Alltricks: the e-commerce essential reinventing circularity with Troc Vélo

Some companies leave their mark on an industry and permanently transform practices. Alltricks is undeniably one of them. In just over 15 years, this French gem has established itself as the leader in e-commerce for cycling, running, and outdoor sports, reinventing access to equipment with a strong promise: to deliver 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 now essential company 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.

The Alltricks teams are made up of active cyclists, who also help with product development.

With a turnover of 240 million euros, a catalog of over 200,000 references, partnerships with the biggest brands, and a rapidly expanding network of stores, Alltricks has established itself as the number one omnichannel player in 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 drivers of its ascent, its essential role in the world of sport, and its growing commitment to the circular economy.

Alltricks: rapid ascent and an innovative DNA

The story of Alltricks is first and foremost that of a visionary: Gary Anssens. In 2008, he identified a major problem in the cycling world: the difficulty for riders to quickly obtain spare parts. His revolutionary idea? To offer an ultra-fast online service, with 24-hour delivery. Today, this DNA of innovation and customer service is still as present as ever.

Nicolas Burger doesn’t hide the key to Alltricks‘ success: “Our obsession with customer satisfaction has allowed us to build an unparalleled offering and level of service. We have the best brand catalog in Europe and unique omnichannel integration.”

With physical stores, Alltricks aims to satisfy its customers even in the services offered.

Alltricks didn’t just dominate the digital space. The company made a bold strategic choice: to open physical stores. “We will open our 10th store in Montpellier in June 2025, and Rennes will follow in 2026. Our objective is clear: to enhance 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.

But this rapid growth required colossal investments, particularly in logistics and technology. A brand new 24,000 m² warehouse, certified “BREEAM Excellent,” was built, ensuring optimized and responsible order management. In parallel, a team of 50 developers constantly improves the platform to guarantee intuitive navigation and an optimal shopping experience.

The circular economy: a priority for Alltricks with Troc Vélo and refurbished products

Alltricks doesn’t just sell new products. The company has made a strong strategic shift towards the circular economy, notably with Troc Vélo, the number 1 platform for buying and selling used bikes in France.

Marion Vergnet, Chief of Circularity, explains it to us with passion: “Troc Vélo represents over 40 million euros in business volume, and thousands of bikes finding a second life.”

And Alltricks doesn’t stop there. In addition to peer-to-peer second-hand sales, the company has ventured into refurbished products. “We generate over 3.5 million euros in turnover from the sale of refurbished bikes. Each bike is meticulously restored in our workshop and guaranteed for two years. It’s a unique offering in France.”

Refurbished bikes: another example of the circular economy implemented by the brand.

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’s possible to reconcile performance, accessibility, and responsibility.”

A player committed to sport and the community

Beyond selling bikes and equipment, Alltricks plays a major role in promoting sport and an active lifestyle. In 2024, the company organized over 70 events – bike rides, running races – and was present at the biggest competitions, from Ironman to the Étape du Tour (sportive) and Roc d’Azur.

Nicolas Burger emphasizes this mission: “We don’t just sell equipment. We are here to encourage participation, support athletes, and create connections. That is our raison d’être.”

Ambitious prospects for the future

Alltricks has no intention of slowing 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: continuous innovation, always serving enthusiasts.

As Nicolas Burger perfectly summarizes: “We have maintained the agility and boldness of a start-up, even while being a market leader today. Our obsession remains the same: to offer the best to athletes, with ever more simplicity, speed, and responsibility.”

Alltricks is not just a simple online sales platform. The company is now an essential pillar of the cycling world, 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, it is highly likely that your next purchase will, directly or indirectly, involve Alltricks. And that’s no coincidence.

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