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


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BONT are an Australian company and have been doing things a little differently since 1975 when founder Inze Bont fiberglassed the back of his leather ice-skates for additional support. In 1986 BONT were the first company to commercially use Kevlar in their footwear and in 1989 became the first to use carbon fibre. BONT are innovative. We like that.

In 2007 BONT moved into the cycling market having been successfully creating medal winning shoes for Speed skaters for decades. In the 2008 Olympic Games in Beijing BONT racked up 8 medals in the cycling events. Since then many world class cyclists have moved to BONT, including our own Mark Cavendish and Bradley Wiggins and many of the GB Track squad. The company are extremely proud of the quality of their product and if you read their website you'll notice that they don't like others in the industry selling you Carbon, Monocoque or anything else unless that is exactly what it is. Suffice to say that BONT are giving you a dictionary definition when it comes to their heat-moldable Carbon Monocoque, hand-made cycling shoes.

What makes BONT so special is two-fold. Firstly they use proprietary lasts that are shaped like a human foot and designed specifically for cycling. As a result, fit is uncompromisingly accurate. Secondly is the incredible stiffness they are able to build into their shoes and this stems from their use of in-house resins - something that BONT claim no-one else does. BONT have been developing resin technology for 39 years. The resins used in their shoes enable them to be heat-moldable repeatedly by the rider at relatively low temperatures. Usually this would be to the detriment of the structure of the shoe but BONT's rapid curing resin means that your shoes will harden quickly without compromising fit or comfort. Ultimately, you can put your shoes in the oven at 70oC for 20 minutes and then strap them on your feet, allow them to cool and have a shoe that is totally tailored to your foot.

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