Pedal Revolution Limited entered administration two weeks ago, but its Bethel Street shop in Norwich is still open and trading while administrators look for a buyer. The long-running cycling retailer, which has been in business for more than 25 years, is now in formal restructuring even as customers continue to walk through the door.
The timing has made the Norwich Cycling Shop Administration a live issue for riders who have relied on the store for years. Pedal Revolution posted a message on Facebook thanking customers for their support and said the team was still there to help with cycling requirements.
“Thank you to all our wonderful customers who have emailed us, commented, messaged us and been to see us to wish us all the best in the situation we currently find ourselves in,” the company wrote. It added: “We are still open and Kate, Matt, George, Hannah, Alex, Luke and Reuben are still here to support you in your cycling requirements, and your kind words mean the world to us.”
That message matters because the business has not shut its doors, even after entering administration. Pedal Revolution, founded in 1998 by Gareth Edwards, later came under new control in an internal management buyout in January 2022, when Kate Warner, Matthew Watts, Marc Eales and Ben Turner took charge. Eales resigned as a director in July 2024, and Turner stepped down last October, leaving Warner and Watts as the directors named in the company record.
The Norwich shop has also carried the weight of the brand’s reputation. Pedal Revolution described itself as one of the most successful independent cycling shops in the UK, and customers responded online with messages of support. Glynn White called it the “best bike shop in Norwich,” while Sharon Allen said the retailer had supported “so many cyclists and events over the years” and urged people to support local businesses before there are none left.
The unresolved question is whether the administrators will find a buyer for a business that has survived for more than a quarter of a century but now has to persuade someone else to keep it going. For now, the Bethel Street store remains open, the staff are still serving customers, and the future of one of Norwich’s best-known independent bike shops depends on the deal administrators can secure.
