One of mountain biking’s most respected riders joins the ROVIKA founding team, backing a new approach to online bike retail and its upcoming OUTPOST partnership with independent UK bike shops.
ROVIKA today announced that Brendan Fairclough has joined the business as co-founder and investor.
One of the most respected and influential riders of his generation, Brendan joins a founding team with experience spanning the bike industry, global supply chain, international marketing and finance.
But more importantly, he brings more than two decades spent at the sharp end of mountain biking.
ROVIKA is built around a simple idea: only sell the stuff you’d genuinely recommend to another rider.
That means a focused range of bikes, components, apparel and protection, chosen by people who actually ride it. Not everything has to be the most expensive or exotic option on the market. It just has to be good enough that the team would spend their own money on it.
Everything is sourced through official channels and supplied with the full original manufacturer warranty. No grey imports.
Brendan brings another layer to that approach. After two decades racing, riding, filming and working alongside some of the biggest brands in mountain biking, he has built his career around products and partners he believes in. He'll now bring that experience to ROVIKA, helping shape the products, brands and projects that become part of the platform.
ONLINE AND LOCAL, NOT ONLINE VS LOCAL
Brendan is also backing OUTPOST, ROVIKA's upcoming partnership programme for leading independent UK bike shops.
The idea is simple. ROVIKA believes online retail and great local bike shops don't need to compete with one another.
Customers ordering a custom build or complete bike through ROVIKA will be able to choose an OUTPOST for assembly and handover. The shop receives a share of the profit or £175, whichever is greater, while all subsequent aftersales work belongs to the assembling OUTPOST.
Profit-share opportunities will also extend to wheel builds and other workshop assemblies.
Over time, OUTPOST will go further. Partner shops will be able to list their own stock on riderovika.com for a small listing fee, alongside their workshop services, pricing and location, giving independent retailers greater national reach without requiring them to build and fund their own ecommerce operation.
In practice, that could mean a rider in Manchester creating a bike through ROVIKA BikeLab using a frame stocked by an OUTPOST in Cornwall, a fork from another in Glasgow and the remaining components from ROVIKA, before having the complete bike assembled and handed over by their local OUTPOST.
“Everyone here comes from the local bike shop world, and we are not pretending online retail is going away,” said Conor Whelan, co-founder of ROVIKA.
“Selling a thousand chains for pennies of profit, half of which end up in a hedge, is not the game we are in. Fewer products, sold properly, with the service behind them, and every stakeholder, from the customer to the shop to the brand and distributor, better off for the transaction.”
Independent bike shops will shortly be able to register their interest in becoming an OUTPOST at riderovika.com.
ROVIKA is open for business, with its first OUTPOST partners set to be announced in the coming months.
Watch The Ride Companion here, for the full download on Brendan's involvement:
NOTES TO EDITORS
OUTPOST AT A GLANCE
- Partnership programme for leading independent UK bike shops. International shops may register interest.
- Customers order through ROVIKA and choose an OUTPOST for assembly and handover.
- OUTPOST partners receive a share of the profit or £175, whichever is greater, on qualifying bike builds. Final details agreed with individual partner shops.
- All subsequent aftersales work and associated revenue belongs to the assembling OUTPOST.
- OUTPOST partners will be able to list their own stock for a small listing fee and publish workshop services, pricing and location on riderovika.com.
- Designed to extend an independent shop's reach without requiring it to carry additional stock.
- Independent shops will shortly be able to register their interest at riderovika.com.
- Chains or franchises of four or more stores are not eligible to become OUTPOST partners.
- Partner shops will be required to provide relevant legal documentation, including liability insurance, as part of the approval process.
ABOUT ROVIKA
ROVIKA is a UK cycling retailer offering a focused selection of bikes, frames, components, apparel, protection and nutrition from some of the sport's leading brands.
Built around a simple principle, gear curated by riders, for riders, ROVIKA only ranges products its team has bought, ridden and would buy again. Everything is sourced through official channels and supplied with the full original manufacturer warranty.
Customers can take delivery at home or through an OUTPOST partner bike shop.
ROVIKA Sports Limited is registered in England and Wales (company number 16129566) and based in Guildford, Surrey. Find ROVIKA at riderovika.com
ABOUT BRENDAN FAIRCLOUGH
Brendan Fairclough is a British professional mountain biker and one of the most influential riders of his generation.
Across two decades he has recorded eight UCI Downhill World Cup podiums, two European Championship titles and multiple national titles, and finished inside the top ten at Red Bull Rampage three times.
He is equally known for his distinctive approach to riding and filmmaking, including Deathgrip (2017) and Deathgrip 2 (2024). He rides for SCOTT and can be found on Instagram at @brendog1.
Media Contact: basecamp@rovika.co.uk
High-resolution imagery, brand assets and interview availability with Brendan Fairclough and Conor Whelan available on request.
