Surrey Super Store for bikes Spokes has recently seen a rapid rise in female cycling in what has been a massively undervalued worldwide market.  Managing Director James Thompson, the Institute of Directors (IoD) Early Stage Business Director of the Year, now puts female cycling at the very heart of his business and with great success.  His inspirational and unique customer service ethos recognises that few women want to go to into a ‘man cave’ when buying a bike.  Innovatively, James has created a dedicated area which is far from intimidating thanks to his work with the female LIV Brand.