There’s a powerful energy that comes from a shared purpose, and at CIOVITA, that purpose has always been to inspire people to ride. Our recent partnership with Wheelrunner in Amsterdam marks an exciting new chapter in this journey. What began in Woodstock, Cape Town, now expands to a home away from home in Europe — a place where riders, dreamers, and doers can come together under one roof, united by a shared love of the road ahead.
A New Hub Begins to Hum
Saturday, the 5th of April, marked more than just the opening of a new store — it was the beginning of a new hub for Amsterdam’s cycling community. Wheelrunner, founded by Bas Rotgans, opened its doors to a vibrant and enthusiastic crowd. With a mission to create a space that blends high-performance cycling gear with a spirit of openness and connection, the store has already established itself as a key part of the local scene. More than just a retail space, Wheelrunner is a place where cyclists can tap into the knowledge of expert bike mechanics, seek advice, and immerse themselves in the culture of riding. For CIOVITA, it’s a perfect match — a place where our kit and our values can be experienced in person. The grand opening captured this shared spirit, setting the tone for a collaboration rooted in passion, people, and the pursuit of excellence.
Woodstock To The World
On Tuesday the 8th of April, we hosted a special evening at Wheelrunner — a momentous occasion not only for the brand but for everyone who has believed in our journey from the start. With CEO Andrew Gold and members of the CIOVITA team in attendance, it was an opportunity to share our story, our design philosophy, and our deep-rooted commitment to the new community within Amsterdam and Europe as a whole. As conversation flowed and connections were made, the room was filled with the unmistakable sense that something meaningful was beginning to take shape. This wasn’t just a store launch — it was a realisation of “Woodstock to the world” in action. A proud, palpable milestone that celebrated how far we’ve come and where we’re headed next.
First Light, First Ride
Wednesday morning, the 9th of April, saw the wheels of something new turning — literally. The very first Wheelrunner x CIOVITA community ride set off just after sunrise, weaving through Amsterdam and its surrounds. It was more than just a ride; it was a ritual in the making. Much like our weekly rides from our flagship store in Woodstock, this gathering was about more than kilometres covered. It was about coming together, riding shoulder to shoulder, and making space for connection on the move. With riders of all backgrounds in attendance, it became clear that Amsterdam’s cycling culture and CIOVITA’s ethos were perfectly aligned. This weekly tradition is just beginning, but it already feels like home.
A New Spoke in the Wheel
With Wheelrunner now stocking CIOVITA kit, we’re thrilled to call Amsterdam another home for the brand. From community rides to meaningful conversation, the spirit of connection that fuels us in Woodstock is alive and well in Amsterdam. We’re proud to partner with Bas and his team, and even prouder to see our global community continue to grow — one pedal stroke at a time. Whether you're a local rider or just passing through, come experience the brand in person, connect with the community, and be part of the journey.
Find us at Wheelrunner, Rijnstraat 50H, 1078 CH Amsterdam.
Images by Kike Molares.
