BikeBiz Bicycle and cycling retail news
Primo Cycles, a Cambridge-based bike shop, has announced the acquisition of Ride Experience, a premier bike hire centre located in the heart of High Lodge, Thetford Forest.
The new venture, now branded as Primo Cycles Ride Experience Thetford, will officially open its doors on Wednesday, November 20, 2024.
The transition follows a collaborative effort with Whyte Bikes, ensuring the continuation of Ride Experience’s legacy while securing the jobs of the dedicated team.
Primo Cycles’ expansion underscores the company’s commitment to fostering cycling culture, sustainability, and community engagement.
“Taking over Ride Experience allows us to bring our passion for cycling to an even wider audience while safeguarding the exceptional team and services that cyclists have come to rely on at High Lodge,” said Stephen Hawkes, owner of Primo Cycles. “We’re proud to preserve this cornerstone of Thetford Forest’s cycling community.”
Located within one of the UK’s most popular forest destinations, Primo Cycles Ride Experience Thetford will continue to offer top-tier bike hire and customer service for riders of all skill levels. From families exploring the trails to avid mountain bikers, the hire centre is poised to enhance every visitor’s experience.
This takeover reflects Primo Cycles’ dedication to expanding its reach and championing cycling adventures for everyone. Customers can expect the same great service and range of bikes they know and love, along with the reliability and expertise Primo Cycles is known for.
About Primo Cycles
Founded in 2009, and owned by Stephen Hawkes, the Cambridge-based business now operates two stores, located in the Grand Arcade and Jesus Lane.
The business aims to support a wide variety of cycling needs, across road, gravel, town, mountain and electric, with national delivery options.
Primo Cycles also offers a full sizing and fitting service, along with complete follow-up servicing from fully equipped workshops at both store locations.
The state-of-the-art bike fit studio is also available to book independent of bike purchase, enabling cyclists to get the best from their bike.
Image credit: Forestry England (Ride Experience, High Lodge)
