Wiggle

Wiggle went into administration in October 2023 and ceased trading under its original ownership in March 2024. The brand was acquired by Frasers Group — the company behind Sports Direct, Evans Cycles and House of Fraser — and wiggle.com continues to operate as part of that group. The original WiggleCRC entity, which also included Chain Reaction Cycles, dhb and Vitus, no longer exists in its previous form.

Does Wiggle Offer a Military Discount?

No specific military discount is confirmed for Wiggle under its current Frasers Group ownership. The previous WiggleCRC business did not run a formal forces discount programme, and no Blue Light Card or DDS partnership is listed for Wiggle at this time.

With Wiggle now operating within the same group as Evans Cycles and Sports Direct, checking those brands for any current forces-applicable discounts may be the most practical starting point for cycling kit. Sports Direct carries running a DDS discount on online orders when an active offer is live — the same group, different trading name.

What Wiggle Sells

Under Frasers Group ownership, wiggle.com continues to sell road bikes, mountain bikes, e-bikes, cycling components, clothing and accessories from brands including Pinnacle, Endura, Castelli, Wahoo and others. The product range extends into running, swimming and triathlon kit as well. The scope carried over from the original business even if the ownership structure changed.

For cycling and fitness kit with a clearer forces discount, the sports, fitness and outdoors forces discounts section covers brands where verified savings are available. Go Outdoors — also part of the Frasers Group family — has appeared in forces discount schemes and is worth checking for outdoor and cycling kit alongside Wiggle.

How to Save at Wiggle Without a Forces Discount

Wiggle runs regular sale events with discounts across bikes, components and apparel. Signing up to the Wiggle newsletter gives early access to sale announcements. DDS occasionally lists cycling retailers among its sports and fitness partners — checking DDS before any significant cycling purchase is a useful habit even where no specific Wiggle deal is currently live.

About Wiggle

Wiggle was founded in Portsmouth in 1995 as Butler Cycles and became Wiggle in 1999. It grew into one of the UK's largest online cycling retailers before a 2016 merger with Chain Reaction Cycles created WiggleCRC Group, which at its peak generated over £400 million in annual revenue. After financial difficulties and the withdrawal of equity backing from parent Signa Sports United, the business entered administration in October 2023. The brand and associated intellectual property were acquired by Frasers Group in early 2024 and relaunched under the Frasers Group umbrella alongside Evans Cycles.

Frequently Asked Questions

Does Wiggle offer a military discount?

No confirmed forces discount exists for Wiggle under its current ownership. No Blue Light Card or DDS partnership is currently listed. Check the DDS member area and Sports Direct's forces deal as the closest alternatives within the same Frasers Group ownership structure.

Is Wiggle still operating?

Yes — wiggle.com continues to operate as part of Frasers Group following the administration and acquisition of the brand in 2024. The site sells bikes, components, clothing and accessories.

What happened to Wiggle?

WiggleCRC Group entered administration in October 2023 after its parent company's financial backer withdrew equity funding. Most staff were made redundant in early 2024, and the brand was acquired by Frasers Group (Sports Direct parent), which relaunched wiggle.com as part of its retail portfolio.

Is Wiggle related to Chain Reaction Cycles?

Wiggle and Chain Reaction Cycles were merged into WiggleCRC Group in 2016. Both brands went into administration together in 2023. The brands were separated on acquisition — Wiggle went to Frasers Group, while Chain Reaction Cycles was acquired separately.

Is Wiggle the same as Evans Cycles?

Both are now owned by Frasers Group but operate as separate brands. Evans Cycles has physical stores across the UK while Wiggle operates primarily online.

Where can forces personnel find cycling discounts?

DDS's sports and fitness section occasionally includes cycling retailers. Go Outdoors (also part of Frasers Group) has run forces discount schemes. The sports, fitness and outdoors section on this site covers current confirmed cycling and outdoor gear deals for the armed forces community.

More Forces Deals You Might Like

For sports and fitness kit with confirmed forces savings, the sports, fitness and outdoors forces discounts section is the best starting point. Go Outdoors forces savings cover outdoor and adventure kit. Under Armour's military discount is one of the stronger confirmed UK forces deals in performance sportswear.