About Oneway
What started as a small team with big ambitions has grown into an organisation with more than 70 colleagues. From our headquarters in the Netherlands and a satellite office in the United Kingdom, we support dealers across the Benelux, the United Kingdom and Ireland.
We work with more than 2,000 bike shops and focus on building long-term partnerships. With short lines of communication, clear agreements and a committed team, we provide a stable and professional foundation our partners can rely on.
Passion for cycling at the core
At Oneway Bike, everything revolves around cycling. We are the distributor of the German bike brand CUBE in the Netherlands, the United Kingdom and Ireland. In addition, we offer a range of premium component and accessory brands, including Lezyne, SQlab and Newmen. All products are shipped directly from stock from our 10,500 m² warehouse in Rotterdam.
We also operate efficiently beyond the Netherlands, working closely with our local teams. Alongside the distribution of established brands such as CUBE and Lezyne, we continue to develop smaller brands, which keeps our organisation dynamic and forward-looking. With our growth in recent years, experience and new talent come together under one roof.
Sustainability
For us, sustainability is not a side project, but a natural part of how we operate. As a company within the cycling industry, we take responsibility for building a future-proof organisation.
Our building has achieved the highest possible energy rating, A+++++. We continue to invest in logistics processes that reduce plastic use and encourage the reuse of materials wherever possible. Our goal is clear: working towards zero emissions by 2030.
In doing so, we contribute to a healthier industry and a more sustainable future for cycling.
Everything for cyclists, delivered quickly from stock
Over the years, our logistics department has evolved significantly. Today, we use modern systems and technologies to keep processes efficient and reliable. Take a look inside our warehouse and see how we work.
Oneway’s journey
25 years of experience in the cycling industry
2000
Start of a new era
The story begins with Lennard van Winden from the south of the Netherlands. From an early age, he was driven by an interest in building something of his own. As he grew older, that ambition developed into a clear focus on entrepreneurship and creating opportunities. It could easily have taken him in a very different direction, but at the right moment he came across a new German bike brand: CUBE.
Founded in 1993 by Marcus Pürner, CUBE quickly gained recognition for its innovative designs, high quality and strong price-to-performance ratio. A brand focused on performance, reliability and bikes for a wide audience.
After meeting Marcus, Lennard decided to take the next step. At the start of the new millennium, he founded Oneway Bike Industry with a clear goal: to introduce CUBE to the Dutch market and grow the brand together with local bike shops.
2000
A van full of packages
From day one, things moved quickly. With a team of three, everyone stepped in wherever needed.
A van full of packages would head to the post office once a week. The sales representative also supported logistics and answered calls from dealers. Short lines, plenty of energy and a clear ambition defined this early stage.
The number of dealers grew rapidly. CUBE was well received in stores and quickly found its way to consumers. After a successful appearance at Bike MOTION Benelux in 2000, the network of premium CUBE dealers continued to expand.
2002
Moving to Stolwijk
German precision and a hands-on Dutch mentality proved to be a strong combination. As demand increased, the first office quickly became too small. Within a year, the move to a larger location in Stolwijk followed. The move didn’t take long. A small van filled with paperwork and office phones was relocated in just one morning, alongside the regular work.
2006
Time for growth
The team continued to grow, and Oneway moved to Nieuwerkerk aan den IJssel. Here, the first dedicated warehouse was set up. The demo van and caravan became familiar sights at cycling events across the country.
2006
CUBE to the United Kingdom
An important milestone: CUBE was introduced to the UK market. Demand increased rapidly, leading to the development of a strong dealer network.
2009
CUBE arrives in Ireland
The brand also gained traction in Ireland. The first bikes were delivered, and popularity grew quickly. Today, there are more than 600 retail points across the UK and Ireland.
2010
Moving to a 3,000 m² warehouse
As the brand portfolio expanded, Oneway Distribution was established. Alongside bikes, components and accessories became an important part of the business.
At the same time, the company moved to a larger warehouse of 3,000 m² on the outskirts of Rotterdam.
2015
Indoor cycling track at BikeMotion
In 2015, Oneway and CUBE created a complete indoor cycling track at BikeMotion in Utrecht. The concept proved to be a great success.
2017
1 million orders processed!
In 2017, Oneway reached the milestone of one million orders processed. By then, the company was serving the entire bicycle industry with a broad portfolio of brands for both bikes and accessories.
2021
Merger of Oneway Bike Industry and Oneway Distribution + move to Rotterdam
Oneway Bike Industry and Oneway Distribution continued under one name: Oneway Bike Industry. In the same year, the company moved to a modern facility in Rotterdam, offering 12,000 m² of office and warehouse space.
2025
Recognition through awards
Over the years, several products within our portfolio have received awards. A clear recognition of the quality and innovation behind our brands, and an added advantage for dealers working with proven products.
TODAY
Ready for the future
Oneway has grown into a full-service distributor with a broad portfolio, a modern warehouse and a dedicated team. From Rotterdam, we support dealers across the Netherlands, the United Kingdom, Ireland, Belgium and Luxembourg. With the same energy as in 2000, we continue to move forward and build on the future of the bicycle industry.