We all have life goals. For me, one’s always been near the top of the list: a truly unique bike, built to my exact specifications.
But custom is expensive, right? Think Ricky Feather—master of the torch, building bikes that are as much sculpture as they are machine. Beautiful, yes. But for most of us? Pure window shopping.
Then, a couple of years ago, I noticed a flash of pink tearing through the Wessex League cyclocross circuit. That blur turned out to be Ian Crocker—and his pair of custom pink ‘cross bikes. And those pink bikes sure looked fast.
Ian is the founder of Forwards, a Southampton-based indie brand quietly taking on the big boys. His approach? Keep it lean. Let the carbon specialists in the Far East do what they do best—build great frames—while he focuses on the bits that matter: fit, finish, service, and a level of customisation you’d normally only get from a framebuilder charging a small fortune.
As a fellow small brand with big ideas, Ian’s story hit home. So we joined forces. And the result? We’re launching a new collaboration with Forwards.
For the first time, you can take any Handmade Cyclist design and apply it to a carbon frame—gravel, road, MTB or CX—and have it built into your dream machine, with complete builds starting from just £4750. Gallery-grade bikes at sensible prices.
We’ve kicked things off with two builds:
A rich Morley blue Beryl Burton-inspired Forwards One road bike:
And my very own, Mathieu van der Poel themed Forwards X gravel race bike:
Handmade Cyclist handles the design. Forwards builds the bikes.
And the best bit? You choose the Handmade Cyclist design you'd like - from a killer quote to a legendary landscape. You spec every component. The end result: a ride that’s completely, unapologetically yours—at a price that’s anything but silly.
I’ve been thrashing mine around the Hampshire lanes for the past few weeks. From twisty singletrack to fast road sportives, it’s handled the lot—and set a fair few Strava PBs along the way. It fits like a glove and goes like a rocket. I've fallen in love, and fallen hard.
I caught up with Ian, founder of Forwards, to find out how how a career in motorsport and a frustration with off-the-shelf bikes led to the creation of a very different kind of bike brand.
Q: Ian, how did Forwards Cycles come into being?
I started Forwards in 2020, but the idea was already taking shape the year before. I was still working in motorsport at the time, but I’d spent 15 years in the cycling industry before that. I was a cycle product specialist, so I’ve always been deep into bikes.
Back then, I remember being impressed when Halfords partnered with Chris Boardman—they built high-spec bikes at sensible prices. But with any off-the-shelf bike, I always found myself changing components. The spec never quite fit my needs, and modifying a stock bike after purchase felt like a waste.
That frustration was the spark. I wanted to build bikes that worked for people straight out of the box—tailored to their needs, fitted properly, and built from quality parts.
Q: That sounds like a pretty personal motivation. What makes a Forwards Cycles bike different?
At the heart of it, it’s all about customisation and fit. Every Forwards bike is built for the individual rider, starting with a proper bike fit. Contact points, fit, performance—all dialled in. Riders can also choose colours and details that reflect their personality. And because of my background in motorsport, there's a real focus on reliability, quality components, and precision.
It’s the kind of bike I always wanted to buy, but could never find.
Q: Your prices are surprisingly competitive, especially given the spec. How do you manage that?
We use open-mould carbon frames from trusted factories. I know some people look down on that, but the truth is, these are the same factories producing frames for world-class brands—brands competing at WorldTour level. I’ve seen the process firsthand, and the quality is superb.
The difference is that I don’t price the bikes by adding a margin on every single part. I price the build as a whole—I know what I need to make on a build to stay viable, and I keep things fair. We’re small, we’re nimble, and we don’t have the overheads or huge marketing budgets that the big brands do. That means we can pass real value on to the customer.
Q: What does buying from Forwards feel like for the customer? How’s it different to buying from a typical bike shop?
It’s a much more personal experience. You’re not just picking a bike off the shelf—you’re getting one that’s been built for you. From fit to finish, it’s tailored. It becomes an extension of you as a rider.
You also get top-end performance without the price tag that usually comes with it. And because we rigorously test every part we sell, we know what we’re offering is reliable and high-performing.
Q: Can you share a personal highlight? A project that captures what Forwards is all about?
Absolutely—one that stands out is a custom bike we created for my partner, Jenny. She’s a huge admirer of Beryl Burton, and we surprised her with a one-of-a-kind build inspired by Beryl’s legacy. From the fit to the themed paint job, everything was made with her in mind. She’s now out every day, absolutely loving it—and nabbing local QOMs in the process.
Q: Finally, what does success look like for you? What are your ambitions for Forwards?
I’m not chasing big numbers. I don’t want to flood the market with bikes—I want to build one or two incredible bikes a month for people who really care. People who’ve been on a journey with bikes and now want something unique and deeply personal.
For me, success is when someone rides away on a Forwards bike and thinks, “This is exactly what I wanted.” That’s the goal.
If you're interested in having a truly unique bike built just for you, get in touch. Whether you hang it on a wall or thrash it round the fields, you'll know what you're riding it truly one of a kind - and that feeling is unbeatable.
Hope you can join us on the ride.
Neil - Founder, The Handmade Cyclist
