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

20 years in the making

Sir Bradley Wiggins' new cycling apparel collection 'Le Col by Wiggins' is an expression of his own unique styling - a distillation of influences throughout his life and cycling career.

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Bradley has known Yanto Barker, ex-pro rider and founder of Le Col, for years having raced and trained with him during their time with British Cycling. The idea of a technical collaboration had been mooted in the past, but it was not until Bradley's launch of Team Wiggins that the prospective partnership came into real focus.

Speaking with Yanto about the project, Wiggins quickly discovered that he and Yanto shared the same focus on technical performance and a desire to create cycling clothing for all riders, regardless of their level or goals. Being heavily involved in the design and creative processes - Wiggins feels - has cemented the partnership and Bradley and Yanto very quickly outlined a collection; a function of their shared philosophies.

Most will know that Wiggins is no fan of conformity and his designs reflect his desire for authenticity rather than simply opting for what is 'safe' or popular.

The result is an aesthetically balanced collection that is nevertheless, uniquely Wiggins.

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The Le Col by Wiggins collection consists of 3 clearly defined tiers from entry level Sport for everyday cycling, Pro for the performance focussed rider, to the luxurious HC. Each range offering impeccable performance at the price point with unmatched comfort and Wiggins' inimitable stylings. Fit varies from relaxed to Pro cut so there is something for everyone.

Like Yanto, Wiggins is keen that any rider, whether weekend warrior or serious racer, be able to benefit from the technical fabrics produced by Le Col. As you might expect from Wiggins, there are accessories to complement all kits in the collection regardless of how you ride and the clothing you opt for.

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