All bicycle shops are not the same.

We are independent

With us you get simple, clear, authoritative advice. We have a big team. Many of them have other careers and they really do come to work here to share their love of cycling and to help others get the most out of riding. We don't have a commission system or sales targets to meet.

We are not part of a big chain and we are not forced to supply anything we are unhappy with.

We only sell bicycles that we believe in, that we think represent quality and value, bicycles that we do or would like to own.

We supply clothing, parts and accessories based on we have found works and what our customers recommend. Nothing in our shop is there because a sales rep is trying to make his monthly numbers.

We don't just fix bicycles, we build them too

Bicycles need regular servicing. They have a wide range of moving parts and these tend to wear, stretch or fray. If they are adjusted, lubricated and replaced in a timely fashion then a bicycle will be a pleasure to ride indefinitely. To make life as simple as possible for you almost all jobs have a fixed charge.

Our mechanics really understand bicycles inside out. We design and build custom bicycles and tandems in the same workshop that we use to service and repair your bicycles.

We also make sure that our each member of our sales team is capable in the workshop. You can be confident in their advice.

We understand bike fit

It is astonishes us how many people are riding on bicycles that don't fit them. It is at best uncomfortable and can be down-right painful. The issue is that bicycles are mass-produced (apart from our Severn range of course) but riders are one-offs. If you are to get the most out of cycling, a new bicycle has to be adjusted to fit your particular body shape. Several members of our team are trained in Bike Fit and we include a free Bike Fit with our Care and Comfort bundle. You can book in for a Bike Fit at any time for £15.

We are more than just a shop

We organise an extensive programme of rides, training and other events to help our customers get out on their bikes and enjoy themselves. The Great Big Bike Ride in September is a firm fixture in the cycling calendar, the Wrekin Bike Challenge has caught the imagination of local cyclists and other athletes, and the Cambrian Crusade is set to become a nationally-famous over-night ride. Our training courses in bicycle maintenance and in cycle skills have boosted the confidence of hundreds of local cyclists.

We stay in touch with our customers

With so much going on we have to work hard to keep everyone informed. As well as displaying information at the shop and on the web site, we have a very popular e-mail newsletter and a facebook page . We also appear in the press pretty often and the boss has a regular slot on the radio as "Peter the Bicycle Guru". We really listen to what our customers want and we change what we do and the way we do it based on what they say.

Find out how different a bike shop really can be. Come and see for yourself.