SHIFT is a different kind of bike magazine. We don’t do pigeonholes, sub-genres or tribalism – we just ride bikes. Mountain, road, ‘cross, track, whatever – if it’s got two wheels and you can have fun on it, it’s our kind of thing.

SHIFT is about celebrating your own riding experiences, not other peoples’ – there’s plenty of coverage of pro racing out there, we see no need to add to it. We’re talking to people who like to ride for the sake of riding, maybe pushing their own limits but always with the sheer joy of bikes at the heart of it. And you won’t find news or endless tests with marks out of ten, either – we’ve got great websites to do that.

SHIFT is where we do the things that the web can’t do so well – in-depth features, glorious photos and a handy portable format that needs no batteries.