A MAN with a passion for bikes has opened a shop at the Top of the Town in Basingstoke.

Keen cyclist Bryan Avory has taken on the premises of the former Action Bikes in Winchester Street.

Mr Avory said: “I was looking to open a bike shop in Basingstoke – it seemed a perfect area.

“I think Basingstoke has been crying out for a decent bike shop for a number of years and I really think there is a market for good quality bikes.”

The new shop is called Basing Cycles and stocks an impressive range for all ages, including mountain, road and hybrid bikes, with brands such as Dawes and Specialize.

Mr Avory is particularly pleased to have signed up with Bianchi.

“They have quite a heritage and are celebrating their 125th anniversary and we’re very proud to have won that dealership – their cycles start at £750 and can go up to £8,000.

“Our whole emphasis is quality and that’s what we are focusing on.

“We don’t want to compete against the Halfords, JJBs and Argos – that’s not our market,” said Mr Avory, who runs the business with his wife Joanne and three staff.

“We want to appeal to the family up to the enthusiast. The bikes we offer are good quality bikes, so pound-for-pound you can get a good brand.”

Mr Avory is not new to the bike industry, having managed a shop previously for about eight years in High Wycombe.

He said: “We basically built it up from nothing and then I moved on into the IT industry in sales.

“But my passion was always in cycling. So rather that it just being a hobby, I thought if I can convert my business skills and my passion together then hopefully we’ve got a good solid business.”

Only too aware of the tough economic market, Mr Avory is upbeat about his business prospects.

He said: “Maybe it wasn’t the perfect time to start a business, but you can always find an excuse for not doing it.”

In addition to offering accessories and clothing, spares and servicing, Basing Cycles is also participating in the Government’s Cycles to Work initiative, providing tax-free bikes, where employers can save up to 50 per cent of the cost of a bike and safety accessories.

“I think the scheme really has opened up cycling to a lot of people that wouldn’t necessarily be enthusiasts, but want to go out and do a bit of exercise,” said Mr Avory, who rides a couple of times a week.

His staff are also cycle enthusiasts.

“That for me is the element of the shop, where we all ride bikes, so what we tell our customers is all first-hand experience,” he said.