About Us

HOW IT STARTED

FORM Bikefitting Products was established in 2016, as a subsidiary of the FORM bike fitting studio in London. Between 2016 and 2020 both the studio and product business were run concurrently. With the forced closure of the studio in March 2020 due to Covid, the decision was made to focus on the product range and take the opportunity to design and release a more comprehensive range of products.

The primary intention of FORM has always been to design and bring to market innovative, functional and attractive products, in support of the developing requirements of modern bikefitting practices. Second to that is to elevate fitting products to the highest possible standard whilst making these products available to all at accessible prices.

WHAT FORM STANDS FOR

Our working ethos is based on service above all. Everyone we interact with is considered important, valued, appreciated. Our aim, with everyone, is to do our best to provide the solution they’re looking for. To this end we have occasionally created custom solutions in case when the standard ones haven’t been appropriate. This ethos manifests in the speed we respond to queries, the speed we maintain when shipping orders, and in our no-nonsense approach to resolving problems. Without you we can’t exist.

THE DESIGN ETHOS

From a design perspective, the mindset is always to;

• Innovate in the simplest and most functional way possible
• Not accept compromise unless it’s unavoidable - in which case minimise it
• Create something which looks as good as it works

This outlook manifests in a drive to create the best products we can, with an emphasis on ease of use, functionality and beauty.

PROGRESS AND DEVELOPMENT

Since the first product was released in 2016 – the original flat leg length shim – FORM has come a very long way, releasing many groundbreaking items. This includes the patented walkable MTB shim, the modular 3-hole road shim & wedge system, the anti-rotate MTB cleat wedge, and more recently the range of extender plates offering medial, lateral and rearward cleat adjustment. FORM has gone from selling primarily to local UK based fitters, to selling internationally both through the site and through regional distributors.