Introducing Soho Bikes

Jun 19, 2014 at 7:54
by Fraktiv  
It's pretty safe to say, Soho Bikes is unique...at least for Central London. Despite the UK capital city's affluent nature, London is largely devoid of any sort of establishment that might cater to the more off-road orientated amongst us. That is, until now...

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  Coffee, clothing and more high-end bikes, shoes and helmets than the rest of London put together...possibly!

Situated on Berwick Street in London's 'West End', and buried deep in the heart of the biggest film post-production community in the world, Soho Bikes keeps some pretty illustrious company. Not to be outdone, the shop also keep some pretty tasty goods in stock, from the likes of Troy Lee Designs, Five Ten and Santa Cruz to name just a few, as well as serving some of the best coffee and cakes - sourced from specialist suppliers - that you'll find in the area.

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  Doesn't every shop need a till that doubles as a monitor showing Pinkbike 24/7?

But Soho Bikes isn't just a trendy café or a boutique for the odd passing film executive, keen to buy a V10 as his city bike, it's a proper mountain biker's oasis in the middle of the metropolis. Founded by old friends, Nick Hawker, Tom Hodder and the irrepressible Rob Warner, Soho Bikes is crammed full of passionate folk. There's Steph and Ben the Aussie baristas who make a mean coffee, Matt, who provides wrenching services for whatever bike comes through the door - from fixies to DH rigs - and Matty, who manages the store.

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  Soho Bikes is one chilled out place. No need to look at the time here...

There's also plenty of cycling memorabilia on display, from Rob's old World Cup Giant DH frame, helmet and jersey from the late nineties to race plates from long-forgotten World Cup venues and even Greg Minnaar's jersey from the 2014 Leogang World Cup, delivered by hand by the man himself! Of course it's not every day the World Champion drops by, but Soho Bikes will still be buzzing on a daily basis with the latest videos from Pinkbike streamed to screens around the shop, together with live coverage of World Cup DH action throughout the season, so where better to watch it than Rob's own bike shop? In short, the team behind Soho Bikes aren't just a couple of guys after a quick buck for a cup of coffee and a Danish, they're a solid bunch of bikers, keen to see access to mountain biking kit brought in from the shires and onto the bustling streets of Central London.

Soho Bikes 26 Berwick Street Soho London W1F 8RG
Soho Bikes 26 Berwick Street Soho London W1F 8RG

"We were amazed to be told by our distributor for TLD, that we weren't only the biggest dealer of TLD gear in Central London...we were the only TLD dealer in Central London...", said Tom, whilst un-boxing copious quantities of fresh new 2014/15-range Troy Lee riding and causal kit, "...and it's the same deal with our range of Santa Cruz bikes. No one's got the range we have here". Indeed the shop was full of crisp new men's and women's kit from TLD - including full face helmets - plus loads of Giro lids too. Add to that a massive range of Five Ten shoes (unquestionably the biggest selection seen in any UK city-centre store), Shimano footware, clothing and bike parts and numerous other products from other brands, and you start to see why Soho Bikes is a bit special.

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  Rob has been part of Soho Bikes since its inception, and wasn't shy of rolling his sleeves up to get the shop ready

So what made a former World Cup winner want to open a bike shop in Central London? We caught up with Rob. "I've worked in the cycle industry my whole career so getting a shop open is a really natural progression. I've known Nick for years too so when he said last year about opening a shop bang in the centre of London it was just the kind of thing I wanted to be involved with. I know Soho well from all my media work so that was also a great fit. We now have a wicked shop bang in the middle of the coolest part of London - doesn't get much better than that does it? Oh and did I mention my TV shows get shown in the shop too...?".

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  The shop fit-out has meant all hands on deck for a month

It's clear from the fit-out of the store, the products on display and the location, that Soho Bikes is not some flash-in-the-pan concept. Some serious planning has gone on here, as Nick explains, "I started working on the plans for the shop last summer with Tom and Rob, so it took about 10 months to even get the keys to the premises, and then another month to fit the shop out. We've been extremely lucky to have a great group of family and friends to call on to help get it all sorted. This isn’t the place to go through everyone individually but many thanks to you all - you know who you are! That said I have got to give a special mention to James for his design work, and to Ally for producing pretty much all the fittings and furniture, top effort lads." Ally Fraser, a carpenter and joiner based in Steve Peat’s home town of Sheffield, fitted out the entire shop interior in 4 weeks using reclaimed timber from across Yorkshire. The wooden flooring that runs throughout was sourced from an old mill in Bradford, and brings a huge amount of character to Soho Bikes.

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  Spread over two floors, Soho Bikes more than delivers on bikes, components and gear

The shop also offers more than just 'don't touch' bike candy in their basement showroom and two-wheeled temptation in the form of box-fresh Santa Cruz, Giant, Cotic and Genesis bikes adorning the walls in the café seating area. Practically any bike you see in the shop can be taken out for a demo. From an 5 minute pedal around in Soho or overnight weekday teaser to a longer weekend test ride of several bikes, the team will be offering their entire range - from commuter bike to DH rigs - to the public for testing, and you won't just get an off-the-peg selection, as they will endeavour to offer as bespoke a service as possible to potential buyers, imparting both their knowledge and know-how to prospective customers. Added to this 'local bike shop' level of service, which will include post-sale bike servicing and direct after-sales support, Soho Bikes will also be stocking a small range of niche componentry, including BOS suspension products, KS seatposts and Hope components. With shop rides at locations around London planned by the team too, there's going to be plenty going on with the Soho Bikes crew.

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  Even before the official opening, the shop's been busy and has had plenty of very satisfied customers

And it would appear that good news travels fast, as a few days ahead of the shop's official opening on Saturday 21st June, we ran into Santa Cruz Syndicate rider, Greg Minnaar, fresh off the plane from the Leogang World Cup race, and it's safe to say he was pretty impressed. "It's right in the centre of London and you don't expect to find a mountain bike shop in London. Walking in there's a really nice coffee bar, and I'm sure there's some beer snuck in the back somewhere! It's funny because our bike shop in South Africa has a similar racking system installed, so I'm not sure who copied who, but it feels like its our sister shop in London. There's a really good atmosphere in here, really cool, and it's something I think other bike shops should try to emulate. When I get back home, we'll turn some of our stuff into this. It feels cool, the coffee is good and it's really nice."

Greg was also in London to support a fashion event for Samuel L. Jackson's 'One For The Boys' cancer charity, modelling some fine threads alongside Tinie Tempah, Simon Pegg and Lewis Hamilton, but as key Santa Cruz dealers, Soho Bikes were the lucky recipients of the 25th and final Limited Edition Minnaar V10 Worlds Replica, ahead of its auction at the charity event in Central London. Rumour has it that the V10's highest bidder was a certain Formula One driver who attended the event, but we couldn't possibly say who!

Soho Bikes 26 Berwick Street Soho London W1F 8RG
  Greg dropped in ahead of attending Samuel L. Jackson's 'One For The Boys' charity event, to pick up the V10 Worlds Replica

So after 11 months of hard graft by the whole team, Soho Bikes is now ready to open its doors to the public. If you're in or near London, make your way to Soho on Saturday 21st June for their opening party. Mountain bikers in London have never had it so good!

Soho Bikes 26 Berwick Street Soho London W1F 8RG

Website: sohobikes.co.uk
Twitter: @SohoBikesLondon
Facebook: Soho Bikes London
Tel: +44 207 439 9577
Address: 26 Berwick Street, Soho, London, W1F 8RG
map
Photos by geebeebee media and Nick Hawker. More photos from Soho Bikes can be found here.


Author Info:
fraktiv avatar

Member since May 14, 2008
227 articles

93 Comments
  • 105 0
 Berwick Street today, Downing Street tomorrow... Vote Warner for Prime Minister! Legend.
  • 35 1
 what about peaty? knighthood?
  • 33 1
 Sir Steve Peat.... i like
  • 15 32
flag tobiusmaximum (Jun 19, 2014 at 9:05) (Below Threshold)
 Bloody hope not, dirty masonic load of old bollocks. He's a proper man of the people, so he doesn't qualify lol. But Warner for PM? Where you I vote?
  • 13 1
 dont forget he's the face of ROYAL racing Wink
  • 11 0
 your majesty's gov't just needs to create something proper or him then. meantime..."look at the time!" tshirts, available?
  • 11 0
 "stay on your bike danny!" or "on fire with no tire" shirts would be cool too.
  • 8 0
 "Uglier than a bag of mashed up arse holes!" T Shirts?
  • 2 0
 Lord Steel of Sheffield Warner is already a right honourable member
  • 4 0
 Not particularly timely now but "He's quicker than Julian Assange out for a take away" is my favourite.
  • 15 1
 Here comes the commuters kitted out in troy lee pedalling a V10
  • 2 0
 Can a shop like that make it selling MTB in a metro area with no trails near by? Or are the trails pretty close? I have no clue.
  • 4 0
 Trails are nowhere near dude, but it's London, there's no actual mtb shops in London already, they've found a niche!
  • 2 0
 Should 'Ban Ki Moon on a bike' (UN head) make it onto a shirt I'll buy 10.
  • 6 0
 "Hit the deck faster than a granny on a cruise ship" t shirts?
  • 3 1
 "how does he sit down with balls that big" Warner at his best!
  • 2 0
 "How'd you do that, you piece of f**k?" (Warner interview with Eddie Masters)
  • 4 0
 how about "he's faster than a hoodie with a 3d tv". Or "that berm's more blown out than Bagdad!"
And for loic just before he crashed, " he's on song like an Austrian transvestite!"

You gotta love Warner! Legend!
  • 4 0
 "He's going downhill faster than the us economy"
  • 4 0
 "He is off line like a Russian border"
  • 2 0
 i think it's time for a PB "ask warner anything" segment as part of the grand opening of his shop.
  • 3 0
 Hope they sell rigid fixie bikes....it's all people ride in London.i once rode through soho and most of London on lapierre spicy and the people we're surprised that much I had a guy ask me where the engine was hahaha
  • 31 4
 Funny 'cause the shops seems to be everything Warner isn't known for… I would have expected a Warner-inspired shop to have a tatt parlour in the back, metal blasting out front and a shooter bar, not an espresso bar staffed by hipsters.
  • 7 1
 We all know what happens when we assume
  • 5 3
 in russian accent: "u make me ass"
  • 2 0
 Assume = 'ass' of 'u' and 'me'
  • 2 1
 Ya, except my "expectation" is based on how Warner portrays himself in the media not my own "assumptions" about who he is.

Subtle difference.

Now who is more of an ass, me or the 3 trolls without reading comprehension skills? Wink
  • 21 0
 This is not the only place to spend a lot of money on a ride in Soho!
  • 3 1
 but it's not everyday that two wc legends would stop in at any minute at any other shop
  • 29 0
 Shoulda just called it "Rob's Dirty Business"
  • 6 0
 Can I get a lube, a wax and a cappuccino?
  • 20 1
 This is so cool, looks like a ton of work and heart went into this, great job! Bike shop mode activated!!!
  • 18 0
 its on '26' Berwick st - surely an omen from the gods?
  • 3 0
 Let's hope this omen don't mean it will die slow...
  • 16 1
 That lining of Minnaar's jacket tho...!
  • 37 0
 Minnaar for Bond.
  • 1 0
 Good call, for when Mr. Craig hangs it up.
  • 14 0
 Two baristas and one mechanic? Selling to expensive bikes to city boys is a good plan though.
  • 7 0
 Haha yeah, 66% of clients can only afford a coffee, the mechanic is for the city boys.
  • 14 0
 best clock ever!
  • 9 0
 They should seriously sell those.
  • 6 0
 I'd buy one for sure
  • 4 0
 Look at the Tiiiiiiiime!
  • 2 0
 every great showman needs a secondary catchphrase, I nominate: LOOK AT THE WHIP!
  • 4 0
 Looks nothing like the bike shops here in Indiana, and that's a really good thing. Best of luck with the new shop, Mr. Warner.
  • 2 0
 looking good. Its not on the pedestrianized bit of soho so I'd put up some serious ram raiding deterrents boys yeah there must be some city bankers who want to tootle around the city on a carbon v10 just cos of the price tag....nobs
  • 2 0
 Good that there's still a reason to visit Berwick street when I'm down in the smoke. It used to be great with all the record shops but seemed to have lost most of it's character since a lot of them closed down. Good luck with the shop.
  • 1 0
 Dear Rob, SOHO, SO GOOD....I'm sorry but I'm not going to make it tomorrow as I am way down here in Oz and i don't own 1 of those fast jets unfortunately.....I will pop in when I'm next in London though.....meanwhile how's about some shirt's with a few Classic Rob Warnerism's then....
  • 2 0
 Pretty delighted to have a decent bike shop like this in central London. Will be watching the rest of the World Cups here for sure!
  • 7 2
 LOOK AT THE LOW PRICES!
  • 3 0
 where are you supposed to test ride your new $8k bike? take it over to hyde park?
  • 3 0
 There are a couple of good riding spots within 40-50 miles of London, all pretty easy to get to, and the guys will be offering extended period demos and shop-organised group rides, not just a few hours or overnight, so plenty of time to get out to the countryside and ride.
  • 1 0
 I've always loved London, but now that that's there I'm heading over next month to pick up some TLD gear and a few bits and bobs.
  • 1 0
 and pop into the strip clubs and sex shops that scatter soho
  • 2 0
 Hell yes! Literally 5mins round the corner from work - will definitely be popping by.
  • 1 0
 where do you work?
  • 3 1
 Popped in there two days ago. Awesome vibes and great to have an MTB shop in London!
  • 1 0
 An MTB shop in Soho? Who told him this would make money!? I can't even imagine what the rent would be on a place like that. Good luck all the same.
  • 2 0
 Missing the opening of Soho Bikes makes me more miserable than Coldplay's next album.
  • 1 0
 Might have to fight through the hoard of trendy purse carrying twats in Soho to have a gander. Might take out a loan and grab a coffee as well haha
  • 3 0
 Fuck, i have to go London...
  • 1 0
 DH rigs available for demo AND coffee. That looks good from 5,000 miles away. I will have to check it out when I am in London.
  • 1 0
 I''l be there...I'm quite often around that area. Should be a great place to hang out and watch the World Cup races. Good luck guys.
  • 1 0
 haha ahh, wow
  • 1 0
 Haven't ever had any desire to go to London, 'til now!
The place looks sick, the best fitted out bike shop ever.
Well done all :-)
  • 4 3
 From the pix i get a snobby atmosphere vibe. Perhaps lm wrong but thats what lm feeling. And all the hipster clones weird me out...
  • 2 0
 Aussie baristas - even if you're not into bikes at least you know the coffee is going to be good.
  • 3 0
 Will they be stocking Townhill bikes..?
  • 1 0
 I bet there is a liquor license in the works. You will need one on race days for sure. I would go there to watch in a second. Cheers and good luck.
  • 2 0
 Right round the corner from my London office, will be checking it out!
  • 1 0
 Can somebody tell me what model is the green helmet at one of the pictures?Thanks
  • 2 0
 Ambitious. I like it. Wish all the best to Rob Warner!
  • 1 0
 How about an online store selling "warnerism" shirts and stuff?? London is a bit of a drive from here.
  • 2 0
 I looked at the time! Fuk
  • 1 0
 Definitely I'm going there tomorrow with my Banshee Rune V2. Once in lifetime thing.
  • 1 0
 Just by looking at that coffe you know that's a dang good 1. Will have to go visit the shop next time I head up to London.
  • 1 0
 What a legend! I think you will smash it! 'STAY ON YOUR BIKE WARNER!
  • 1 0
 if my shop served coffee and foodi d be there all day!
  • 1 2
 Is not that i dont care about this article.... buts whats going with citydownhill series...wasnt a race schedule for thia weekend....?
  • 1 0
 Can you earn money with it?
  • 2 4
 And the nice glass in your front windows and doors is speckled with grinder marks, making a public spectacle of your stupidity and your lack of knowledge of anything to do with construction.
  • 1 0
 Want to see more of the memorabilia! Nice looking shop
  • 1 0
 i want to meet rob
  • 1 0
 How much is the Rent..?
  • 5 6
 So its like other London bike shops but with some TLD and Santa Cruz stuff. Hmm.
  • 3 0
 we have TLD in our new shop too...in the Docklands best of luck to Rob Warner and Co with their new venture!
  • 4 4
 London stinks of rat piss.
  • 1 1
 Yes but its way way Better than Donkey PISS in Blackpool.
  • 2 1
 Sooner have half a dozen donkeys than 15 million rats, not counting the inhabitants.
  • 1 0
 best of luck Lord Warner
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