VIA Criterium: A celebration of cycling in the capital
July sees VIA Atelier, a pioneering UK cycle retail business, host the first edition of its VIA Criterium – a celebration of cycling in the capital, and an exciting day out for participants and spectators alike.
In association with Argent, King’s Cross Estates and British Cycling, VIA is hosting a day of bicycle races in and around the King’s Cross estate. This celebration of cycling will take place during the final weekend of the Tour de France – on Saturday 22nd July 2023 – with an extended community programme* on Sunday, 23rd July.
The VIA Criterium is the first of its kind – with a racing programme which will run from 11:00 – 21:30 and include juniors, a Brompton race, a wheelie demo race, and Nat B women and men. Competitors will span from the world’s fastest elite riders to regional racers and the local community.
The circuit has been created in association with British Cycling and passes the organisation’s meticulous health & safety procedures. The course showcases the best of the historic King’s Cross estate with over 80% of the course offering spectacular viewing access for spectators and broadcasters.
The VIA Village
As a business, VIA has always been committed to promoting health & fitness and green initiatives within the community. Working with charities, local officials and the City of London, the business wants people of all ages – from toddlers to the over 60s – to experience cycling in a safe, secure and closely monitored environment.
To this end, there will be a bespoke area for toddlers on Balance Bikes, children’s skills sessions, and demo rides, where the VIA Village will also have a number of great opportunities for people to have a go themselves, showcase exciting bike brands and retail areas, a ride/team area, street food vendors, secure bike storage and a children’s area.
DAY 2 – Sunday 23rd JULY
*Sunday will be devoted to the community, with VIA-led bike rides, city tours, closed road activities and a number of workshops, covering essential bike maintenance (how to fix a puncture, how to check cables, maintaining brakes etc).
