East Street Cycles' (now Hoops) journey began long before our doors opened in the Summer of 2004. In reality, it began with the founder, Gary Bird, hanging out as a customer in shops in the suburbs of London near where he grew up. Finding himself lucky to be part of the late eighties MTB boom and land his first job in a shop that sold some very sought after brands at the time, Gary was a bike shop journeyman learning the ropes as he went along! 

Fast forward a few years, and with the grease of a bike shop coursing through his veins, Gary moved out of London and set his sights on opening his own bike shop. It wasn't long until East Street Cycles in Farnham was born. 

2013, the year after Bradley Wiggins won the Tour de France,  the East St Cycles store was under threat from demolition. An empty pub just 200m up the road was up for grabs and their plans for a new retail interior suited a bicycle shop down to the ground. East St Cycles was outgrowing it’s old home and so an idea was born to open a pure road bike store. And then, just after the Tour de Britain rolled past our doorstep, Hoops was open for business!

Fast forward to 2017, and Gary decided to combine the East Street Cycles store with the Hoops store. Bringing everything under one brand name meant that Hoops and East St can continue to offer the best customer service and those little touches that would be expected of a local independent bike shop! 

Today, Hoops consists of three stores: Walton, Farnham and Petersfield. 

Farnham is our ‘do everything store’. It offers every bike under the sun, from electric and gravel to  road and mountain - whatever your preferred ride, we can sort you out.

Being so close to a mountain bike park in the South Downs, Petersfield has gained a bit of a reputation as being a mountain bike store. However, we do stock the occasional road bike and of course, you'll find a new wave of rider in the store, the e-biker. Perfect for those steep, tech climbs the South Downs has to offer.

Within commuting distance from London, our Walton store specialises in the commuter, ranging  hybrids and folding bikes. We also stock a great range of bikes for all the family to get outdoors and enjoy adventures on two wheels. 

One thing that has retained throughout the history of Hoops; we don’t have sales targets and we try to be as authentic as we can. We want our customers on the right bike for their intended use, and we're not pushy sales people. We love bikes.

We have a superb selection of products across our three stores and almost all products are available from suppliers with 24-48 hours. As a full service shop, we're also proud to say we have incredibly experienced mechanics in our workshops, keeping our customers bikes running perfectly. If you need to book a service, be sure to get in touch via our contact us page.