As bike subscriptions continue to transform urban mobility, an increasing number of manufacturers, retailers, and startups are entering the space — or considering it. The model is no longer a curiosity; it’s a serious, scalable approach to recurring revenue, customer lifetime value, and circular asset strategies.

From manufacturers like Riese & Müller and Brompton embedding subscription pilots into their core offering, to dedicated subscription-first platforms like Swapfiets and Dance scaling across Europe, this business model has proven its versatility. It now spans traditional city bikes, high-spec e-bikes, cargo bikes for families, and even fully managed fleets for B2B last-mile delivery.

For any company planning to offer bikes as a service — or simply benchmarking best practices — understanding who the current leaders are, how they position themselves, and the nuances of their offerings is essential. This article provides a structured overview of top players worldwide, categorised by region, highlighting their value propositions, pricing, bike types, scale, and foundational business models.

Follow this guide for deeper insights on What is a bike subscription? How does it work, and why have manufacturers and retailers adopted this model?

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Here are some of the leading bike subscription brands. 

Swapfiets (Netherlands)

• Founded: 2014 by Richard Burger, Dirk de Bruijn & Martijn Obers (students at Delft University)
  
• Headquarters: Delft, Netherlands
  
• Type: Subscription-first platform (no retail bike sales)
  
• Bikes offered: Standard city bikes, e-bikes, and e-cargo bikes
  
• Price range: ~€19/month for classic bikes to ~€75/month for e-bikes (including maintenance & theft service)
  
• Scale: 260,000+ active subscriptions across the Netherlands, Germany, Belgium, France, Denmark, and the UK
  
• Value proposition: “Always a working bike.” Known for its 12-hour swap guarantee if anything breaks, with insurance & all maintenance included. Their iconic blue front tire has become synonymous with reliability and zero-hassle urban cycling.

Lease a Bike (Netherlands/Germany)

• Founded: 2015 (part of Pon Holdings)
  
• Type: Corporate bike leasing platform for employers (B2B2C)
  
• Bikes offered: Any bike from partnered retailers (city, e-bike, cargo, mountain, gravel)
  
• Pricing: Monthly salary sacrifice, structured around tax-efficient leasing
  
• Scale: Partners with over 6,000 bike shops across Europe
  
• Value proposition: Makes it seamless for companies to offer bike leasing as a benefit, with all insurance, service and tax paperwork managed digitally.

Dance (Germany)

• Founded: 2020 by Eric Quidenus-Wahlforss, Alexander Ljung & Christian Springub (SoundCloud founders)
  
• Headquarters: Berlin, Germany
  
• Type: Subscription-first platform, direct to consumer
  
• Bikes offered: Premium connected e-bikes
  
• Price range: ~€59–€89/month depending on model & city
  
• Scale: Rapid expansion from Berlin into other major European cities
  
• Value proposition: A sleek, urban e-bike experience with a “concierge” level of service — including theft replacement, repairs on demand, and an integrated app. Targets professionals looking for an upgrade from shared micromobility.
  
  

Bikeleasing.de (Germany)

• Founded: 2015 by Marcel Peda & Timo Schwickert
  
• Headquarters: Uslar, Germany
  
• Type: B2B employer leasing specialist
  
• Bikes offered: Full range through thousands of partner shops (focus on e-bikes & trekking)
  
• Pricing: Salary sacrifice leasing over ~36 months
  
• Scale: Serves thousands of companies across Germany & Austria
  
• Value proposition: Tax-optimised bike leasing for employees, covering maintenance and insurance, simplifying Dienstrad (company bike) management for employers

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JobRad (Germany)

• Founded: 2008 (bike leasing started 2012) by Ulrich & Sandra Prediger
  
• Type: Pioneer of company bike leasing (B2B2C)
  
• Scale: ~1.5 million bikes leased via employers
  
• Value proposition: Transformed German corporate mobility by integrating bikes into compensation packages, encouraging both health & CO2 reduction.
  
  

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Bike Club UK, Germany, & Belgium operations

• Founded: 2016 by Alexandra Rico-Lloyd & James Symes
  
• Type: Subscription-first, primarily kids’ bikes
  
• Bikes offered: Balance bikes, pedal bikes, e-bikes for teens
  
• Pricing: ~£4–£15/month depending on model
  
• Scale: ~50,000 active subscriptions in the UK & now expanding to Belgium
  
• Value proposition: “The Netflix for kids’ bikes.” Parents pay monthly, swap sizes as children grow, with maintenance and replacement included.

Nearbyk Germany

• Founded: Vonovia is Germany’s largest residential real estate group; Nearbyk was rolled out in select housing areas around 2024.
• Type: Hyper-local e-bike subscription service, offered to residents.
• Bikes offered: Primarily e-bikes for everyday use.
• Pricing: ~€49/month with full service and insurance.
• Value proposition: Encourages micromobility in dense residential estates, positioning e-bikes as an amenity like parking or laundry.

Loopz (Belgium)

• Founded: Early 2020s (emerged visibly by 2024).
• Type: Kids’ bike subscription platform working with local Brussels bike shops.
• Pricing: Starting ~€6.99/month.
  
• Value proposition: Like a localized Bike Club; helps parents in Belgium keep children on the right-size bike without large purchases. Reports zero churn among early adopters — a testament to strong local loyalty.

Decathlon (Europe)

• Type: Large sporting goods retailer entering subscriptions
  
• Bikes offered: Kids’ bikes, adult city bikes, e-bikes
  
• Pricing: As low as ~€5/month for children’s bikes under pilot programs; ~€25–€50/month for adult/e-bikes
  
• Value proposition: Using subscriptions to build lifetime relationships, capture repeat customers, and support circular ambitions by refurbishing returned bikes.
  
  

Cyclis & o2o

• Cyclis: Founded 2014, now part of JobRad Group, helps Belgian employers roll out bike leasing with full tax optimization & service.
  
• o2o: Founded 2016 in Ghent, platform to help Belgian firms set up and manage corporate bike fleets.
  
  

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Buzzbike (UK)

• Founded: 2016 by Tom Leathes & Andy Best
  
• Type: Subscription-first
  
• Bikes offered: Urban city bikes, targeted at commuters
  
• Pricing: ~£30–£40/month with insurance, servicing, theft replacement
  
• Value proposition: Helps city workers cycle without ownership hassle. Partners with employers to offer as a benefit.
  
  

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Brompton Subscription (UK)

• Founded: 2020 pilot by Brompton (manufacturer founded 1975)
  
• Type: Manufacturer offering direct subscription
  
• Bikes offered: Brompton folding bikes
  
• Pricing: ~£30–£42/month
  
• Value proposition: Democratises access to premium folding bikes, broadens market to those hesitant to pay ~£1,200 upfront.
  
  

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Donkey Republic (Denmark)

• Founded: 2014 by Erdem Ovacik & Kristian Ahrensbach
  
• Type: Originally sharing, now hybrid with long-term subscriptions
  
• Bikes offered: City bikes, e-bikes
  
• Pricing: from ~€19/month
  
• Value proposition: Mix of flexibility (dockless sharing) with the certainty of personal monthly bike. Strong data platform.
  
  

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MIOO (Sweden)

• Founded: 2019 in Stockholm
  
• Type: Maintenance subscription overlay
  
• Bikes offered: Service your existing bike, or work alongside other subscriptions
  
• Pricing: ~SEK 99–299/month depending on service level
  
• Value proposition: Optimises the lifetime of owned or leased bikes by guaranteeing maintenance anywhere, anytime — crucial for the circular model.

Sirqel (Norway)

• Founded: Oslo-based, active by ~2024.
  
• Type: Subscription platform primarily for e-bikes and kids’ bikes.
  
• Pricing: Starts with 3-month minimums, then flexible.
  
• Value proposition: Tailors subscriptions to families in the Oslo region, with full maintenance and doorstep service, positioning itself as a hyper-local alternative to larger Nordic shared systems.
  
  

Revolv Bikes  (Switzerland) 

• Founded: Early 2020s, Geneva area.
  
• Type: Kids’ bike subscription, offering both new and refurbished models.
  
• Pricing: From ~CHF 8/month.
  
• Value proposition: Helps parents in Switzerland access premium kids’ bikes affordably, while also supporting circular reuse through reconditioned models.
  
  

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bFlex (Greece)

• Founded: 2024 (Athens).
  
• Type: Greece’s first dedicated mobility subscription platform.
  
• Bikes offered: Primarily e-bikes for commuters, plus small e-mobility vehicles.
  
• Pricing: Flexible monthly terms, cancel anytime.
  
• Value proposition: Fills a major gap in Greek micromobility, offering an all-in-one subscription with repairs guaranteed in 24 hours — positioning itself explicitly as “green mobility as a service.”
  
  

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Rent a Bike

• Founded: ~2003 (shifted long-term programs in late 2010s)
  
• Type: Touristic operator now also serving long-term rentals
  
• Bikes offered: E-bikes, MTBs, city
  
• Value proposition: Taps local Swiss communities’ preference for quality & regional service with multi-month programs supporting local mobility goals.
  
  

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Zoomo (Australia/USA/UK/EU)

• Founded: 2017 by Mina Nada & Michael Johnson in Sydney
  
• Type: Subscription-first, B2B/B2C focus on delivery e-bikes
  
• Pricing: ~$49–$149/month depending on region & package
  
• Value proposition: “E-bikes for gig workers.” Tailored to delivery with battery swaps, maintenance, theft tracking — now also targeting commuter fleets.
  
  

Lug+Carrie (Australia) / Wombi (USA)

• Founded: 2019 (AU), 2023 (US offshoot)
  
• Bikes offered: Tern cargo e-bikes
  
• Pricing: ~$115–$150/month
  
• Value proposition: Family-first cargo solutions. Leverages Tern’s build quality to create stress-free urban logistics for parents & small businesses.
  
  

Zygg (Canada)

• Founded: 2020
  
• Type: Subscription-first e-bike platform
  
• Value proposition: Making e-bike ownership hassle-free in dense urban North America, mirroring Swapfiets but focused on electric.

Ubike (Belgium)

• Founded: Belgium, ~2022.
  
• Type: Corporate bike leasing (B2B).
  
• Bikes offered: Range of commuter and e-bikes.
  
• Pricing: Structured around salary deduction and tax savings, typically showing ~€31/month savings.
  
• Value proposition: Enables Belgian employers to seamlessly integrate bike leasing as an employee benefit, handling tax paperwork and maintenance.

Ollo GmbH (Germany)

• Founded: Berlin, ~2023.
  
• Type: Kids’ bike subscription (B2C).
  
• Bikes offered: Children’s pedal bikes.
  
• Pricing: Monthly cancellable, priced to compete with single-purchase models.
  
• Value proposition: Emphasises sustainable parenting — reducing waste from constant bike up-sizing.

Clover (Spain)

• Founded: Valencia, ~2023.
  
• Type: E-bike subscription (B2C/B2B hybrid).
  
• Bikes offered: Foldables, cargo, commuter e-bikes with battery-as-a-service.
  
• Pricing: From ~€65/month.
  
• Value proposition: Popular with freelancers and small businesses needing last-mile flexibility, offers structured upgrades and battery swaps.

Wuva (UK)

• Founded: London, ~2024.
  
• Type: B2C subscription platform specializing in kids’ bikes, scooters, and even prams.
  
• Pricing: From ~£9/month for scooters, bikes slightly higher.
  
• Value proposition: Hyper-flexible swaps as kids grow or change preferences, positioning itself at the intersection of micro-mobility and parenting.
  
  

StayRenta (Sweden)

• Founded: Stockholm, ~2023.
  
• Type: Student-focused subscription covering furniture and bicycles.
  
• Pricing: From ~57 SEK/month for base items.
  
• Value proposition: Reduces hassle for international students moving to Stockholm, bundling daily essentials like bikes into a single subscription.
  
  

Jonna (Finland/Sweden)

• Founded: Helsinki/Stockholm operations, ~2024.
  
• Type: Quality bike subscription service.
  
• Pricing: From ~299 SEK/month, includes regular servicing.
  
• Value proposition: Focus on longer-lasting, premium bikes with guaranteed hassle-free ownership.
  
  

The global rise of bike subscriptions and long-term leasing is more than just a fleeting trend — it’s a structural shift in how value is created and delivered in the bicycle industry.

From Amsterdam’s Swapfiets and Berlin’s Dance to Geneva’s Revolv, Athens’ bFlex, and even hyper-local programs like Nearbyk in German housing estates, we see a clear pattern:

• Customers no longer want to simply own a bike. They want reliable, affordable, hassle-free mobility that keeps pace with their life, whether that means swapping sizes for a growing child, upgrading batteries for a food delivery business, or commuting worry-free with insurance and maintenance included.
  
  

Meanwhile, for manufacturers and retailers, this shift unlocks entirely new business models:

• Predictable, recurring revenue replaces volatile seasonal sales.
  
  
• Customer relationships extend far beyond a single purchase, deepening brand loyalty.
  
  
• And by keeping control of the asset, companies can operate more circularly — refurbishing, redeploying, and extracting maximum lifetime value from every bike.
  
  

It’s telling that even among more than 200 companies globally, only about 40 today have fully embraced subscription or long-term leasing. That leaves enormous room for innovation, partnerships, and regional expansion.

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The opportunity ahead

he opportunity ahead

As more cities invest in bike lanes, as climate policies intensify, and as digital platforms make asset management and billing seamless, the market for bike subscriptions is set to grow exponentially. It’s no longer a question of if this model will become mainstream, but how quickly brands can adapt to meet demand.

For any business in the bike ecosystem — whether you’re a manufacturer exploring direct subscriptions, a retailer adding bundled maintenance packages, or a fleet operator designing new B2B leasing offers — this landscape map isn’t just a who’s who. It’s a blueprint for where the industry is heading, and a call to action to start building services that deliver on what customers truly want: guaranteed, effortless mobility.

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