Tuesday Treats 18: The Velo Store

by singletrackjay 0

Just like them blokes off the Mary Whitehouse Experience, we often refer to things round here being ‘not all work work work’. Well, with Issue 78 on its way to the printers, we’re going to catch our breath and settle in for another fine serving of Tuesday Treats. This week we’re off to Stone, where in a quiet corner of North Staffordshire a cycling shop has grown from “the love child of a group of cycling nuts”…

The Velo Store have selected no fewer than three ways to smarten up your riding wardrobe this winter, with a combined Tuesday Treats prize pot worth over £150! Read on for more details on how to enter – but first…

We introduce The Velo Store. Which is, in its own words:

Folk at work.

Owned by husband and wife team, Sarah and Pete Jeffers and set up as a specialist independent bike shop to be run by cyclists for cyclists, The Velo Store is regularly packed full of burly downhillers, gnarly old commuters and skinny cross-country types.

Tom is ‘Head Honcho’ of the workshop, which despite being only a few years old has gained a solid reputation nationally. The guys work tirelessly to provide customers with the best possible repairs, servicing and upgrades to their beloved bikes. Their dedication has even earned them the accolade of working regularly on the bikes of several national champions, from a wide variety of disciplines.

If shiny and exotic is your thing, you’ll find some of cycling’s most revered brands on their shelves. But be warned – Pete claims it’s not uncommon for a loving partner to ask their better biking half ‘just who the hell is this ‘Velo’ that keeps popping up on our bank statements?’

What’s your current best-selling/hottest product?

Patriotic perchage.

We try to sell a lot of British-based products (and even some American ones branded in our colours!). Whyte and Ragley are two great examples but our best selling brand has to be Hope Tech. We regularly have people arriving on a Friday afternoon, begging for new Hope brakes to be fitted who then leave for far off hills an hour later, a bit poorer but a lot happier! At the moment it’s Hope’s R4 lights that everyone who night rides with us is after; they’ll make great stocking fillers for Christmas.

Which product/brand does every staff member have on their bike?

Due to the increase in popularity of Strava and the regular posting of organised rides on social media sites, every member of staff is currently running the Garmin Edge 800 Trail Bundle with 1:50K GB Discoverer. SDG saddles are also proving popular and there’s more than a faint whiff of Rock and Roll Extreme Lube on most of our bike shop group meets!

What was the last custom build you did?

The brief for our last custom MTB build required us to construct a nice little Ragley that wouldn’t break the bank. So we came up with the following spec:

A little corner of Staffs. 'shore.

Tell us something about your staff that no one knows…

There’s not much people don’t know about us; we’re out there and open with all our customers. Graham makes frame bags and Pepsi can stoves in his spare time; Tom has a dog called Dave; Dave (not the dog) owns a Dahon singlespeed; Staren is one of only two Starens in the country and once – on a drunken night out abroad – I successfully stole the lights off a police car whilst the police were still in it!

Is there a regular shop ride or forthcoming event you think our readers should know about?

Organised rides run from the shop three times a week (Tuesdays, Saturdays and Sundays) where ‘roadies’ get involved in mountain bike rides and more than just the odd pair of hairy legs can be found on Sunday’s road run!

Velo has just achieved the status of ‘Regional Centre of Excellence for the CTC’ so there’s a steady stream of mountain bikes heading out on our leadership courses and skills sessions. These are run by our newest member of staff, Graham (Big G) and by running this part of the business we can now deliver a full range of cycling development courses for all ages.

What do Singletrack Premier Subscribers get from The Velo Store?

They receive 50% off all our Accredited Service Packages (maximum of three per annum), 10% off clothing, free tea/coffee whilst in the shop and 3 for 2 on energy bars/gels. Subscribers are also welcome to join us on all organised rides.

The Velo Store – Tuesday Treats Prize Draw

The Velo Store are offering no fewer than three ways to smarten up your riding wardrobe this winter, with a combined prize pot up for grabs, worth over £150!

1x Spiuk Torsion Negro Revo Glasses £79.99

1x Velo Store Wind Stopper Riding Shirt £44.99

1x Endura MT500 Orange Riding Gloves £32.99

How to enter this week’s Tuesday Treats Prize Draw:

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We have one very lucky winner from last week’s Tuesday Treats 17: The Ride Stuff prize draw, who wins a Rockshox Reverb dropper post worth £300:


Massive congratulations Dave! Hold tight, we’ll be in touch.