Cycle Surgery is set to open its 30th store in a singular location – the Lee Valley VeloPark, site of the London 2012 Olympic Games. The store, along with the cycling venue, will open at the end of this month. The highlight for most potential customers will be the opportunity to try out bikes on the closed road and mountain bike circuits and to check out what's going on at the velodrome.
Founded in 1992 and sold to outdoor retailer Snow + Rock in 2007, Cycle Surgery says that the deal is the first commercial tie-up with any of the former Olympic venues that now constitute the Queen Elizabeth Olympic Park.
The company’s chief operating officer, Hamish Mansbridge, said: “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.”
Lee Valley Regional Park Authority’s chief executive, Shaun Dawson, added: “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,” he added.
Lee Valley VeloPark
Queen Elizabeth Olympic Park
London E20 3AB
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.