The Velorution Post
Bicycle Culture Delivered Monthly
★★★★★
- BikeBiz Cycling Media of the Year finalist.
- A hand-packed envelope sent on the 10th of every month.
- 423 envelopes posted so far, to 14 countries.
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★★★★★
I was so happy to get this through my letter box, can't wait for the next one.
— Colin S.
★★★★★
Loved everything about it. The magazine was a great read, with no fluff and just super ...
— Richard B.
★★★★★
I was always a sucker for written media. I loved getting letters in the mail, postcards...
— Manuel F.
What's inside each envelope
- A 16-page mini magazineThis is my pride and joy. A 16-page mini magazine, packed with little-known bicycle stories, a monthly style guide, wacky hacks, a crossword. No ads. Just bicycle love.
- A personal letterA special letter from me sharing everything that's going on at Velorution, what I've been working on, what I got wrong and what's coming next.
- The Velorution InsiderA confidential one-page business report sharing all the key numbers behind the business. This is a warts-and-all update that shows exactly how the business is doing, a monthly progress report and upcoming targets. Nothing held back.
- A collectable trading cardI used to be completely obsessed with trading cards when I was a kid. Then I realised no such thing exists for great bicycles. Each month, you'll get a limited edition card dedicated to a truly iconic bicycle. Imagine a Pokémon card... but for legendary urban bikes.
- Arty goodiesSome more little cycling treats: a beautifully-illustrated bicycle inspired postcard and a fun sticker to share your bike love.
- Digital membership, includedAnd if you want even more behind-the-scenes access to Velorution, you'll get members-only articles at velorution.com/members, plus exclusive discounts from some of our favourite brands.
Everything here is made or chosen by me, printed and packed by hand, and sent to celebrate the humble bicycle.
A different envelope every month
Every month I pick one bicycle, one place or one idea worth the paper, and build the whole envelope around it. The magazine, the card, the print and the letter all belong to that month and no other.
You won't know which one it is until it lands on the mat.
How it works
- 1
Subscribe today
You're charged when you subscribe, then on the same date each month. Postage is included wherever you are.
- 2
It posts on the 10th
Every envelope goes out on the 10th of the month. Subscribe before the 10th and you'll get that month's edition. After it, yours starts the following month.
- 3
Open something good
No apps, no feed, no notifications. Just permission for you to sit down and relax with some bicycle-inspired goodness in your hands.
Every month is a completely different envelope.
Your first envelope is risk-free
If the first one lands and it isn't for you, tell me and I'll refund it. No questions, no form to fill in, and you keep what I've sent.
Cancel whenever you like. There's no minimum, no notice period and no cancellation fee.
The bit nobody else does
I show you the actual numbers
Every edition includes the Velorution Insider — a confidential one-pager where I show the warts-and-all numbers, plans and mistakes as I rebuild Velorution. Revenue, costs, what worked, what quietly failed.
No other subscription I know of does this. It exists because rebuilding a business in public is more interesting than pretending it's all going well.
Why The Velorution Post exists
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 suddenly went out of business.
I'm Pete. I'd followed Velorution for over a decade, and 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 bringing it back.
The Velorution Post is where that starts. Not a feed, not another email — something printed, packed and posted, that turns up at your house and stays there.
It's also what pays for the rest. Every subscriber takes this a step further: first rides and events, then somewhere real you can walk into again. I'm not promising a shop next year. I'm telling you that's the order it has to happen in, and this is the first step.
— Pete
Give it as a gift
Prepaid, and nothing renews
Choose 3, 6 or 12 months as a one-off payment. It runs for exactly that long and then stops — no surprise renewal for whoever you give it to. Twelve months comes with two of them free.
Everything you might want to ask
What actually turns up?
A thick envelope, hand-packed and hand-sealed. Inside: the 16-page mini magazine, with the stories, the style guide, the hacks and the crossword in it, a personal letter, the Velorution Insider one-pager, that month's collectable trading card, a postcard and a sticker. Occasionally something extra I couldn't resist adding.
It is not a box of products and it is not a catalogue. Nothing in it is trying to sell you anything.
Where do you ship to?
Anywhere in the world. There is no country I won't post to, there's no international surcharge, and postage is always included in the price — whether you're in Manchester, Melbourne or Montevideo.
UK and EU subscribers usually get it within 3–5 working days of dispatch. Everywhere else, allow one to two weeks.
When will I get my first edition?
Every edition posts on the 10th of the month. Subscribe before the 10th and you'll get that month's edition. Subscribe after it and yours starts the following month.
UK and EU subscribers usually receive it within 3–5 working days of dispatch. Everywhere else, allow one to two weeks.
How much is it, and when am I charged?
£12 a month, including worldwide postage. You're charged when you subscribe and then on the same date each month, and it renews automatically until you cancel.
Outside the UK you're charged in your own currency:
- £12 GBP — yours
- $17 USD
- €14.95 EUR
- CA$24 CAD
- AU$24 AUD
Whatever your currency, postage is included and nothing is added at checkout.
How do I cancel?
In about 30 seconds, whenever you like, no questions asked. There's a link to manage your subscription in your order confirmation email — from there you can cancel, pause or skip a month yourself.
If you cancel, you'll still receive any editions you've already paid for, then nothing further. If you'd rather I just sorted it, get in touch and I will.
Is there a minimum term?
No. There's no minimum, no notice period and no cancellation fee. You can subscribe for one month and stop.
Can I pause or skip a month?
Yes. The same self-service link in your confirmation email lets you pause your subscription or skip a single month — useful if you're travelling or moving.
What is the Velorution Insider, really?
A one-page confidential report that comes with every edition, showing the genuine numbers behind this business as I rebuild it. Revenue, costs, subscriber count, what I tried that worked and what quietly didn't.
Most businesses only publish the good months. This publishes all of them. If you're building something yourself, it's probably the most useful thing in the envelope.
Can I buy it as a gift?
Yes, and it's the one I'd recommend for a present. Gift subscriptions are prepaid for 3, 6 or 12 months as a single one-off payment, and nothing renews afterwards — so whoever you give it to never gets an unexpected charge.
What if I need to change my address?
Get in touch before the 1st of the month and I'll update your details in time for the next edition.
What happens if my copy doesn't arrive?
Post occasionally goes astray — it's the nature of physical mail. If yours hasn't arrived within the expected window, tell me and I'll resend it or refund you.
Worth double-checking the delivery address on your order confirmation first, as that's the most common culprit.
Who makes this?
I do. My name's Pete and I run Velorution on my own, out of a spare room. I write it, design it, print most of it, pack every envelope by hand and take them to the post office on my bike.
That's why the letter is signed rather than printed, and why the Insider exists.
What if I don't like it?
Tell me and I'll refund your first envelope. No questions, no form to fill in, and you can keep what you've been sent.
When did you last get post you were excited to open?
We're all drowning in screens. This is the opposite of that — something physical, considered, and worth looking forward to.
Posted anywhere in the world — postage always included.
What subscribers say
Every one of these is from a subscriber — an email to me, or an answer to the reader survey I send after each edition. Trimmed for length, never for meaning.
The new format 16-page 'zine is a joy. Seeing the "9 Bonkers Bicycles That Should Never Have Worked" was totally entertaining and eye-opening. The other articles added to my knowledge of bicycle history and the role of bicycles in our shared culture worldwide.
The collector's cards, sticker, and postcard are also fun. Who doesn't like "N+1"?
Well worth the subscription price!
I've enjoyed the first 3 editions and looking forward to the next edition.
Love it!!!
It's become a highlight of my month when this comes in the post
Such a nice change of pace to get mail I can actually enjoy
Loved everything about it. The magazine was a great read, with no fluff and just super interesting article. The trading card was also awesome
I was so happy to get this through my letter box, cant wait for the next one
I loved it. Such a feel good read
So beautiful - definitely the best post I've had in a long time!!
I was always a sucker for written media. I loved getting letters in the mail, postcards, you name it. When you first announced a written newsletter I jumped at it without a second thought. And my friend, did you deliver! I loved the detail you put into it — it really shows. I also loved the presentation and the goodies.
I really enjoyed, reading gradually
Enjoyed my first newsletter. Liked the content. A good quality product
It's old school post. It's a gem on the digitized 21st scentury and it just hits different.
Extremely good quality prints for a small newsletter (for now) that show care about the subject, the medium and the readers. Also, inexpensive when you consider the value you get versus the money you put up.
Go forth, subscribe and you will not regret it.
Really enjoyed my first velorution newsletter, informative, interesting and novel.
Who doesn’t need an envelope full of goodness dropping through their letterbox ?
Looking forward to the next edition.
This is amazing. Content is really good. Informative and enjoyable. Love it.
Great issue and interesting articles, it goes from strength to strength, keep up the good work
Got 1st edition. Thanks so much. Love it. Look forward to third.
I respect the reverence for the history of the brand and shops, and the desire to not let that be consigned to cycling history. The choice of a print medium is great as well.
It works for me and the effort you're putting in is obvious. I will now show it off to whoever will listen to me.
Your second edition was great. Loved the stories you picked.
Wow. Looks really good. Bigger envelope has more impact. Newsletter a good read.
I love bicycles and surround myself with bicycle images in all rooms of my house and in my garden. So I especially liked the postcard and trading card.
A pleasing first edition. I liked the strong endorsement of cycling. Although preaching to the converted I was able to show the article to 'unbelievers' as a well constructed statement. Keep up the good work.
Snail mail brings me back to childhood.
Keen to see how it progresses. Thanks Pete for reviving Velorution.
I love the idea of having a collection of cards about different, unique, awesome bicycles from around the world.
I look forward to the development of the business.
Great start.
I thought the whole package was well done. I enjoyed this first mailing and look forward to future mailings.
It just felt classy!
Loved receiving the letter. Chuffed it was the size it was too. Makes it so much better.
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