"Whilst we still want to Make Cycling Better. But we also have to accept that we cannot make cycling better for everyone"
Looking Back... But Mostly Forward
As we cycle toward the twenty-fifth anniversary of Cyclefit, it seems like the appropriate time to take a breath, review the landscape and consider Cyclefit's humble place in the world, for the next quarter of a century.
The new millennia promised many things, but mostly excluded bicycles that fit their owners properly. Our humble mission was to Make Cycling Better by being the first company in Europe to offer an evidenced-based, wholly scientific, Cyclefit process, to evaluate how a human dynamically functions in time and space, on a bicycle. A small contribution to Life's Great Ledger, but it was nevertheless, our contribution. And it was one we took seriously - we proselytised our message, spoke at cycle-clubs all around the country, taught bike-fitting courses all around the world, spoke at conferences and bought our process to everyone from Brompton owners to Fabian Cancellara, with a ceaseless evangelical zeal.
Annual Team Camp Fit-Circus
Jimmy delivering a dream
"For most of our clients and everyone at Cyclefit, riding a bicycle feels as natural as breathing in and out."
Equal on Two Wheels
Cyclefitting effectively became our contribution to the great democracy of cycling - everyone was equal on two-wheels. The bicycle was the great leveller and we were Cyclefit chefs that were happy to share our recipes. Knowledge's greatest power resides in its ability to be shared. And our mission was to share. Over the last twenty-plus years we have worked with at least fifteen thousand clients at Cyclefit, with the express goal of making them more functional on their bicycle. But what does function actually mean.
Deconstructing 'Function'
Function may be the second most overused word after deconstruct. Function for Cyclefit equals making someone more resilient to the loads and forces that they are going to subject themselves to, in the highly unusual constraints of a modern bicycle. Cycling on a good day is a cipher for naturalistic freedom of expression and movement. Except it isn't. Cycling is entirely unnatural, not what we evolved to do and necessitates our natural bodily mechanics being entirely constrained by a 360-degree dictator - aka - the modern bicycle. Some lucky folk can fold themselves into the same racing position, decade after decade, without pain or performance loss. Most of us can't - maintaining function and performance requires constant discipline and process. Which is accepted because being able to ride our bicycles and train is as important as work and marriage For most of our clients and everyone at Cyclefit, riding a bicycle feels as natural as breathing in and out.
Phil teaching Trek dealers to fit bicycles
Jules teaching Fabian Cancellara about foot-control
"We will only be offering our world-class and proven range of Cyclefit services, to people who have bought a bicycle from us, or who have made a commitment to do so"
Fighting The Enshittification of The Cycling Industry
Whilst we still want to Make Cycling Better. But we also have to accept that we cannot make cycling better for everyone. Bicycles and the industry of bicycles has changed.
Enshittification is a term that was invented by Cory Doctorow to describe how services and products appeared to inexorably decline over time. Doctorow coined the term with respect to how online platforms and services are specifically designed to incrementally evolve away from the consumer interest and toward the company's financial interests.
Bikes. Not Beans.
We now live in a world where all too often, expensive bicycles are transacted online or even in-store, without any meaningful evaluation process. In too many instances the bicycles neither fit or work as the person who purchased them, hoped or expected. This is enshittification. It has nothing to do with driving industry standards or making people happier; it is a focus on increased profit.
Everyday at Cyclefit, we try and help people interface a little better with bicycles that they are fundamentally ill-suited to. The process is frequently expensive and disappointing, because modern bicycles are also increasingly less adjustable:
- Integrated bars and stems
- Internal cable routing
- Proprietary parts
- Integrated power-cranks
- Pro-alike aero geometry
The frustrated rider would ideally need a new frame with radically different geometry. Or failing that, a work-around of: new bar/stem, crank, seat-post - a thousand pounds at least, if the components are available.
There is simply not enough sugar-coating available to make these choices palatable for people. Hence...
"Enshittification has nothing to do with driving industry standards or making people happier; it is a focus on increased profit"
Phil and Julian are committed making people better on their bikes.
The Cyclefit Way
We have the process, the expertise, the brands and even our own bicycle design to ensure these mistakes do not exist. The Cyclefit way is the right way. A deliberative, award-winning, science-based, process that makes sure you are on the perfect bike, in the perfect position. Not quick, not cheap. But it is the right way.
Going Forward - We will only be offering our world-class and proven range of Cyclefit services, to people who have bought a bicycle from us, or who are committed to doing so.
Cyclefit Services
- Cyclefit
- Cyclefit Follow-Up
- New Bike Cyclefits
- New Shoe-Fits
- Sidas custom footbeds
- Orthotic clinics
- Workshop
- Bike-design and building
Core Team
The core Cyclefit team of Barna, Jimmy, Julian & Phil, have worked together for a decade and a half. We are bound together by a desire to do things well and a mutual respect for each other's, and Cyclefit's collective abilities. We are a very small team of experts who have experience working at the pinnacle of the industry and World Tour sport.
Looking Forward - We are incredibly excited to be able to focus our unique experience and skills on behalf of clients who demand and deserve the unparalleled standards to which Cyclefit works.
The Cyclefit Process
1. Cyclefit Session - Julian, Jimmy or Phil will seek to understand you - any pain or injury concerns you may have, and your ambitions for your new bike project. We will spend as much time as is needed to establish your optimal position, to help you achieve your ambition.
2. Conversation about frame: custom v's stock, materials, geometry, brand, components, aesthetics.
3. Design or select your perfect frame.
4. Barna builds your bike.
5. Once your bike is built it is back into one of the Cyclefit Studios - we will then fit you to your bike.
6. Ride, review, and 1st service at around 500km.
We are proud to work with brands that understand and support Cyclefit's core ethos and process: Seven, Serotta, Pegoretti, Argonaut, Parlee, Enve, Trek Project One.
And of course the distillation of our decades of experience - LANDRACE.
We look forward to working with you.
Barna, Jimmy, Julian, Phil
Bike-Fitting Alternatives
Julian & Phil have hosted multiple International Cyclefit Symposiums, dedicated to advancing the understanding of bike-fitting. They have also taught hundreds of students all around the world to do bike-fitting - it is their turn now. Many of them are talented and dedicated individuals.
You can find a full list of bike-fitters in your area via
The International Bike-Fitting Institute
