All Terrain Cycles invests £30k in high tech bike fitting

Yorkshire cycle retailer All Terrain Cycles has made a £30k investment in new technology to help custom fit bicycles to customers’ specific needs.

The new technology will allow the retailer’s specially trained technicians help riders improve comfort, control and performance as well as minimising injuries.

Available at All Terrain Cycles’ superstores in Salt’s Mill, Shipley, and in Wetherby, the bike fit studio features a fully adjustable jig giving the flexibility to assess and easily adjust every aspect of the rider/bike interface, including crank length, saddle angle and handlebar width, in order to create the optimum riding position.

This geometry can then be replicated on the customer’s own bike to ensure it is set up to their exact personal requirements taking into account body proportions and what the rider wants from the bike.

The jig can also be used to replicate the geometry of a specific bike, so that customers can try different sizes of bikes even if they’re not in stock.

Chris Williams, a bike fit technician who has worked for All Terrain Cycles for five years, said: “Cycling enthusiasts are becoming increasingly serious about optimising performance and the starting point, of course, is to ensure the bike fits properly from choosing the right frame size through to the correct adjustment of all the contact points.

“As in many sports, science is being used to improve the process and this high tech jig, one of just a few in Yorkshire, enables us to easily make adjustments and tailor the bike to exactly meet the rider’s needs. Whether customers are investing in a new bike or simply want to get more from their existing bike, a comprehensive fit can make a huge difference curing a host of problems from sore neck and back, knee pain and uncomfortable saddle to numb hands.”

The personalised bike fit analyses the rider’s current bike set up and also looks at their body dimensions, flexibility and core strength in order to achieve the ideal riding position.

Tony Booth, managing director of All Terrain Cycles, added: “As riders prepare for a summer of cycling, our new precision bike fit jig is already being put to good use with our trained technicians, many of whom have ridden at a semi-professional level, using their knowledge, combined with the latest technology, to ensure maximum comfort on the bike, so giving better performance.”

Selling many of brands including Cannondale, Giant and Trek, the two stores stock over 1,000 mountain, road and BMX bikes as well as clothing and accessories. Both locations also feature workshops staffed by trained technicians able to carry out repairs and servicing, and to prep the bikes for the showroom and delivery.

Family owned All Terrain Cycles was originally established in 1907. The £4.5m turnover business is based at a 9,000 sq ft Salts Mill store where it also has its 12,000 sq ft warehouse.

In 2014, it opened a second megastore showroom at Audby Lane in Wetherby. Originally established as Riley Brothers Cycles in Crosshills until the move to Salts Mill in 2007, the business was acquired from the Riley family by Mr Booth in 1996 and has grown from a turnover of £45k in 1995.