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.
- 150 envelopes posted so far, to 11 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
Velorution wasn't a website. It was three shops — Great Titchfield Street, Islington, Chelsea — that you could walk into, lean a bike against the counter, and talk to someone who actually knew about bikes.
Then two vehicles crashed into two of them inside a month, and the business didn't survive it. I bought what was left out of administration: the name, the website, a few social accounts. The real part was gone.
The Velorution Post is the first real thing back. Not a feed. Not another email. Something printed, packed and posted, that turns up at your house and stays there.
It's also how the rest of it gets paid for. Enough subscribers and this becomes rides and events. Enough after that and it becomes somewhere 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.
Customer Reviews
It's become a highlight of my month when this comes in the post
Love it!!!
Such a nice change of pace to get mail I can actually enjoy
I was so happy to get this through my letter box, cant wait for the next one
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.
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