Rutland Cycling Announces Leicester Grand Opening

PRESS RELEASE: Rutland Cycling

Our new 10,000sq ft superstore is now open, located at Everards Meadows on Soar Valley Way, Leicester.

The new cycling store and adjacent café are the first phase of the development of Everards Meadows, a vibrant £30m leisure and tourism destination within the Blaby District, nestled amongst green fields and cycle paths. The development is anchored by Everards of Leicestershire, who will make it the new home of their brewery and offices, together with a Beer Hall serving Everards award-winning ales.

Real ale enthusiasts will have to wait until 2020 for the beer hall’s grand opening, but cycling aficionados can indulge their passion from Monday 22nd July. The new 10,000 sq ft Rutland Cycling superstore is a cyclist’s paradise, with the latest in immersive, experiential shopping. Customers visiting the store will discover a full range of bikes and electric bikes from the world’s best brands, including Trek, Giant, Specialized, Scott, Whyte, Liv, Frog, Gazelle and Kalkhoff, along with cycle clothing, parts and accessories and a fully Cytech-accredited workshop for servicing, repairs and custom upgrades. With a full demo fleet, including electric bikes, and a purpose-built, traffic-free demo loop right out of the shop, there’s no better way to try before you buy.


The store will open 7 days a week from 9am to 6pm, with late opening until 8pm on Wednesdays.

Those who have visited our flagship store at the iconic Rutland Water will know that we are famous for its hire bikes. In fact, we've hired bikes to over 2 million happy customers since our company was founded in 1981, and our newest store here in Leicester will also feature a full fleet of hire bikes, including electric, hybrid, mountain and kids’ bikes, opening cycling up to all ages and abilities. There is a brand-new, traffic-free cycle path through the Meadows, connecting directly with the Great Central Way (NCN route 6) and allowing customers to explore the beautiful Leicestershire countryside, waterways and cycle routes into the city centre. What better way to explore your neighbourhood and re-introduce yourself to the delights of cycling?

Featuring the Retul Match interactive head-to-toe sizing tool, our newest store is an exciting environment for new and enthusiast cyclists to explore, with all the latest products and bike tech and a friendly, expert store team on hand to guide customers through the range of options. In fact, the retail experience is so good that it has won us numerous awards, including the ‘Retail Excellence’ Family Business Award in 2018 and 2015. The second-generation family business, still headquartered in nearby Rutland, is also included in this year’s ‘1000 Companies to Inspire Britain,’ published by the London Stock Exchange Group.


David Middlemiss, Rutland Cycling’s Chief Executive, commented, “Working together with our many local partners, including Everards, Blaby District Council, Leicester City and County Councils, Sustrans and SmartGo, the aim is to reach out to the community to make cycling more accessible, encourage cycle to work through engaging with local businesses and support the development of more cycle routes in and around the city and surrounding areas. Opening our new Everards Meadows store, alongside the café, is the start of an incredible leisure and tourism site, a great addition to Leicester. We’re here to welcome all cyclists, from beginners to performance athletes, and the location couldn’t be better – you can ride straight out of our door, traffic-free, onto the National Cycle Network and explore miles of cycle-friendly paths and lanes.”


“This is an exciting time for Rutland Cycling – our new Leicester store will move cycle retail up to the next level, delivering a premium, department store experience to customers, with a full range of products in stock, interactive product displays, custom sizing and fit technology and, most importantly, the top-quality service that Rutland Cycling is renowned for, with an exceptional team of qualified staff and a strong ethos of a friendly, family-run business.”

“We believe passionately that to get more people making cycling part of their lives, you’ve got to make it convenient and easy. Our stores are open 7 days a week, with hundreds of bikes on display, a full Cytech workshop offering while-you-wait repairs, and plenty of advice and guidance. Whether you’re a beginner or a performance athlete, we welcome all cyclists to our stores.”


“We look forward to being part of the local and cycling community in Leicester, building good relationships with the business and retail sectors, local cycling clubs and groups, schools, individuals and organisations, to help grow and support the cycling community in Leicester.”

Alongside the opening of the new Leicester store, we have recently opened a new a 15,000 sq ft store in Milton Keynes, bringing the total number of stores to fourteen across Central England – a great success story for a local, family-run business.

Why not visit one of our award winning stores today? See all of our 14 locations here!