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"

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

Store Street Brands

We have the expertise and 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 folding bike - with a Cyclefit twist
  • Austin Cycles - The Atto - light weight carbon folding bikes
  • Moulton Bicycles - UK made small-wheeled bicycles made in Bradford on Avon
  • ARCC Bikes - UK made bicycles - regular pedal and electric
  • Gocycle - stylish, electric folding bikes designed in the UK
  • Pegoretti Custom Frames from Italy
  • Ritte Bicycles from California

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


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

  • "Rode my standard Box Hill loop this morning with the temp shims and more thought to position. Felt more connected and compact on the bike. Fastest ride of the year, picked up close to a km/per hour despite crappy wet pot holed roads, a ton of traffic and a couple of nights out Thu/Fri."

    Matt H

    Seven Evergreen SL

  • "The personal service from both Phil and Julian is second to none. They have such a wealth of experience in fitting that they can almost tell at a glance if something is just a little off. It felt as though it didn't matter how long it took to get the best position possible - even for an amateur cyclist like myself. Can't recommend them enough."



  • "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

  • "I'm new to cycling so needed some support on finding a bike that would be right for me. Julian couldn't have been kinder or more supportive, he took time to find out what I wanted from my cycling and then looked closely at my physical structure to ensure that the bike is a comfortable fit for me. It really is a 5 star service and far exceeded my expectations."


    New Cyclist