We set sail on this merry adventure nearly 6 years ago.
Given we were a child of a failing business, at the time, several critics and keyboard warriors (familiar with Swift Cycles – the shop that preceded ours) proffered up the age-old wisdom, that doing the same thing over and over again – expecting different results – would be the definition of insanity.
Our game plan was never to be the same sort of bike shop as our predecessor.
The culture those team members that had worked for Swift (myself included) had cultivated there, of being accessible to all riders of all abilities and backgrounds – a place where you could not only receive great service, but also great advice – that was worth keeping (and was indeed foundational).
But in terms of product, we wanted to introduce you, our customers, to new exciting brands – brands that offered not only amazing ride characteristics, but a little more panache, a little more style and uniqueness.
Bikes that we really enjoyed riding (and we thought you might too).
We opened our doors and welcomed you in, then 6 weeks later COVID happened. Any plans we had went out of the window. What we wanted to deliver in terms of a product offering and what we could get were two very different things, and whilst we did a great job of navigating that crisis whilst sticking to our core values of never selling or representing a brand we wouldn’t ride ourselves, at the same time there was this disconnect between who we were and who we wanted to be.
Perception was that COVID was amazing for bike shops and for some, it was. But unfortunately SSC was just too embryonic to fully capitalise on the increased demand for bikes and instead we spent three years dealing with the fallout of oversupply and suppressed demand for bicycles. Throw in a massive burglary and some spectacularly duplicitous behaviour by some of our (then) partners and I can promise you – if I didn’t love what we do and believe fundamentally that we play a crucial role in supporting the local cycling community, then I think it quite likely I would have thrown in the towel by now.
But that brings me to the present day. Supply has stabilised globally and (to a greater extent, so too has demand). Failure of low-service online businesses (as well as a couple of physical ones too) re-affirms my belief that there is still a place for great physical retail and SSC is in a prime position to offer that.
…a return to what we intended all along
Covid forced us to compromise, but the aftermath also clarified something important: the business we set out to build is still the business that needs to exist. We just haven’t been able to show it fully until now.
What’s ahead isn’t so much a change of direction as it is a return to our original intent – with the benefit of a few scars, a lot more perspective, and a clearer sense of purpose.
At the core, nothing fundamental is changing:
- We remain committed to being accessible to all riders
- We still believe proper advice is more valuable than a discount code
- We’ll never stock or recommend bikes we wouldn’t ride ourselves
Where we are being more intentional is in how we present, curate and deliver what we do.
Over the past year of testing more brands than I could shake a stick at, a few truths have come back into sharp focus:
- We ride better—and serve better—when we only stock brands we believe in
- Passion is born from bikes with soul, built with conviction and purpose to perfectly meet your needs- not generic offerings with high discounts
- A good bike shop isn’t defined by volume, but by service and your experience
- The right customers appreciate expertise, support, accountability and convenience over price alone
Obviously there is a commercial reality to running a store like ours – particularly in central London. But I refuse to believe that as long as we stick to our core principles and do right by our customers, we will do anything other than continue to thrive, and that’s the space we’re leaning into.
What you can expect from us
Subtle shifts have been occurring in the background for the last year that reflect this renewed focus, but now we are ready to tell you about them. Specifically:
- A tighter, more deliberate product range. Bikes with personality, performance and purpose
- Brands with character and quality. If it doesn’t, ride well, offer something distinct, and meet our expectation of world class aftercare it won’t be on the shop floor
- More visibility into how and why we choose what we choose. If we bring something in, we’ll explain why we choose what we choose
- Greater emphasis on workshop, fit, aftercare and education. The parts of the business that can’t be replicated by a checkout button
This isn’t about becoming something radically new – it’s about being more open, more confident and more consistent in who we already are.
What remains constant
We are still everything performance Road, Gravel and Tri.
You’ll still be able to walk through the door not knowing where to start and get proper guidance without judgement.
If you’re an experienced rider with opinions, you’ll get conversation, not sales patter. If you are new to the sport then we remember what it was like when we were too, so you’ll be offered a guiding hand.
If your bike needs attention, it will be treated as if it’s one of ours.
And when we do get it wrong (cos’ we are after all human) we will do everything in our power to make it right.
We’re passionate about cycling at all levels, so we’ll still range bikes that offer exceptional value – just know that we’ve done the legwork to make sure that they ride way beyond what their modest price tag may suggest.
The values that got us through the last six years aren’t being replaced; they’re being given the room to lead.
Looking forward
Now that the noise in the market has settled, we have the breathing space to build the version of SSC we wanted to open in the first place. The one with a clear point of view, genuine service, and products we’re proud to stand behind.
If you’ve supported us up to this point, thank you. You’re part of the reason we’re still here. If you’re only just discovering us, now is a good time.