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About us


Flamme Rouge was established in 2015 with the aim to provide the Bedford community with an independent bike store where customer service and friendliness was key. 

With the addition of our café, we pride ourselves in being a real hub for cyclists in the local area. 

In 2020 we introduced Flamme Rouge delivery, aiming to bring our unique customer service to all nationwide. 

As an independent bike store, we believe in a tailored and unique approach, away from generic and bog standard service. Each of our staff members have been working for us for a long time and take pride in helping you find the best product for your needs. 

We also believe in stocking the best products at the forefront of innovation and our warehousing space allows us to ensure that we are fully stocked without delay. 

Community is really important to us, which is why our café is the beating heart of our store, where you can find delicious cake, sandwiches and outstanding coffee. 

As an inclusive store, we also organise weekly rides for all levels to support you in getting started or pushing yourself further.  



Meet the team


Jamie - Store Owner

A cycling enthusiast for over 30 years, Jamie used to race as a teenager in the Isle of Man before starting a career in retail. Jamie is now the owner-manager of Flamme Rouge. “I have dreamt of running a bike shop for over many years and am super excited now this has become a reality. Providing expertise, selling beautiful bikes and serving awesome coffee – what’s not to like!”


Rich joined the Flamme Rouge team in 2019 on a strictly part-time basis... he hasn't managed to leave. He loves getting to the shop 30 minutes early to make sure the coffee machine has automatically turned itself on... like it does every day. Rich has turned his hand to many different aspects of Flamme Rouge from building bikes to making the perfect toastie.


Daniel - Head Mechanic

Our resident Cyclocross and Campagnolo expert leads the team of mechanics here at Flamme Rouge. With a vast range of knowledge of all things cycling, from the technicalities of bearings through to the gluing of a tubular tyre*, you can be sure your bike is in good hands with Daniel. *Don't ask Daniel to glue a tubular tyre!

Tim - Mechanic

A former 2nd, 3rd and 4th category road racer, Tim has been cycling since before some of us can even remember! As our part-time mechanic, Tim is renowned for his love of both Moulton's and a good egg sandwich (Daniel has a differing opinion to the sandwich choice)!



Sarah joined Flamme Rouge as the Team Manager in 2019. Unfortunately, or fortunately depending on how you look at it, there was to be no real racing in 2020 and so Sarah took to coming into the shop on a social basis at first. Having previously worked in bike shops it was a natural instinct to pick up the phone when it was ringing... we haven't managed to get rid of her since.


Billy came to Flamme Rouge with a background in triathlon, nowadays he's shaking off that image and focusing on just the one discipline; riding. Although he has pondered about going back to the dark side in the hope of winning something. When Billy is not working at the shop, or riding his bike, he's probably doing something to do with ice cream.




Sam is part of our workshop team and graduated with honours from Daniel's School of Wheel-Building. Sam has been racing a bike most of his life, riding for CC Ashwell. Road, Mountain Bike, Cyclocross, he loves all disciplines of cycling.


Joy loves the sociable atmosphere surrounding cycling. Having completed the 140 Mile C2C route it's on to the next challenge on her Trek Silque. Joy manages our shop rides which has created a real cycling community, riding out and back to the shop every week. She's also one of the bike fitters at Flamme Rouge, ensuring each customer feels at one with their bike.