700 was opened in the summer of 2011 with one goal in mind; helping all road riders from all aspects of the sport furnish their passion with all the advice and equipment they may need. At 700 we believe that whether you are in it to win or simply to enjoy the sport, everything starts with fit and to this end offer bike fitting services to help you optimise your position on the bike,  to minimise the risk of injury and to get the best performance and comfort from your riding. 

At 700 we are looking to present the products we stock in their best light; each run of items is given its own space and is never pushed into a corner. Online each product where appropriate is given it’s own in-depth description written by us and photographed in order to best display it’s characteristics and to give you a feeling of what the product would be like if you were to actually touch it. We have tried very hard to pick our brands and products carefully in order to keep our range of products limited to those which firstly fulfill their purpose superbly and secondly offer what we feel is the best choice at each price point. Everything you find on our shelves will have been endorsed by one or another of us and it would not have made it there if we were unable to see its value.

We feel that every customer should have the same exceptional level of service; we want you to be able to draw from our many years of experience both in the bicycle industry and out on the road. Between us we ride thousands of miles every week, some of us as endurance or pleasure riders and others of us who enjoy racing and pushing our physical limits. We all expect our kit to echo our needs and style. Invariably you will be able to find a kindred spirit at 700; somebody who rides in a similar fashion and finds an analogous value in their cycling. Whether looking for your first road bike or seeking some serious hardware to maximise your competitive edge we want you to feel as if you have been given the best advice throughout your purchase and that you have ended up with a bike that suits your specific requirements.

Recent seasons have seen a growing desire for individuality and custom products and we understand that dream bikes should be as individual as you; from geometry to finish. To this end we are continually broadening our range to include more niche brands like Nevi Titanium and Sarto in order to bring you fully customisable options when it comes to your hardware. 

If you are looking to broaden your cycling experience we have an associated cycling club with a diverse spectrum of riders and abilities and 700 run numerous cycling holidays and training camps in the Costa Blanca during the year, so you can experience new roads, fantastic climbs and stunning scenery, fully guided and supported.

68 Peascod StreetWindsor Berkshire SL4 1DE

GURU Bike Fitting at 700

The World's Premier Bike Fit System

At 700 we believe that Bike Fitting is not only an essential part of the buying process but also crucial for your riding enjoyment.

Correct bike fit is essential for optimal performance, comfort, injury prevention and sustainability. However, these elements must be relevant to YOU as an individual and should be viewed and adjusted in the context of YOUR cycling.

The fundamental principle of Bike Fit centres around the rider in terms of their morphology (physical measures / dimensions); flexibility and functional range of movement; their type and frequency of riding as well as their realistic mid to long term cycling goals.

Ultimately, good Bike Fit centres around achieving an optimal position that best balances bio-mechanics, power, aerodynamics and comfort and your cycling discipline will determine the relative importance you place on each element.

It is important to realise that Fit is dynamic and ongoing, it centres around our body's ability to adapt - if you are looking at making significant changes to your position or if you are recovering from injury for example, our fitters will encourage progressive adaptation over time as the key to getting the most from your cycling.

Bike Fit is not black and white and there are numerous other factors that have a bearing on the dynamics of a fit: age, weight, fitness, motivation, flexibility, injury and the objectives of an individual will all have a bearing.

Our GURU dynamic bike fit is a collaboration between you and our experienced fitter and as a consequence is decidedly more scientific, productive and time efficient than traditional methods.

To conduct our fits, 700 utilise the most advanced fitting tool in the world: The GURU Bike Fitting System.

Whether you are looking for a new bike, wish to optimise the position on an existing machine or are looking for the data to help drive the build of something custom, 700's GURU bike fits will deliver all the information you need.

Our fitters

Each member of the 700 team is versed in GURU fit and can confidently asses your position and optimise your fit on an existing bike or help you make a considered buying decision based on your riding style and morphology.

For our Full Fit service you will be taken care of by our resident, dedicated bike fitter, Richard Knight.

Recently returning to the UK having lived, studied and fitted in New Zealand, Richard now heads up Bike Fitting at 700. He is a both a cyclist and Triathlete and has a keen understanding of the intricacies of both disciplines which helps guide his fitting in collaboration with you.

Richard has undertaken countless Bike Fitting courses in both the US and Australia and has been taught by the likes of Dr Andrew Pruitt. He has a S.A.C Dip. (Sports Science Diploma) and a Masters level in Bike Fitting from SBCU. He is versed in Specialized Body Geometry, Retul and GURU Bike Fitting Systems.

Richard's focus is on bringing you and your bike into harmony and he is also a keen photographer - available for Weddings, Portrait work and Bar & Bat Mitzvahs!

700 offer 3 levels of Fit:

Bike Finder £60

Our Bike Finder is a virtual bike / frame sizing tool that allows you to virtually ride thousands of bikes.

It is ideal for those looking to confirm or firm up a sizing decision and can provide valuable insight into fit when considering bikes from more than one brand, or indeed models within a range. If you are looking for a new bike but don't want to have a full bike fit this is the ideal first step.

700's Bike Finder can replicate the stock position of thousands of bikes from all the major bike manufacturers. Want to know what the next size up or down would feel like? No problem, you can compare their positioning in real-time and with no need to stop pedalling.

The cost of this service is fully refundable when buying a bike from 700 within 2 months of your fit.

Model Specific £150

Perfect for riders who already own a bike and who wish to optimise - as far as possible - their fit on that bike

While useful for getting the best from their bike, this is not a full fit and will best suit those who are not concerned whether their bike is the optimal geometry / size for them.

Interview - to establish your riding style, injury history and any current issues.

Motion Capture - to optimise your existing setup based on the above discussions and motion analysis. This is conducted using a combination of frontal video analysis and our GURU Range-of-Right motion capture system.

Adjustment - all measures transferred and your bike adjusted to 'dial it in' as far as possible within the scope of your existing bike.

1 - 1.5 hours

Full Fit £200 Tri/TT : £225

Our Full Fit is a comprehensive examination of you and your position and is ideal for those looking to get the most from their cycling - be that endurance, leisure or racing.

Interview - to establish your riding style, injury history and any current issues.

Physical assessment - to establish range of motion, impairments, or any physical asymmetries that may create issues during a ride.

Anthropometric assessment - looks at your relative limb lengths to understand what bike geometries are likely to work for you.

Contact Points - Pedals, cleats and saddle reviewed as necessary

Motion Capture - to optimise your setup based on the above discussions and motion analysis. This is conducted using a combination of video analysis and our GURU Range-of-Right motion capture system.

Adjustment - all measures transferred and your bike adjusted to 'dial it in' to your needs perfectly. This may include fitting other parts such as bars and stems, or adjusting the bike as is.

2 - 2.5 hours
TT/Triathlon : 2.5 - 3 hours


  Bike Finder* Model-Specific** Full Fit
Full Bike Fit Data Report
Saddle Height
Saddle Fore/Aft    
Saddle Angle  
Cockpit Length  
Stem Pitch  
Handlebar Height
Bike Setup Recommendation    
2/3 Seat Tube Angle Optimisations    
Handlebar Width (Road Bikes Only)    
Pad Width (Tri Bikes Only)    
Extension Length (Tri Bikes Only)    
Bike Brand/Model Advice
2-3 Recommendations
Bike Size Recommendation    
Cleat Optimisation    

* Bike Finder is a virtual bike/frame sizing tool. It is an excellent way to confirm a bike size prior to purchase.

** If you already have a bike and want to optimise your position on it, this fit may be for you.

Please note this is not a full fit. It is for those that are not concerned whether their existing bike is the ideal/optimal geometry for them.

Additional Services

Current Bike Fit Data Report £50
Standalone Cleat Optimisation £20
Crank Length Assessment £25
Speedplay Pedal Spindle Fit as part of a fitting £40
Standalone Speedplay Pedal Spindle Fit £80

Book a Fitting

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Last Name *
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Required Fit Service *
Preferred Date *
Bike Make
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More about GURU Bike Fit

THE GURU FIT SYSTEM™ enables cyclists of all ages and experience levels to find the perfect bike and/or riding position to match their personal preferences & geometry.

The state-of-the-art, computer-controlled GURU DYNAMIC FIT UNIT™ (DFU™) adjusts the riding position in real-time so riders can experience changes in meaningful terms in order to optimise their fit.

Incline/decline adjustment allows you to test riding positions while ascending or descending to simulate riding conditions.

Ultimately, good Bike Fit centres around achieving an optimal position that best balances bio-mechanics, power, aerodynamics and comfort and your cycling discipline will determine the relative importance you place on each element.

The GURU Fit System is the only fit system that provides cyclists with a truly "dynamic" fit. The GURU Dynamic Fit Unit™ is the only completely computer-automated fit bike - which delivers precise, on-the-fly adjustments that you can feel instantly. Other fit bikes require cumbersome manual adjustments during fit sessions - slowing down the fit process and reducing your ability to discern differences in individual riding positions.

GURU's revolutionary software can capture countless riding positions for you to compare - allowing you to toggle back and forth seamlessly between riding positions on command to ensure that you select the best possible riding position. These riding position comparisons are amplified by the DFU's™ incredible range of motion - which can replicate a comprehensive range of riding positions and bike geometries to help you find the perfect fit

"The fitter-to-customer interaction is critical to running the GURU Fit System - and the GURU Academy brings these real-world scenarios to life."

John Smith. Aug '18.

"The hands-on approach is very important to the overall learning experience - not only learning how to operate the system, but also getting to interact with actual cyclists."

Jane Doe. Aug '18.

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