BikeBiz Bicycle and cycling retail news
Vires Velo, the exclusive UK partner for Factor Bikes and Black Inc, has opened a new Vires Velo Studio – a premium showroom space and bike fitting studio – located in Lane End, Buckinghamshire.
This new facility, located on the edge of Chilterns, builds upon the success of Vires Velo’s Experience Centre in Norfolk and offers riders a new destination to experience Factor bikes and the state-of-the-art idmatch bike fitting system.
The Vires Velo Studio has been carefully designed to give riders the complete Factor experience in the UK. This includes:
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A showroom with the complete range of Factor Bikes leading high-performance road, gravel, TT and mountain bikes.
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Demo bikes available to book for an hour test ride in the Chilterns.
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idmatch bike fitting system to confidently determine the size and set of a new bike.
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All the tools and expertise to configure and order a new Factor bike which will be built by the team in Norfolk.
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A comprehensive selection of Black Inc wheels and components on display.
A highlight of the new studio is the idmatch bike lab, a bike fitting system that allows riders to find the ideal set-up on their bike. The idmatch system is powered by data-driven analysis tools applied to bike fitting.
The bike fitting studio is open to cyclists of all abilities and can be used before purchasing a new bike or to optimise the position on a current bike.
The system is operated by Vires Velo’s experienced bike fitting team and can be used to fit riders to road, tt/triathlon, gravel and mountain bikes. Vires Velo currently operates half of the idmatch fitting systems in the UK.
Vires Velo: Proud to be the UK partner for Factor Bikes
Factor owns and operates its own carbon production facility and is the only premium bike brand in the world overseeing and controlling every step of carbon bike production, from concept to final assembly. Factor’s range includes performance Aero, Road, Time Trial, Triathlon, Gravel and Mountain Bikes.
John Bailey, MD of Vires Velo said: “At Vires Velo, we have a proven track record of providing Factor customers in the UK with an exceptionally high level of service.
“Our clients demand an experience and standard that is inline with the quality and performance of the bikes they are riding. Fully customisable bike specs, bike fitting, test rides, good coffee and most importantly the dedicated time and space to fully understand the requirements of each customer.
“This is the only way a premium bike should be ordered. We look forward to expanding our reach with a more centrally located studio in Buckinghamshire.”
The new studio is the second dedicated centre for Vires Velo in the UK with the company’s HQ, opened in 2019, located in Hethel, Norfolk.
