Custom Builds

We can be your partner in building a bespoke dream bike which is uniquely you.

Builds from only £250 and a price-match policy on parts means that we can be a one-stop-shop for your project.

See below for details of some of the great builds we’ve had through our door.

John’s (now new owner Michal’s!) Ritchey Road Logic

Staunch traditionalist that he is, our owner John had a clear vision for his personal steed. Nothing carbon, nothing ‘aero’, and certainly none of those silly new technologies like disc brakes or electronic shifting. The result is his Ritchey Road Logic, a straight steel-tubed beauty of a frame, kitted out with Campagnolo’s Athena alloy 11 speed groupset, light but tough American Classic wheels, and highly polished Ritchey Classic finishing kit. Don’t be fooled by the retro look, this is still a fiendishly light bike (less than 8kg!) – after all there is that one really steep bit in Richmond Park isn’t there?

Ritchey Road Logic custom build
  • Frameset – Ritchey Road Logic
  • Wheelset – American Classic Sprint 350
  • Tyres- Continental GP 4000 SII 25mm
  • Groupset – Campagnolo Athena alloy 11-speed
  • Saddle – Selle Italia Max Flite Gel-Flow
  • Finishing kit – Ritchey Classic/LizardSkins DSP bar tape 

Adrian’s Surly Cross-Check

One of Flag Bikes’ first workshop managers is one of the tiny proportion of people in the cycling industry to only own one bicycle – but he’s chosen a darn good one. Purchased a few years back in its stock configuration, it took on three-week cycle tours, trips to the shops and Sunday club rides with equal aplomb. Then, of course, he got a job in a bike shop, and the unlimited staff discounts caused things to get a little carried away. Now it’s an all-American all-roader – a long-distance super-commuter with the frame being the only survivor of the original spec. After all, how can you justify getting a shiny new bike until you’ve made your current one the best it can be?

Surly Cross Check custom build
  • Frame – Surly Cross-Check
  • Fork – Ritchey WCS Carbon Canti Cross
  • Wheelset – American Classic Hurricane
  • Tyres – Schwalbe One Tubeless 28mm
  • Groupset – SRAM Force22 11-speed
  • Brakes – Avid Shorty Ultimate
  • Saddle – Brooks B17 Standard
  • Finishing kit – Ritchey WCS Alloy/LizardSkins DSP bar tape 

(Your?) Wilier Triestina 1990s re-creation – FOR SALE £1850

When you have a restored early 90’s Wilier frame lying about, along with a spare Campagnolo Athena alloy groupset, this is the only natural result. We took our time in making this build the best it can be, with a high-polished Halo Retro wheelset, Vittoria gumwall tyres, Cinelli bar and stem, Deda seatpost and a 90s era Selle Italia saddle. This bike is a proper Italian thoroughbred – a long climb through the Dolomites on a summer’s morning, a cool evening cruise along the beaches of Sicily, a glass of white wine on the cliffs of the Tuscan coast. Get in touch if you’d like to know more about it, although if not that’s also fine – we like having it in the shop just to look at!

Classic Wilier custom build
  • Frame – 1998 Wilier Triestina, Columbus Genius steel tubing
  • Wheelset – Halo Retro
  • Tyres – Vittoria Open Corsa SC 25mm
  • Groupset – Campagnolo Athena alloy 11-speed
  • Headset – Campagnolo Record
  • Handlebar – Cinelli Giro D’Italia 64
  • Stem – Cinelli 1A Quill
  • Handlebar tape – Cinelli Italian Flag cork tape
  • Seatpost – Deda RS 01
  • Saddle – Selle Italia Flite 1990 

Matt’s Genesis Equilibrium 725

Our customer Matt, with a London-Paris excursion on the horizon, was searching for a comfortable, efficient, no-fuss machine for long days in the saddle, Well, that’s pretty much Genesis’ raison d’etre as a brand, so the Equilibrium 725 frameset was the natural choice, made out of world-famous Reynolds steel tubing, and with plenty of clearance for nice wide tyres, mudguards and a rack if needed. We made the call to kit it out with Shimano’s 105 11 speed groupset and American Classic Hurricane wide-rimmed, tough yet light wheels to hit that sweet spot where price, performance and functionality meet.

Genesis Equilibrium custom build
  • Frameset – Genesis Equilibrium 725 (Burnt Bronze)
  • Wheelset – American Classic Hurricane
  • Tyres – Continental GP 4000 SII 28mm
  • Groupset – Shimano 105 11-speed
  • Handlebar – Deda RHM 01 BoB
  • Stem – Deda Zero1 BoB
  • Handlebar tape – LizardSkins DSP 3.2mm 

Alex’s Genesis Croix de Fer 931

This lucky gent picked up a shiny stainless steel Genesis Croix de Fer frameset off eBay for a bargain price, and subsequently brought it to us to realise his vision of a disc-equipped super-commuter. Inside his budget we were able to deliver the superb Shimano 105 11-speed groupset along with their latest RS685 hydraulic disc brakes; absolutely bombproof American Classic TCX Disc wheels; mile-munching Panaracer RiBMo tyres; and top-quality Ritchey Comp finishing kit. This build’s been taking on the London commute all year round and the frame’s yet to lose its shine.

Genesis CdF custom build
  • Frameset – Genesis Croix de Fer 931 (stainless steel)
  • Wheelset – American Classic TCX Disc
  • Tyres – Panaracer RiBMo PT urban-commuting 28mm
  • Groupset – Shimano 105 11-speed
  • Brakes – Shimano RS685
  • Saddle – Selle Italia Max SLS Flow
  • Finishing kit – Ritchy Comp/LizardSkins DSP bar tape 

James’ Pinarello Dogma

This is actually the second Pinarello Dogma that James has brought to us to be built up. The first, in a white and red colourway with Campagnolo Record groupset and Shamal Ultra wheels, was sadly stolen just a few weeks later (so if you ever come across such a build on eBay/Gumtree or wherever, please get in touch). Disappointing as that was, James isn’t one to be put off easily, as a second Dogma frame soon turned up in our workshop graced by a Campagnolo Super Record groupset and Bora Ultra tubular wheels (occasionally switched out with Neutron clinchers for training purposes). This bike has made it to the summit of the famous Mont Ventoux and when not being ridden over Alpine passes it rests safely by his bedside from now on.

Pinarello custom build
  • Frameset – Pinarello Dogma 65.1
  • Wheelset – Campagnolo Bora Ultra/Campagnolo Neutron
  • Groupset – Campagnolo Super Record
  • Tyres – Vittoria Corsa Evo CX/Panaracer Closer Plus 25mm
  • Handlebars – Deda Zero100 RHM
  • Stem – Deda Zero100 BoB
  • Saddle – Fizik Antares
  • Pedals – Speedplay Zero Stainless
  • Bottle cage – Arundel Mandible Carbon 

Matt’s Genesis Equilibrium Disc

It happens to everyone with a derailleur-equipped bike at some point: cables stretch, springs wear out, hangers bend and snap, cassettes, chains and chainrings all wear away. After a couple of years riding his Genesis, Matt very smartly decided to bypass all of that and convert to a hub gear system instead.* Not just any hub gear – Shimano’s top-of-the-range Alfine Di2 11-speed hub. Unlike the regular Alfine hub, the Di2 hub uses electronic wires, rather than shifting cables, to move a motor unit attached to the hub in order to change gear, resulting in smoother shifting and even less maintenance. It even comes with a neat little electronic gear and battery indicator! And by utilising a 39-tooth front chainring and 18-tooth rear sprocket, we were able to achieve a range of gears even greater than his existing Shimano 105 compact setup – the super-low bottom gear comes in very handy for those tired Friday night commutes. The rear wheel was custom built by ourselves, lacing the Alfine hub to a DT Swiss R460 DB rim with 32 Sapim Laser double butted spokes which keeps the weight from spiralling too high yet still resulted in a highly dependable wheel that takes the local potholes in its stride. Other highlights of the build included a brand new Ritchey carbon fork to smooth out any front-end chatter, TRP Hy-Rd disc calipers to transform the braking feel and power of the bike over his old mechanical calipers, and even an ingenious re-engineering of a cantilever brake hanger in order to accommodate Matt’s front dynamo light.

*for those unfamiliar with the terminology, a hub gear is a system entirely enclosed in the rear hub, with the advantages of less maintenance and the ability to shift whilst the bike is stationary, but the disadvantages of more weight and fewer steps between gears

Genesis Equilibrium hub gear custom build
  • Frame – Genesis Equilibrium Disc 2014
  • Fork – Ritchey WCS Carbon Cross Disc
  • Rear wheel – Handbuilt DT Swiss R460DB rim on Alfine 11 hub, 32 Sapim Lazer spokes
  • Groupset – Shimano Alfine Di2 11-speed
  • BrakesTRP Hy-Rd cable-actuated hydraulic disc brakes