Headquartered in Lille, France, Decathlon is a worldwide chain of sporting goods stores with 17 UK outlets.

Some 30 percent of Decathlon UK's turnover comes from bikes and related goods and like many such operations, Decathlon focusses on value for money with its own-brand products.

Decathlon offers two bike ranges: B'Twin for road and hybrid bikes and accessories, these include the B’Twin Ultra 920, BTwin Triban 500 SE road bike and the B’Twin Alur 700. They also do Rockrider mountain bikes. Its Orao eyewear range, Aptonia nutrition, Quechua outdoors sports and Geonaute electronics also include items that are useful for cycling.