Motorcycle firm World Distributors has branched out into pedal power.

For the long-established firm has opened Pedal Spot, a bicycle shop attached to its WD2 motorbike showroom in Hamilton’s Dundonald Road, and is gearing up for a Christmas bonanza.

World Distributors president Eugene Bothello said: “We’re a full service facility — we service all the bikes we sell and we probably have four of five of the top brands.

“We also have a full line — tricycles for children all the way up to full race carbon machines that are $10,000. The most expensive bike is a Fuji SL, which weighs just over ten pounds.

“We have between 250 and 300 bikes in stock at the moment.”

In addition to Japanese make Fuji, the store also carries bikes by respected manufactures like Raleigh, Diamondback and Kestrel.

The firm — best known for machines with engines — opened the shop, which is at the side of the Dundonald Street premises, three months ago after an unrelated bicycle store which occupied the space closed.

Mr Bothello said: “It’s going great. Christmas is coming and we’re all prepared for that with a lot of children’s bikes.

“Business has been good and it’s improving every day and the servicing side as well has been very steady.”

Mr Bothello added: “Bicycles have two wheels — I’ve always been interested in bikes and Wheels, which used to be in this location, was heavily into bicycles at that time.

“It’s a growing market in Bermuda with lots of organised racing events in road racing, as well as the mountain bike series.

“But the social side of the sport and doing it just for fitness is growing as well. It’s a healthy sport and low impact — and everyone wants to live longer.”

He said: “This space became available and we have capitalised on that. We had all the brands secured already, so it was quite an easy transition.”

Mr Bothello added that — while the firm could supply hi-tech racing bikes costing thousands of dollars — it saw its target market as leisure users.

He said: “If people want an expensive bike, we can get them one. But our main market is people who want to ride bikes to stay healthy.”

World Distributors was founded more than 50 years ago as a livery cycle rental firm called Veloland and began importing and selling bikes as World Distributors in 1960.

Mr Bothello and business partner Michael Araujo took over the company in 2002, building a new headquarters on Pembroke’s North Street in 2007 and expanding into tyre supply with the Bermuda Tire Company.