The shop is owned and run by three of us, who were ultimately brought together by our love of bikes. Having working together for several years in the bike trade, we established Fitzrovia Bicycles in the autumn of 2010.

We are great believers that a bike shop should be a friendly place to go, and an active attempt is made to dispel the common stereotype that bike shops are intimidating and condescending. Our main aim is to create the sort of bike shop that we would want to go to ourselves, and so, we endeavour to provide uncompromising and expert advice on both products and repairs. We don’t work on commission here, so there are no pushy sales techniques or preferences towards the most profitable brand; we’ll take the time to listen to your requirements and make sure you get exactly the right product or service for your needs.

Alex Tom Will