Dragons' Den Cycling Products Over the Years

Dragons' Den Cycling Products Over the Years

Over the years, Dragons' Den has seen a number of cycling brands take the stage. Cycling is a 5.4 billion pound industry in the UK, four times that of the fishing industry. Twenty-nineteen saw a huge boom in demand for cycling gear, and as we move towards greener targets, this is only set to rise. Let's take a look at some of the cycling pitches that have entered the Dragons' Den over the years...


In September 2011, Simon Booth of Kiddimoto, pitched his ideas to the Dragons. Simon secured a 75k investment from Hilary Devey and Duncan Bannatyne, for 30% equity. Kiddimoto is the UK’s original bike balance company, born in Simon’s flat in Somerset in 2003, and is now a globally recognised brand. The superbike inspired kid’s aid won the Queen’s Award for International Trade in 2015 and was placed on the shelves of Hamleys, ‘The World's Finest Toy Shop’, just 3 years after inception.

kiddimoto suzuki balance bike for kids


From 2017, featured cycling brands focussed on road visibility and bettering performance. In January 2017, Agostino Stilli and Luca Amaduzzi walked away with a 45k investment from Nick Jenkins, for 12.5% equity. Their company, CYCL, created WingLights; indicators that fit onto bicycle and e-scooter handlebars. Today they have sold over half a million units and are being sold all over the world. 

CYCL winglights handlebar lights for bikes and scooters

Brighter Bikes

Similar to WingLights, Steven Ranson of Brighter Bikes secured a 90k investment from Deborah Meaden and Peter Jones, for 25% equity in November 2018. Brighter Bikes incorporate indicators into helmets, seat posts and backpacks and are a unique solution to increase visibility on the road. They currently have a ‘Coming in 2022’ button on their website, so watch this space for more bright ideas.

Brighter Bikes indicator lights for helmet

Turbo Rocks 

Turbo Rocks is the latest cycling accessory to enter the Den. On the 17th Feb 2022, Steven Murr successfully left the Den with £80,000 from Sara Davies and Touker Suleyman, for 40% equity. Turbo Rocks is the number one selling rocker plate, hand-built to order in the UK. The rocker plate allows you to practice cycling in the comfort of your own home, on your own bike, giving a more realistic riding experience than an exercise bike. With a range of rocker plates to choose from, some even with Peloton compatibility, there really is something for everyone.

turbo rocks peloton cycling indoors using own bike


We appeared on Dragons' Den on the 1st of September, 2019, showcasing our Rehook Original. After 5 offers from the Dragons, we decided to accept Deborah Meaden’s offer of 50k, for 25% equity. Three years later, we have a great range of cycling tools and accessories; we couldn’t have done it without Dragons' Den and are extremely grateful for the journey and for Deborah’s expertise. 

rehook cycling tools mudguard puncture repair bike pump

To explore our Dragons' Den journey, head to our Dragons' Den page


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