What SPOKES CYCLES LTD. does

Spokes Cycles Ltd. is a privately held, family-run specialty bicycle retailer founded in 1993 in St. Andrews, Fife, Scotland, and now operating two physical showrooms — St. Andrews (01334 477835) and Dundee at Unit 8 Annfield Row, Annfield Road, DD1 5JH (01382 666644) — together with an integrated UK-direct e-commerce storefront built on Citrus-Lime infrastructure. The registered office is at 28 Rodger Street, Anstruther, Fife, KY10 3DU, with company number SC380615; the firm is FCA-authorised as a broker (firm reference 683815) for finance offerings.

The company sells bicycles across road, gravel, mountain, hybrid, electric, and kids categories from multi-brand premium line-ups (Trek, Giant, Liv, Scott, Cervelo, Ridley, Cinelli, Moustache, Frog, Urban Electric, Lazer, Kask), alongside clothing, helmets, shoes, accessories, components, and tools/maintenance products. It monetises through one-time retail sales, paid workshop services performed by CYTECH-qualified technicians (Basic £45 through Gold Hydra from £150), maintenance classes, bike hire, professional bike fitting, finance commission via V12 Retail Finance on purchases over £389, and Click & Collect plus tiered delivery (standard £6.99, bike £35, next-day £9.99, e-bike £60). Customer segments span adult and kids cyclists from beginners through professional and Olympic-aspirant levels, plus commuters and competitive racers, supported by a junior Race Team program and Cycle to Work scheme participation.

Name

SPOKES CYCLES LTD.

Legal name

Spokes Cycles Ltd.

Website

https://spokescycles.net

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Spokes Cycles Ltd. is a family-run Scottish bicycle retailer operating showrooms in St. Andrews and Dundee plus UK-wide e-commerce, selling premium multi-brand bikes, accessories, workshop services, maintenance classes, and bike hire to recreational, commuter, and competitive cyclists.

Ownership category

akta.pro rank

Product category

Bicycle Retail

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

Keywords

• Bicycle retail
• Cycling equipment
• Bike workshop services
• Electric bike sales
• Cycling accessories

Headquarters

HQ city

St. Andrews

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales - Bicycles and Accessories: Revenue generated from selling bicycles (road, gravel, mountain, hybrid, electric), cycling clothing, helmets, shoes, accessories, components, and spare parts through physical stores and e-commerce platform.
2. Workshop and Repair Services: Revenue from bicycle workshop services including Basic Service (£45), Standard Service (£80), Stripdown Service (£150), Kids Bike Service (£25), Silver Service (£70), Gold Service (from £120), and Gold Hydra Service (from £150).
3. Maintenance Classes: Revenue from cycle maintenance courses at Level 1 and Level 2 for customers wanting to learn DIY bike maintenance skills.
4. Bike Hire: Revenue from bicycle hire services.
5. Finance Services: The company offers flexible finance options through V12 Retail Finance (Secure Trust Bank PLC) for purchases over £389, earning commission or fees on financed transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Spokes Cycles is a family-run bicycle retailer selling road, gravel, mountain, hybrid, electric, and kids bicycles from major brands alongside cycling clothing, helmets, shoes, accessories, components, and maintenance tools. The business complements its retail offering with in-house workshop repair services, professional bike fitting, bicycle hire, and DIY maintenance training classes.

Product overview

Spokes Cycles is a family-run bicycle retail business operating since 1993, offering a comprehensive portfolio of cycling products and services across multiple categories. Their product offering includes road bikes, mountain bikes, gravel bikes, hybrid bikes, electric bikes, and kids bikes from major brands such as Trek, Giant, Liv, Scott, Cervelo, Ridley, Cinelli, and Moustache. They also stock cycling clothing, helmets, shoes, accessories (bags, lights, locks, pumps), components (brakes, drivetrain, wheels, tyres), and tools/maintenance products. Their service portfolio complements retail with CYTECH-qualified workshop services (ranging from £45 basic to £150 stripdown), maintenance training classes, bike hire, professional fitting, flexible finance options (over £389), free Click & Collect, and various delivery methods. The business operates physical stores in St. Andrews and Dundee with an integrated ecommerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Road Bikes

Quantifiable outcome

• Workshop service turnaround within 2 weeks for warranty claims

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wiggle: Large UK-based online cycling retailer selling bikes, components, clothing and accessories. Direct competitor on the e-commerce side of Spokes' offering and the primary pricing pressure on commodity SKUs.
• Sigma Sport: UK cycling retailer and bike fitter selling road, gravel, MTB and e-bikes with a workshop service. Comparable premium-brand portfolio and service-led positioning.
• Probikekit: UK-based cycling e-tailer with a broad parts, accessories and apparel range. Direct online competitor to Spokes' e-commerce channel for components and accessories.
• Evans Cycles: Long-established UK specialist cycling retailer with multi-category bikes, accessories, workshop services and Click & Collect. Direct competitor on premium brand portfolios, workshop services, and online/offline multi-channel retail.
• Chain Reaction Cycles: UK-based cycling e-tailer (now part of the Wiggle group) selling bikes, parts, apparel and accessories globally. Directly comparable to Spokes' online channel and competes on price and range.
• Cycle Republic: UK specialist cycling retail chain (Halfords subsidiary) offering premium bikes, workshop, fitting and accessories. Closely comparable service-led store model and brand mix to Spokes.
• Edinburgh Bicycle Cooperative: Scotland-based cycling retailer with multiple stores, a workshop, and community focus. Closest geographic peer to Spokes Cycles, competing for the same Scottish cycling customers and offering a similar service-led retail model.

Broad incumbents

• Halfords: UK high-street retailer with a broad cycling category including bikes, parts, accessories, and in-store fitting and servicing. Competes on convenience and breadth but lacks Spokes' premium-brand specialist depth.
• Decathlon UK: Global sporting goods retailer with a large bike range, own-brand and premium bikes, in-store workshops, and Click & Collect. A broader incumbent that competes on price-breadth and family/kids segments.

Others

• Trek Bicycle UK: Direct-to-consumer channel for one of Spokes' largest brand partners. Comparable on Trek products specifically but not a retail competitor — included as an ecosystem participant given Spokes' authorised-dealer status.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SpokesRT
• Instagraminstagram.com/spokesraceteam
• LinkedInlinkedin.com/company/spokes-cycles-ltd-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SPOKES CYCLES LTD.