• Williams Cycles is a "Dealer of the Year" finalist at the Madison IceBike show.Madison are the biggest trade importer / distributor of bike bits in the UK and its a great honour to be in the final 3 for this award. Thank you to all our customers who made this possible!
  • Welcome to the new Williams Cycles website. Here you can find out about the range of bikes and accessories we stock as well as buy parts on-line from our partner site, Ultimate Pursuits, for delivery to you or for collection from the store.
    Founded in 1904 Williams has been selling and servicing bicycles since day one and now carries a massive range of bikes from 12” wheeled children’s bikes to top of the range mountain, touring and road bikes. We also stock all the parts, accessories and clothing you may need to enjoy your bike.
    Our fully equipped workshop can handle everything from a simple inner tube replacement to a full strip-down service as well as servicing and repairing suspension forks and disc brakes.
    Our store is situated in the centre of Cheltenham, only a few minutes walk from the high street and on the inner ring road with parking on the forecourt for both bikes and cars.