Rouleur Classic


1-3 Nov 2018

Book Tickets

An invite from Rouleur

A personal invite to the Rouleur Classic from Bruce Sandell, MD of Gruppo Media Limited, publishers of the finest cycling magazine in the world, Rouleur.

Published: 07.09.2015

Please let me introduce you to our exciting new venture with The Telegraph’s event business – Telegraph Events. The Rouleur Classic is a new bicycle show that reflects the values and high standards of Rouleur.
The idea has been gestating in my mind for around four years. Being a long-term fan of the sport and now as Managing Director of Gruppo Media Limited, publishers of Rouleur, I have attended many bike shows. On the whole, they are very good at what they do, but they are not focused enough for me to personally give up valuable time away from work, my family or – of course – my bike.
They are too varied, with everything from children’s bikes to electric bikes and everything in between. They are also damn noisy, held in big, soulless venues – not environments that I would choose to spend my free time in.
I wanted to create an event that was based in central London, in an interesting venue, focused 100 per cent on my passion for road cycling – with the attending brands, seminars and talks to all be about performance and the premium end of the market.
The show should also have more in common with an art exhibition than a bike show, looking amazing as well as having the very best content.
Working on the basis of Rule #12 from our friends at Velominati – the correct number of bikes to own is n+1 (while the minimum should be three) – the event should be something that showcases all the very best that is on offer for next season. Taking place in November – as our best bikes are packed away for winter and thoughts turn to the Spring Classics and the following season – it will be the perfect time to assess and evaluate our next investment.
Rouleur’s Publisher Andy Hill has been a big influence on the Rouleur Classic. A lifelong cyclist and club rider, he is a man with marques like Colnago and Campagnolo indelibly ingrained in his life. He also owns an enviable stable of bicycles…
Throughout the development of the Rouleur Classic, I have always asked myself: “Would Andy come to this show?” Being a man who lives out of London and gets in more miles a week that I can dream of, I knew this show had to be something very special for him to give up a weekend club ride. I am confident we will pass ‘the Andy test’.
The Rouleur Classic will take place over 5 sessions – all of which are limited in numbers to ensure a great experience for those attending. We will have 30 hand-picked brands exhibiting the top end of their ranges – focused on discerning Rouleur customers’ exacting tastes.
We are building the stands for all the exhibitors to give a consistent high quality look and feel. We will also bring in the best in catering and beverages, chosen by us. Entry into the event will be via a ‘smart wristband’ – I wanted to make bike purchasing like buying a quality car: should a Rouleur customer like what they see on one of the stands, they simply scan the wristband on a device and can request a test ride at the dealer closest to their home or office.
I would never test ride at a show, and I am sure you wouldn’t either – I have my eye on a lovely C60 and very much look forward to meeting with Colnago to get this purchase underway (that is, if Pinarello do not convince me before…).
The Rouleur Classic Theatre will host interviews and presentations from the sport – taking you inside the peloton. David Millar is already confirmed and we'll be announcing a number of other very special guests over the next week. If you sign up for the Rouleur Classic "newsletter":, you will be the first to know.
Our sponsor for the Rouleur Classic is Maserati. Their support sets the tone superbly for the event. Maserati is an iconic, luxury brand that is renowned for engineering the most beautiful cars in the world and fits perfectly with the aspirational cycling brands that will be taking part in the event.
Our partners at Telegraph Events are highly experienced in producing market leading exhibitions. They created The London Bike Show, now in its fifth year, and other events in their portfolio include The Ski and Snowboard Show, Cruise Show, Business of Sport and The Telegraph Travel Show.
It is their ‘Bespoke Division’ that influenced the Rouleur Classic most. Here they bring readers’ interests to life in a unique and fascinating way by focusing on smaller, more intimate and beyond-the-rope experiences. Salon QP is a wonderful event that takes place at The Saatchi Gallery every November. It brings together an exceptional collection of leading watchmakers and is a key date in the luxury calendar.

The Rouleur Classic will become its equivalent in the bicycle market.

I do hope you will join us and our friends at the Rouleur Classic in November.


Social Media



Victoria House address:
1 Vernon Place, London WC1

Nearest tube stop:
Holborn Station

Find out more