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MIOO: The Operating System for Cycling
How a 48-person Swedish startup is quietly building the 'Tesla app' for everyday bike ownership
While everyone chases the next e-bike hardware unicorn, MIOO is building the software layer that makes owning a bike actually work. They're not selling bikes—they're selling the end of friction.
"MIOO isn't competing with bike shops—they're making them irrelevant by owning the entire post-purchase lifecycle."
The Ownership Problem
The average cyclist owns 2.3 bikes but only rides 1. Why? Maintenance headaches, stolen bikes, and zero digital infrastructure. MIOO's 4,960 monthly visitors aren't window shoppers—they're owners looking for a solution. The 37% direct traffic proves they're building a habit, not just a website.
The 'Bikester' Trojan Horse
MIOO's SEO strategy reveals their playbook. They rank for 'bikester' (4,090 monthly searches) and 'cykelservice' (150)—terms that signal intent to maintain, not just buy. They're capturing users at the moment of pain (flat tires, service needs) and converting them into an ecosystem. This is how you win without spending millions on brand awareness.
The founder Tomas Grönqvist understands that bike ownership is a service problem, not a product problem. With 48 employees and $9.6M in revenue, they're operating at ~$200K revenue per employee—solid efficiency for a consumer app. The tech stack (jQuery, Tailwind, Cloudflare) is pragmatic, not flashy—they're shipping, not showboating.
- From purchase to maintenance: They're building a full lifecycle platform, not a transactional marketplace
- Community-driven content: 'How to reinflate a flat tube' ranks because they answer real questions, not pitch products
- B2B pipeline: Peter Edlund's B2B project manager role signals they're white-labeling this for retailers
- Social moat: Active Twitter, YouTube, and LinkedIn presence builds trust in a trust-starved category
The Silent Category King
MIOO is playing the long game: own the software layer, become the OS for cycling, and make every other bike app feel like a feature. With 48 people and $9.6M, they're just getting started.
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MIOO – the all in all app for your bicycle
From purchase to maintenance, we streamline bike ownership. Making everyday cycling accessible for all.
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About mioo.cc
From purchase to maintenance, we streamline bike ownership. Making everyday cycling accessible for all.
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mioo.cc uses 18 technologies across their website including Font Awesome, PHP, WordPress, and more.
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mioo.cc receives approximately 5.0K monthly visitors and ranks #3,786,412 globally. The website has a bounce rate of 33% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 0:20 on the site.
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