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DEALER PROFILE Lovelo Cycle Works


Lovelo in the Chilterns


Opening Hours: Tues: 9am-5:30pm, Wed: 8am-8pm, Thur: 9am-5:30pm, Fri: 9am-5:30pm,


Sat: 9am-5:30pm, Sun: 10am-1pm, Monday - CLOSED


Telephone: 01442 873000 Web: www.lovelocycles.co.uk


Location: Unit 7, Dwight’s Yard, r/o 167 High Street, Berkhamsted, Hertfordshire, HP4 3HB


Berkhamsted has a new local bike shop in Lovelo Cycle Works. Jonathon Harker takes a closer look… The Aston Hill connection sees Lovelo Cycle


SO CIVILISED is the town of Berkhamsted that it managed to influence William the Conqueror to finally sheathe his sword and stop giving the Saxons a pasting back in 1066. England’s royalty officially surrendered to the conqueror in the town and the rest is history. Perhaps the picturesque nearby Chilterns calmed the marauding Norman king? We can only outlandishly speculate. New bike shop Lovelo Cycle Works is certainly hoping the rural countryside will help to influence the cycle- buying public into making some purchases in the new outlet. With locals numbering around 16,000 and easy access to nearby population centres like Hemel Hempstead, Lovelo Cycle Works is a mere five minutes from the mainland train station and canal – potentially ensnaring cycle


BIKEBIZ.COM


tourists as well as locals. The 170-mile Chilterns Cycleway circular route is a hair’s breadth away from the shop, as is the National Trust’s huge Ashridge Estate, providing great swathes of on and off-road cycling. The shop itself offers everything from suspension servicing to cycle hire. There’s no coffee shop offering (yet, more of that later). Mark Harris, heading up the new business, has over 15 years experience in the trade. He told BikeBiz: “We are a new shop and workshop in Berkhamsted and we have an aim to provide the best honest advice to all cyclists new and old – and get more people on two wheels.” According to Harris, who is part of the Aston Hill Bike Park Committee as well as Team Aston Hill Manager, the shop’s opening in March has a been a dream made real for himself and Tim Warrell, whose experience working as a chartered surveyor headed the refurbishment of a formerly neglected old workshop into the Lovelo store. “With knowledgeable staff, John [Harris]


brings a wealth of experience with custom builds and suspension servicing from his previous role as a SRAM tech,” he said. “Claire [Trent] provides a lady’s touch to the business and has also worked with several UK mountain bike magazines, one of which her husband Dan is a regular columnist for.”


Works offer a shuttle service to the nearby AH Bike Park.


“We have an aim to provide the best


honest advice to all cyclists new and old – and get more people on two wheels.” Mark Harris, Lovelo Cycle Works


The shop itself is pitched as appealing to all types of rider. As Harris puts it: “The shop has a modern face with classic values, with a mix of carbon road bikes with downhill machines, sprinkled with a touch of classic British steel and traditional children bikes.” Plans for the near future include a small cafe


where club riders and customers will be able to refresh themselves in a typically English manner with a hot beverage and a slice of cake. Harris is also planning a bike wash outside and a shower inside for after those muddy rides. Brands stocked at the Berkhamstead shop


include Giant, Moda, GT, Banshee, Intense, Dialled bikes and Raleigh – many of which can be hired for use around the local area or can be taken slightly further afield on the shuttle service to Aston Hill Bike Park. Despite only recently opening, Lovelo Cycle


Works already has an athlete programme in full swing. The shop has selected a few local athletes to support – including the four-strong Team Aston Hill downhill race team. Triathlete Amy Kilpin, XC MTB, road, CX and


triathlete Paul Douglas and DH MTBer Lucy Newman are also benefiting from their partnerships with the store.


BIKEBIZ JANUARY 61


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