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In the Peak District we know about hills and we care about the ride.
For us, performance and power must come with style and detail.
Looking for the best value dutch style, folding and hybrid electric bikes with great quality and perfect service in the UK?  RIDE THIS WAY.

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Love life on two wheels. Look forward to your commute.
Get into the countryside. Climb higher, go further.
Cycling hasn't been this much fun since your first bike.
Curious? Book a test ride with a JUICY retail partner.

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RISK FREE 14 day home trial when you buy on-line.
Established UK brand with great rider and press reviews.
Full 12 month warranty as standard or extend to 24 for £69.
Click and collect: Built for you to collect from your local bike shop.

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Tailor it to you: modular design enables you to choose from five frame styles, five battery sizes, four wheels sizes, three brake options, two handlebar displays and five glorious colours.
So you're sure it's right for you. We'll build your perfect bike.

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Sophie's view

How does a true philosopher choose an electric bike?


We asked our most philosophically inclined staff member if there was anything she'd like to share in our latest newsletter. Here's a bit of sage advice from Sophie: 


The oil-flecked interior of an electric bike shop may seem an unlikely source of philosophical enlightenment, but this one has turned out to be a surprising basket of metaphysical revelations.


My time at Juicy Bike (following a philosophy degree) has given me as much insight into people and their relationships with the world around them as any of my  frustrated riflings through Hume or Nietzsche or Wittgenstein.

Observing the small incidents of daily life; the interactions between bicycle and owner, has made me realise that the human relationship to the bike is far more important in purchase decisions than any numbers, figures or facts.

Processing the specifications that appear to characterise each electric bike (the range, the speed, the list of bullet-pointed features)  is an important task when attempting to understand how your bike might work. However, in a world increasingly overloaded with facts and figures and statistics it is hard to truly engage with the bike on a personal level solely through the objective scientific properties it possesses.


Now for some philosophy. Indulge me:


Like most normal people (I imagine), I always try to apply the theories of influential philosopher Martin Heidegger to my purchasing decisions. Heidegger likes to argue that the objective properties of an object (like weight, dimension, wattage) are secondary in importance to the subjective relationship that exists between the object and its owner. We need to eradicate the distinction between objects and their owners, as although we consider the objective scientific properties of an object, these properties are in fact secondary to the subjective relationship that exists between object and owner.



Take his favourite example,  the hammer. When considering a hammer, we might think of its scientific features:  weight, balance, friction and so on. However according to Heidegger,  a hammer also has characteristics that exist only between itself and its present user: the characteristics of a  tool, a weapon, a symbol (such as in the Soviet flag) and anything inbetween. Objective and scientific specifications are all very well if you’re creating spreadsheets and graphs, but they overlook “the imponderabilia of actual life”; the small incidents occurring over again in conversations, physical interactions,  or the day-to-day riding of an electric bike.  These and not mundane scientific criteria are the basis for the relationships people hold with the objects that furnish their daily lives. 


So really, our priorities in choosing which objects we bring into our lives, go beyond what is objectively convenient or useful to an ‘everyman’, to what is meaningful or useful to us.  Heidegger would advise that when browsing electric bikes, to certainly not ignore the facts and figures as to how fast your bike could go or how far it could take you, but rather to reconfigure these specifications into broader considerations of the “world”; the context in which you unthinkingly live your daily life. When we choose to own a bike we enter into a relationship with that item; a relationship which means so much more than basic mechanics.


Perhaps we would all make better purchase decisions which would contribute to our lives in a far more fulfilling way if we acknowledged this, and opened our minds a little to Heidegger.





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