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


Dedicated, high quality performance eyewear

KOO is the dedicated, high quality performance eyewear brand from Italian helmet manufacturer, Kask.

Founded in 2016, KOO are innovators, constantly pushing technological innovation to bring a breath of fresh air to the world of premium-quality performance product.

At the core of their mission, both with Helmets and Eyewear, lies a deep commitment to offering cutting-edge products, entirely designed and crafted in Italy, which seamlessly blend technological excellence, superior materials and iconic design.

Speak to Kask / Koo staff and their passion for their product is palpable. More than just 'towing the party line', the feeling you get is one of a genuine desire to create products that go further than the competition and a belief that they are achieving their goals. There is a real personal investment in the brand for KOO employees - a pride that comes from individuals being valued and involved in the company processes - something only truly found in small businesses - they are not merely cogs in the machine.

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At 700 we're about the tech. About ensuring our customers are educated and have the best possible product for their investment. I've never been a fan of the pile it high, knock it out approach - it's why I'll likely never be able to retire or own a yacht! It's why you'll no longer find Oakley in our store. I firmly believe that a product's value is in its design, functionality and - fundamentally - its quality. No gimmicks.

If you've read my other ramblings, you'll spot a trend that has been reinforced with me time and again. That is, Italians design, create, craft and build with a genuine passion (at least those I deal with) that is - for the most part - absent or at odds with the approach of North American / Far Eastern companies. They've got their own foibles, yes, and they take a month off in August - which slows things down - but we're just jealous, we know they're doing something right and we love that they love their product. We forgive them their eccentricities because it's worth it.

While Oakley has market share, it doesn't mean they're the best. The growth in companies like KOO will - hopefully - drive them to up their game. Put an Oakley sunglass in your hand then pick up a KOO - tell me honestly that the Oakley feels like a better product and I'll be amazed.

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KOO take their time when developing new eyewear. They absolutely do not want to release a product to the market that is not the best it can possibly be. Quality and performance are key drivers, as is the desire to have their product designed and crafted in Italy. This approach to development allows the company to adapt and refine design swiftly, while maintaining extremely high build quality and consistency.

Testament to their approach to performance is their exclusive collaboration with Zeiss. Globally recognised as the leader in optics, Koo's range of lenses has been developed by the German company and feature the most durable, scratch-resistant materials and a specific advanced colour technology to enhance and tune visibility in any weather conditions.

Unsurprisingly, KOO glasses exceed the highest manufacturing standards to ensure unparalleled performance in terms of clarity, strength, visual comfort and protection.

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