Wiggle was originally a small cycling store in the United Kingdom. It was actually originally called “Butler Cycles.” The shop had been consistently changing owners for over 50 years, and it was bought out by Mitch Dall in 1995. Wiggle became the company’s name in 1999 after it began online trading officially. It was able to start this online trading through the significant investments that were received. The brand simply continued growing throughout the 2000s to become an international brand that not only offers the best in cycling but also in running, triathlon, fitness and other activity-oriented gear.