Cyclefit Store Street

Cyclefit's new retail store in the heart of Bloomsbury


Cyclefit Store Street - No38

Cyclefit Store Street is located right in the artistic heart of Bloomsbury. Store Street sits in the shadow of The British Museum and the iconic Senate House. Store Street is one of the most beautiful and independent minded areas in Bloomsbury. The whole block is dedicated to creative, independent craftspeople and retailers, who live and work together as an inter-connected and complimentary community. Our friends and colleagues, Cloud 9 Cycles and Foundation Bike Fit traded happily within No38 for many years before Cyclefit recently took over the store.

"Cyclefit Store Street will endeavour to take a more scenic cycling route"


Everything travels from shop-to-shop by bike...


....even the sofa!

Cyclefit @38 Store Street V's Cyclefit @West Central Street?

Cyclefit HQ at West Central Street and Store Street will overlap - both will design and custom build bikes and frames and both locations will have full service workshops to repair customers bikes. The differences will be in the tone and focus.

Cyclefit HQ at West Central Street will remain the UK's Cycling Performance Hub, integrating:

  • Cutting edge science bike-fitting
  • Physiotherapy
  • Podiatry
  • Cycling Physiology
  • Custom-built bicycles

Cyclefit Store Street will endeavour to take a more scenic cycling route, focussing on:

  • Recreational and commuter bike-fitting for your new bike from Cyclefit (you can get a bike-fit in trainers and jeans)
  • LANDRACE Titanium All-road rental bikes
  • Carefully curated: gravel, commuter, folding and e-bikes to purchase
  • Artisan bike and component producers
  • New to cycling ride-outs
  • Encouraging grass-roots cycling for everyone within the community

The classic...


...and the eclectic.

Store Street Brands

We have the expertise, experience to handle any bicycle project, from folding bike to custom-aero-carbon. Our preference, wherever we can is to work with smaller independent companies. Our brands include:

  • LANDRACE - Cyclefit designed and conceived. Fit perfect. Titanium
  • Brother Cycles - Local, family run bike company. Style on a budget
  • Airnimal - The world's finest riding folder - with a Cyclefit twist

Cyclefit Store Street Contact

Cyclefit Store Street is 500 metres north of Cyclefit West Central Street. Store Street runs between Gower Street and Tottenham Court Road.

Cyclefit Store Street
38 Store Street
020 3205 0190

Cyclefit Store Street Opening Hours

Monday-Friday: 08:30 am - 05:30 pm

Saturday: 10:00 am - 04:00 pm
Sunday: Closed


Beth - Ride leader and Saturday person


Miguel - Mechanic

Cyclefit Store Street Team

Beth - Store Lead

Ex-professional bike-racer, Beth rides her LANDRACE Tupelo titanium bike which she enjoys riding to see friends, café stops, commuting to work and gravel riding on the weekends. Revelling in the variety, after spending 12 years racing track and road races, racing for Bianchi UK for her entire adult career. Beth is also studying a Masters in Physiotherapy, which is a passion of hers, followed shortly behind scouting the best places for coffee and cake. Beth will be leading a novice women's group-ride on Wednesday mornings. Please sign up for our newsletter for up to date information.

Miguel - Mechanic

Miguel rides his Cinelli Vigorelli, which he uses to race for his team GFTL at outdoor velodrome leagues. His favourite race being the elimination race, otherwise known as ‘the devil’. After living in London most of his life, he enjoys chewing up the mean London streets with his personal specialty being descending. In his spare time, he loves to play around with mixing techno which fuels his pre-race warm up routine. Miguel loves to work on all kinds of bikes and is an experienced wheel-builder.


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What our clients say

  • "Hey Julian and Phil, I hope you are both well. I just completed a 21 hour week on my new 165mm cranks and I am in love. They feel so so great! Thank you for all your help. I’ve never felt so comfortable on my bike before. All the best, Hannah"

    Hannah Barnes

    National Champion / Professional Bike Rider

  • "Very very personalised service. You arrive, they expect you, greet you by first name, have checked your file from past visits and set out very clearly what the process will be, what issues they're looking to address and how and they are happy to take the time to walk you through everything in layman's terms. Almost any professional service entity could learn a lot from how Cyclefit works. "

    Peter G.

    Recreational rider

  • "A very thorough, professional and personal service. I was keen to analyse my bike position after breaking my hip. The custom footbeds and alterations to my position feel really good, just wish I’d come sooner! Many thanks"


    Endurance MTB rider

  • "A highly personalized and very friendly service, giving good advice and adjustments that are helpful whatever level of cyclist you are."



  • "Honestly these are great (custom orthotics). My feet feel totally balanced and stable and I‘m not searching for the pedal when I want to push it. They’ve made a massive difference.”"

    Tom Pidcock

    Olympic MTB Gold Medallist