A former stockbroker is pedalling his way onto the Ulverston cycle scene with the launch of a new bike rental shop.

Martin Frazer is swapping stocks for saddles in his new business venture, Hoad Cycles.

The bike rental shop, based on New Market Street in Ulverston, offers customers the chance to rent a variety of road and gravel bikes.

Hoad Cycles also provides a guided ride service and post-ride sports massage. 

Mr Frazer, who is originally from Barrow, felt inspired to establish a bike shop following a holiday in Spain.

He said: "I used to race bikes at university in the 1970's and 1980's so I've always had an interest in it.

"The idea came when I was on holiday in Spain where it was very cycling-friendly but there was only one shop available to hire bikes.

"I saw a market for this in the Lake District and thought this idea would do really well in Ulverston.

"I know cyclotourism is a really big market round here so knew it would resonate well with the public.

"I know the area of Ulverston really well so know the routes to take customers around.

"Ulverston is a great space for cyclists."

Ulverston town mayor, Dave Webster, welcomes the new business venture.

He said: "I'm really happy that another shop has been filled which is bringing more business to the town.

"There are four other cycle shops in Ulverston so it does have some competition but it's a specialist type of shop which caters to a specific market so I imagine it will do well."