The Bicycle Chain

The Bicycle Chain: bike sales and servicing in the South West of England

The Bicycle Chain is a chain of cycling shops with a presence in several towns across the South West of England. Its range covers mountain, road, hybrid, folding, kids', BMX and electric bikes, as well as clothing, helmets, accessories, components and servicing. The company presents itself as a store offering expert advice and personalised service for every type of cyclist.

Bike range

The bike range is organised by discipline and type of use. In mountain biking it includes hardtail, full suspension, dirt jump and street models, and fat bikes. In road cycling it covers road, adventure and gravel bikes, triathlon and cyclocross. It also has hybrid bikes, folding bikes, kids' bikes by wheel diameter (from 10 to 26 inches) and BMX.

The electric bike section mirrors much of those categories: electric hardtail and full suspension mountain, hybrid, road, adventure and gravel, folding, trekking, cargo, frameset and kids' models. The shop offers an electric bike buying guide and the option of a free test ride.

Brands and components

Among the bike brands it stocks are Brompton, Frog, Giant, Liv, Megamo, Raleigh, Specialized, Trek and Whyte. In the electric segment, Giant, Liv, Raleigh, Specialized, Trek and Whyte stand out. The shop also distributes components from brands such as Avid, Bontrager, Continental, Hope Technology, Jagwire, Renthal, Shimano, Specialized and Sram, as well as electric bike specific components and components by manufacturer.

Clothing, helmets and accessories

The clothing range includes upper body items (baselayers, eyewear, gilets, jackets, jerseys and vests) and lower body items (bib shorts, bib tights, shorts, tights, trousers), as well as casual clothing (hoodies, trousers and T-shirts). In footwear it offers shoes, shoe covers and socks. The range is completed by clothing accessories such as body armour, gloves, hats, masks, warmers and specialist skin suits.

In helmets it covers kids, leisure, mountain, road, spares and triathlon models, with brands such as Specialized, Giant, MET, Giro, Kask, Lazer and Leatt. Essential accessories include lights, locks, pumps, bags, racks, bottles and cages, and hydration packs. It also sells technology (cameras, computers and phones), nutrition and turbo trainers.

For rider and bike care there is a section with grips, bar tape, kick stands, frame protection, trailers, transport and storage (covers, car racks, hooks and hangers), maintenance tools, spares, sealant, cleaners, lubrication and tubeless kit. Accessory brands include Bontrager, Giant, Juice Lubes, Muc Off, Park Tool, Thule, Topeak, Saris, Specialized and Wahoo Fitness.

Components and spares

The components section is divided into brakes and pads, brake and gear cables and shifters, brakes, rotors and spares; finishing kit (bearings, bars, dropper posts, pedals, saddles, stems and seatposts); wheels and tyres (inner tubes, mudguards, tyres and wheels); and frame, fork and spares (bottom brackets, suspension and headsets). In drivetrain it offers cassettes, chain guides, chainrings, chains, cranksets, derailleurs, electronic gearing, groupsets and powermeters.

Servicing and customer benefits

The company provides a workshop service and sets up the bike for the buyer. Among the benefits it advertises are saddle height and position and control adjustment, a free six-week check, a 15% discount voucher on accessories with the purchase of a bike, redeemable at the nearest store, and price matching. It also offers free delivery on bikes over £1500 and calls all customers who buy a bike to make sure the model chosen suits their needs.

Careers and activity

The company has advertised job vacancies for experienced sales roles, with a stated salary of between £29,080 and £31,500, and benefits such as a discount for the employee, their partner and children. It also maintains news and content sections on cycling, with tips for beginners, local routes and maintenance.

Stores and locations

Taunton store: 82 Priory Bridge Road, Taunton, TA1 1QA · Phone: 01823 252499

Yeovil store: Unit 2, Merlin Road, Lynx Trading Est, Yeovil, BA20 2GZ · Phone: 01935 431937

Bridgwater store: Salmon Parade, Bridgwater, TA6 5PY · Phone: 01278 423640

Weston-super-Mare store: Unit 1A, Aisecome Way, W-S-M, BS22 8NA · Phone: 01934 629370

Hereford store: 24-25 Coningsby Street, Hereford, HR1 2DY

Bristol store: Willow brook centre, Bradley Stoke, Bristol BS32 8EF · Phone: 01454 620771