Eagle eyed BikeBiz readers will have already seen the recruitment ads for the store posted for a number of days on our site here, but for those that haven’t, Cycle Surgery is to open its 30th store at the velodrome at Lee Valley VeloPark on Queen Elizabeth Olympic Park and also become the venue’s Official Cycle Sports Retailer.
Less than 18 months after the London 2012 Olympic and Paralympic Games, the venue which features the iconic velodrome, modified Olympic BMX track, new mountain bike trails and a new road circuit, has become the first London 2012 legacy venue to secure a sponsorship deal.
The new store, scheduled to open at the end of March, will showcase clothing, accessories and over 250 road, track, urban and mountain bikes.
The sponsorship element of the deal will see Cycle Surgery become the Official Cycle Sports Retailer category sponsor of Lee Valley VeloPark.
Shaun Dawson, chief exec of Lee Valley Regional Park Authority (which owns and runs Lee Valley VeloPark) said: “Today’s announcement of the first commercial deal for a 2012 venue is a defining moment not just for Lee Valley VeloPark but also for the legacy of the Games. It will make a significant contribution to the venue’s running costs helping ensure its long term sustainable future.
“Lee Valley VeloPark is a world class venue and we are proud to be partnering with a world class sports retailer which will help ensure that this premier venue becomes a destination that offers visitors an unbeatable cycling experience.”
Cycle Surgery COO Hamish Mansbridge added: We are delighted to open a Cycle Surgery store at such an iconic cycling landmark. Not only will our customers have access to the best products, they will also be able to take advantage of the on-site, traffic free, road and off road circuits to test out the latest bikes before they buy. This will ensure riders of all levels are matched to bikes that are right for them. We pride ourselves on our workshops, and the store will operate a modern facility using the latest tools and technology to maintain customers’ bikes.”
Riders looking to take their cycling to the next level will be able to take advantage of a state of the art bike fitting studio, in which fully trained staff will ensure that they are correctly positioned on their bikes. The fitting service is tailored specifically to the individual and focuses on all aspects of rider position to provide an efficient and comfortable set up. This along with the on-site tracks and circuits will ensure riders of all levels are matched to bikes that are right for them.
Store Address: Cycle Surgery, Lee Valley VeloPark, Abercrombie Road, Queen Elizabeth Olympic Park, Stratford, London, E20 3AB