About Us

About Us

SW Bicycle Company, formerly known as Ben Thomson's Cycleworx, was established in 2007. After 20+ years in the bike business, firstly in his native New Zealand, and then spending 5 years honing his skills in Sydney, Ben came to London to open his own shop.

SW Bicycle Company welcomes all levels of cycling ability and technical know how, we take pride in supplying a quality service to all.


Staff profiles


Ben 'The Boss' Thomson

Proud father of two lovely girls and a loving husband, keen cricketer and runner, and he is a fanatic for New Zealand rugby.

Bicycles owned: 

- Rosin Pro Road - Sram Red Etap, Zipp 404 (front) and 808 (back)

- Soma Smoothie - Shimano Ultegra, Hand-built DT Swiss wheels 

- Soma Wolverine Gravel Bike

- Genesis Flyer

- Mercury Snow Bike - Studded tyres!

- Various other bikes that will never be completed!


Ed Wattz

Ed loves a boogie and does lots of sick tricks on his skateboard!

Bicycles owned: 

- Greg Lemond Team GAM road bike - Full Dura Ace 9000, Mavic Cosmic Exalith

- Cannondale M2000 - Shimano Deore 1x10, Mavic wheels, Ritchey finishing kit


Will 'Tyre' Levers

Mechanical engineer graduate known for high energy and giggles - the challenge is making him be quiet!

Bicycles owned: 

- Cervelo S3 - Full Dura Ace 9000, Mavic Cosmic Carbone

- Cinelli Parallax - SRAM Omnium, Dura ace TT brake lever 

- Muddyfox commuting bike


Ali Goodman

Mechanical engineer graduate who has also been described as the world's perfect man... by himself

Bicycles owned:

- Liv Avail - Shimano Claris and KX wheels


Callum Goodacre

The creator of nicknames and good times

Bicycles owned:

- Orbea Orca

- Peugeot fixie