CIOVITA Announces Shop-In-Shop Opening and Collaboration with Premier Bike Atelier, Wheelrunner

27 March 2025 - AMSTERDAM - CIOVITA is proud to announce its partnership with Amsterdam’s renowned bicycle atelier, Wheelrunner, marking an exciting milestone as the brand launches its first official retail presence in Europe. This collaboration brings CIOVITA’s cutting-edge cycling apparel to the heart of one of the world’s most bike-friendly cities, offering riders access to premium, high-performance gear designed for comfort, performance, and style. With a shared passion for cycling culture and quality craftsmanship, CIOVITA and Wheelrunner are set to redefine the European cycling apparel experience. Plus, cyclists can look forward to custom kit options, allowing them to ride in gear tailored to their unique style and performance needs..

The entire CIOVITA collection will be available to order, and its top-selling items will be available to fit and purchase at Wheelrunner.

To celebrate this collaboration, CIOVITA will co-host three events:

5 April Wheelrunner X CIOVITA Grand Opening

From 16:00 - 21:00

Join us to celebrate the next chapter of Wheelrunner’s vision—partnering with CIOVITA, a global cycling brand founded in South Africa and driven by a commitment to continuous innovation. But most of all we’d like to make a toast with you in awe of all the amazing people we have met along the way in building Wheelrunner, and mark the beginning of our new collaboration with CIOVITA.
8 April Welcome to our World - Meet the CIOVITA Team 

From 17:30 - 20:00

Meet the founders and discover CIOVITA’s history, philosophy, and dedication to the EU. Connect with brand champions and explore the latest Summer Collection, showcasing high-tech fabrics, cutting-edge apparel innovations, and a vibrant selection of bold, eye-catching designs.

9 April Wheelrunner x CIOVITA Wednesday Group Ride

From: 7:00am - 8:45am

40 km loop

Coffee and cake
Location for all events:

Rijnstraat 50,

1078 CH Amsterdam

+31 (0)20-244 5791

"We are thrilled to partner with CIOVITA and bring their innovative cycling apparel from Woodstock to Amsterdam. As one of the most bike-friendly cities in the world, we’re excited to offer our customers access to premium gear that combines cutting-edge technology with stylish design. This collaboration reflects our shared commitment to quality, performance, and the cycling community," said Bas Rotgan, owner of Wheelrunner.

"We are excited to bring CIOVITA’s premium cycling apparel to Amsterdam and partner with Wheelrunner, a team that shares our passion for quality and innovation. This shop-in-shop marks a significant step in our European journey, and we look forward to providing cyclists with not only high-performance gear but also the opportunity to create custom kits that truly reflect their personal style and needs. Together with Wheelrunner, we’re aiming to redefine the cycling experience in Europe," said Andrew Gold, CEO of CIOVITA.

About CIOVITA
CIOVITA is a global cycling apparel brand headquartered in the Netherlands, with its manufacturing and design center based in Woodstock, Cape Town. Founded in South Africa, CIOVITA combines bold design, cutting-edge technology, and rigorous product testing in tough African conditions to produce high-performance gear for cyclists around the world.

The name CIOVITA means “life in motion,” a philosophy at the heart of the brand with a drive to constantly evolve—testing, refining, and pushing boundaries in pursuit of excellence. From its roots in Cape Town to its presence on the global stage, CIOVITA remains committed to delivering apparel that inspires riders to go further.

About Wheelrunner

Wheelrunner was started by Bas Rotgans in 2019 to fill a void in the higher-end Amsterdam cycling market, of an independent bike shop filled with knowledge, experience and stoke about beautiful bikes and the adventures they can take you on. After six years of grime, sweat and tears Wheelrunner is opening its doors at a new location on Amsterdam South. Bigger, brighter and more accessible to a larger audience, they are dedicated to keep the original stoke going. 

“We are still aiming to be Amsterdam's finest bicycle shop. Run by expert mechanics that build and service dream bikes. We don't sleep until bikes are tweaked to perfection. Always obsessed about the details.”