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Velorution was a chain of much-loved urban cycling shops in London, until it went out of business in 2023.
My name's Pete, and I'm on a mission to bring it back — sharing the journey (and plenty of bicycle love) as I go.
Two ways to follow along:
Free · Every week
The Weekly Journal
One email a week. Urban cycling news, honest stories, and a front-row seat as I rebuild Velorution from scratch.
No spam. Leave whenever you like.
Real mail · Posted on the 10th
The Velorution Post
A thick envelope through your letterbox once a month, packed by hand. A 16-page mini magazine, a personal letter from me, a collectable Velorution Icons trading card, stickers, artwork and a puzzle.
Plus the Velorution Insider — a one-pager with the real numbers behind the business. Revenue, costs, what worked and what quietly failed. None of it is published online.
£12 a month. Cancel any time.
Get The Velorution PostDigital membership included.
What happened to Velorution?
Velorution was a chain of urban cycling shops in London — Great Titchfield Street, Islington, Chelsea. In 2023, two vehicles crashed into two separate stores within a month, and the business went into administration.
That December I bought the name, the website and the social channels out of administration. No shops and no stock — just a name worth saving, and a lot of goodwill from people who remembered it.
Velorution Exclusive · August
The Vitruvian Cyclist Mug
£18.00. One month only. Then it retires to the Velorution Vault and may never be seen again.
Get it before it's gone