About Wiggle

About Wiggle

About Wiggle

Every year, Wiggle supports over a million cyclists, runners, swimmers, triathletes, adventurers, and gym-goers achieve their fitness and adventure ambitions.

Combining expertise with extensive industry experience, Wiggle tests and selects only the best products from leading brands, curating its quality ranges for optimal performance.

Wiggle’s mission is to make the world a fitter, healthier one, helping its growing community of fitness lovers discover more deeply what health and fitness means to them.

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. 

Wiggle Awards

Wiggle Awards

At Wiggle we’re always trying to go that extra mile for our customers.

Our drive to offer the best service and value, year after year, has not only pleased our customers, but it’s also won the respect and admiration of our peers in the cycling industry.

Through passionperformance and perfection we have been rewarded with the following:

Awards History:



  • Runners World - Personal Best Awards & Best Retailer 2017
  • 220 Triathlon - Online Retailer of the year & Tri Retailer of the year


  • 220 Triathlon - Online Retailer of the year


  • Which - No. 1 Which Leisure Online Retailer
  • 220 Triathlon - Online Retailer of the year
  • Total Women’s Cycling - Online Retailer of the year & Clothing brand of the year (dhb)
  • The Running Awards - Online Retailer of the year


  • 220 Triathlon Awards - Online Retailer of the year
  • Total Women’s Cycling - Clothing brand of the year (dhb); Bike shop of the year & (Wiggle); Women’s cycle team of year (Wiggle Honda) & Online Retailer of the Year


Other notable past awards

BikeBiz online retailer of the year 2010, 2011, 2012

The News Business Excellence Awards, 2012

Golden Chariot Ecommerce Award 2012

Product Innovation title – Oracle Retail Awards 2011

220 Triathlon Awards 2004, 2005, 2006, 2007, 2008, 2009, 2010, 2011, 2012, 2013

Hitwise number 1 award for ‘Sports – Cycling’ January – June 2010

Hitwise Top 10 Award for ‘Sports and Fitness Industry’ January – June 2010

IMRG Hitwise Hot Shop List Winner Top 100 May 2009

Hitwise Top 10 Award – ‘Sports & Fitness’ 2009