Pedal Revolution, which has a store in Norwich’s Bethel Street, has been rescued by PRIMO Cycles. The Pedal Revolution team. "Pedal Revolution has been built on expertise, trust and a genuine passion for cycling. Mr Eales and Mr Turner are no longer listed as directors of Pedal Revolution Limited, which had entered administration, or its holding company Pedal Revolution Holdings Limited, which remains active, resigning in July 2024 and last October respectively, according to Companies House filings. The Pedal Revolution management buyout team with Howes Percival (Image: Howes Percival)The firm describes itself as “run by cyclists for cyclists”.