Direct Golf has moved into cycling with the addition of £150,000 (€185,260-$252,510) worth of cycling stock to its flagship outlet in Huddersfield, West Yorkshire. The Bike-Shed.com store, which opened in the Huddersfield shop on May 10, is Direct Golf's first “store within a store” outlet and is supposed to be a pilot project of this format, as there are another 15 of Direct Golf's 20 stores in the U.K. that could accommodate a similar Bike-Shed.com outlet. The timing of the opening was chosen to be in conjunction with the Tour de France's visit to Yorkshire this summer. The new shop has a surface area of 4,000 square feet and is open seven days a week. The store is currently offering 50 percent road bikes and 50 percent off-road bikes and targets all levels of cyclist, from first-time buyer to the serious rider. Cycling is one of the fastest-growing participation sports in the U.K. Membership in British Cycling, the national governing body for the sport, has risen by more than 100 percent, to in excess of 88,000, since Bradley Wiggins, now knighted, won the 2012 Tour de France.

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