All bike shops I know of in the UK offer finance, usually at 0%. It’s the only way they are going to sell high-end bikes to younger people. With the high cost of living, they simply don’t have the savings to buy big ticket items up front.
If I was going to buy a £10k bike I would prefer to pay it off over 3 years for sure, even if I did have the cash. They don’t offer any discount if you pay up-front and there is no interest on the finance. So there is really no incentive to pay the full amount on purchase. All these loans are unsecured, so there is not going to be any re-possession if you don’t make the payments.