VIA CRITERIUM returns to King’s Cross as part of the londoncyclefestival
The second edition of the VIA CRITERIUM joins an expanded 3-day line up, forming the inaugural londoncyclefestival, taking place 21-23rd June 2024
- Diverse range of racing on show: from fixed wheel to fast, thrilling criterium racing and the Brompton World Championships
- Demo area allows attendees to test the latest bikes, from road and gravel, to urban cargo and e-bikes
9th April London, UK - This June, King’s Cross will once again host the VIA Criterium, as part of the londoncyclefestival - an expanded 3-day event which also features the Brompton World Championships. The event brings a range of cycling activities and race action to central London for enthusiasts, spectators and participants of all ages to enjoy.
The event will get underway on the evening of Friday 21st, with the londoncyclefestival launch party and VIA CRITERIUM community and fixed wheel races through the historic King’s Cross Estate and Coal Drops Yard. With no gears or brakes, fixed-wheel racing takes cycling to a whole new level providing a thrilling spectacle to entertain the crowds.
Saturday 22nd June sees the Brompton World Championships kick off the day, whilst a packed schedule of interactive experiences for visitors run throughout, including demonstrations, test rides, stunts and guest appearances. In addition to the VIA Race Village expo and retail area, an Urban Mobility & Family Area has been created in Cubitt’s Park. Dedicated to life by bike for the whole family, attendees can immerse themselves in demos for all ages from balance bikes to BMX and e-bikes to cargo with expo, retail, F&B offerings, and a dedicated children’s area.
The VIA CRITERIUM’s busy Saturday racing schedule includes women’s and men’s cat 3 and 4 racing. It concludes with the elite category, featuring competitors from the world’s fastest semi-pro riders to regional racers and cyclists from the local community.
Sunday 23rd June will focus on showcase VIA CRITERIUM youth races and activations, including themed Explore London guided tours throughout the city - think the London Fashion Ride, London Art Ride, London Architecture Ride and London Design Ride, each hosted by experts in their fields. For the more dedicated road cyclists there will also be longer organised group ride-outs into the surrounding countryside.
The londoncyclefestival will feature three exhibition areas allowing visitors to interact with their favourite brands. It includes a dedicated area for world-famous athletes - like Jake 100 and the Off The Streets crew - to perform freestyle demonstrations, wheelie skills and stunts. The festival will be split across three locations:
- VIA Race Village in Cubitt’s Square – offering Road & Gravel expo and retail space
- Urban Mobility & Family Area in Lewis Cubitt Park – expo, retail and demo area for E-bikes, Tourers, and Cargo Bikes, plus a kids' race area
- Granary Square – demo area for stunts, BMX freestyle and bike ball
In addition, there will also be a full programme of community activities throughout the weekend , including hosted workshops covering essential bike maintenance, Barista masterclasses (how to make the perfect flat white!) and test rides, plus delicious street food to cater for all appetites.
The londoncyclefestival and VIA CRITERIUM are brought to life by the team behind VIA Atelier, the premium cycling concept store based in King’s Cross, designed by cyclists, run by cyclists. The event is committed to promoting health and fitness and green initiatives within the community. The weekend will see people of all ages – from toddlers to the over 60s – experience cycling in a safe, secure and closely monitored environment.
Follow VIA on Instagram @via-atelier.cc and visit www.via-atelier.cc for up-to-date news updates and announcements.
For press information, please contact
Ollie Gray
Imagery from last year’s event can be accessed here.
About VIA Atelier
Founded by Michael Sodeau in 2022, VIA is London’s leading cycling concept store, located in the iconic Coal Drops Yard redevelopment of London’s King’s Cross. A gallery-style showroom, housed in a beautifully restored grain store in the historic Kings Cross development, features a mix of the world’s best cycling brands alongside a café and mechanics’ station. VIA is the perfect place to start or end a ride, or just pop by to idle away the time with a coffee whilst fully immersed in cycling.
- A criterium is a bicycle race over a closed course.
- All event updates will be posted on Instagram @via_atelier.cc and www.via-atelier.cc
- The VIA Criterium course has been created in association with British Cycling and showcases the best of the historic Kings Cross estate, with over 80% of the course offering spectacular viewing access.