Life after Rouleur for Bruce Sandell

Bruce Sandell is a NAME in the cycling industry. His skills, reflected in the success of the Rouleur magazine, are testament to his creative talent. Add to that, seeing him operate at the highly enjoyable annual Rouleur Classic Event would reveal that Bruce's cycling network is extensive. So, it was an absolute delight when as a BDOVELO Ambassador, Bruce offered to support the development of this year’s programme.

Sadly, we’ve been hijacked by COVID-19 but as we see restrictions lifting we hope to emerge shortly and crack on with an exciting programme!

However, as Harold Wilson said about politics "a week is a long time" and much water has passed under the BDOVELO bridge since our February launch. This includes Bruce selling his Rouleur media and events business that he set up nine years ago. For the time being he is moving into the world of consultancy as he decides on his next move.

It’s no surprise that with creativity in his DNA he’s found a number of projects to keep himself occupied, including the #BikeisBest Campaign which is a consumer facing initiative reaching out to attract new riders to cycling. Getting more people on bikes is something Bruce is passionate about and he encourages those with the same passion to get involved in the campaign. 

On another note, COVID-19 has also seen a meteoric rise in virtual cycling and RGT cycling has entered the space. Much of the platform is free to play and Bruce is working with a talented entrepreneurial team to develop their business plan, strategy and raise money. Should any BDOVELO members want to try the platform, simply download the mobile app and fill in this form.

And finally, some of you may have heard of the Roadbook, a comprehensive cycling almanac detailing every professional race each season. It delves into the facts and figures but also shares insights into life on the road, track and trail including the battles faced by riders. The initiative has several extensions, including an Awards evening and we will watch with interest as the project develops.

COVID-19 has thrown up the opportunity for many to cycle more (not everyone of course and that's a real shame) but Bruce has had both headspace and time and has set himself some ambitious goals with his own cyclo-cross cycling ambitions.

Post lockdown we look forward to catching up with Bruce to see how his journey has progressed.

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