Katie founded Baboodle on maternity leave in 2022 - premium baby kit, rented instead of bought. Her brother Dan joined to run operations, and it grew into a team of twelve with our own south London warehouse and refurbishment workshop.
The bike people who started with prams
Wheelio is the kids bike subscription from the family team behind Baboodle - trusted by over 20,000 parents for premium baby equipment rental.
Started by a brother and sister
25,000+
parents trust Baboodle
2022
founded on maternity leave
1,250+
5 Star reviews
FCA
authorised & regulated
It started with a pram
Baby kit is pricey and outgrown fast. Renting means premium brands without the upfront cost, swapped as your baby grows - better for your wallet and the planet.
Then you asked for bikes
The requests came from our own customers - because nothing embodies the outgrowing problem like a bike. Six sizes before they stop growing, every one expensive to buy and a chore to sell.
We already had everything a bike company needs
The warehouse
Our own site and refurb workshop in south London.
The processes
Delivery, returns and repairs, refined over thousands of rentals.
The brand partnerships
Direct relationships with the best family brands - hello, woom.
The FCA authorisation
Your subscription is with a regulated business.
So we launched
The Baboodle model, built for bikes. Premium woom bikes on one flexible monthly subscription - delivered ready to ride, repaired free, exchanged as they grow, and refurbished in our own workshop between families. One subscription that carries them from balance bike to big wheels.
We're proud to build something that saves families money and keeps brilliant bikes on the road. Thanks for coming along for the ride.
Katie & Dan
Co-founders, Baboodle & Wheelies