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, Alchemy 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


Premium Cycling Apparel By David Millar

Tech meets tailoring

Approaching the end of his carreer after 18 years as a professional cyclist, brand founder David Millar was under no illusions that his career options going forward might be limited. Having sacrificed - like so many who came before him - many of the opportunities afforded those who take a more conventional career path, it was up to Millar to re-define himself - and not for the first time.

Millar's cycling history is no secret. Like many pros he fell foul of doping culture early in his career, leading to a ban from cycling and personal turmoil. Unlike most, his resolve led to a comeback - a second act - one that ultimately brought him redemption.

Shop CHPT3

dm:Chpt./// represents the next chapter in Millar's career and comes from a desire to use 18 years experience in a real world application.

The name, Chpt3, as you might expect reflects Millar's career - the first is that which led to his ban from the sport and the second his return to it. The third chapter is the realisation - in partnership with architect and designer Richard Pearce and his long-term sponsors, Castelli - of this new apparel brand. You will notice 19 dashes on the clothing, not simply a clever brand image but one that speaks to the heritage of the brand. The first four symbolise the first clean racing years of Millar's career, followed by three grey and two black, respectively referencing his years doping and two year ban. These are followed by nine white lines; his comeback. The ultimate red dash represents the future, that is CHPT3.

The clothing itself is unique in an industry flooded with variations on a theme. Blending technical function with the feel and look more commonly associated with a finely tailored suit or shirt, Chpt3 is an elegant range of funtionally excellent garments for cycling. Millar spent his career as a mobile billboard for his sponsors and his desire upon retirement was to develop and wear clothing that, rather than being functional at the expense of comfort and style, reflected his own sartorial leanings and that offered elegant solutions to everyday problems, supported by the best available tech; problems mostly ignored in the cut and thrust of modern, team-car-supported professional cycle racing.

Shop CHPT3

dm:Chpt/// x Castelli is the result of a close partnership with one of the worlds most innovative cycling apparel brands, a relationship that began back in 2005. Chpt.3 bridges the gap between function and form: creating apparel a retired pro would choose to use. The general principal consistent : maximal efficiency with minimalist elegance. Each garment is the result of a problem and is designed, without limit, to be the best solution.

Chpt/// apparel sets you apart from the herd with no detriment to performance.

Shop CHPT3

Sign up for exclusive news & updates

Zesty Framework, Site Design & Integrated Ecommerce © Citrus-Lime Limited