I have been a customer of Sigma Sport for over 10 years. Sigma has the best stock and the finest expertise of any bike shop in London (probably the UK). The staff are friendly, approachable and unpretentious. Dont try going there for a mountain bike, hybrid or kids bike - its just not their thing. Its not that they are being elitiest its just that there are a million other shops for those things. What Sigma do are road bikes and triathlon stuff and they do it brilliantly.
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