SW Bicycle Company 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 Thomson

Owner and Director

Husband and father to 2 girls, keen runner, NZ rugby fanatic. 

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

- Electric cargo trike

- Genesis Flyer

- Mercury Ice Bike - Studded tyres!

- Various other bikes that will never be completed!

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

Caldoom.i.am Goodacre

Guitarist for the No Licence band

Bicycles owned:

- Orbea Orca

- Peugeot fixie

River Thomson

shop dog and everyone's best friend