In the beginning, back in 1977 there was a small suburban bicycle shop on West End Lane, West Hampstead in North West London called Beta Bikes. The shop was owned by an entrepreneur, Errol Drew. Errol has spent time in the USA and had seen the emergence of mountain biking and decided to bring it to the UK. Errol started to import some American brands as well as develop his own mountain bikes under the Ridgeback brand. Demand for these products grew from other bicycle retailers and consumers. This lead Errol to create Madison to supply product to the trade and the Freewheel mail order catalogue for the consumer. The Freewheel catalogue was sold throughout the UK in all newsagents and fast became the go to publication for everything cycling in the UK.