature matching aesthetic with unique black and white patterns where each piece is visually one-of-a-kind. The partnership targets Trail and All-Mountain riders seeking cohesive equipment aesthetics with ergonomic function.
- Wings for Life FoundationminorCharitable partnership supporting spinal cord research. SQlab donates €10 from every Wings for Life Edition saddle sold directly to the foundation. The 611 Ergowave active 2.1 LTD Wings for Life Edition combines ergonomic performance with social impact, supporting the annual Wings for Life World Run that funds global spinal cord research.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
sqlab-usa competitors and assessment
Company assessmentDirect peers
- Ergon: Ergon designs ergonomic cycling components — saddles, grips, and handlebar accessories — using biomechanical and orthopedic expertise, making it the most direct competitor to SQlab's measurement-driven, contact-point ergonomic focus across MTB, road, and touring riders.
- fi'zi:k (Selle Royal): fi'zi:k is a performance cycling saddle, grip, and components brand owned by Selle Royal, targeting road, MTB, and gravel riders with discipline-specific fit systems (Spine Concept), closely paralleling SQlab's measurement-based saddle and grip segmentation strategy.
- Brooks England: Brooks England is a heritage premium saddle and cycling components maker known for leather saddles that break in to rider-specific shape, competing directly with SQlab in the premium, comfort-oriented saddle category across touring, road, and urban segments.
- Selle SMP: Selle SMP designs ergonomic saddles with patented central-cutaway and eagle-beak shapes to relieve perineal pressure, directly overlapping SQlab's Step Saddle Concept and targeting the same comfort-seeking road, MTB, and endurance riders.
- ISM (Ideal Saddle Modification): ISM specializes in noseless and split-nose ergonomic saddles for triathlon, time trial, and road cyclists, competing with SQlab's triathlon saddle line and broader anti-numbness ergonomic positioning.
- Castelli: Castelli is a premium performance cycling apparel and accessories brand serving road, gravel, and MTB with proprietary chamois pad technology, directly comparable to SQlab's SQ-Pad-equipped bikewear line in target customer and premium positioning.
Broad incumbents
- Shimano: Shimano is a global cycling components incumbent producing pedals, shoes, apparel, and accessories at scale; it is much broader than SQlab but competes at the contact-point and apparel layer (e.g., clipless pedals, cycling shoes) with vastly greater OEM bike-maker integration.
- Rapha: Rapha is a premium cycling apparel and accessories brand with direct-to-consumer, club, and event ecosystems targeting road, gravel, and urban riders; it competes with SQlab Bikewear on premium apparel positioning and overlaps on accessories.
- Specialized Bicycle Components: Specialized is a major premium bike and components brand with ergonomic R&D (e.g., Body Geometry fit system across saddles, grips, insoles, shoes) that competes head-on with SQlab's measurement-based fit philosophy at much larger scale and broader product scope.
Emerging players
- Crankbrothers: Crankbrothers designs premium MTB and gravel pedals, wheels, and components with distinctive engineering, partially overlapping SQlab's pedal line and target rider, but without the full ergonomic measurement system across saddles and grips.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
sqlab-usa social profiles
Digital presencesqlab-usa financial estimates
Financial estimateRevenue estimate
Valuation estimate
sqlab-usa leadership team
Management profileNumber of profiles
sqlab-usa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
sqlab-usa 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 sqlab-usa
What does sqlab-usa do?
SQlab USA designs, manufactures, and sells ergonomic bicycle components and cycling apparel focused on the three contact points between rider and bike: the saddle, the cockpit (grips, handlebars, innerbarends, stems), and the feet (pedals and insoles). The brand is differentiated by a measurement-based fitting system that sizes saddles to sit bone width, grips to hand size, and pedals to foot dimensions, and ships its products directly to consumers via e-commerce and through a global network of trained premium cycling retailers.
Is sqlab-usa a public or private company?
sqlab-usa is a private company. It is classified as corporate owned and is currently operating.
When was sqlab-usa founded?
sqlab-usa was founded in -1.
Where is sqlab-usa based?
sqlab-usa is headquartered in White Salmon, United States, in the North America region.
How does sqlab-usa make money?
Three revenue lines are on record. Hardware Sales - Bike Components are the primary driver. The others are bikewear & Apparel and limited Edition Products.
Who are sqlab-usa's main competitors?
Direct peers on record are Ergon, fi'zi:k (Selle Royal), Brooks England, Selle SMP, ISM (Ideal Saddle Modification) and Castelli. Broad incumbents are Shimano, Rapha and Specialized Bicycle Components. Crankbrothers is listed as an emerging player.
Does sqlab-usa have an API?
No public API is recorded for sqlab-usa.
What industry is sqlab-usa in?
sqlab-usa's product category is Cycling Components. Its primary akta.pro industry code is CRAMAHAB, Bike Parts & Components Retail, with a secondary code of CRAMAHAC, Bike Apparel, Helmets & Protective Gear Retail. Its NAICS code is 336991 and its SIC code is 3751.