We talked to Tom, Will and Alex, the presiding gurus at Fitzrovia Bicycles, about advice for virgin cyclists, the latest trends in bikes, and what makes Fitzrovia special. And they ended up making us a very generous offer.


136 -138 New Cavendish Street

Tell us a bit about yourselves.

We were into painting, illustration and music. Now it’s bicycles.

Could you describe the bike ride of your lives?

The Dunwich Dynamo has to come close. It’s a good length, a bit surreal at times being a night ride and there’s a refreshing dip in the sea on offer at the end. Unfortunately, we don’t all get to ride at the same time (someone’s always in the shop!)

If I’m buying my first bike, what questions should I ask myself?

What kind of riding am I going to be doing? What size bike do I need? What safety equipment do I need? Would lessons be worth considering?

What brands will we find in store?

Brompton, Van Nicholas, Sabbath, Genesis, Ridgeback, Kenesis, Bobbin, Bombtrack, SE, Woodrup, Brother, Surly and a good selection of rare and vintage frames. Add some quality component and accessory brands and all your cycling needs are catered for!

What bike trends have you noticed lately?

Road and Cyclocross is big at the moment as a lot of people want a more versatile bike than the singlespeeds and fixed gear that were everywhere a couple of years ago. We’re also doing a lot of custom builds, which shows that people are really starting to know what they want their bike to do.

What services do you offer?

We have a large workshop with a quick turnaround covering all aspects of maintenance and servicing. Check out our website for more info.

Why did you choose Fitzrovia?

Fitzrovia chose us.

Where do you like to shop, eat and drink?

Portland Hardware The Ship, The Lukin, The Green Man, Brazilian Gourmet, Babylon Tower, Kaffeine, Kin, Attendant. We could go on.

Describe Fitzrovia in three words.

W1’s last hope.