Swinnerton Cycles

Swinnerton Cycles, a bike shop in Fenton, Stoke-on-Trent

Swinnerton Cycles operates a cycle shop at 67 Victoria Road in Fenton, Stoke-on-Trent, and runs an online store alongside the physical shop. The range covers complete bicycles, frames, components, clothing and accessories, and the business also provides workshop servicing, repairs and bike fitting. Its own presentation describes it as Stoke-on-Trent's premier bike shop.

Bike categories stocked

The catalogue is organised by riding type rather than by a single specialism. It lists BMX, cargo, cyclocross, gravel, hybrid, kids', mountain, road, touring, track and TT/triathlon bikes, and separates electric bikes into e-mountain, e-road, e-cargo, e-hybrid and e-gravel. Frames are sold on their own as well, divided into mountain bike, road, gravel and TT frames. A price filter spans from under £1,000 up to £9,000 and above.

Brands and example models

Brands named in the shop's navigation include Basso, Colnago, Genesis, Giant, Huffy, Liv, Merida, Ridgeback, Trek and Wisper. The featured selection mixes new and pre-loved machines: a Basso Diamante SV custom road bike with a Shimano Ultegra Di2 groupset, a Trek Emonda SLR6 Disc carbon road bike listed as pre-loved, a Genesis Zero road bike built with Shimano 105 Di2 electronic shifting, a Ridgeback Terrain 1 mountain bike, a Liv Alight Disc 2 city hybrid with disc brakes, fenders, rack and kickstand, a Gary Fisher Cake 3 full-suspension mountain bike described as preloved, and Merida Matts J.24 and J.20+ kids' mountain bikes. Prices shown on the site when this profile was written ranged from around £305 for the Ridgeback Terrain 1 to £3,600 for the Basso build.

Components, clothing and accessories

Beyond complete bikes, the shop carries a detailed components inventory: drivetrain parts such as bottom brackets, cassettes, chainrings, chains, chainsets, cranks, groupsets, powermeters, derailleurs and track sprockets; steering parts including handlebars, tape, grips, headsets, forks, stems and shifters; seating, brakes, tyres and tubes, pedals and wheels. Clothing is split into protection (gloves, helmets, pollution masks, upper-body armour), upper-body layers, lower-body garments such as bib-shorts and tights, footwear for road, MTB and gravel, socks and overshoes. Accessories cover lights, pumps, panniers and bags, racks, mudguards, locks, hydration, home trainers and workshop tools, and the range extends to nutrition products from Applied Nutrition and items such as a Hiplok MEGA chain lock and a Hope stainless steel bottle opener.

Workshop, fitting and purchasing options

The shop advertises bike servicing and repairs, a bike fitting service with a booking process, and participation in the Cycle to Work scheme. It offers finance and Klarna instalments, free UK shipping on orders over £50, easy returns and a price-match offer. Online gift vouchers are also sold, and a free winter service inspection is promoted with the Trek Dual Sport.

Outlet and discounted stock

A dedicated outlet section and sale listings present reduced items, including custom and pre-loved builds. The site highlights savings against original prices on several models, and the outlet is presented as a distinct area of the catalogue alongside new arrivals.