From Sunday 3rd May to Saturday 9th May, Local Bike Shop Week celebrates the independent bike retailers who keep cycling thriving in communities across the UK.
At V12, this week really matters to us. We've been supporting the cycle sector for almost 25 years, working alongside local bike shops through changing customer expectations, evolving regulation, and very different trading environments.
One thing has never changed: independent bike retailers are a part of the heart of the industry.
Built on experience and strong sector relationships
Over nearly a quarter of a century, we've built deep roots in cycle retail. That includes working closely with industry bodies such as the Association of Cycle Traders (ACT), who play a vital role in representing and supporting independent bike shops across the UK.
Sharing insight, understanding retailer challenges, and keeping close to the realities of the shop floor helps ensure the support we offer genuinely works for cycle retailers not just in theory, but in practice.
We understand bike retail because we've grown with it
Our long‑standing focus on the cycle sector means we understand:
• how considered most bike purchases are
• the importance of expert advice and correct fit
• seasonal trading pressures and stock investment decisions
• the role finance can play in helping customers buy well, not just quickly
We don't treat cycle retail like just another category. Our solutions are shaped around how bike shops actually operate day to day.
Trust matters for retailers, customers and finance
Local bike shops build trust through knowledge, honesty and service often over many years. At V12, we take the same approach.
We believe retail finance should support confident, informed customer decisions, be clear, responsible and transparent and enhance the in‑store experience, not distract from it
When finance aligns with retailer values, it becomes part of good customer service - not a pressure point.
Helping customers say "yes" in the right way
Customers today want flexibility, reassurance, and value, particularly when investing in higher‑value bikes or equipment.
Offering finance through V12 can help retailers:
remove barriers at the point of purchasekeep conversations focused on the right bike, not just the pricesupport affordability without compromising qualitybuild longer‑term customer relationships
Combined with in‑store expertise, finance becomes another tool to support the customer journey.
A long‑term commitment to the cycle sector
We've supported thousands of bike retailers across the UK, many for years, and some for decades. That longevity comes from:
genuine sector expertisestrong relationships with retailers and industry partnerssystems and support designed around bike shopsa shared belief in doing the right thing for customers
Local Bike Shop Week is a reminder of why that long‑term, partnership‑led approach matters now more than ever.
Looking ahead
Independent bike shops play a critical role in keeping people active and mobile, supporting local economies and making cycling accessible, safe, and sustainable
At V12, we're proud of our history in the cycle sector and committed to supporting its future alongside retailers and industry partners.
If you're a bike retailer looking for a finance partner who understands your world, shares your values, and is built for long‑term support, we'd love to talk.
Work with V12 and give your customers more ways to say yes.