A new cycle store has opened up for business.

Pedals Plus, on Union Street in Pembroke, is the new name for Social Cycles.

And company chief Dexter Swan said the new-look store and new location has wheels for everyone.

Mr Swan added: “We’re a full service bicycle store — we sell everything from tricycles all the way up to adult bicycles.

“We do women’s bikes, road bikes, off-road bikes and mountain bikes.”

The store’s flagship bike is a $15,000 road bike by famous French firm Lapierre, the make used by top French professional team LDJ.

But prices start from just $130 for a tricycle.

Mr Swan said: “We go from very economical right the way up to hard-core racers.”

He added: “I’ve been in the bike community for more than 20 years and we opened up a shop three years ago and its been very successful.

“We can assist people who are not very knowledgeable about the bike industry — we set up group rides that match together people of the same ability.

“We also have a race team which is called Social Cycles.”

The range on offer also includes mountain bikes, which range in price from $480 to $7,500.

Mr Swan added: “Our road bikes go from $600 to the sky’s the limit.”

He said that multi-purpose all-terrain bikes, which range in price from around $550 to $1,300, had grown in popularity and were the firm’s most popular seller.

Mr Swan added: “At one time it was road bikes only, but the mountain bike scene has exploded in the past four or five years.

“I have been racing for a long time and we have never seen numbers like we are seeing now in mountain bikes.”

Mr Swan — who also owns Latter Rain Water Service — said the firm was celebrating its new name and store with a 30 per cent off sale.

Pedals Plus is also offering a free bike bag with every purchase over $50.

The store is located at 4 Union Street, Pembroke, behind the Wok Express restaurant.

Pedals Plus is open Monday to Friday 10am to 6pm and from 9am to 6pm on Saturdays.

The company can be contacted at info@pedalsplus.bm.