Cowes, Cowes, Isle of Wight - 24 July 2026 – rideROVIKA.com is heading to Cowes. The curated cycling brand - known for a considered edit of mountain bikes and an approach to service that feels nothing like an online shop - is the proud sponsor of this year's SB20 National Championships.
The Connection
There's no contradiction here. The person who reads the wind off a start line is often the same one who reads the trail and road at six in the morning. Both know the weight of good kit. Both understand that the right equipment - chosen carefully, set up correctly - changes everything. Performance, precision, the quiet satisfaction of doing something well outdoors.
That's the ROVIKA customer, whether they know us yet or not. ROVIKA works with a hand-picked selection of cycling's most respected brands and is launching a network of independent local bike shops across the UK later in 2026. ROVIKA doesn’t stock everything, it stocks the right things.
For Competitors
The SOLR Shirt Every competitor receives ROVIKA's new SOLR shirt – made in the USA, UPF50, moisture-wicking, built for days that don't stay in one discipline. On the water, on the bike, on the move. RRP £75, yours at the start line.
On the Bike Competitors are invited to shop the full ROVIKA range with an exclusive event discount - 10% across the range. A further curated selection of bikes carries dedicated event pricing of 20–30% off selected models - that list goes directly to registered competitors by email over the weekend.
Use the discount code COWES-SB20 for the 10% online discount – it will remain valid until the end of September 2026 and has no value cap.
Co-founder Conor Whelan will be present throughout the event to assist with any questions or queries. A selection of bikes are on display within the Royal London Yacht Club.
Mountain, gravel and road bikes are available for purchase from Yeti Cycles, Pivot Cycles,
DMR, Specialized, Orbea, Amflow, Enve, Ritchey, Kinesis and Scott.
Standard UK statutory purchase terms apply. Discount offer excludes Cycle to Work schemes.
ROVIKA Private Client - Complimentary Through the Season
The part worth pausing on. Every competitor at the SB20 Nationals is invited to activate a complimentary ROVIKA Private Client membership, running through to 31 March 2027. Normally £800 a year.
Private Client is not a loyalty programme. It's a relationship. What that looks like in practice:
• A named Sales Associate who knows your riding and what you need
• Hand delivery and full bike setup for all new bikes anywhere in the UK
• Preferential access and pricing on pre-orders - the pieces that matter, before they sell out or sometimes even publicly released
• Rolling 10% markdown across the rideROVIKA.com catalogue
• Invitations to ROVIKA social events in London and cycling events further afield
• Product sourcing for what you want that is not available from the standard catalogue
• Limited to 500 clients
Activation is opt-in: find the ROVIKA team at the event, give us a few details, and we'll handle the rest. It isn't for everyone. For those it is for, there's nothing quite like it.
About rideROVIKA
rideROVIKA (rideROVIKA.com) is a new high-end cycling brand built around a curated product offering, tailored personal service, and a developing network of independent partner bike shops across the UK. We exclusively work with the brands and equipment we would use ourself and are changing online cycling retail’s relationship with local shops and customers alike.
Media Enquiries: basecamp@riderovika.com
Event discounts valid until end of August 2026. Event bike pricing list distributed by email to registered competitors. Private Client is opt-in and requires in-event registration.
