We are proud to be a family run business since 1981! We pride ourselves on having passionate, knowledgeable staff alongside offering the latest bikes, cycling clothing, bike parts and accessories from all the top brands for mountain biking, road cycling, ladies, kids and adventure.

Our online bike store is home to thousands of the latest mountain bikes, road bikes, hybrid bikeskids bikes and ladies bikes along side all the cycling clothing, parts and accessories you need to build your dream bike and get kitted out for every season.

We now have 10 UK stores that are open 7 days a week offering FREE click + collect from our website, our favourite and best selling products, bike servicing, repairs and demo bikes so you can try before you buy. Our award winning staff are on hand to help with anything you need so pop in an see us any time.


    Our Daventry store is home to Europe's Guru bike fit centre and it delivers real-time adjustment and an infinite range of motion to create the perfect ride for you.

    Guru Bike Fit enables you to find the perfect bike and riding position to match your personal preferences, whether you need a bike for a world championship, or a casual weekend commute, this bike fit system has got you covered.

    The system uses excellent components so you get the perfect fit with tailored ergonomics to match your riding style. Guru have teamed up with high quality brands like Fizik, Zipp, Truvativ and Selle for the best possible fit. Choose from a variety of road and triathlon handlebars from Zipp to perfectly match your anatomic preferences, or there are multiple flat bar options with varying sweeps to dial in your mountain or recreation fit.

    Guru have also teamed up with Aline who’s comprehensive insole system creates a 3D-based, personalised insole recommendations for cycling shoes which gives you optimal leg alignment so your comfort is maximised and your pedalling efficiency will be higher than ever.


    The system adjusts automatically to imitate real-life riding conditions and it uses the most advanced software with Rider Scan technology for the perfect fit. Guru Optimisation technology expands the capabilities of Bike Finder with the addition of comprehensive performance analysis.

    The Guru Dynamic Fit Unit is 100% computer-controlled to eliminate human error and it not only gives you a perfect bike fitting, but it also works to give you the perfect riding position. Automatic incline/decline movement simulates terrain changes so you can test your riding position while riding uphill and downhill of up to 18% gradient.

    Guru's Virtual Ride combines the real-time action of the Dynamic Fit Unit with their integrated Computrainer unit. This instantly tracks your power output and will adjust the resistance to replicate changes in terrain.


    When you've completed the Bike Fit, you get a comprehensive overview of your fit data, which can be used to set up a new bike or optimise an existing bike. It will show you a variety of information which you can use to improve your riding and it will show you what components you used when doing the test and key information about how the bike should be set up.

    It also shows you what size bike you require with the optimal stem length and number of spacers required for the perfect ride. There will be a picture of your riding position so you can look to improve upon it and a notes section for anything you need to add.

    Introducing GURU Fit System 2.0


    Book Your Guru Bike Fit Today

    Our Daventry Bike Store is the only one of our stores where you can find this revolutionary bike fit system and our newest bike store covers 700 sq meters to cater for all riding disciplines. The Guru Bike Fit is the most advanced fitting system in the world and it costs £200 so you can have the perfect ride. To book your very own fitting simply give them a call to arrange a time and date on 01327 317 158.

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