A2U was founded in 2004 and opened its first bicycle and cycling equipment store a year later in Tacen under Šmarna gora. With a unique and highly professional approach, the company quickly began to gain visibility and market share. Today the company has 4 business units in Ljubljana, Koper and Šenčur.

Ever since establishment, the company put strong emphasis on first-class consulting, sales and after sales experience. In the following years the company wants to further strengthen its market position and become the most recognizable provider of mid and high-end bicycles and e-bikes.

Few industries saw so many changes due to e-mobility as cycling has. E-bikes, that were not long ago only a small niche, are now a global trend. With the planned opening of new business units in major Slovenian cities and penetration into the Adriatic region, A2U aims to become the leading regional provider of bicycles and cycling equipment with annual revenues of EUR 50m+.

Since 2024 the special investments fund Advance Capital Partners SIS is the majority owner of A2U.