Pedal Revolution Limited Enters Norwich Cycling Shop Administration After 25 Years

Pedal Revolution Limited entered norwich cycling shop administration after more than 25 years in business, but its Bethel Street store in Norwich remains open. The company’s administrators are now seeking a buyer while customers can still walk into the shop and use its cycling services.

Kate Warner, one of the company’s directors, thanked customers in a Facebook post after the appointment: "Thank you to all our wonderful customers who have emailed us, commented, messaged us and been to see us to wish us all the best in the situation we currently find ourselves in". The same post said: "We are still open and Kate, Matt, George, Hannah, Alex, Luke and Reuben are still here to support you in your cycling requirements, and your kind words mean the world to us."

Bethel Street stays open

The Norwich shop’s continued trading is the immediate practical detail for local riders. Pedal Revolution’s Bethel Street location has not shut its doors, even as the business enters the formal rescue process that often determines whether a buyer can be found quickly enough to keep a retailer intact.

That leaves the store trading under administrators while the sale process runs. For customers, the message from the company is direct: the shop is open now, and the same team named in the post is still available to help with cycling requirements.

From 1998 to 2024

Pedal Revolution was founded in 1998 by Gareth Edwards, then later joined by Neil Turner. In January 2022, Kate Warner, Matthew Watts, Marc Eales and Ben Turner took control of the business in an internal management buyout.

Two director changes followed before administration arrived. Marc Eales resigned in July 2024, and Ben Turner resigned in October 2024, leaving Warner and Watts as the company’s directors at the point the retailer entered administration.

Buyer search and trading

The company had described itself as "one of the most successful independent cycling shops in the UK". That claim now sits beside the harder reality of a business that has moved into administration after more than 25 years and is trying to preserve trading in Norwich at the same time.

The friction point for customers is simple: the shop is still operating, but its future now depends on whether administrators can secure a purchaser. For anyone using the Bethel Street store, the next material change will come from that sale process, not from the shop floor.