Wiggle Ltd is an online retailer of cycle, run, swim and triathlon products, based in Portsmouth, Great Britain. Wiggle started as a small independent bike shop called Butler Cycles, located in Portsmouth. Mitch Dall, Wiggle's founder took an interest in the shop and bought the property in 1995, under the condition that it would continue to operate as a bike retailer for a period of five years. Butler Cycles moved to Hayling Avenue and changed its name to “Bikes @ Butlers”, to highlight its interest in on-line trading. Between 2002 and 2009, Wiggle continued to experience strong progression.