Skip to content

About Us

Welcome to where your cycling dreams become a reality. We're not just building a company; we're building a community of passionate cyclists dedicated to delivering exceptional bikes, cycling accessories, and apparel. Our mission is to elevate your cycling experience by offering the finest products and building lasting relationships with our customers and partners.

Our Commitment to Quality

At the heart of is a commitment to quality that runs deep. Founder and Director, John Wainwright, brings over fourteen years of industry expertise to our brand. Having previously founded 14 Bike Co, a premium bespoke bicycle shop located just around the corner from our current showroom.

Our Creative Team

Behind the scenes at we've assembled a talented and creative team of employees and advisors. Our target audience is reflected in our team - from reluctant cyclists to those who have fully caught the bug. We're not just in the business of selling bikes; we're in the business of creating experiences. Our team's innovation and dedication shine through in everything we do, from designing cutting-edge bicycles to curating the latest cycling gear and apparel, and to creating informative and entertaining media.

Building Lasting Connections

For us, it's not just about selling products but building relationships. We believe in the power of connection, and every interaction with us is an opportunity to make a lasting impression. Whether you're a seasoned cyclist or just starting your journey, we are here to support and inspire you.

Visit Our Showroom

Our commitment to communication is best experienced by taking a visit to our Brick Lane Showroom. Here you can touch, feel, and test our range of premium bicycles and accessories, meet us in person, and ask us any questions you may have. Book a test ride now. We can run through which bikes would be perfect for you, and we can even try to save you up to 47% by helping you buy through the cycle-to-work scheme.


Your cart is currently empty.

Start Shopping

Select options