Local cycling hubs to close as UK manufacturer looks to support independent bike dealers
Local cycling hubs to close as UK manufacturer looks to support independent bike dealers
Posted on 22 Oct 2024
UK cycling manufacturer Whyte Bikes has announced the closure of its three cycling experience hubs following a major shift in the company’s strategy, which includes supporting independent bike dealers, under its new ownership.
The centres, including Quench Cycles at Bedgebury Forest, the bike hire concession at High Lodge in Thetford Forest and the Swinley Forest Bike Hub, will all cease operating by the end of October under the current ownership as Whyte Bikes seeks a potential buyer of the locations.
The closures mark a shift in Whyte Bikes’ plans for the hubs, which were initially acquired to expand the company’s customer engagement through experience centres that allowed riders to test and hire bicycles in unique outdoor settings. Whyte Bikes took on the site at Swinley Forest less than 12 months ago, however the company is now intending to turn its focus onto supporting independent bike dealers and international distributors.
In a statement, Nikki Hawyes, who became CEO of Whyte Bikes in February this year, explained the rationale behind the decision. She said: "Our focus remains on supporting independent bike dealers in the UK, as well as our valued international distributors. The hire and experience centres, while beneficial in some ways, do not align with our core business goals. We aim to provide a clearer vision for our Independent Bicycle Dealers and distributors."
Despite the closures, mountain bike specialist Whyte Bikes is set to continue offering demo rides through its dealership network at dealer-led events.
The closure of Swinley Forest Bike Hub, which offers bike rentals, maintenance services and coaching sessions, has been met with disappointment from regular attendees, with many expressing concern over the hub's future. Whyte Bikes has stated that its goal is to ensure a smooth transition that benefits both the business and the local cycling communities these hubs serve.