How we started Fixation London

Chrome bike by Fixation London

This is a guest post by Alex Bodini, Co-Founder of Fixation London. 

We, like many others, have quietly observed the increase in cyclists on the roads of the UK with a big smile on our face over the past 5 years – we are bike people, always have been, always will be, so whether its road bikes, BMXs, mountain bikes or SingleSpeed bikes, we love to see people take to the road on two wheels.

Working and living in London we quickly grew fed up of tubes, buses and trains – always late, always full, expensive and an all round horrible way to start and finish the day, so we starting commuting by bike.

The issue we found however is that we didn’t want to ride our carbon fibre road bikes every day but we also didn’t want to ride something we didn’t trust. In truth, we just couldn’t find a stylish, simple and affordable bike that we wanted to ride everyday.

With a background in marketing and a passion for bikes we decided we’d take a giant leap and look to fill that gap in the market! We went for a ‘price first’ approach – essentially to get the best bikes possible for under £300, so off we went to Taiwan to find the best and most reliable supplier who could provide our bikes.

We wanted to focus on the things that mattered, the key working parts (chain, brackets, crank, tyres) whilst making them as visually appealing as possible. Today, your bike is an extension of your fashion as well as a personal transportation device, so finding a style for everyone was something we worked really hard at.

Taiwan really blew us away – the quality of the procedures, quality control and service out there was amazing to see and gave us full confidence going forward. With the bikes in production we then set about creating a brand, identity and website that really encompassed what we were about and what we wanted to achieve.

We wanted to stand out – by being urban, stylish, affordable but also for everyone. We truly believe that almost anyone can ride to work and wanted to create something that everybody understood and had desire for. But how to stand out from all the other bikes out there? Tough question, as there are so many amazing beautiful bikes out there, but one day we had an idea and we are delighted with how it turned out: putting a clock on the stem of the bike.

Picturing showing the clock on a fixation London Bicycle

No more worrying about time, no more getting your phone out on the move – these little clocks on Fixation bikes look brilliant but are also surprisingly useful!

With product, website, branding, logistics and marketing all set-up, the final thing we wanted to do was ‘give back to cycling’.

Bikes have always been great to us and we really love the impact and many uses of a bike, so we teamed up with Re-Cycle, a brilliant charity who ship unwanted bikes from the UK to Africa. 10% of all our profits will be going to support this brilliant cause. So that’s a little about how we started our bike company, get in touch if you’d like to hear any more!

We are delighted to say that the bikes are now available via – Head over and check them out!

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3 Responses to How we started Fixation London

  1. Alan Moore 05/02/2015 at 10:05 am #

    Wot no lights? Mudguards? Any way to carry anything?

    Nice clock though..

  2. Phil 08/02/2015 at 11:48 am #

    Hell, you can’t even freewheel, no fun or utility in riding makes a pointless bike. Definitely one for the fashion victims.

  3. roger 15/02/2015 at 10:53 pm #

    As Alan says, seems odd to market a bike like this for the London market:
    no lights
    no mud guards
    no security device
    no rack/cargo option

    London roads are awful, theft is a problem (but can be survived), and if it’s your main mode of transport you may want to carry some things and will likely want you life to be as punctureless as possible. Is it for existing cyclists, or to attract new cyclists?

    Whenever someone asks me to help them get in to cycling in London my recommendations are:

    £170-£200 Decent refurb mtb/hybrid from BikeWorks or similar
    £65 Abus Xplus 54 and cable
    £30 CatEye lights
    £30 SKS/CrudCatcher mudguards
    – some kind of anti-theft handlebar/seat/saddle procedure

    £45-55 Marathon Plus tyres
    £30 Rack

    Perhaps I’m biased, I’ve always preferred an urbanised MTB as it gives you a lot more freedom and versatility.

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