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A Brief History of Wiggle

A Brief History of Wiggle

Beginning its journey as a local bike shop in the UK in 1995, Wiggle has become one of the world’s biggest and best loved fitness retailers.

Formerly known as Butler Cycles, the company rebranded to Wiggle in 1999. 

Its reputation soared in 2013 after taking the bold step of becoming title sponsor to successful UCI women’s professional cycling team, Wiggle Honda, later Wiggle High5 Pro Cycling. 

Having spent significant years specialising in cycle and triathlon, Wiggle has more recently broadened its offer to include run, gym, and outdoor adventure categories to meet growing demand from its customers. 

In 2021, Wiggle reasserted its commitment to cycle by becoming title sponsor of Team Spectra Wiggle p/b Vitus, an innovative, multi-discipline race team. 

That same year, Wiggle joined the Signa Sports United (SSU) Group, which includes a range of innovative and exciting online retailers, all specialising in various areas of sports and fitness. 

SSU completed a successful IPO and was listed on the New York Stock Exchange at the end of 2021.