Evans Cycles Back To The 1940s For Immersive Experience At Waterloo Cut

Evans Cycles wants to get the nation back to the peak of cycling that was last seen in the 1940s. As such, the UK’s leading specialist cycling retailer has transformed its oldest store at Waterloo Cut to deliver an experience like no other.

For one week only, people can get involved with daily demonstrations from leading heritage cycling partners including Brooks saddle makers and Tour de France yellow jersey manufacturer, Le Coq Sportif.

Full schedule of activities in the Waterloo 1940s takeover store
• Monday 6th July – Wheel building and belt making with Evans Cycles artisan, Zabi
• Tuesday 7th July – Geoff Waugh: Beyond the Peloton photography exhibition
• Wednesday 8th July,– Heritage display around the Tour de France and kit printing with Le Coq Sportif
• Thursday 9th July – Celebration ride of the record breaking route Billie Fleming took in 1939
• Friday 10th July – Brooks heritage display
• Saturday 11th July – The final curtain call with refreshments and baked goodies, and live music

The 1940s was a cycling heyday with 20% of commutes being made with pedal power1. Today, despite the cycling boom of the last few years, that number sits at a lowly 4% with only 3.25 billion miles2 being covered annually by bicycles across the UK.

James Backhouse, Evans Cycles marketing director says, “We want to encourage Britain to reap all the benefits the sport has to offer and once again become a true cycling nation. The experience on offer at the 1940s inspired Waterloo store will give people a taste of all that is great about cycling.”