Wheelbase opens inside Go Outdoors of Coventry

The merging of Wheelbase into the broader JD Group portfolio has become more evident with the opening of a store-in-store area inside Coventry’s Go Outdoors.

Having been bought last year by the JD Group, the new retail offering sits within the Coventry Business Park location the branch sits alongside other specialist retail divisions covering walking, camping, fishing, climbing and equestrian.

The Wheelbase store-in-store is now equipped with a full workshop and service centre featuring electric lifts, an integrated IT system, a fitting room, a Wahoo test centre and lots of merchandised accessory areas. Over 200 bikes are in stock from brands including Trek, cannondale, Cube, Whyte, Nukeproof and Yeti.

Wheelbase blogged on the opening, writing “Our number one priority is customer service and we want to get you back on two wheels as swiftly and efficiently as possible; all jobs are pre-quoted before work commences and on collection we’ll talk you through all the work undertaken. We pride ourselves on our friendly service and are ready to help you get the most out of your cycling.”

For visuals of the new store-in-store, head here.

Alongside the acquisition of the Wheelbase business in 2021, Leisure Lakes Bikes also became part of the JD Sports owned portfolio. Go Outdoors itself rejoined the JD Sports portfolio in 2020, having earlier been sold on.