It needs to come with this
http://www.fyxation.com/products/six-fyx-conversion-kit
To market it to london work commuters too.
If I had the money I would get that and put it on one of my fixed bikes. Sounds like a great idea.
This set up is designed to let you use your existing rear wheel laced to our hub
So you can't use your existing wheel, you have to relace it to their hub, most likely also requiring new spokes.
@Arawn started
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It needs to come with this
http://www.fyxation.com/products/six-fyx-conversion-kit
To market it to london work commuters too.