Pinarello focus: Pronto Bikes, Frome

'You can ride from here straight through Longleat Safari Park. There aren't many rides in the UK where you can see giraffes'

When husband and wife team Justin and Kate Hoy moved to the Somerset market town of Frome in 2019, they can’t have known how much their lives were about to change. But since navigating the challenges of Covid lockdowns to open the doors to Pronto Bikes in 2021, the couple have not only built a business and community around their independent bike shop, but have dined with Fausto Pinarello himself and seen Pronto become one of the top Pinarello dealers in the country – one of just six select locations given the honour of stocking the all-new Pinarello Dogma F. What makes this shop a must-visit destination? Justin and Kate take up the story.

The snowball effect

Justin: ‘We have a huge cycling club attached to the shop now, but it wasn’t until the end of March 2021 that people were allowed to ride in groups of six or more. When we advertised our first group ride, about 40 people turned up.’

Kate: ‘I had to set them off in groups of six. Then a couple of weeks later we did another group ride and had 80-odd riders. I think everyone was just pleased to be able to ride with other people again.