Cycling organisations, such as Cycling UK and British Cycling offer a range of benefits, one of which is savings at various cycle shops.
You need to read the small print carefully, as there are various exclusions, but at the time of writing:
Cycling UK offer 10% off some bikes at Halfords and 10% off bikes at Cycle Surgery. [Details]
British Cycling offer 10% off some products at at Evans Cycles, 10% off at Halfords, and more. [Details]
There are other advantages too of course – third part insurance and knowing that you are supporting those campaigning to make roads safer, to name just two.
See also: Find your local cycling campaign