Value proposition

We are one of the UK’s largest independent cycling retail groups, with headquarters in Swansea and over 250 employees. In 2016, Wheelies became part of the Halfords group, and in 2017 was brought under their Performance Cycling group. As part of the Halfords group we’ve grown from a small shop into a strong operator in the premium cycling market stocking thousands of products from over 400 cycle brands including Specialized, Giant and Endura.
Our products are available to buy direct online or with assistance from our knowledgeable customer service team in our call centre. We supply cyclists with all they need, from bikes that are built by our experienced Cytech trained mechanics to British Standard BS6102 level, to cycle clothing and accessories to complete their kit. Our cycling experience and enthusiasm help us to provide consistent high quality service, which is reflected in our 3rd party review scores shown on our website.
Our Wheelies Direct Bike Replacement division acts on behalf of insurance companies to ensure bike replacement claims are resolved quickly and professionally. They are the largest bike replacement provider in the UK. To ensure our customers receive the best possible replacement bike(s), we have continually invested in our validation services to build a system which is comprehensive and accurate. Our database holds details of more than 48,000 cycle models sold in the UK since the 1980s. Losing a bike is never easy, especially when it's a primary form of transport or your favourite hobby, which is why we want you to feel confident that your insurance provider is working with the best in the market. For more information on all our services please visit www.wheelies.co.uk.