The people perspective: Jack Swinnerton

Cycling is a popular recreational activity on Cannock Chase. The plentiful bridleways and dedicated cycle trails offer opportunities for exercise and fresh air in a beautiful setting, and a range of technical challenges for people of different abilities. Cannock Chase Cycles (formerly Swinnerton Cycles) was the first dedicated cycle shop established on Cannock Chase, and is still trading in the heart of the AONB nearly 20 years on.

How would you describe your business, and what is the story of your relationship with Cannock Chase?

In the late nineties, we were approached by the Forestry Commission to help run their "cycling strategy" on Cannock Chase. Back then we were part of the long established and very much respected Roy Swinnerton Ltd. In 2003 we opened our bike shop on Cannock Chase. Now completely separate from our founding shop we have developed into one of the best trail centre bike shops in the country. As part of the Forestry Commission’s cycle strategy we have always promoted good cycling practices and provided a point of contact with the mountain bike community to help develop cycling on the Chase.  As well as offering all of the usual bike shop services we also offer cycle hire for customers to enjoy the trails around the Chase.

How would you say your business benefits from its location and relationship with Cannock Chase?

Cannock Chase and its trails attracts thousands of cyclists each year. Our shop is ideally located at the start of these way marked trails to provide our services to all of these visitors.

How would you describe Cannock Chase to someone who has never visited?

The midlands premier destination for mountain biking! Whether you've just bought your first bike, or you're happy shredding through rock gardens, Cannock Chase has designated trails that offer a fantastic opportunity for all abilities to enjoy the forest and what it has to offer.  We always encourage cyclists to stick to permitted and designated bike trails.