Is Ekio the listening brand in global cycling?
Jean-Christophe: Bucking the trend in the cycling industry since 2008
Before we start to talk about Ekoi, let’s focus on the cycling industry per se. It’s broken and a minor repair will no longer fix the issue. You can pour as much sealant into the punctures as you like – but, unless you start listening to the consumer… really listening, then you are not going to resolve the issues that are facing the industry. A simple tyre change also won’t help. Instead, pressing pause and engaging with the consumer will possibly begin in educating the industry on where the problems lie – and at heart, they’re fundamentally simple. Stop, look, listen, engage and then deliver.
However, whilst all of this has been going on – and indeed, long before it all started – there has been a company based in the south of France, quietly changing the way in which they (and indeed cycling) operates in that important space between consumer, pro cycling and brand. Yes, Ekoi, started by the passionate French cyclist and businessman, Jean Christophe in 2001, has been a burning beacon of hope for the cycling industry, and for kit-hungry cyclists around the world looking for comfort, performance, quality, style and price-point all operating in perfect harmony. Unfortunately, the coordination of those 5 simple elements have been as rare as a rocking horse winning the Prix de d’Arc de Triomphe. Unless of course, you look deeply at Ekoi and begin to break down how Jean Christophe has been thinking and operating his brand for nearly 20 years – which is when he introduced their revolutionary B2C model, in 2008, and began to change the cycle clothing and accessories industry forever, in a visionary and positive way.
Feeding the cycling child within us all
At heart, we are all that small child still inside of us – and Jean Christophe understands this as a cyclist himself. Do you remember, walking to school and stopping by the bike shop window to look at that blue Peugeot, road bike in the window and dreaming of it for Christmas. We still do this today, if we can admit to it – we frequently buy with our eyes. We watch the pro peloton and dream of our own cycling glory as choose our kit: the same helmets, the same sunglasses, jerseys and cycling shoes – and, if possible, the same bikes. We want to ride in groups with our friends, and to form our own team and pelotons.
What stops us in our tracks however is the price point; and why – well, because so many elements are now involved in the process of getting that simple cycling jersey to you. And they are all adding their own slice of the cake – meaning that the price of that jersey is usually beyond reach. Yes, the average cyclist still dreams and wants to wear a great jersey, of the type worn by the leading riders; but they also have to feed their families, and the dog and the cat – and the kids need those new training shoes for school…. and the list of impact factors goes on, whilst the main protagonists within the cycling industry continue to try to sell their over-priced offerings to 5% of the top egos on 2-wheels! Then, when their limiting strategy fails to deliver results, they wonder where it all went wrong. Conversely, Ekoi have always thought differently – which is why they resonate with me and with team here at Pedalnorth.
Delivering with passion creates proactivity
It was in 2008 that Jean Christophe developed and moved the young Ekoi brand forward, with his visionary direct to consumer, web business model and product strategy. It was still the infant days of online and in particular, online sales. However, in its first year of operation it achieved a 50K Euro turnover, with cycling sunglasses being the predominant product at that time. By cutting out the largely unnecessary and oft irrelevant links of distributors, outside marketing, and retail margins, Ekoi were able to design, make, market and sell the products themselves; and through their direct engagement strategy, they could also understand exactly what the cyclist was looking for – rapidly converting this into new product development which met the needs of the kit hungry cycling consumer.
Let’s not forget two critical aspects of those 5 key elements we mentioned earlier: style and price point. As a French company, Ekoi has style within its DNA. It’s as French as red wine and cheese. Personally, wherever I’m travelling to, a Bordeaux is always first choice of wine for me with dinner – nobody does style like the French. Then, price point; as mentioned, Jean Christophe had by 2008 been operating for 7 years and had learnt a lot about the heavy baggage that frequently attaches itself to the cycling industry. And so, he cut it away and developed Ekoi.com as the portal where his infant brand could grow alongside the cycling consumer, producing the products that they actually wanted, at the right price and at the right time. As cycling grew globally, so did Ekoi; by engaging closely with clubs and cyclists and designing and delivering the right products – products that consumers were directly asking them for.
Helmets came on board, then jerseys, bibs and socks, and the cycling clubs of France and elsewhere ate it all up, knowing the performance and quality of the product as they rode against the weather, seeing the ‘Côte blanc des feuilles’ and knowing that their reasonably priced Ekoi cycling jersey would weather the coming storm – and it has, quite literally!
With many in the world tour pro peloton now clothed in Ekoi products – sunglasses, helmets, clothing, cycling shoes – this visionary French brand continues to innovate and excel as they seek new areas and new ways to create the products being asked for by the growing global cycling community. And at their heart, working under the same principles that Jean Christophe laid down, are engineers, artisans, designers, former and current world-leading riders, all working together to create cycling dreams for everyone who feels inspired to ride a bike! Ekoi translated should mean ‘passion’, as it is this that flows outwardly from their base on the Cote D’Azur, and into the cycling clubs and cafes across Europe and beyond – and which has done since those early online days of September 2008, when their story began to emerge within the e-commerce space, way ahead of its time.
Re-inventing the B2C model
Having been active within the grassroots cycling community from their beginnings, Ekoi still operates closely on engagement. It’s that seemingly simple, but often difficult to get right, principle of observation and analysis. If done correctly, it should determine your strategy; and for Ekoi and Jean Christophe, it led in 2010 to a more defined and wholly web-focused approach, where Ekoi would be the B in the B2C model; designing, creating and delivering products based on the continual feedback from consumers, and by that all-important engagement with cyclists, clubs and a growing VIP client list. Aggressive pricing was based around them cutting away unnecessary retail margins, and it supported realistic club discounts and led to product expansion that was based solely on customer demand – a demand that was arrived at through two-way communication, and not meaningless marketing forums.
Add to this, the advent of Ekoi on the World Tour scene, where sunglasses were the first product taken on board on tested by the world’s best cyclists. Those dreaming club riders could now share the same products – as I did myself – as Ekoi catered for every cyclist in the pyramid of hierarchy, not simply the top 5% at the elite end. However, and it is a very big however, so take a breath please…
Ekoi products are engineered and designed in France, and that process involves input and testing by many of the best riders in the world; so that you can be sure when you pull on a Marion Rousse jersey by Ekoi, that Marion would wear it herself – because she does, and she helped to design the full range. No, Ekoi isn’t a lower level of expectation and quality; it’s quite the opposite – it’s the very best in terms of those key elements: comfort, performance, quality, style, all at the right price point.
Innovation & excellence for a brighter future
Talking with Jean Christophe – and Céline Vandenbroucke, their lead on PR, press, pro cycling and partnerships – they tell me about recent developments, alongside plans for the future. In 2025, Ekoi released their own cycling shoe and pedal development – the pW8 – which increases the shoe platform and power transfer opportunities, by re-inventing the contact area between shoe and pedal. Tested by members of the pro peloton, it delivers the performance gains and allows the foot to remain stable in rotation.
They’ve also been hard at work investing in engineering within French manufacturing, talking with cyclists about carbon wheels that were previously out of reach of the average cyclist. These locally assembled high-performance carbon wheels are a result of countless hours of research and testing, drawing on the expertise that already lay within French cycle wheel manufacturing – and included close liaison with their current and former pro peloton riders. In-house testing is important to Jean Christophe, as is having the position as the leading French brand within cycling – which they now are and which has been hard earned.
In-house testing listens and learns and adapts as the product develops, and it ensures that changes match needs; that the end-product is world-class, whilst remaining an affordable purchase for the majority, and not simply the minority.
Products are looked at, researched and developed alongside their support for some of the world’s best cycling teams. Currently, Ekoi equip and work with: Lotto-Intermarche; Astana; and also, NSN at World Tour level, allowing the brand to continue to call upon the expertise of the best riders in the world, before sharing the results with everyday cyclists as world-leading products.
Getting ahead takes technology & passion in equal measure
Their latest aero road helmet is one of the lightest and most efficient on the market, tried and tested by some of the world’s best riders. The EKOÏ Racing R-AERO helmet is a gamechanger in the aero helmet world because it perfectly combines speed, ventilation, and comfort. Developed with CFD technology, its profile was optimized in a wind tunnel with the clear goal of minimizing aerodynamic drag. An in-depth study in a simulated thermal environment, showed a heat transfer coefficient (ability to shed heat) higher than many ultra-vented helmets designed for climbing. The result: maximum versatility and optimal efficiency, whether in fast races, triathlon, or on mid- and high-mountain rides, even in scorching heat. It’s the helmet that was worn by Ekoi sponsored teams at the 2025 Tour de France, and the R-AERO stands out as the helmet built to win at high speed and at altitude.
Yes, from humble beginnings, Ekoi is a world-leader in so many areas, and yet still focuses on listening, looking and engaging with ordinary cyclists alongside the pro peloton, so that the products they develop meet the actual needs of the cycling community – at every level.
The future’s bright – so wear some Ekoi sunglasses!
With a bright future ahead and even more products in development, Ekoi’s list of collaborations reads like a ‘who’s who’ of world cycling: Fabio Aru, Julian Absalon, Phillipe Gilbert, Marion Rousse, Rudy Von Berg, Nicholas Roche and others. Riders across all forms of cycle sport continue to add to the palmares for this now iconic French brand, sharing the same passion that Jean Christophe used to develop Ekoi into one of the top cycling brands in the world. Innovation and excellence are often talked about in cycling; however, when this is merged with drive, intelligence and freedom of thought, and it is fuelled by passion and a healthy dose of French flair, then it is simply unstoppable.
Ultimately, none of us know what the future holds, but we can help to direct it and to meet the needs of those riding in that direction. Ekoi have been doing this since 2001, and their continued success within the world of cycling is a testament to the people behind the brand and their adherence to being different; to being the best, and in helping and encouraging others to be their best versions, too.
Talking with Celine and Jean Christophe has been exciting and yes, inspiring for me, as we shared our joint passion for cycle sport and for doing things differently – for doing things right! Ekoi won’t add sealant to the puncture that the cycling industry is currently suffering from. No, they’ll literally re-invent the wheel – and I can’t wait to be there when they do!
Tobias Arweiler 
