Perhaps you’re in the market for a commuter bike to go to and from work. Or maybe you’re a hardcore mountain biker, with grand plans to tackle the craggy trails of Peak District National Park. Whether you’re a cycling newbie, or a veteran looking to try out something new, one thing is certain -- it’s likely that JE James Cycles has you covered.

Founded over 50 years ago out of a single location in Sheffield, cycle retailer JE James now occupies three cavernous locations in the South Yorkshire/Derbyshire area, each offering over 9,000 square feet of the best bikes and bicycle accessories. If you’re not in the Sheffield area, you’re still in luck -- the company also ships bikes across the UK, from Ireland to the upper reaches of Scotland.

JE James takes pride in their customer service, and in being able to find the right bike for every customer. To that end, anyone who enters a JE James store can enjoy a professional personal bike fitting. And that isn’t the only perk: the Sheffield branch is prodly “one of only a handful” of award-winning service centers in the UK; and the Rotherham branch lays claim to “the best cup of tea in South Yorkshire (which automatically makes it the best in the world!)”

Editor’s note: we were not able to independently confirm JE James’ claims about their tea.

JE James is a local, family operation, but that doesn’t stop the company from being digitally savvy. Spend time on JE James website and it’s clear you’re dealing with a brand that has mastered the art of digital commerce.

The company maintains multiple robust content sections, covering everything from bicycle maintenance to new equipment news and reviews. The site also contains a comprehensive listing of all the different kinds of equipment and brands they carry -- no small feat when you consider there are hundreds of items from dozens of different companies.

According to partner Mark James, competition in the cycling industry has helped drive JE James’ digital evolution. From integrating its EPoS system with its website, to implementing a click and collect system, to yes, enabling Amazon Pay, JE James has been proactive in layering the latest digital tools onto their in-store experience.

The company also recently invested in a completely new e-commerce website, a substantial financial undertaking for a business of their size. “We’d been running a Magento system for a number of years and we’d over-engineered it to the point of bursting at the seams,” Mark James told “With our customers coming to depend on us during these difficult times, we knew we couldn’t continue limping on.”

Don’t spin your wheels -- if you’re interested in getting on a bike or upgrading your two-wheeled transport, check out all that JE James Cycles has to offer (and check out with Amazon Pay while you’re at it.)