Gerard Vroomen, co-founder of Canandian bicycle company Cervélo, has launche 2r, a free tablet magazine about pro cycling.
Monthly sections will include an interview by Paul Kimmage and columns from influential bloggers UCI Overlord and Inner Ring.
2r plans to be a thorn in the side of the UCI, or at least the current leaders of the world governing body for cycling.
One of the magazine’s regular slots will be the ‘president for a day’ documentary from riders, highlighting what they would change if they ran the UCI.
Photo essays will take advantage of the iPad’s hi-res retina display.
Vroomen said: "There are important stories that cycling fans need to read and watch. A multi-media magazine offers a great format to do so. I like the immediacy of my blog at gerard.cc, but the magazine format creates a different style. Secondly, I believe cycling fans should have the opportunity to read Paul Kimmage’s work. Now that he is writing for 2r, many more will have that chance. Thirdly, in the whole discussion about the future of cycling, riders are almost unheard. They are rarely asked the right questions, and when they are they rarely answer. We’d like to change that."
2r is currently only available for iPad, with more formats to follow.