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About Us

Normally at this point we waffle on about what fantastic brands we distribute, our improved stock holding, our investment in websites, the great team we have, how much we cycle and how optimistic and excited we are about the next year. We won’t do that but needless to say it is all true.

However we are keen to let you know that we aren’t standing still and will continue to offer UK riders the best possible products at competitive prices, either from our own in-house brands (DMR and Kinesis UK) or from any of the other brands that we distribute (Lezyne, Oval, Atomlab, Reynolds etc) and all with great service, from the moment you initially place an order right through to after sales service and when necessary warranty issues and returns.

If however we have not met the standards that you expect, please do not hesitate to tell us.

Enjoy your riding – whatever it is and wherever it might take you.

The Upgrade Team

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