Home > News
Independent cycle shop becomes first retailer to stock new local bike brand
Posted on 28 Feb 2025
Independent cycling retailer and ACT member Velo Fit has become the first to stock a new brand of bikes focused on combining quality and affordability.
New cycling brand Shyre Bikes, based in Shropshire, will be providing its range of bikes to Shrewsbury-based retailer Velo Fit in a local partnership that will aim to provide affordable, lightweight, and safe bikes for kids while also supporting independent high street business.
Kev and Michelle Williams, founders of Shyre Bikes, initially launched Discounted Bikes in late 2023 to help parents purchase affordable bikes in the run-up to Christmas. Following its success, the couple decided to create their own in-house brand, focusing on quality and accessibility for young riders.
Velo Fit has been part of the Coleham high street in Shrewsbury for over 70 years and has built a strong reputation among local cyclists, with the shop offering repairs and bike fitting services, as well as developing an e-commerce platform in recent years.
Mike Jones, owner of Velo Fit, said: “We are excited to be stocking the range of Shyre Bikes. We have been really impressed with the quality, and they are a great addition to our collection of products and services. We are also really happy to support a new local business.”
Kev Williams said: “Our new in-house brand is designed to provide affordable, lightweight, and safe bikes for kids. We’re on a mission to improve family wellbeing by getting kids off screens and onto bikes. Our first range is called the Shyre Hopton, and we have sizes for kids aged 4 to 11.
“We are thrilled that Velo Fit has become the first retailer to stock Shyre Bikes, marking a significant milestone in our journey to bring quality, lightweight kids' bikes to families across the UK. Partnering with a local retailer like Velo Fit, known for their passion for cycling and commitment to quality, perfectly aligns with our mission.”