This year’s Rouleur Live show will see nine of ZyroFisher’s brands showcasing new products, hosting meet and greet/signing sessions, as well as the opportunity to meet the team and brand partners.
Here, we give you a brief overview of what’s to be found across the ZyroFisher brands on show at the Truman Brewery this weekend.
Continental
On the Continental stand, visitors have the chance to meet some of the sport’s biggest names, including Filippo Ganna, Lucas Hamilton, and Sam Watson, all participating in exclusive meet-and-greet and signing sessions on the Continental stand.
Visitors will also see the tyres that powered victories for 7 men’s World Tour teams and 3 women’s teams—including UAE Team Emirates, INEOS Grenadiers, Uno-X, and Decathlon, including:
• Limited-edition Archetype
• Aero 111
• The legendary GP5000 family
• New releases like the Grand Prix TR and the brand’s latest Gravel range.
Sweet Protection
Over on the Sweet Protection stand, there’s a special appearance from Uno-X rider Alexander Kristoff and Grand Tour stage-winning legend, Thor Hushovd, who will be signing autographs on Friday, 14 November, from 4:00–4:30 PM on the Sweet Protection stand.
The Sweet Protection team will be unveiling the new Tucker III 2Vi Mips helmet, developed with input from a Formula 1 aerodynamicist and in close collaboration with the Uno-X Mobility Cycling Team. A research-backed aero cycling helmet, built to excel in breakaway positions, solo efforts, and sprints, the Tucker III 2Vi Mips will be a firm favourite with sprinters and classics racers alike.
Panaracer
Japanese brand, Panaracer, will be showcasing partnerships at Rouleur Live 2025, via its ‘Gravel Gallery’ – showcasing “the best and most beautiful gravel bikes at this year’s Rouleur Live 2025 show”. With bikes from Stelbel, Ridley, J.Laverack, Pashley, FifyOne, Cannondale, ENVE, Argon 18 and Canyon on display, as well as Duncan Coveys’ Reilly Gradient – ridden around the world using Panaracer tyres.
Guests are invited to enter the competition to win tickets to next year’s 10th Anniversary Panaracer Dirty Reiver Event, win tyres for themselves and a friend, as well as a very special one-off POC Panaracer Dirty Reiver 10th anniversary helmet.
Selle Italia
With recent news that the SLR model, one of the most iconic saddles of the past 25 years, has been reimagined to remain the benchmark for professional cyclists and high-performance enthusiasts alike, Rouleur is an opportunity for you to come and see it for yourself and ask the brand any questions you may have.
Selle Italia, one of the most recognised companies in the cycling world, develops products through extensive research, lab testing, and extensive real-life rider testing. Rouleur is an opportunity to come and see this in person, asking the brand questions and exploring the Selle Italia way.
SRAM
From Grip Shift to Double Tap, to eTap, SRAM will be on show at Rouleur Live 2025, showcasing its latest innovations in drivetrain, braking, and wheel technology.
Visitors to SRAM, on stand 194, will “discover the technology and innovation shaping the future of performance cycling.”
Torq
British sports nutrition brand Torq will be offering attendees and exhibitors a like the opportunity to sample its extensive range of sports fuel, made exclusively from ingredients derived from natural sources or that naturally occur in the human body. Torq products “contain nothing artificial whatsoever”.
The brand has built its name on the back of “flavours and textural diversity are matched with a commitment to using Fairtrade and Organic ingredients where possible, as well as being tested for prohibited substances by an independent WADA-accredited lab”.
Gaerne
Gaerne returns for a second year at Rouleur Live 2025.
Deeply rooted in Italy, where the “Made in Italy” label has always been a cornerstone value for Ernesto Gazzola, today, Gaerne stands as a symbol of Italian craftsmanship and innovation, with a history spanning over half a century.
Gaerne footwear continues to deliver for athletes and enthusiasts worldwide, something which visitors to the stand will be able to experience – trying on the shoes on which the brand’s reputation for “comfort and craftsmanship” is built – for themselves.
Look Cycle
LOOK Cycle returns to Rouleur Live 2025 with a showcase that unites heritage, innovation, and the unmistakable performance, craftsmanship, and French spirit that define The Art Of Cycling.
At the heart of the display stands the 795 Blade RS, revealed in two striking new editions — including a tribute to the legendary KG86, the first carbon frame to win the Tour de France. Alongside it, an exclusive new colourway of the 795 Blade RS makes its debut, its refined livery handcrafted in Look’s ateliers in Burgundy, France.
A special guest will join Look Cycle at the booth to mark the occasion — a celebration of passion, precision, and performance.
Also making its first public appearance, the Keo Vision pedal range combines world-class performance with integrated lighting technology, visible from up to one kilometre both day and night — redefining safety without compromising efficiency.
Dealers, media, and visitors are invited to visit the Look Cycle booth to experience the next chapter in French cycling excellence.
Bivo
At the Bivo stand, visitors will have the opportunity to meet around-the-world cyclist @duncancoveyuk, who used Bivo bottles during his epic adventure. Duncan will be stopping by the Bivo booth during the show — a great opportunity to say hi, and hear stories from the road, in person! Inspiration for 2026 adventures? We certainly believe so.
Talking innovation and origins, the brand highlights that Bivo is “the first stainless steel cycling bottle with a flow rate fit for astronauts (no, really, our engineer worked for NASA)”. With Bivo’s Globally Patented Gravity Flow system, users get effortless, squeeze-free hydration, paired with healthier material standards that are better for you and the planet.
Stop by at Rouleur to get your hands on a bottle that doesn’t need squeezing and won’t add to plastic waste.
