bicycle.

bicycle: bike fitting and workshop in Richmond, London

bicycle. is a cycling business based at 120A Sheen Road in Richmond, London, that combines a bike fitting studio, a service workshop and an online store. Its own presentation describes it as the UK's leading bike fit studio and states that it has carried out more than 15,000 bike fits across three bike fit studios. The team's combined experience is given as 45 years, including an IBFI Master Level Bike Fitter, former professional road and triathlon athletes and Level 4 personal trainers. The site also refers to cyclists winning at the highest level of the sport having been personally fitted at bicycle.

Bike fitting based on live data and video analysis

The fitting service is built around the principle, stated on the site, that bicycle fits people rather than bikes. Sessions use a Purely Custom fitting jig that captures real-time metrics including speed, cadence, power and left/right balance. Because the jig can be adjusted dynamically while the rider pedals, the position is refined through a live feedback loop aligned with each rider's biomechanics.

Position analysis relies on high-definition video filmed at 60 frames per second, which the company presents as nearly four times the detail of the leading 18fps motion capture systems. Movement is recorded from four planes — front, rear, left and right — and pre- and post-fit positions are compared to assess comfort and performance. The stated aims of a fit are increased comfort, performance and efficiency.

Bikes and brands stocked

The online store covers road, gravel, triathlon, time trial and custom bikes. Brands named on the site include Basso, Enve, Festka, Moots, Open, Parlee, Passoni, Pinarello, Quintana Roo, Sarto, Stelbel and Time. Among the featured models listed at the time of writing were the Sarto Raso at £7,000, the Sarto Seta+ at £7,000 and the Sarto Raso TC at £8,500. The catalogue also includes frames, saddles and insoles, with collections for Berk, G8 Performance and Selle Italia alongside the bike brands.

Shoe sizing and cycling shoes

A dedicated shoe fitting service is offered, and the store sells cycling shoes, with Lake as the principal shoe brand shown. Models listed include the CX333 and CX239 in narrow, regular and wide options, the MX239 and MX333 mountain bike models and the MX30G. The CX333 in narrow and regular widths was priced at £400 in the catalogue. A customer testimonial on the site describes a shoe fitting with Dan and a subsequent ride with the new shoes.

Workshop servicing

The workshop is presented as the company's bicycle service department, staffed by mechanics the site describes as Pro mechanics. Work mentioned in customer accounts includes major services, replacement groupsets and complete wheel rebuilds. The workshop is also listed among the services available for booking.

Reputation and experience

The site cites more than 500 five-star Google reviews and more than 15,000 bike fits as measures of its track record. These figures and the description of the studio as the UK's leading bike fit studio are the company's own presentation. The experience cited includes an IBFI Master Level Bike Fitter qualification, a background as professional road and triathlon athletes and Level 4 personal training.

Store details and online shopping

The Richmond store operates by appointment only, and the site directs customers who want to book a bike fit or check pricing and availability to its online booking and payment system. The online store ships within the United Kingdom, with free UK shipping advertised on orders over £50, and prices are shown in pounds sterling. Payment methods listed include American Express, Apple Pay, Google Pay, Klarna, Maestro, Mastercard, PayPal, Shop Pay, Union Pay and Visa, among others. The site also mentions a Cycle to Work Scheme and parking information among its quick links.