Accell Group and RevelX partnered to develop an inspiring vision and strategy that aims to develop Accell Group into a more focused consumer-centric organization in the bike industry and to accelerate growth.


Accell Group is a leading international player in bikes and parts & accessories. Accell Group is market leader in many countries with brands like (among others) Batavus, Sparta, Koga, Winora, Haibike, Lapierre, Ghost, Diamondback and Raleigh and the clear industry leader and innovator in E-bikes.


Accell Group has traditionally grown successfully with acquisitions. However, competitive intensity in the biking industry is rapidly increasing. Accell Group wanted to develop a strategy that enables them to be even more successful as a group in responding to the many external challenges, like the emergence of online retail channels, price competition by new entrants, urban mobility, connected bikes and supply chain simplification.