has been created by Madison to drive business to local bike shops. Shoppers can browse thousands of products selecting home delivery or reserve and collect. In either case a percentage of every sale will go to a nominated local bike shop. By putting the weight of Madison behind the project and creating a union of local bike shops, they become stronger.

Freewheel was created to help the local bike shop remain competitive against the online giants. Whilst it is still relatively new to the industry it has already proved that the model works with more shops wanting to sign up and be a part of it

Freewheel’s achievement is that it has opened up efficient multi-brand click and collect shopping to the independent bicycle retailer in a way never before possible.

By allowing the independent retailer to meet modern expectations and adapt to changing shopping habits, it has the potential to keep the IBD sector in the game as the retailer sector adapts and changes over the next decade.