For two decades, Velorution was London's leading urban bike shop.
It stood for something rare: the bicycle as a way of life, not a sport. Then, in 2023, it disappeared — leaving a gaping hole in urban cycling culture.
I'm bringing it back.
I'm Pete. I'd followed Velorution for over a decade. When it went under, I couldn't just let it disappear. The shops had closed, but I managed to buy the digital remnants out of administration.
Now I'm on a mission to bring Velorution back to life.
Every week: the progress, the wins, the mistakes — plus the best of urban cycling.
Join 40,000+ following along
The plan?
There was no grand plan when I started. I just reached out to followers of the brand and simply told them I wanted to bring it back.
The response was overwhelming. So many stories about the old stores, and a great deal of encouragement. It solidified the idea in my head.
I've been clear that it's not financially viable to reopen the stores yet.
But with their help, we're figuring out how to keep the brand alive and grow it once again — sharing the journey as we go, celebrating urban cycling stories, community projects, cities transforming, and, as the shops always did, beautiful commuter bikes and gear.
