idmatch Identity Matching System

Bike Fitting

at Dave Mellor Cycles with Erick Rowsell


idmatch is a combination of science and innovation, that makes it both reliable and easily accessible to all. Using algorithms, it can be adapted to each type of user, with the aim of guaranteeing the rider maximum comfort, performance and wellbeing. Dave Mellor Cycles are pleased to be the first bike shop in the UK to offer this service, with a new bike fit studio, and fits carried out by ex-professional Erick Rowsell.


Over 30,000 people have been tested with the bike-fitting system idmatch BikeLab, in more than 130 centres worldwide, 50.000 cleat placements with Cleat Fit and constantly positive feedback from dealers and riders. idmatch was created with the intention of helping every cyclist to find the best possible set-up on the bike starting with a 3D body scan and an in depth interview with the rider discussing aims, previous injuries and any bike related issues.


Your own bike can be measured with laser precision to input a starting position for your dynamic bike fit. This is also where your final bike fit data will be transferred to your own bike.


Or you can allow the idmatch software suggest a starting position according to your body scan measurements, injury history and type of riding.


Personally fitted Saddles and handlebars are fitted to the idmatch according to your discipline.


A cleat fit is undertaken as part of the bike fit and cleats are set before you start your dynamic bike fit.


Once all the data has been analysed, handlebars and saddle selected, cleats adjusted you are ready to climb aboard the idmatch bike. This is where the magic happens, the software will measure angles and how you are performing on the bike and with feedback to Erick your perfect bike fit will be realised. This can be transferred to your existing bike or assist in selecting the correct size for your new bike.

Erick Rowsell


Erick is an ex professional British cyclist, who has enjoyed a successful career both on the road and track. He has competed for Great Britain on a number of occasions in World and European championships as well as the Commonwealth games, for Team England. He has also competed in some of the world’s biggest races, including, Milan san Remo and Liege Bastogne Liege. During his time with the British Continental team, Madison Genesis, he rode in some of Britain’s most iconic races, including a podium finish in a stage in the Tour of Britain. He is now looking forward to sharing his wealth of knowledge and experience at Dave Mellor Cycles.

Contact Erick Rowsell