Sounds like they’re not bothering to read the guidance properly. You don’t have to have a bike pool, you just have to make some offer of a bike to all your employees. It doesn’t even have to be an offer on the same terms. A bike pool is just one way that you could make a bike available to employees.
You do have to make a bike available in some way to all employees, but that can just be an offer to join in the scheme, which they’re not obliged to take up. If there are certain employees you want to discourage from participating, you can just do it on less favourable terms (e.g. set a limit on the amount they can spend, or offer less of a discount).
Official HMRC guidance is here and makes it pretty clear:
http://www.hmrc.gov.uk/manuals/eimanual/EIM21666.htm