By Devstars
06/11/2026
In 2020, Dash Cycle to Work came to Devstars with an ambitious idea: the UK’s first salary-sacrifice cycling marketplace. Today, Devstars is still its technical partner. The relationship shows how a Jersey digital business can build complex software for UK companies and keep developing it as they grow.
Dash Cycle to Work makes it simple for employers to offer staff e-bikes through their modern salary sacrifice scheme. Employees save on a quality bike or e-bike, bike share, and cycling clothing and accessories. Employers get a staff benefit that’s easy to run, encourages healthier, lower-carbon commuting and supports their Scope 3 goals.
Where it started: concept to live in under 30 days
Dash Cycle to Work needed more than a shop, and they needed it fast. Our team designed and built a custom platform around a Shopify integration, with:
A multi-vendor storefront covering bikes, clothing and accessories
Step-by-step employer onboarding that only asks for information when it’s needed
Real-time stock management for warehouse staff, with automated fulfilment
Payment processing and courier delivery across several locations
An architecture built to support more than 1,000 brands and manufacturers
It went from first concept to live platform in under 30 days.
Six years on: a partnership that keeps innovating
Launch was only the beginning. One of the earliest lessons came quickly: employees responded far better to the price they would actually pay than to the RRP. In 2022, Devstars built a pricing calculator into the bike listing and product pages. Users select their salary band and instantly see the tax-efficient monthly price for every bike, adjustable by contract length. The site remembers their salary band as they browse, and each enquiry feeds directly into Dash Cycle to Works’ email marketing platform, so interest turns into leads without manual work.
The biggest step came in July 2024, when Devstars introduced a full marketplace. Using Shopify as a middle layer, Dash can now add any number of products from partner retailers. Vendors connect their own Shopify stores, import and sync their ranges, and stock levels and prices update automatically. Every product is shown at its tax-efficient price, and a single checkout can include items from several vendors, with each order routed to the right store. The huge increase in choice made the platform far more appealing to larger employers, including NHS trusts. This year, the marketplace has been upgraded again to connect with a much wider range of ecommerce platforms, opening the door to many more retailers and brands.
Jamie Milroy, Founder of Dash Cycle to Work, said: “Devstars have been a key partner of DASH for the past six years, and it’s been a pleasure working with the team. They’ve helped us rapidly take a number of concepts from idea to delivery, bringing real enthusiasm and plenty of ideas along the way. A fantastic team who I’d highly recommend”.
Why it matters for Jersey
Stuart Watkins, Founder of Devstars, said: “Building something fast is one thing. Staying with a client for six years, and helping them keep innovating, is what really counts. Jersey businesses often assume serious software has to come from London or a big consultancy. Dash shows a small, senior team can build a platform in weeks and then grow with it for years. We’d love to do the same for ambitious businesses here on the island, whether that’s a new platform, a customer portal or making sure you show up when people ask AI tools for recommendations.”
About Devstars
Founded in 2003, Devstars is a bespoke software and digital growth agency headquartered in Jersey. It works with businesses in Jersey, the UK and internationally on custom web applications, high-performance WordPress, conversion optimisation and Generative Engine Optimisation (GEO), the practice of helping businesses get found and recommended by AI tools such as ChatGPT and Google AI Overviews. Clients include London Sinfonietta, Investors in Property, Cushman & Wakefield and Dash Cycle to work, and many relationships go back eight years or more.
Find out more at devstars.com/jersey or contact stuart@devstars.co.uk.
