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FORM products epitomise a simple mindset; functional innovation. Each product is designed according to the principles of simplicity, ease of use and above all function. Our drive is to find ways to improve on, or add to, the range of bike fitting products available to fitters and riders. We want our products to look and feel beautiful, and be a joy to use. Our aim is to take products which are fundamental to an optimum fit, and elevate them to a higher level. 

With a commitment to the specific needs of the bikefitting industry, FORM offers easy trade account terms, including no requirement for commercial premises and no credit checks.



The lowdown on who we are and what we do.

The lowdown on PURELY CUSTOM is pretty simple, we have a passion for cycling and the bike fitting industry and we want to keep making it better. The fact that we are a manufacturer allows us to research our theories, gather ideas and tinker with them under our own roof until we get it perfect.  Many of our ideas and fit tools had to be deciphered from a rough napkin drawing or an idea from a bike fitter before they found themselves into our state of the art manufacturing process.  It's obvious that we haven't been idle.  PURELY CUSTOM offers a full range of software, fit platforms, fit bikes and tools that have become the gold standard with bicycle fitting professionals worldwide. These fit products are used by some of the world’s top fitting and performance professionals, such as Paraic McGlynn of Cyclologic. These fit products are the logical choice for all fitters, since they integrate and complement the tools already in their studio. (

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