Beeline Connect links riders, independent bike dealers, and bicycle brands through one platform for scheduling, warranty, and fulfillment - so a bike bought online still gets built, fitted, and serviced by someone local.
Every bike sold online eventually needs a human hand - someone to assemble it, adjust the brakes, fit the seat height, or process a warranty claim. Beeline Connect built its business around that unavoidable fact.
The Los Gatos, California company runs a software platform that connects three groups that don't always talk to each other well: riders shopping for bikes, the independent bike shops that service them, and the brands that manufacture them. Instead of a bike brand building its own nationwide service network from scratch, it plugs into Beeline Connect's existing web of dealers.
The platform's core functions are unglamorous by design - scheduling, warranty processing, dealer lookup, delivery coordination - but they solve a problem that direct-to-consumer bike brands run into constantly: selling online is easy, supporting what you sold is not.
Companies like Aventon, Lectric, Pedego, Diamondback, Bulls, Batch, DOST, Niner, and vVolt use Beeline Connect to route their online sales through local dealers for assembly and delivery, rather than shipping a boxed bike straight to a customer's door with no support behind it.
Over 3,300 shops use the platform to pick up service appointments, fulfillment work, and warranty reimbursements generated by brand e-commerce sales - work that would otherwise bypass them entirely.
Direct-to-consumer bicycle sales created an awkward gap: brands wanted the reach of e-commerce, but bikes are not a plug-and-play product. A bike needs a wrench before its first ride. Local shops, meanwhile, risked becoming irrelevant if brands built their own fulfillment and service networks around them. Beeline Connect's answer was to make the dealer part of the online transaction instead of a bystander to it - giving brands a service network without owning one, and giving dealers a stream of business without needing their own e-commerce build-out.
| Product | Function |
|---|---|
| Beeline Connect Schedule | Embeddable online scheduling widget for bike shops to book service appointments. |
| Beeline Connect Fulfillment | The company's original product - full-service order fulfillment from click to local delivery. |
| Dynamic Dealer Locator | Live, continuously updated map of dealer locations and stock, licensed to brand websites. |
| Warranty Management | Claim submission, tracking, and dealer reimbursement, overhauled in 2024. |
| Live Data / Find Nearby | Real-time inventory feed expansion for brand "find a dealer" tools, launched 2025. |
Beeline Connect operates as B2B SaaS. Brands and dealers pay to be on the platform, while dealers also receive fulfillment incentives and affiliate-style compensation for handling assembly, service, and delivery work generated by a brand's online sales. Riders never pay Beeline Connect directly - they interact with its tools through the scheduling widgets and dealer locators embedded on brand and retailer websites.
General-purpose scheduling tools like Acuity or Calendly can book an appointment, and retail point-of-sale platforms like Lightspeed or Ascend can ring up a sale. Neither is built for the specific handoffs a bicycle purchase requires - assembly coordination, warranty routing back to a manufacturer, and a locator that reflects which dealer actually has stock today rather than a static list from last year.
Beeline Connect's differentiation is narrowness: it was built exclusively around the bicycle industry's supply chain, from the brand's warehouse to the rider's driveway, with the local shop kept in the middle of that chain rather than removed from it.
Book appointments but have no concept of warranty routing, dealer inventory, or brand-to-dealer fulfillment incentives.
Manage in-store sales and inventory but aren't built to connect a shop into a brand's national e-commerce fulfillment network.
Purpose-built for the bicycle industry's three-way relationship between rider, dealer, and brand.
Beeline Connect did not start as software. It started as vans - a mobile bicycle repair and assembly service founded in 2013 by Andy Jeffrey and Peter Buhl under the name Beeline Bikes. The company was acquired by Dutch bicycle conglomerate Accell Group in 2018, then sold in 2019 to a Silicon Valley investor group led by Ken Crafford. In February 2020, it rebranded fully as Beeline Connect, dropping the mobile-repair identity to focus on the software business it had been quietly building all along.
Andy Jeffrey and Peter Buhl launch Beeline as a mobile bicycle repair and assembly service.
The Dutch bicycle manufacturer acquires Beeline Bikes.
Accell sells Beeline to a Silicon Valley group led by Ken Crafford of StrataFusion Group.
The company repositions fully as SaaS, connecting riders, retailers, and brands.
Surpasses 2,400 retailers and 50 brands; expands into the Canadian market.
Launches a streamlined warranty submission and reimbursement process for dealers.
Enhances real-time dealer-locator tools for brand partners.
Chief Executive Officer since 2020. Previously co-founder and CTO of Till Mobile. Holds a B.S. in Computer Science from the University of Redlands, with a background in mission-critical web applications, e-commerce, and large-scale B2B integrations.
Co-founded Beeline in 2013. Previously COO of AppCentral and a co-founding partner at BlueRun Ventures, with over two decades of operating and venture-investing experience.
It provides SaaS tools connecting bicycle riders, independent bike shops, and brands for service scheduling, warranty management, dealer location, and order fulfillment.
Andy Jeffrey and Peter Buhl founded the company in 2013 as Beeline Bikes, a mobile repair service that later became the software platform Beeline Connect.
Nick Crafford has served as CEO since 2020, having previously co-founded and served as CTO of Till Mobile.
Over 3,300 independent bicycle retailers and roughly 50 or more bicycle brands.
Los Gatos, California.
Co-founder Peter Buhl discusses building Beeline Bikes into a mobile repair and, later, software company.
A conversation on retail channel strategy in the bicycle industry featuring Beeline's co-founder.