Our Story

This is no ordinary online store…there are a number of unique and important differences in the way we look after our customers.

Since starting out in this business thirteen years ago I have been able to observe what people want from an e-bike and expect from their supplier, what works, and what doesn’t, and have benefited enormously from the all the feedback customers have given over the years. Our long-held belief in placing the customer experience at the heart of our business has been carried forward into our online shop Justebikes.co.uk.

Justebikes London electric bike shop

Justebikes is a family run business specialising in the supply and servicing of the worlds finest electric bikes.

My background is in transport engineering, specifically racing car and aircraft design, development and management. In 1998 I was lucky enough to be living and working in New Zealand, designing and building competition cars. A fantastic place to spend a year or so and a fantastic job, but there was one BIG problem – the firm I worked for was at the top of one of Auckland’s highest hills!

After pedaling an old bone-shaker up that hill for a week or so I found myself in a scrap yard building an electric bike with a pair of Nissan truck cooling fan motors, a computer emergency backup battery (remember those?), and a bundle of wires. It worked; I could whiz up the hill in half the time and arrive fresh and invigorated from the ride, not exhausted, hot and sweaty. Our Kiwi cousins loved it too – at traffic lights, windows would wind down with folk asking where they could buy one.

Certain that Brits would also appreciate the benefits of electrocycling, on my return to England in 2000 I began to research the electric bike market. Four years later, spurred on by fatherhood and a desire to help develop an affordable mass-market low emission transport solution, I set up in business to hire, sell and service a range of electric bikes.

Justebikes Suffolk electric bikes shop

I soon realised that reliable high quality ebikes offered much greater performance and value for money than those that were built to a price point, so I hopped on a boat to Holland to see what the Dutch were doing. The e-bike was already a part of people’s everyday lives on the continent and the largest manufacturers, SPARTA, were my first port of call. I was immediately impressed with their vision, their ethos and the quality of their e-bikes, and the staff that build them.

Over the last thirteen years we have carefully assembled a comprehensive collection of the finest e-bikes from around the world. After Sparta we added more quality brands to our stable;  ROTWILD – widely regarded as the best electric mountain bike in the world – followed by the big German brands HERCULES and BULLS. We enjoy very strong relationships with our suppliers, sharing technical knowledge, experience, and crucially, feedback from our growing customer base.

These days on the local journeys I make near our home Suffolk I will often see someone whizzing past on Sparta. It’s very likely that this part of the country has a higher density of e-bikes per square mile than anywhere else in the UK; in our small town of Leiston quite literally the butcher, the baker and candle-stick-maker have invested in an electric bike and most importantly they USE them, to get to work, to shop, to do the school run, for fun.

With successive London Mayors actively supporting the uptake of e-bikes in the capital the same phenomena is beginning to take shape in London and other UK towns and cities. In October 2012 we launched our first London shop at 318 Portobello Road – it’s been a great success! In May 2015 we opened a third Justebikes store on Hinckley Road,  Leicester, to serve our growing customer base in the Midlands.

Justebikes Leicester electric bike shop Midlands branch

We believe these are the first small waves of a sea-change in the UK, because overall we’re behind the game – in continental Europe and the Far East e-bikes are already mainstream. Global sales of e-bikes for 2014 exceeded 34 million units and its the fastest growing sector of the cycle industry.

We’re a bit evangelical about e-bikes and want you to be too, to be so happy with your e-bike that you want to convert all your friends the benefits of electro-cycling and change the world! Time after time when I hear the expressions of surprise and pleasure from someone trying an e-bike for the first time, or see their wide smiles as they cruise back to our showroom after their first test ride, I am re-convinced.

We’ve worked hard to transfer our knowledge and attention to detail to our website and hope you find it simple to navigate, informative, and helpful in your search for the perfect e-bike for you. If you have any questions or doubts – no matter how small – please don’t hesitate to contact us on 01728 830 817 (Suffolk) or 0208 960 9848 (London), or 0116 3666 980 (Midlands).

Our aim is to keep customers for life –  not just for the day of purchase – so if you enjoy the convenience of online shopping but would prefer the level of personal service normally only available from local specialists, then look no further.

james fitzgerald black and white

James FitzGerald