One of Johannesburg’s most successful bicycle stores, The Bicycle Service Company, has expanded to the Garden Route with a new store in George. Opened for trading in early December 2023, the store, an official Trek retailer, is expected to become an integral part of the Garden Route cycling community.

Co-owners, Danny Fowler and Roger Blewett established The Bicycle Service Company in Fourways, Johannesburg in 2014. Fowler comes from a bicycle racing family – son of former pro road and track racer, Rodney and grandson of Commonwealth Games medallist, Bobby; while Blewett is a former BMX racer turned bicycle mechanic guru.

Bicycle Service Company

The Bicycle Service Company’s George store stocks Trek Bicycles as well as Bontrager components and gear.

Their combined experience and extensive network (both also coach mountain biking skills) saw their retail store attain credibility early on. And, as any committed cyclist or mountain biker will tell you, a store earns its credibility through good service, product availability, product choice, positive workshop experience and knowledgeable, friendly staff. The Bicycle Service Company in Johannesburg has an excellent reputation with its customers and suppliers.

“With the growth of mountain biking and cycling on the Garden Route and the increase in our customer base at our satellite store in Grootbrak, it made sense for us to consider opening a The Bicycle Service Company store in that region. As South Africa’s fastest growing bicycle brand, Trek was also keen to expand its footprint in that region,” said Fowler.

Trek Bicycles

The store’s range of Trek mountain bikes speak to the spectacular singletrack riding in the Garden Route.

“I was already operating the BSC satellite store in Grootbrak on the Garden Route, which has been primarily a workshop. However, there’s been a growing demand for a wider range of bicycles and cycling-related product in this area and it led to our decision to open a store in George, a town that’s becoming a key cycling hotbed in this country,” said Blewett.

The Bicycle Service Company, George began trading in early December 2023 and is located at the corner of Akasia Street and 4th Street. The store is managed by Blewett and staffed by Sean van Niekerk, Nelis du Plessis and Jaydan Durant.

George’s newest cycling store stocks Trek bicycles, including full-suspension mountain bikes, eBikes, gravel bikes, road bikes and kids’ bikes. It also sells a range of components such as tyres, wheels, saddles, drivetrains, lights, grips and more. And there’s a selection of gear, including helmets, gloves and shoes as well as clothing.

Trek Bicycles

View Trek’s range of incredible bicycles at the Bicycle Service Company.

“All good bike shops are built around the workshop. That’s how our business started and grew in Johannesburg. Our George store will be the same. Our workshop team is trained and has the experience to work on any bikes, no matter what brand. Whether its maintenance or repairs or just fine-tuning something small, we’re confident in our ability to deliver satisfaction,” said Blewett.

“We have started trading but there’s still some fine-tuning to be done in the store. That will come once the Festive-Season effect is over,” said Fowler. “We are looking forward to meeting many new cyclists and fulfilling a key Local Bike Shop role in the Garden Route cycling community in general and George in particular.”

To find out more, visit or visit the new BSC store at the corner of Akasia Street and 4th Street, George. Trading hours are: Monday-Friday 09:00-17:00, Saturday: 09:30-14:00, Sunday: Closed. You can also call the store on 0718523350.

Bicycle Service Company