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Ahead of Roula’s armpit bout during New York Retail Innovation Week, CEO Mark Voysey explains how he congenital a exceptional bike cast about customer appeal for on-the-go fitness, helping provide ultimate adeptness for the traveling cyclist

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Today’s consumers added accent their exercise needs and leisure activities back traveling. Doing so doesn’t appear after inconveniences, however, abnormally for sports that crave appropriate equipment, like alfresco cycling.

Roula is a bike rental cast that aims to change this, enabling cyclists to hire exceptional bikes back they travel, thereby eliminating the charge for them to carriage their own or absorb time analytic for a affection ride. Ahead of New York Retail Innovation Week this advancing January, back Roula will be hosting a armpit visit, PSFK CEO and architect Piers Fawkes batten to Mark Voysey, architect of Roula, to apprentice about how his advancement business is absolution travelers click, hire and ride in a customer altitude of on-demand retail as a service.

Piers Fawkes: Could you explain Roula’s abstraction of a high-end bike rental program?

Mark Voysey: It is absolutely that, with all the all-important biking accretion and whistles, such as babysitter commitment that we’ve amped up starting in New York and a custom-designed Vespa commitment account that is already axis heads. We’re additionally advancing different partnerships, such as putting Roula’s Brompton bikes in the auberge apartment of NYC travelers.

We host approved chargeless account rides for all levels of adeptness as able-bodied as custom-tailored rides, accumulated affiliation events, a drive-through bike ablution and at our NYC abode accept one of the best angle in Manhattan over the Hudson River appropriate on the Bike Path.

What’s Roula’s cast ethos?

Roula’s mission is to accomplish activity easier for the traveling cyclist. It’s a rapidly growing action and affairs cast that aims to abode the challenges of traveling with your own bike or ambidextrous with the acumen and altercation of award a high-end bike to hire while on the go.

Could you call your ambition bazaar and customer trends that are active a charge for your service?

Our capital demographic is currently age-old 35-60, mainly alive professionals and male-skewed, with the changeable area alms an astronomic advance opportunity, and we action account women’s rides.

Many of our barter are weekend warriors, individuals who see the bike as their outlet. Roula appeals to them because we’re confined a charge amidst a association (or amorous traveling cyclists who who like to accomplish at their peak, in a bazaar area account and adeptness to accomplish their charge agency everything.

There are a cardinal of aspects at comedy in their lives that accomplish appeal for the Roula service: One is bicycling acceptable the new golf. Old, stuffy, white-male dominated golf clubs are actuality questioned by association and culture, as able-bodied as apparent as too time-consuming—spending 5-6 hours on the course.

Second, there’s the bigger and growing over-50 citizenry on almanac that is attractive to break bigger and convalescent after on in life. Low-impact cardiovascular amusing sports are top of their list, with cycling actuality prominent.

What do you anticipate is active this change in high-end consumption, alive the focus assimilate fettle and spending time in the outdoors?

Cultural and lifestyle choices accept confused to accent bloom and well-being, arch to a abatement in bottom cartage in pubs and confined as able-bodied as new silos in the travel sector such as Equinox Gyms ablution its own auberge cast and Marriott Hotels’ holistic well-being platform aural its Westin brand.

People are increasingly amalgam bloom and abundance into their leisure and business travel to advance their routine. Corporations have additionally adopted a added proactive admission to the abundance space, alive that a convalescent workforce is added motivated and productive, and over time alike saves amount on their health insurance premiums.

Could you explain the accent of association aural this space?

The association is awful viral through the lens of the equipment, gadgets, accoutrement and cast factors aural the class that’s been harmonized at a agenda akin by platforms like Strava, the ‘Facebook for athletes.’ Added platforms such as MapmyRun are extensions of this, and Apple is additionally blame its bloom and wellness affiliation via its watch range.

Our cast generates association by auspicious our associates to appear adhere out at our Roula NYC HQ, adore the angle with a coffee and their aeon and use Roula as their accommodated and acknowledgment set. We additionally animate them to accompany account rides, area they can enjoy VIP Audience days, accretion services from Roula partner articles as able-bodied as participating in brand partner events and activations.

What’s active your affiliation strategy, both in agreement of the amount for your barter and for the business itself?

The drivers abaft the partnership strategy accept been abundantly led by retail approach changes and the class arena catch-up with others that already adopted the D2C channel. Brands such as Canyon, Serotta and Allied are avoiding traditional retail and appropriately crave added agency to get their articles in advanced of the customer aural a concrete and accurate environment. The beyond brands— Giant, Canondale, Trek and Specialized—are additionally appetite for added empiric business relationships accustomed the concrete attributes of the artefact in catechism and acceptable IBDs closing—think Trek abstraction stores.

There’s arguably no bigger class that this average serves. The purchase accommodation action for affairs a alley bike is agnate to that of a bespoke clothing or a high-end car—you can’t aloof get on a $5k bike and ride around the block to get the feel for it. Cyclists charge to be in the saddle for 2-3hrs or added to absolutely acquaintance the product.

Could you explain why ally are absorbed in accommodating with you?

We accept a captive, obsessive, high-spending and awful viral association that thrives to participate alongside others and loves to allotment news, gear, performance, benumbed camaraderie, and ultimately acquaintance and ascertain abundant new rides in new locations.

Roula facilitates this in a alien address by accumulation traveling riders and abutting them to agreeing individuals in new locations via our retail partners. Again Roula flagship locations accommodate a different cycling bistro experience—including nutrition, air and basal biking essentials to aerate the ride—establish a accommodated point to abandon from and a home to acknowledgment to, and again accommodate accretion aid with brands such as Normatec and Theragun, accessible to aid athletes post-ride.

Finally, Roula is fabricated up of a abundant aggregation of riders, amorous about cycling and helping others accomplish their goal, whether they’re aloof starting out or aiming to win the Crit.

What’s abutting for Roula? 

We’re expanding the Roula arrangement every month to new markets with retail and biking accompanying partners, additional architecture out our membership and contest program.

How can those absorbed acquisition out added and assurance up?

Folks can assurance up at, and if we aren’t in a bazaar area they’d like to hire or audience a bike today, they can let us know, and we’ll be there soon!


Roula is responding to customer charge for on-demand admission to exceptional accessories that allows them to advance their fettle and affairs routines wherever they travel. For added from Mark, appear see him and booty a bout of Roula’s armpit at New York Retail Innovation Week on Mon, Jan 14, RSVP now.

Lead image: Roula via Instagram

Today’s consumers added accent their exercise needs and leisure activities back traveling. Doing so doesn’t appear after inconveniences, however, abnormally for sports that crave appropriate equipment, like alfresco cycling.

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