Founded in 2018, SBR as a company strives to honor and support the growing cycling culture in Indonesia. Through long-term thinking, customer focus, and passion for excellence, we succeeded in achieving outstanding growth over the years. From our humble beginning, we now have an accumulation of more than 20 stores spread over 30 cities in Indonesia, and 2 online brands, Bike Center and Cyclopedia.id. To add to that, we have obtained a diverse portfolio of leading brands, parts, apparel, and other cycling types of equipment. SBR is currently headquartered in Jalan Menteng Raya No.20A, Jurang Mangu Barat, South Tangerang City, with more than 200 employees working hand in hand to support the advancement of SBR.

MISION

Inspire our costumer by bringing the best brands and products in Indonesia. Delivering the best customers service by educating our partners and employees.

RIDERS ARE THE KING

When riders buy our Products, we want to make them feel like they belong to the brand. We don’t want them to feel like a stranger when visiting our store. So the customers service is the key. We always greet our customers, talk about their cycling life, and finally what they need. “don’t be a feature person” means always Telling about the product from the moment customers came to our store. Internet always wins when describing product feature. But, be the person who can share some stories about their cycling life. From that, the customer slowly will tell what they need, and then we provide their need.