Alwaysriding.co.uk is always reliable in terms of product description (the team doesn't just copy/paste the opinion from the distributor, which is often the description direct from the manufacturer..). That way I feel someone in-house enjoys cycling and at least is going an extra few steps to refine your choices. This company is trying to do this differently. In the current sea of bike shops doing the same, generic stuff they're worth a look, especially if you want to distinguish yourself in the ever increasing sea of cyclists..
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