About Freewheel
In the beginning, back in 1977 there was a small suburban bicycle shop on West End Lane, West Hampstead in North West London called Beta Bikes. The shop was owned by an entrepreneur, Errol Drew. Errol has spent time in the USA and had seen the emergence of mountain biking and decided to bring it to the UK. Errol started to import some American brands as well as develop his own mountain bikes under the Ridgeback brand. Demand for these products grew from other bicycle retailers and consumers. This lead Errol to create Madison to supply product to the trade and the Freewheel mail order catalogue for the consumer. The Freewheel catalogue was sold throughout the UK in all newsagents and fast became the go to publication for everything cycling in the UK.


Why Is Freewheel So Beneficial
Freewheel is a great opportunity for local independent bike retailers to offer a website for consumers to shop on in the comfort of their own home. What makes Freewheel better than the rest is the local bike shop security that you wouldn’t otherwise get from a regular online store. Teaming up with Freewheel has allowed us to offer you those great online deals whilst being a great point of call for returns and warranty.


The Way It Works
All you have to do in order to buy off the Freewheel store is make an account with them and set Williams Cycles as your local store. Once you have picked the items you want, you have the option to either Reserve & Collect at the store, or you can get it delivered straight to your door. Even if you get it sent to your home address you will still need to select a local store, as we will act as your warranty and returns facility.
If you choose to Reserve & Collect then you will get an email once we have received the products you ordered from Freewheel. Once you get the email you will be able to come and collect your items at your leisure. It’s as simple as that!