Ridley shines at Rouleur Live with a bespoke Noah Fast for Alexander Kristoff

From Thursday 15 to Saturday 17 November, Belgian Cycling Factory made a strong statement at Rouleur Live in London’s Truman Brewery. Ridley brought a curated selection of flagship products to the show and headlined the event with a unique moment: the presentation of a fully personalised Noah Fast to Alexander Kristoff as a tribute to his outstanding career. The activation drew sustained attention on-site and across media.

Rouleur Live welcomed many of the sport’s icons: alongside names such as Greg LeMond and Pauline Ferrand-Prévot, Alexander Kristoff took the stage in a year that marked his retirement from professional racing. Widely known as “The Stavanger Stallion,” Kristoff amassed 98 professional victories, including Milano–Sanremo, the Tour of Flanders and Gent–Wevelgem, wore the maillot jaune, claimed Olympic bronze, and became European champion. To honour that palmarès, Ridley unveiled a one-off Noah Fast with design cues that reference key milestones and personal details from his career, a performance platform he can continue to enjoy beyond the peloton. The reveal was an emotional highlight for Kristoff and a showstopper for visitors.

Credits: @rouleurlive @rouleurmagazine

Nukeproof website

The weekend also showcased Belgian Cycling Factory’s broader momentum. The Nukeproof website went live on Friday and immediately generated a wave of positive feedback, reinforcing the brand’s renewed positioning. On Saturday, Leonie Bentveld received a special X-Night RS in European colours to celebrate her U23 cyclo-cross European title, a gesture that connects elite achievements to product narratives on the show floor. Later that afternoon, Joris Nieuwenhuis won the Superprestige Merksplas, translating visibility and performance into timely brand relevance during a key selling period.

For dealers, these touchpoints matter: premium product stories, athlete partnerships and live event theatre convert into qualified interest, showroom traffic and sustained brand equity. This successful weekend sets the tone for an energetic winter season.