Established For Cyclists By Cyclists

Cycling is not only a sport, but also a source of social identity. 

Riders want businesses which recognise, understand, and share their passion. 


Our mission

To provide the best environment, technology and personnel to enable cyclists to fulfil their goals and reach their full potential. By doing so we will increase the competitiveness of Swedish cyclists domestically and internationally and to raise the profile of, and the participation in, cycling throughout Sweden.

Our Promise

We are proudly independent.

We are not affiliated with any cycling club, cycling company, or manufacturer.

This independence is central to our vision of creating a place where all cyclists feel at home and to improving and supporting the growth of Swedish cyclists and cycling in Sweden.

Our offers to, and support of, Stockholm’s cyclists and clubs will always be equal.

Our staff and Consultants

Part of our motivation to open the Studio was to bring together the best individuals together into one place so that Stockholm's riders could access expert services with ease.  We've found amazing individuals from a number of different backgrounds who will help you achieve your goals - whether that's by making the Studio feel like home, to pushing you to finish just one more interval (and then another), or patching you up when you break yourself. 

studio design

Studio L'Echelon has been designed specifically for us by award winning architects Sandell Sandberg.

With over 660 sqm spread over three levels, the primary space in the lower level of the Studio will be for the Indoor Cycling Lab. The Lab will contain 40 WattBikes with three projected screens in front of the bikes for display of the workout requirements.

There are a number of smaller rooms for physiotherapy and also a boutique gym area for rehab, running, rowing, off-bike strength training, and personal trainers.

Who we are

Selby Marshall - CEO and Founder

Originally from New Zealand Selby has worked with elite cyclists for many years. He has worked as a mechanic and managed numerous road, track and MTB teams at World Cup/Championship, Pro and Olympic Level.

Career highlights include the 2008 Beijing Olympics, 2004 Melbourne Commonwealth Games, dozens of World Cups and multiple World Championships, and Jazz Apple Women's Pro Team,

Selby also worked as lawyer focusing on in Intellectual Property, Anti-bribery, and Financial Crime Prevention and has post-graduate qualifications from the University of Oxford and the International Compliance Association.

David Schwieler - Founder and Director of Enthusiasm

David discovered his passion for cycling later in life but since finding it has embraced it completely. He has supported the national federation by managing Swedish National Elite teams for woman and also the national women team at Vårgårda 2016.

David is also the founder, owner and CEO of AllthewayJose which is a highly successful marketing and advertising consulting company based in Stockholm.

He has worked with brands such as McDonald’s, SAS, Marabou, Vattenfall. He has worked with many start-ups and was co-founder of Vera&John - iGame operator.

Logo Design and Colours

Part of our passion for cycling lies in the legacy of the great team kits.  Everyone has a favourite.  From Molteni to Jelly Belly, these team colours make the peleton a kaleidoscope of colour.  With our branding we wanted to tip our cycling caps to a one of the hardest situations in cycling and to a few colours which reflect our heritage and mean a lot to us. 

We hope they'll become colours that mean a lot to you too.