Dealer Profile: Sigma Sport - BikeBiz

Dealer Profile: Sigma Sport

With a new flagship store in Kingston and a concept store on the way, Sigma Sport has got plenty to talk about...
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BikeBiz speaks to Sigma Sport’s Dan Duguid...

Can you give us some history behind Sigma Sport?
Sigma Sport has come a long way from its humble beginnings 18 years ago and has evolved into one of the most respected names in road cycling and triathlon retail in the UK.

Our goal is simple, to offer a one-stop service providing the most comprehensive range of products and services under one roof and a retail experience that is second to none. Focusing on customer service, every staff member has a high level of knowledge and with each bike sale the customer receives a basic bike fit to ensure that the customer leaves with a good fit on their new bicycle.

In what way does Sigma get involved in events?
Sigma Sport has sponsored world-class triathletes such as Tim Don and Richard Stannard and also currently runs its own UCI Pro Continental cycling team, Sigma Sport – Specialized (pictured above), which has competed at the Tour of Britain and Tour Series events in the UK.

You launched a new flagship store in November in Hampton Wick, Kingston. Can you fill us in on the details?
Our new store has some 3,000 sq ft of retail space per floor and now has 14 members of staff plus four full-time Cytech qualified mechanics. The new store also has longer opening hours, with an early opening time of 8am on weekdays and late night opening till 8pm on Mondays and Thursdays.

The ground store will have a comprehensive range of parts and accessories and bicycles from Specialized, Trek with a dedicated Project One area and Wilier. The majority of our wheel range will also feature on the ground floor. Adding a new level of service, there is a dedicated workshop reception and wheel building area, along with a secure customer bike park.
On the second and top floor there is a new workshop with the latest tooling and equipment.

The first floor has a large and comprehensive clothing, shoes and helmet collection. A dedicated Triathlon zone caters for all levels of triathletes and is where you will find the TT and Tri bikes from Argon 18, Cervelo and Felt, along with our performance wheel zone.

We have a specialist Italian area for Colnago, carrying 14 frames in stock to show the varied colours of Colnago. Pinarello will also feature in this area.

What services does the flagship store offer?
Cycling holiday and events company La Fuga will also run from the store and will share the Club Room for in-store presentations and seminars. A treatment room will cover everything from coaching by professional coach, Richard Simmonds, Sports massage from Bridget Lucas and Sports massage and Osteopathy by Murat Ertuk. For our customers who drop their bikes off in the morning and require a shower before heading to work there are also female and male WC and shower rooms.
A lounge area with TV, complimentary Wi-Fi and refreshments is also on hand to increase the retail experience. Also on this floor are two BG Fit rooms, one being camera equipped – a UK first.

Sigma Sport is now a place to come to find your perfect bike, improve your current one, book a cycling holiday, service your bike, get a massage – and all in a single visit.

What’s coming up in the next few months for Sigma?
We have a new website being launched with the shop which is looking to be quite impressive (www.sigmasport.co.uk) and we have a concept store due to open in December.

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