Alistair Brownlee at the Rouleur Classic

The Rouleur Classic: 1st-3rd November 2018, Victoria House, London

It’s that time of year again when the movers and shakers in the cycling world get together for the best bike show in the world, The Rouleur Classic.

Taking place in central London and running from Thursday 1st November to Saturday the 3rd November, this will be the fourth edition of the event and and certainly the most impressive line up to date.



Where: Victoria House, Bloomsbury Square, London WC1B 4DA

When: Thursday 1st November to Saturday 3rd November.

Opening Times:

  • Thursday : 17:30 – 23:00
  • Friday : 11:30 – 19:00
  • Saturday : 10:00 – 16:00

More Information and

YouTube video

Alistair Brownlee and Special Guests

Alistair Brownlee will be at the event on Thursday, along with his Scott bike, in partnership with SRAM.

This year’s theme for the Rouleur Classic is the UCI Road World Championships (taking place in Yorkshire in 2019), and there will be a significant number of cyclists who have worn the rainbow jersey coming along.

Guests include Sir Bradley Wiggins, Mark Cavendish, Lizzie Deignan, Eddie Merckx, Sean Kelly, Fabian Cancellara, Elia Viviani, Adam Blythe and Mandy Jones.

Rouleur Classic 2018

The Rouleur Classic is one of the highlight of cycling’s social calendar – an intimate gathering of elite cyclists and the visionaries behind the sport’s leading brands and technology.


The event also hosts the inaugural Cycling Hall of Fame on Thursday November 1 – from next year entrants will be voted on by the public, but the founding members to be inducted in 2018 are the greatest cyclist of all time, Eddy Merckx, who will be there to receive his award in person and trailblazing British legend, Beryl Burton, who will be represented by her daughter Denise.

Rouleur Classic - Eddy Merckx
Eddy Merckx


Eddy Merckx will be joined by a host of sporting legends from the world of cycling – Sir Bradley Wiggins, Mark Cavendish, Roger De Vlaeminck, Elia Viviani, Alessandro Ballan, Bjarne Riis, Fabian Cancellara, George Bennett, Freddy Maertens, Paolo Bettini, Sean Kelly and many more (full list below).


Bradley Wiggins’ brand new book, Icons, celebrates 21 of the riders who have influenced him the most throughout his career. To launch the book, the Tour de France winner, World Champion and five-time Olympic gold medalist will be joined on stage by one of his greatest influences, Eddy Merckx.

Rouleur Classic - Bradley Wiggins
Bradley Wiggins


Friday will also see the launch of Trek-Segafredo’s 2019 kit for both their men’s and women’s team, with Lizzie Deignan and John Degenkolb on stage to launch the team’s 2019 kit produced by show partners, Santini.


Elia Viviani will be on the stage on Saturday to talk about his and the team’s extraordinary year and to exclusively launching their commemorative book. The Wolfpack: 365 days on the road.

Rouleur Classic


The theme for this year’s Rouleur Classic is the UCI Road World Championships and will look forward to the 2019 event to be held in Yorkshire whilst celebrating past achievements. The Rouleur Classic provides the opportunity to enjoy both the athletes and brands at the very pinnacle of cycling in a relaxed yet prestigious environment.


The Exhibition will have the best technology on display from the sport, including the Game Changing CeramicSpeed Driven bike. The idea of a shaft-driven bike might be almost as old as cycling itself. However, as CeramicSpeed’s Ben Powell commented “what’s novel about this design is the engagement mechanism. The shaft engages with the front chainring but instead of there being teeth there are bearings.” The CeramicSpeed Driven bike is sure to be the talk of the Rouleur Classic.

Ceramic Speed Driven Rouleur Classic


A unique collection of experiences and exhibits curated exclusively for the passionate and knowledgeable cycling audience will be on display, including Michael Blann’s Swiss mountains exhibit. He has captured some of Switzerland’s most cycling-friendly ascents which will be on display across all three days.

There will be a collection of artifacts from the Horton Collection – historic jerseys, race posters and other ephemera from cycling’s past, while collector Mike Steadman is bringing a one-off collection of hundreds of derailleurs.

In the Bespoke Boutique, a collection of custom artisans will be displaying the finest in personalisation, while Rouleur will be offering a chainstitch monogram service in their Gift Emporium.

Over 40 of the leading cycling marques, exhibiting the latest cycling apparel, components, technology and much more. Brands confirmed to be at Rouleur Classic 2018 include:

Rouleur Classic 2018

The S-Works Shiv Tri launched at Ironman Kona and will be at the show. Although a tri rather than UCI road bike, it represents far more free thinking and development when it comes to aerodynamics, ride quality and functionality so should appeal as an engineering and design statement.

Specialized Shiv Tri Disc

Written by
Paul Shanley
Latest News
Gwen Joorgensen third place in Taupo comeback in 2023 photo credit Simon Dawson Photography
‘Fire is still there’ for Gwen Jorgensen despite her ‘worst swim ever’
Ruth Astle St George finish line 2022 photo credit Tom Pennington Getty Images for IRONMAN
‘Not worse-case scenario, but not best either’ – Ruth Astle injury update
Melissa Nicholls Great Britain Paratriathlon
Melissa Nicholls excited to take on the competition in Madrid
Kate Waugh u23 worlds 2 abu dhabi photo credit Janos M Schmidt World Triathlon
“I would like to be seen as the one to beat” – Waugh sets the bar high in Madrid
Max Stapley swim Malibu 2022 photo credit Tommy Zaferes and SLT
“To wear the GB suit is an honour” – Stapley ready to represent in Madrid