Bytagand the publication "Alltricks: the essential e-commerce that reinvents circularity with Troc Vélo"
There are companies that leave their mark on an industry and permanently transform its uses. Alltricks actually uncontestsurely gone. In just over 15 years, this French gem has established itself as the leader in e-commerce for cycling, running and outdoor activities, by reinventing access to equipment with a strong promise: delivering in 24 hours what bike shops sometimes took several weeks to provide.
We spoke with Nicolas Burger, CEO of Alltricks, and Marion Vergnet, Chief of Circularity, to understand how this company, which has become a must-have, continues to innovate and structure the market. Between rapid growth, omnichannel deployment and a strong commitment to the circular economy, Alltricks doesn't just follow trends: it creates them.
By Jean-Francois Tatard – Photos: DR
With a turnover of 240 million euros, a catalogue of more than 200 references, partnerships with the biggest brands and a rapidly expanding network of stores, Alltricks has established itself as the number one omnichannel player on the French market..
During our meeting with Nicolas Burger, CEO of Alltricks, and Marion Vergnet, Chief of Circularity, we delved into the heart of this success story to understand the levers of its rise, its essential role in the world of sport and its growing commitment to the circular economy.
Alltricks : a meteoric rise and DNA focused on innovation
The story of Alltricks is above all that of a visionary: Gary Anssens. In 2008, he identified a major problem in the world of cycling: the difficulty for practitioners to quickly obtain spare parts. His revolutionary idea? To offer an ultra-fast online service, with delivery in 24 hours. Today, this DNA of innovation and customer service is still as present.
Nicolas Burger does not hide the key to his successAlltricks : " Our obsession with customer satisfaction has allowed us to build an unmatched offering and level of service. We have the most beautiful brand catalogue in Europe and a unique omnichannel integration.
Alltricks didn't just dominate digital. The company made a bold strategic choice: opening physical stores. « We will open our 10th store in Montpellier in June 2025, and Rennes will follow in 2026. Our goal is clear: to strengthen the customer experience by combining the best of e-commerce and retail. »
This omnichannel strategy allows Alltricks to offer a seamless experience, with a perfectly integrated customer journey between digital and physical, where other brands, often franchised, struggle to unify their services.
More This rapid growth has required colossal investments, particularly in logistics and technology. A brand new 24 m² warehouse, certified “BREEAM Excellent”, has been built, guaranteeing optimized and responsible order management. At the same time, A team of 50 developers is constantly improving the platform to ensure intuitive navigation and an optimal shopping experience.
The circular economy: a priority for Alltricks with Troc Vélo and the reconPublished
Alltricks doesn't just sell new productsThe company has taken a strong strategic shift towards the circular economy, notably with Troc Vélo, the number 1 platform for buying and selling used bicycles in France.
Marion Vergnet, Chief of Circularity, explains it to us with passion: “ Troc Vélo represents more than 40 million euros in business volume, and thousands of bicycles that are given a second life.
Et Alltricks do not stop there. In addition to the opportunity between individuals, the company has launched into the reconPublished. " We generate more than 3,5 million euros in turnover from the sale of bicycles reconconditioned. Each bike is meticulously refurbished in our workshop and guaranteed for two years. This is a unique offer in France"
This approach not only reduces the environmental impact of the sector, but also offers cyclists a more accessible and reliable alternative to buying a new bike. We want to prove that it is possible to reconcile performance, accessibility and responsibility."
An actor involved in sport and the community
Beyond the sale of bicycles and equipment, Alltricks plays a major role in promoting sport and active lifestyleIn 2024, the company organized more than 70 events – bike rides, running races – and was present at the biggest competitions, from the Ironman to the Étape du Tour and the Roc d'Azur.
Nicolas Burger insists on this mission: “ We don't just sell equipment. We are here to encourage practice, support athletes and create connections. That's our reason for being."
Ambitious prospects for the future
Alltricks does not intend to slow down. With new store openings, an ambition for international growth, and a desire to push the circular economy even further, the company remains true to its philosophy: constantly innovating, always at the service of enthusiasts..
As Nicolas Burger perfectly sums up: “ We have kept the agility and audacity of a start-up, even though we are now a market leader. Our obsession remains the same: to offer the best to athletes, with ever greater simplicity, speed and responsibility.
Alltricks is not just an online sales platform. The company is now a key pillar in the world of cycling, constantly pushing the boundaries of e-commerce while integrating strong values and a forward-looking vision. Thanks to its commitment to innovation, customer satisfaction and the circular economy, it is shaping a new way of consuming and experiencing sport.
Whether you are a passionate cyclist or an amateur looking for your first bike, there is a good chance that your next purchase will, directly or indirectly, involve Alltricks. And this is no coincidence.
