Amo la Ruta is a new UK-based cycling clothing brand built around a “community driven” membership model aimed at making high-quality kit more accessible. The brand was founded by Nicholas Cooper following a serious cycling incident, and members can expect discounts of around 40-50%.
2025 Ama la Ruta riding shot 2 (credit: Amo la Ruta)
The name comes from the Spanish phrase meaning ‘I love the route’. Cooper says, “We built this for the community who love to ride and don’t want to compromise on having great kit.”
Cooper is a lifelong cyclist whose racing career was cut short after a serious cycling incident in 2023 when he was hit by a drug driver. 18 months of rehab followed.
“The creation of Amo la Ruta was founded on the realisation that the foundational reason why I loved cycling and was still drawn back to the bike wasn’t performance, it was the places only the bike can take you”, says Cooper. Â
“I have always wanted to create this brand rooted in and always for the community.”
2025 Ama la Ruta riding shot 3 (credit: Amo la Ruta)
The brand’s approach centres on offering riders what it describes as “premium quality clothing at an affordable price”, enabled through its membership model – a system it says is intended to remove traditional retail mark-ups while maintaining high quality. Members also receive additional benefits such as early access to future collections, priority stock access, free shipping and returns, and a crash-replacement policy.
Amo la Ruta has just launched a winter collection produced using Italian fabrics with a focus on “comfort, durability and performance” , and all products are designed in the UK.
2025 Ama la Ruta neck warmer (credit: Amo la Ruta)
Some cycling brands offer membership or subscription-style models, though they remain relatively uncommon in the industry. For example, Rapha’s Members’ Club gives riders access to annual RCC kit, early access to new products, member-priced shipping, and exclusive archive sales. Muc‑Off offers the Ride Box, a subscription service delivering a personalised selection of bike-care products every three months.
Membership and pricingÂ
Membership costs £79 for the year, which is paid upfront with your first purchase. The fee is then charged annually rather than monthly. Non-members can still buy from the range, but will pay standard pricing and won’t receive other member benefits such as free shipping and the crash-replacement policy.
2025 Ama la Ruta long sleeve jacket (credit: Amo la Ruta)
The current winter clothing range includes items such as the Sombra long sleeve jersey, Eterno bib tights, winter gilet, base layer, gloves and socks. Members typically receive reductions of around 40-50% on full-price items – for example the Eterno bib tights are £140, down from £270, and the base layer costs £25 rather than £50.
For more information, head over to amolaruta.com.Â
What do you think of this membership approach to cycling clothing pricing? Let us know in the comments section below.