Lyndal Bailey and Adam Townsend, professional bike mechanics who also worked in customer service for an online bike retailer, kept hearing the same question, “Will this part fit my bike?”. That is when they became determined to find a solution. They designed a software platform to take the guesswork out of searching for compatible bike parts.
“We watched riders struggle, and we watched the impact that had on the business,” says Lyndal Bailey, co-founder of Bike Matrix. “We thought there had to be a better way.”
From brake pads to global solution
The initial version of the product, launched in November 2023 as a Shopify App, focused on just one category: brake pads for 25 bike brands. It didn’t take long however, to prove to the bike industry that the concept worked. And soon, demand for it grew. The system now includes over 100,000 detailed components and supports 70,000 bikes. It spans 16 product categories, including cranksets, wheels, cassettes, headsets, bottom brackets, and more.
The magic lies in the software’s backend. Working closely with third co-founder, Adam Barnes, with over 20 years of software development experience, the team translated mechanical knowledge into complex computer logic. Every component is assessed across dozens of attributes. For example, cranksets are undergoing up to 56 checks against 11 other parts. “It’s not just about showing people what fits,” says Bailey. “Equally important is telling them what doesn’t fit. That alone can prevent mis-orders, wasted time, and poor customer experiences.”
The platform is designed to integrate directly into the retailer’s website or POS system. This way, it gives consumers and shop staff a seamless interface to check compatibility in seconds. Online retailers like Gravity Cartel and Pyora Varikko in Finland have even begun using it in-house to reduce service inquiries and support in-store staff.
Empowering an industry
In an industry that’s moving at an ever-increasing pace of innovation, Bike Matrix offers a counterbalance. The platform offers the flexibility and independence to choose what works best for your customer and their bike, whilst adhering to the rules that govern compatibility. It supports proprietary systems like SRAM’s transmission but also recognises the legitimacy of reputable aftermarket parts from brands like KMC.
According to Adam Townsend, co-founder and logic architect behind the platform, “What we’ve built isn’t just a tool, it’s an enabler. It empowers both riders and mechanics by demystifying compatibility and making service, repairs and upgrades more accessible.”
In other words, the backend is an inventory of bikes and parts, identified using universal barcodes and manufacturer part numbers. And then the frontend is designed to seamlessly integrate into websites and other software with the bike selector plug-in. Its user-friendly design allows people to narrow down their bike by brand, model, year, and even size. Then they get specific part results without needing to navigate away from the store to do independent research. This increases buyer confidence.
The system gives users the confidence to explore, upgrade, and personalise their ride without the confusion or restriction of replacing like-for-like. The platform offers a solution for everyone, from beginner riders to junior mechanics, especially those new to the industry. “We designed the interface so even a family could sit on the couch and work through it together,” adds Bailey. “This is about removing intimidation barriers and making sure you don’t need to talk the talk just to fix your bike.”
A virtual workshop for the future
In May 2025, Bike Matrix launched a major update which included a "virtual workshop" that allows users to update their bike's digital record as they replace components. In the near future, it will also connect to Digital Product Passports. This means that riders and shop staff will be able to scan a QR code on the frame in order to access a centralised digital history of the bike. They will see all of its components, service records, upgrades, and more. It’s a future where buying parts and insurance, servicing, and resale are all streamlined through a digital record. And that record is portable across multiple platforms.
“We’re talking about bikes with lifelines and digital identities that travel with them,” Bailey explains. “It will change how people interact with their bikes and with the industry.”
As the team prepares for Eurobike, their focus is on spreading awareness. They are attracting more component and bike brands to contribute data for free, and expanding their international reach. “We’re not just solving a pain point,” says Bailey. “We’re redefining how the entire bike industry can operate.”
This article is sponsored by Bike Matrix.
