Rouleur Live Report

Rouleur Live 2025

Rouleur Live 2025 was my first visit to this upmarket bike show. The show is billed as “the world’s greatest cycling show!” So I went in expecting to be wowed. Which shouldn’t be difficult as I could expect an “explosive celebration of cycling culture, jam-packed with stars of the peloton, cutting-edge tech, exciting brands and captivating on-stage content.”

The Rouleur Show is part of the Rouleur magazine empire, which has been running since 2006. Originally called Rouleur Classic, the show started in 2015. The idea was to bring together some of the ‘must-have’ brands as well as cycling personalities. It’s a chance to ogle bike-bling while listening and meeting past and present stars: what’s not to like?

Rouleur Live takes place annually in London in November. The venue is the old Truman Brewery in London’s now very trendy E1. Gone are the grubby streets of my youth, now it’s fancy bars and boutiques. The kind of area where if you have to ask the price, you can’t afford it; whatever ‘it‘ is.

I arrived on a bright and crisp Friday after a short ‘Boris’ bike ride from Victoria station. I figured this was the most appropriate way to arrive at a bike show. It’s been over fifteen years since I left London and the cycling experience has totally changed. No longer do you have to rub shoulders with angry white-van drivers and exasperated cabbies. Instead bike priority lanes whisk you through the city, separated from the motorised traffic. Of course you still have other cyclists, runners and pedestrians to deal with!

On to the show!

Arriving at the show and I’m pleased to see that the venue isn’t a cavernous exhibition hall. Instead it’s quite a cosy place and exhibitors are very approachable and keen to chat. This is an important part of any bike show, exhibitors have to be ready and willing to engage with us, the public. I had paid for my ticket, so wasn’t wandering around with a lanyard expecting special treatment!

As I queued to get in to Rouleur Live, my first impression was that I fitted right in. What do I mean? Well I was a 50-something year old, white male, who had taken a day off to look at bikes. Although I wasn’t wearing what seemed to be the de rigueur down jacket! While these are my people, it was a little sad to see how few young people there were; maybe the Saturday show would have had more? On the plus side there seemed to be quite a few women present, both in the crowd and up on the stage. However not many amongst the exhibitors.

Show us the bikes!

Enough about the crowd and venue, what was there to look at? Plenty, if you like expensive bikes and kit; which I do. While I can’t afford most of what is on show, it was fun to look at. There were a lot of road bikes, not that unusual for a show run by a cycling magazine with a history of writing about road racing. However gravel being the current belle of the ball, it was noticeable that road bikes were in the majority. Not that there weren’t gravel bikes – and the odd Mtb – there were, just that road seemed to edge it.

And what bikes they were! There were some absolutely jaw-dropping bikes on show. Amazing paint jobs, ex-race bikes, vintage bikes, in steel, titanium, aluminium and of course, carbon. There were major bike brands and smaller independent firms all happy to talk bike.

Sprinkled amongst the bikes were clothing, shoes, helmets, holiday destinations, even a party of Belgian street artists! And all the time I was passing friends and rivals from my own riding as well as cycling media people and Sean Kelly! Yes, I stood next to the great man, too shy to shake his hand! I must say that he still looks as unlike the great champion he is as he did back when he was riding. The man looks like he would be happier working on a farm, rather than talking to a load of starry-eyed men! What a gentleman he is.

Another revelation that the show provided, was to realise just how tiny some pro-cyclists are! Newly crowned Tour de France Femmes champion, Kasia Niewiadoma walked past and you are amazed at how someone so powerful, can appear so slight. Cyclists are strange people eh?

Rouleur Live ’26 worth a visit?

Would I recommend a visit to the Rouleur Live next year? Yes, I would, if you’re into high-end bike kit and a chance to listen to cycling stars chatting about their careers. If, however, you’re more interested in commuting, bike advocacy, bmx, Mtb or unicycling, you might want to try another event. Register for the next Rouleur Live here.