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THREE DECADES ON THE SADDLE: HOW ONE INDEPENDENT LONDON TOUR OPERATOR OUTLASTED THE COMPETITION

SOUTHBANK — When Robert Graham founded the London Bicycle Tour Company back in 1991, he wasn't just starting a small business—he was pioneering the capital's very first guided bike tour.

Over three decades later, dozens of competitors have set up shop and vanished, but Graham’s independent firm remains the city's premier cycle tour operator. Today, the business operates from the heart of Waterloo, boasting London’s largest fleet of privately owned bicycles, ranging from hybrid and city belt drive bikes to tandems, e-bikes, and children’s bicycles.

Operationg for more than 35 years, the company has welcomed hundreds of thousands of visitors from across the globe. Offering guided rides in eight languages across six routes, 364 days a year, the enterprise continues to champion zero-emission tourism while maintaining a flawless safety record.

"Our top priority has always been the safety and experience of our guests," a spokesperson for the company said. "Even after decades navigating central London’s busy streets with riders of all abilities, our safety record remains completely spotless."

Expanding Beyond Tours

The enterprise broadened its reach in 1999 with the launch of the London Bicycle Repair Shop. Designed to serve local commuters alongside tour operations, the workshop has built a loyal local customer base and established itself as a staple of the Waterloo and the Cut community.

In 2020 the ownership of the shop was moved to the two incredible mechanics that were the backbone of the workshop

Fair Wages and Environmental Commitment

In an industry often criticized for precarious employment practices, the firm pays all office staff and tour guides more than the accredited London Living Wage. The company is officially licensed by The Royal Parks and fully insured, holding partnerships with organizations such as Cycle Cities, The London Cycling Campaign and Walk Wheel Cycle Trust.

Environmental sustainability remains core to the operation. The company actively supports cycling and youth charities, and the local community.

The strategy appears to be paying off on the international stage. Alongside earning a TripAdvisor Certificate of Excellence year on year, the company was previously named the top activity to do in England by the German National Tourist Board.