98. Apex Rides

Company: Apex Rides

Founders: Simon Cook and Charlie Lucas

Website: https://apexrides.com/

Business: Indoor bike concept with a fresh and egonomic design


About Apex Rides

Apex is the newest and most inclusive indoor bike concept to hit the UK market. With its uniquely fresh and ergonomic design, state-of-the-art technology and gamified software, the Apex bike is the only premium product of its type with a clear aesthetic focus and a more accessible price point. Apex sells d2c via apexrides.com and has a retail partnership with John Lewis.

In its first year of trading:

• >2,000 bikes in customer homes with >3,000 active profiles in use on the app
• Produced >750 classes to date with > 110,000 rides taken
• 2.6 average weekly rides per user – engagement and activity is best in class vs competitors
• Fantastic PR and independent reviews; mentioned in the likes of Vogue, Metro, The Times – and notably rated ‘Best Overall’ by the Independent’s Indy Best Buy
• TV ad campaign currently live on Sky


apex rides bike


As well as its core spin-class proposition, Apex is diversifying their content further to appeal to an even broader spectrum of customer, by adding off-the-bike strength and mobility classes, mind-fitness classes, pre- and post-natal classes, and Apex Sessions, which they’ve teamed up with Universal Music UK for.

Apex is also set to launch their first physical retail unit in Seven Dials before the end of the year, which will be an experiential space where consumers can interact with the brand and instructors. Also coming this year is the launch of the Android-compatible app – opening up their consumer base further having been solely iOS so far.

Apex was founded by Simon Cook and Charlie Lucas, who have backgrounds in startup technology and finance respectively. They launched the business in early 2020 and have raised a total of £4m in seed funding to date.


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