There are few things I like better in the outdoors world than a good news story about women’s cycling. I have written with delight many times about the fast rising numbers of women getting on their bikes, whether for leisure, pleasure, family rides, commuting or to compete. And I’m keen to see even more women cycling.

So to hear about a new Scottish bike shop, Criterium Cycles, that has thought long and hard about its female bikes, clothing, accessories and service offering is fantastic. In my opinion, the more support there is for women’s cycling, the better.

You see, for too long bike shops have been somewhat like car salesrooms. The focus has been on guys and bikes – and guys selling bikes and clothing to guys. They are not all like this but in my experience the majority are very, very blokey.

Fortunately, I am fairly comfortable with the guys and with blokey cyclists, but many women are not. So one of the biggest complaints I hear from women who cycle, or women who would like to cycle, is the male-dominated shops. Male sales assistants, male mechanics and racks of men’s cycle clothing and bikes.

Things are, however, changing. I heard recently of a bike shop in Inverness run by women (I will pop up soon to check it out, I promise!). And many more cycling brands are offering fabulous women-specific clothing ranges that tick all the boxes in terms of fit, looks and practicalities.

Bike shop launches… with women in mind

And this Easter weekend, new bike shop, Criterium Cycles, opened in Edinburgh, next to Dobbies Garden World on the city bypass at Lasswade, near Dalkieth. Its most notable attraction for women is the superb range of women’s cycling clothing, bikes and accessories. This isn’t just a nod to women’s cycling but a full-on warm welcome with open arms for women.

Bikes and clothing for women

The bike brand is Trek and 30% of the bikes, including mountain bikes, road bikes and hybrids, are female specific. (There are lots of men’s and kids’ bikes, too, obviously!). Every item of Bontrager and Endura, from shorts to jerseys and jackets, comes in female-specific fits and sizes. And, thankfully, these items aren’t all about pink and sparkles. The clothing is as good as the guys and seems to say: “We take women cyclists seriously too, you know.” The shop also sells female bike helmets, cycle shoes and saddles – and offers a women’s specific bike fit service. This means that the very different anatomy of ladies is taken into account when choosing the right bike and saddle, size and fit.

Selling to women, as well as men

In addition, the atmosphere in Criterium Cycles is quite different from many other bike shops. Men and women, whatever their age, fitness and experience, are welcomed by sales assistants who really know their stuff but somehow inform and advise in a relaxed and non-patronising way. It seems to be more about making the customer happy and ensuring that they buy only the right bike and kit for them, rather than a big sell for profits.

I asked Richard Bowker, director of Criterium Cycles, about this style of selling. He said: “I guess we’re aiming for happy customers rather than customers who have been sold the most expensive bike. We want people to buy the right bike to suit them and to then come back to us for clothing, accessories and servicing. It’s about keeping cyclists for the journey rather than for one big sale. We’re hoping this less geeky and more laid-back style of bike shop will be popular with men and women, from novices through to the highly competitive.”

What the customers think at Criterium

The customers on day two of trading seemed very comfortable with the Criterium Cycles shop. There was a great deal of oohing and ahhing about the wide range of men’s and women’s kit and the price and quality of Bontrager and Endura clothing. People were asking lots of questions and sales assistants were answering with friendly expertise and without being overly sales-y.

One female customer was also overheard saying to her husband: “This is amazing. Really great. I have just chatted away to a sales assistant who didn’t talk down to me. He explained all kinds of things about the bike that I might be looking for. And I was able to ask questions without feeling stupid. It was so refreshing.”

The best way to find out what this new bike shop is like is to visit. I imagine they will have a website up and running soon, but in the meantime there is a Facebook page. They can be found at Unit 3, Dobbies Garden World, Melville Nursery, Edinburgh EH18 1AZ. Tel : 0131 663 6220. (You can park your car there really easily!)

Oh, and isn’t it so lovely to know that the rise and rise of women’s cycling look sets to be even faster!