Bike club case study

The operational strategy behind Bike Club Germany's Subscription Success.

After success in UK, Bike Club expanded to Germany. But what did they do on the ground & as strategy to ensure smooth operations & business success?
Read the story

The Overview of Bike Club Germany.

The Customer.

In 2022, Bike Club expanded to Germany to bring their proven kids’ bike subscription model to a new market.

The Challenge.

Entering a new market meant more than replicating what worked in the UK. The processes had to be adapted to the needs of customers in Germany and Austria and, at the same time, designed in such a way that they could be scaled and managed by a small team to localise customer experience whilst building core operational processes to manage subscriptions and the circular product journey of Bike Club’s fleet.

The Solution.

From the start, Bike Club Germany partnered with circuly. circuly powers Bike Club across  customer-facing and internal workflows — from recurring payments and swap automations to return coordination and renewal management. circuly gives the Bike Club team the flexibility to adapt and refine their model without needing to build their own system.

The Benefit.

With circuly, Bike Club Germany can scale their operations. Processes are automated, data is centralised, and the team can manage subscriptions, identify issues, and respond quickly — all from a single platform. The result: smooth internal workflows and a customer experience that stays consistent, even as the business grows.

How circuly enables Bike Club at every step.

"circuly made it easy for us to expand into Germany as our first market. Their platform enabled a fast and resource-efficient launch, allowing us to focus on customer acquisition and validating product–market fit."
Franz Niebler
Digitial Operations Manager

Bike Club's business model: The pillars behind their operational success.

Bike Club’s business model is simple: families subscribe to a bike and swap it for a larger size as their child grows.

But to enable and maintain that simplicity, Bike Club Germany has built a highly strategic operational system, centred on key pillars like:

  • Bike swaps or upgrades
  • Refurbishment & repair
  • Community building
  • Customer experience
  • Operational systems

While the Bike Club experience feels simple for families, it’s built on a deeply intentional foundation. Every aspect of the process — from flexible swaps and pre-built bikes to easy setup instructions and clear communication — is designed to make life easier for parents and more joyful for kids.

"Most of our new customers are coming from word of mouth, which is great."
Franz Niebler
Digitial Operations Manager

Launching a Circular Business Model.

Bike Club's Success Story.
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