Sigma Sports has opened its newest store at 27 Water Lane, Wilmslow, marking the latest step in the company’s continued expansion across the UK.
The Cheshire location becomes the brand’s fourth retail store, joining its flagship in Hampton Wick, its Oakham store in Rutland, and its North London site in Letchworth, alongside a well‑established online presence.
Founded in 1992 by friends Ian Whittingham and Jason Turner, Sigma Sports began as a small, rider‑run business focused on bespoke bike fitting and specialist advice. More than three decades later, that same commitment to expertise and service remains central to the brand — and the new Wilmslow store reflects exactly that.
Formerly home to the Pinarello showroom, the site features an expansive ground floor with 2,500 sq ft of retail space, offering a wide range of premium brands across road, gravel and triathlon. Customers can explore bikes, clothing and accessories from leading names including Trek, Pinarello, Cervélo, Argon18, Colnago, Specialized, FACTOR, Cannondale, Rapha, Castelli, Oakley, Pas Normal Studios and Universal Colours.
While the full Sigma Sports product portfolio is available for click and collect, the in‑store range has been carefully curated to showcase some of the best kit and equipment in modern cycling.
The store also houses a fully equipped workshop, offering bike repairs, servicing and custom builds. A dedicated reception area and a professional Bike Fit Studio will follow shortly, further strengthening the brand’s reputation for precision fitting and rider‑focused support.
Open seven days a week, the Wilmslow store aims to become a genuine hub for the local cycling community. Monthly group rides — already a popular fixture at Sigma Sports’ other locations — will start and finish at the new site, giving riders of all levels a chance to connect, explore and build confidence on the bike.
To celebrate the opening, Sigma Sports will host a launch event on 7 March, welcoming former Olympic triathlete Alistair Brownlee and endurance cyclist and motivational speaker Amy Hudson. The evening will bring together customers, athletes and industry partners to mark the brand’s arrival in Cheshire.
The opening of the Wilmslow store represents another milestone in Sigma Sports’ mission to support and inspire cyclists across the UK — through expert advice, high‑quality service and a shared passion for life on two wheels.
Visit sigmasports.com to find out more.
