Born Out of Love for Road Cycling

Quality you can touch, style you can feel and wear all day, every day.

Do what you love, and you’ll never work another day in your life. That’s how our business started. Because cycling is more than a sport or a hobby; cycling is a way of life.

Our story is unfolding, and we’d love for you to join us for a ride.

We’re on a journey to equip cyclists with comfortable, ethical, and affordable clothing to wear on and off the bike.

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Meet our lead-out man

Michael is the lead-out man for Guide Cycling Clothing. He started cycling in 2018 on a gravel bike commuting 6 miles each way to work.

Then what started as a choice for a healthier commute quickly evolved into a more ambitious road cycling journey, building friendships, and now focused on some big challenges into 2021 including 25-mile National TT championships and the Dragon Ride.

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Thank you for checking us out. I decided to launch Guide cycling clothing out of my pain cave with the goal to blend the sense of community and togetherness with performance and smashing goals.


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Here are some facts about Michael:

  • Live in Birmingham, UK with his wife Melissa and their two rescue dogs, Chino and Vito
  • Has been on a plant-based diet for just over a year and has enjoyed making significant gains in fitness and cycling performance
  • Can be found either in sweats or Lycra (there is no middle ground)
  • Can’t sit still, ever
  • Love to cook, but not clean up
  • Lived in Texas for 13 years, drove a truck and…. lived in a vintage Airstream for 10 months (by choice)
  • Lost 18kg since the start of his cycling journey
  • Love sweets, cakes, chocolate, sugar, and sugar.


Values that defines us

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From start to finish, all customers come first and experience first-class products and service. 

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All products and content will be delivered to the highest possible standard.

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All business, with everyone, done properly. No questions asked.

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Every day, every journey, delivered with an unrelenting desire for better cycling.

We’re a green business

We are an environmentally conscious small business. We believe cycling is the greenest mode of urban transport which dictates green products.

Our entire supply chain is made of local, small, and mostly family-run businesses around the UK. Our products are vegan friendly and are sourced responsibly to ensure fair conditions for people and the environment.

We package our products in biodegradable garment bags that can be composted, and we ship using recyclable cardboard boxes.

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Free UK shipping over £45


Exceptional customer service

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No-hassle returns

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