Why Artemis?

Why did I go with the name Artemis Cycles?

It took me a long time to come up with the right name for this business way back in 2016. I knew what the concept of the business will be and I knew the colour scheme I wanted (Black, Gold, Grey). But the name was something I stressed about for a while. Then I came across the Greek Goddess called Artemis and this is why I fell in love with her.

In Greek mythology, Artemis (also known as the Roman goddess Diana) was the daughter of Zeus, the mighty ruler of the Olympian gods. Artemis’ mother, Leto, gave birth to Artemis after a short and painless labour. But then Leto’s labour continued, with her contractions growing weak and painful. Moved to compassion, the infant goddess Artemis, born only a few minutes earlier, became her mother’s midwife and delivered her twin brother Apollo. You could say that, of all the Greek goddesses, the goddess Artemis was literally born to serve as a nurturer and protector!

the reputation of being the protector of the vulnerable.

The Greek goddess Artemis was frequently called upon to nurture her needy and somewhat ineffectual mother.  All too often she felt compelled to come to her rescue even though Artemis received little from her mother in return.  As a result of her having caused her mother no pain in childbirth, and her successful role as midwife in her brother’s birth, Artemis naturally became the patron saint of childbirth, the protector of children, and the goddess who especially heard the appeals of women. 

The goddess Artemis was always responsive to the needs of the vulnerable and the suffering.  She was quick to defend the powerless from unjust treatment at the hands of the Olympian patriarchy. This gave her the reputation of being the protector of the vulnerable.

In Greek mythology, Artemis, despite her “wildness” (her refusal to conform to conventional ways or tradition) and her fierce independence, was depicted as one of the compassionate, healing goddesses.  Of all the Greek goddesses, she was the most self-sufficient, living life on her own terms, comfortable both in solitude and in holding the reins of leadership.

The Greek goddess Artemis gives us courage. Like her counterpart, the Roman goddess Diana, she illuminates those places that terrify us and lends us her strength to bring us safely through our fears.

This is why I thought that the Goddess Artemis would be a fitting name for a company that focuses itself on the customers, not on shareholders. We are here as a company to help our customers enjoy cycling, offering advice, reasonably priced bicycle servicing and competitively priced products.

Our mission is to be a company for cyclists run by cyclists and therefore we will stay as the UK’s best online independent bike shop.



Chris, the owner, operator, mechanic and founder of Artemis Cycles.

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