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Velorution is the premium urban lifestyle cycling store.

Velorution has a keen eye for spotting genuine innovation and quality. As well as producing our own tailored Lumotwill tweed jackets and handmade leather cycling shoes we partner with over 50 established and emerging brands from Pelago Bicycles, Schindelhauer, Gocycle, Van Nicholas and Nevi to Cooper, Meijs, Mission Workshop and ILE.

Experience Velorution online or in our flagship London Store at No.75 Great Portland Street.

Alongside seeking out the world's best cycling products, Velorution’s inhouse marketing and media team produce the Velorution urban lifestyle magazine, which is available in print or online, Apple Newsstand and Amazon Kindle stores.

Meet the Team
Velorution is led by Jonathan Cole, a serial retail entrepreneur, who has scaled premium consumer propositions in the past. In 2012, Jonathan Cole saw both the potential in urban cycling and in the Velorution brand to lead that market. Through his passion for retail and cycling, he has led Velorution to become an internationally recognised premium urban cycling brand, tripling the size of the business and building a world class team.

Jonathan Cole - Managing Director
A successful entrepreneur by nature, Jonathan has built, run and exited multiple businesses over the past 35 years. Jonathan started in the 1980’s selling synthesizers and recording equipment to the professional music industry. In 1991 he started Computer Warehouse, which became Apple Computers largest independent retailer in the UK. In 1999 he founded Metacharge, an alternative payment provider and merchant acquirer, that was sold to Paypoint PLC in 2006.
Conrad Lewis - Commercial Director

A business allrounder and problem solver with incredible drive, Conrad previously worked for the UK’s largest Apple Reseller, Computer Warehouse before moving to Velorution at it’s inception in 2012. Conrad is a skilled project manager organising major events and is integral to the growth of Velorution.

Andy Hefferman - Operations Director
Andy is the ‘feet on the ground’ at Velorution, possessing the practical knowledge implementing procedure and standard practice in the business. Andy worked as a Sales Manager for 10 years and then as the Operations Director at the UK’s largest Apple Reseller, Computer Warehouse before joining Velorution in 2012. Andy is responsible for running the daytoday business at Velorution, HR and recruitment, training, facilities, and Stock Management.
Gretta Cole - Marketing Director
A proven track record in large corporates driving the business in the North of England and Scotland for Apple Computers. In the late 1990’s to 2006 Gretta single handedly built a successful furniture business and a furniture paint brand based in the South East. Back in the saddle Gretta now heads up marketing and PR for Velorution including the production of the Velorution Urban Lifetsyle Magazine.