Magene’s New Trainer & Power Meter, But Pulls Back From Europe & US Markets

Magene was at Eurobike this year as usual, except with not one booth – but two different booths in two different halls. Their larger main booth was in the same hall as most other tech companies (e.g. Garmin, Elite, etc…), while their secondary booth was sorta nestled in-between the heavy duty ebike companies, and the smaller startup scene that shared one a different hall.

In any case, I visited both booths during my time there, mostly just to see if different products were shown in each booth (spoiler: yup). However, that ultimately led to some interesting answers on why Magene is pulling products out of their US & European markets. And actually more specifically, pulling products out of all markets except their home turf market of China.

In any case, Magene essentially was showing off three sets of new products:

– New smart trainers (T600 Eco/T600E)
– New bike computers (C706, albeit introduced a month or so ago)
– New power meters (TEO P515 spider-based power meter)

Notably though, the Magene P715K & P715S power meter pedals, and we’ll get into why in just a second.

Now, first up was the T600 Eco/T600E. I say ‘slash’ with both, because the same trainer is literally called by two different names. In fact, one leg has one name, whereas the other side has the other name. Untangling this confusion in my brain took multiple conversations as to which name it actually was. They ultimately noted that you can use either name.

In any event, from a specs standpoint, this is the same T600 trainer that came out a year ago (+/1% accuracy, downhill drive simulation, Race Mode, Sensor Bridging, Maximum 20% uphill gradient simulation), but now with a USB-C port on the back to power random accessories.

In one booth, they showed it with an LED light that went around your trainer mat:

And then in the other booth they showed it with a very carefully cabled USB power cord to the front of your bike for a phone/etc…

Look, I think having a USB-C port can be handy, but, I’m not sure it’s really super practical at the back of a trainer. Meanwhile, I do think it’d be great if companies switched to using USB-C for the trainer power itself (akin to what Peloton does on their Peloton Bike+). Though there’s concern amongst trainer brands of people using cables/connectors that might not be water/sweat resistant, as well as the wrong cable specs (USB-C cables can be a nightmare of spec failures).

Nonetheless, there’s also the C706, which is essentially a bigger screen display than the C606, but also with an LED light around the edge of it (not a headlight, more of a visibility light, sorta like Raveman light, except just a tiny strip).

And then there was their electronic shifting groupset (announced more than a year ago), which was honestly like most other electronic shifting group sets, though did have some neat integration into DJI Action Camera controls, which you could demo in the booth.

Ok, now, you’ll notice I’m going through these relatively quick, with relatively low levels of details. And that’s for one core reason: You can’t buy this stuff, nor, will you be able to.

That’s because with the exception of the new TEO P515 spider-based power meter, nothing else will be available outside of China (and this site isn’t accessible within China). That spider based power meter has a claimed battery life of 330 hours, with magnetic charging, plus the usual +/- 1% accuracy, and comes in crank lengths of 160/165/170/172.5/175mm

In fact, it was while I was looking at the P515 power meter (which seems pretty much run of the mill for spider power meters in 2025), that I was still trying to find their P715K & P715S power meter pedals (seen below on their website).

Turns out, they weren’t at the show at all.

Why not? Well, despite being on the US & European websites, Magene says they’ve decided to focus on the Chinese market instead, and won’t actually be selling them going forward in the US & Europe (and seemingly by extension, the rest of the world). These were priced at 499EUR/$499USD, so they would have undercut the Favero Assioma pedals a bit. Additionally, they looked a heck of a lot like the Favero pedals, and sounds like there might have been some infringement issues there too.

Ok, so, that brings me to the next thing, the T600 Eco. That has an availability date of September, but again, when I asked about pricing and such, the Magene staff (in both booths) quickly pivoted noting that it won’t be available in the US or Europe. In fact, if you look at the Magene site now, there’s no Magene trainers available on their European sites (though, they are still as of this moment listed one their US site).

(Above: The T600 in a clear case, which is admittedly super cool)

Curious about why they weren’t going to sell into the US and European markets, I started to get more answers. They noted initially that they wanted to “test the market” in China first.

However, when I asked at the other booth, I got the real answer: They are “not selling trainer outside China due to existing clients”.

Immediately, I asked for clarification on what they meant by “existing clients”, and asked if they meant ‘clients like the consumers’, or ‘clients like Wahoo, Decathlon, etc…’, and they confirmed “manufacturing clients” including Wahoo, Decathlon, etc…

And now, the puzzle pieces started to make a bit more sense.

(More cool close-up shots inside the T600, because I have lots of these shots and might as well use them)

You see, Magene is well known for making smart trainers for quite a bit of the industry. They manufacturer the Wahoo KICKR CORE for Wahoo. They make the Decathlon Van Rysel D100 for Decathlon. And they make trainers for countless other smaller retailers & brands, simply rebranded to your name. Magene has been doing this for a long time, all based in China. And of course, that’s largely because they’re really good at it. Meaning, Magene is really good at making good trainers – both for themselves, and others.

However, the challenge here is that Magene undercuts the pricing, especially in the US, for their customer companies like Wahoo. Meaning, something like the Magene T500 smart trainer has specs relatively similar to the full blown Wahoo KICKR V6. Except, the T500 is priced at $699, and the Wahoo KICKR V6 at $1,049. Obviously, that’s undercutting Wahoo’s US sales (as well as other Wahoo markets).

But the other fun wrinkle here is that Wahoo has long been a minority stakeholder in Magene.

Thus, not only is Wahoo a customer of Magene, but also a shareholder, therefor completing the circle of life here.

As for not selling the C706 bike computer into other markets? Well, who knows. Perhaps they really do want to just focus on the Chinese market, or perhaps not. I don’t actually think there’s a huge amount of overlap between buyers of Wahoo’s bike computers in the Magene C706, at least not in Western markets. Though I suspect in Asia, certainly.

In any case, it’s interesting to see where things go. Setting aside the clear pullback from Magene on their Western markets, I don’t think that’s actually a substantial loss for them. Specifically in that certainly they’ve had consumer sales in US & Europe historically, but I never got the impression it was a substantial portion of their business. Further, we won’t really know how exactly this will play out over the coming months – both in terms of what Magene ends up listing (or pulling) from their US & European storefronts, as well as how things like tariffs might change offerings as well.

Nonetheless, thanks for reading!

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