New Shropshire bike brand gets first retailer

Following the success of their Discounted Bikes business, a husband-and-wife team have invested in creating their own bike brand. Shyre Bikes offers high-quality bikes at affordable prices. Velo Fit in Shrewsbury is the first retailer to stock the new bike brand.

Kev and Michelle Williams from Shrewsbury set up Discounted Bikes in late 2023 to help parents buy affordable bikes in the run-up to Christmas. The business was so successful it became a permanent fixture, and now the couple have launched their own in-house brand.

Taking inspiration from Isla Rowntree of Ludlow, who revolutionised kids cycling in the 2000s, Kev and Michelle hope to emulate the success of Islabikes and continue to fly the flag for the Shropshire business community. They are one of 15 local businesses selected for the Work in Shrewsbury Evolving Business Cohort to support their business growth.

“Our new in-house brand is designed to provide affordable, lightweight and safe bikes for kids,” said Kev Williams. “We’re on a mission to improve family wellbeing by getting kids off screens and onto bikes. Our first range is called the Shyre Hopton and we have sizes for kids aged 4 to 11.

“Recent reports show that only 47% of UK children meet the recommended physical activity guidelines of 60 minutes daily and that one in five children in England are overweight or obese by the age of 5. Interestingly there’s evidence suggesting that a lack of parental knowledge about bike maintenance contributes to lower cycling rates among children in the UK, which we think is impacting the physical wellbeing of children.

“We’re working hard to overcome these barriers. We’re giving away a training book with all orders for our smallest Shyre Hopton online, and we will also be offering free helmets whilst stocks last. This is the first of many incentives we plan to offer to get kids riding bikes again. We’re also going to partner with bike training schemes, bike hire clubs and with school PTA’s to support as many parents as possible in getting kids riding bikes again.

“We are thrilled that Velo Fit has become the first retailer to stock Shyre Bikes, marking a significant milestone in our journey to bring quality, lightweight kids' bikes to families across the UK. Partnering with a local retailer like Velo Fit, known for their passion for cycling and commitment to quality, perfectly aligns with our mission to help kids lead more active lifestyles. Thank you to Mike Jones at Velo Fit for believing in our vision. Pop into Velo Fit in Coleham to see our range of bikes in two stunning colours.”

Mike Jones adds, “We are excited to be stocking the range of Shyre Bikes. We have been really impressed with the quality and they are a great addition to our collection of products and services. We are also really happy to support a new local business.”