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3 Jan 2024

For our latest retailer spotlight, we spoke with Steven Grimwood from the brilliant Elmy Cycles in Ipswich, who has been working in the cycle trade since he was 14 years old

3 Jan 2024

Bike theft in the UK has effectively been 'decriminalised' as more than 365,000 cases went unsolved in the last five years, the Liberal Democrats have claimed.

3 Jan 2024

A new year means new challenges – but also new opportunities for cycle traders too and planning now so you can gain a competitive advantage and thrive in the warmer months will be key to...

2 Jan 2024

Hudjo is the first online marketplace that lets cyclists park with locals, which relieves the anxiety of parking your bike. 

20 Dec 2023

The ACT office will be open as usual (9am-5pm) for the majority of the Christmas period, with some exceptions.

19 Dec 2023

Bira's CEO, Andrew Goodacre, took the spotlight on BBC Breakfast this week and later spoke with Nicky Campbell on BBC Radio 5 Live, shedding light on the rise in retail crime and shop theft,...

14 Dec 2023

The Office for Product Safety and Standards (OPSS) has issued a new safety message, highlighting the steps people should take when owning or thinking of buying an e-bike or scooter.

13 Dec 2023

A bike shop that was created to provide jobs for ex-offenders leaving prison has now become a safe space for people to park their bikes.

11 Dec 2023

ACT member On The Brakes in Leigh on Sea, Essex is celebrating after being named independent business of the year in a local competition set up by a local MP to celebrate the “incredible...

11 Dec 2023

A controversial ban on e-bikes in certain pedestrianised parts of Coventry city centre has come into force, with the deputy leader of the council warning that riders can expect strict...

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gogeta claims new Cycle to Work Scheme offers better deal for bike shops

Posted on in Business News , Cycles News

gogeta, the new tax-free cycling platform that offers a much fairer deal for independent bike retailers, has had more than 150 retailers sign up since its launch. gogeta, which is the only cycle to work scheme endorsed by the Association of Cycle Traders, has the lowest commission on the market – offering a long-term discounted commission of just 3% to ACT members.


gogeta changes everything about how cycle to work is delivered. As well as ultra-low commissions to bike retailers, the gogeta platform is an online marketplace where employees can browse live stock and see tax free cycling savings in real time, providing another ‘shop window’ for signed up retailers. On the gogeta platform employees can apply and buy all in one go, reducing the admin burden for retailers and employers too.

Retailers that have signed up to gogeta since it launched include Sigma Sport, Balfe’s Bikes, Swinnerton Cycles, Primera Cycles and The Electric Bike Shop.

Sean Byrne, Operations Director at The Electric Bike Shop said: “2023 has been a very tough year with a glut of stock and heavy discounting. The cost of doing that business has gone up considerably so it is essential to always look at new ways to be more efficient and cost effective. When I heard about the gogeta proposition it was a very easy decision to sign up.  These guys totally get the challenges faced by IBD’s and see the benefit of working with them and supporting them. The current model is very straightforward and easy for employers, employees and us retailers to understand. The sort of things they are looking at introducing over the coming years will make that offer even better and we are keen to be part of that. At The Electric Bike Shop, we are very happy to be working with gogeta and see this as a step forward in the way the Cycle to Work scheme is delivered so that it becomes and much fairer, and more profitable proposition, for independent bike retailers.”

gogeta has also been busy signing up employers to the platform, which will lead to more inbound sales for retailers. Earlier this week gogeta exhibited at Employee Benefits Live, a trade show attracting thousands of HR professionals. gogeta heard first hand from employers that their employees are demanding more choice and flexibility in where and how they spend their money, as well as an end to punitive  fees and surcharges.

Victoria Ward, Director People & Culture (Europe) at SquareTrade, who has recently signed up to gogeta said: 

“Cycle to work as a benefit is a no brainer for a business. We used Cyclescheme to begin with, but employees found some of the processes frustrating - hard to get the voucher amounts right and then a surprise fee at the end of the term which felt negative. gogeta was very easy to set up and feels much more transparent and connected - bikes are available and the voucher just works and of course the nasty end fee has vanished. Win win from our perspective.”


Cilck here to enrol with gogeta.


ACT gold members will benefit from a long term discounted commission of just 3%, make sure to sign up to ACT here for the best gogeta rates and many other benefits.

Contact if you want to know more.

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