Independent • Family Run • Cycling Since 1904
About Williams Cycles
Four generations. More than a century of bikes. And somehow we're still just as excited about them.
Williams Cycles has been run by the Williams family since 1904.
That makes us a fourth-generation independent bike shop — something we're incredibly proud of, but never something we want to take for granted.
Cycling has changed enormously over that time. Bikes have changed. Technology has changed. The way people ride has changed.
But the important bit hasn't really changed at all: helping people find the right bike, keeping them riding and being part of the local cycling community.
Yes, we actually ride bikes too.
The Williams Cycles crew doing what we enjoy most — getting out, riding bikes and probably taking it slightly less seriously than we should.
◉ Four Generations of Williams Cycles
Williams Cycles has been part of Cheltenham's cycling landscape for more than 120 years.
Through four generations, the shop has stayed in the Williams family and continued to evolve alongside the bikes, riders and community around it.
Today, the latest custodians are Dominic and Rory Williams.
Both are passionate cyclists, but just as importantly, they see Williams Cycles as being about much more than simply selling bikes.
The shop should be a keystone of the cycling community.
Somewhere riders can come for advice, help, ideas, repairs, a new bike, a chat — or sometimes just to talk absolute nonsense about bikes for twenty minutes.
Keeping that relationship with the local cycling community alive is a huge part of what drives us.
A Very Short History of a Very Old Bike Shop
1904
Williams Cycles begins.
Four Generations
The business remains in the Williams family.
Today
Still independent. Still family run. Still completely obsessed with bikes.
◉ The People Behind the Shop
The real core of Williams Cycles is the people who work here.
Our team isn't made up of people who just happen to work in a bike shop.
They're riders.
Mountain bikers, road riders, commuters, e-bike riders, mechanics, adventurers, weekend warriors and people who generally spend far too much of their lives thinking about bicycles.
That matters to us because when somebody comes into the shop asking for help, we want them to speak to somebody who understands.
What you'll find here
Real experience
Advice from people who actually ride bikes.
Honest advice
We'd rather sell you the right thing than the most expensive thing.
Loads of different cycling backgrounds
Because there isn't only one way to enjoy riding a bike.
A genuine desire to help
Whether you're buying your first bike or you've been riding for forty years.
Sharing our enthusiasm for cycling with our customers is a huge part of what makes working here enjoyable.
◉ More Than Just a Bike Shop
We think independent bike shops still have an important place in cycling.
The internet is brilliant. You can research absolutely everything, compare a hundred bikes and watch somebody rebuild a suspension fork at 2am if that's what you're into.
But sometimes you just need to speak to another human being who knows what they're talking about.
Somebody who can look at your bike, listen to what you actually need and point you in the right direction.
Bikes are better when there's a community around them.
So whether we're fixing bikes in the workshop, supporting local events, helping new riders, working with Wheel Good Vibes or heading out for a staff ride together, we want Williams Cycles to keep being part of that community.
◉ Our Approach
Keep it independent.
We're proud to be a genuine independent family business.
Keep it honest.
Good advice and long-term relationships matter more than a quick sale.
Keep people riding.
Whether it's a £10 repair or a dream bike, the end goal is the same — get you back out enjoying your bike.
Keep it fun.
Because ultimately, riding bikes is supposed to make you smile.
Since 1904 — and we're not done yet.
Whether you've known us for years or you've never stepped through the door before, you're always welcome at Williams Cycles.
Come and Say Hello
Looking for a new bike, need some advice, have something strange making a noise or just fancy talking bikes? Pop in and see us. Advice is always free.
WILLIAMS CYCLES • CHELTENHAM • SINCE 1904