In 2022, Bike Club expanded to Germany to bring their proven kids’ bike subscription model to a new market.
Entering a new market meant more than replicating what worked in the UK. Bike Club Germany needed to design operational processes around core functions like swaps, returns, refurbishments, and payments — in a way that would allow them to scale efficiently without overwhelming their team or resources.
From the start, Bike Club Germany partnered with circuly to run their entire subscription backend. circuly powers the business 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 tools.
With circuly, Bike Club Germany can scale their operations without added complexity. 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.
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The business model of Bike Club is simple - families subscribe to a bike and swap it for a larger size as the child grows.
But to enable and maintain that simplicity, Bike Club Germany has built a highly strategic operational system, centred on three key pillars:
These pillars shape not only Bike Club’s day-to-day operations but also dictates their overall strategy for growth.
