Italian bicycle tire giant Vittoria Group is launching its first B2B tire service, called “Vittoria2Go.” The service allows customers to purchase bicycle tires on a subscription basis and pay monthly. With this unique offering, the Italians are targeting the growing bicycle leasing and rental market. The first customer is Pon offshoot and bike subscription pioneer Swapfiets.

With the new Vittoria offering behind them, bike leasing and rental companies can offer their bikes and e-bikes with a premium product. It also enables them to maximize efficiency, cost control and sustainability.

For the Vittoria Group itself, the new Vittoria2Go subscription service is an important step towards a more sustainable approach to the tire supply chain. According to the Italian company, it is also “a first example of the application of the circular economy in the bicycle tire industry.”