Could a membership model save you money on cycling kit?

Explore a new way of buying your cycle clothing with a membership model. Common in fashion and other industries, the concept has now arrived in cycling via UK-based premium clothing brand Amo La Ruta. Essentially, it’s a way to gain access to beautifully designed, high-quality road kit at far more affordable prices than you could find elsewhere. With more well-known brands, you’re often paying for the name; this clever model could save you a lot of money on your annual cycle clothing purchases, with no compromise on performance.

How does this membership model work and how can it benefit me?

Most people have heard of a membership or subscription model, where members pay an annual fee and, in return, gain access to preferential prices. With Amo La Ruta, the benefits are unlimited, so you can purchase as many cycling jerseys, bib shorts and accessories as you wish, and we all know how much cyclists like new kit day.

The brand is powered by its own membership, and has been created for the global community of cyclists who appreciate attention to detail, performance and comfort on the bike. The products are not cheaper than the competition because they are of a poorer quality, but because there are no markups — no retailers and no middlemen — so you can get your hands on unlimited, premium cycling clothing for a fair price, direct from the brand.

Imagine you’re looking for a new pair of bib shorts and a jersey for summer, retailing at £350. With Amo La Ruta, you could save over £150, and your membership cost is already covered by the savings. It’s a smart and considered way of buying apparel, particularly if you’re looking to invest in multiple items over the year. There’s even a crash replacement policy to save you money in the event of damage to clothing up to 24 months after purchase, and this policy stands even if your membership has lapsed.

But I already have a brand or two that I love

Many cyclists are loyal to brands, and it’s understandably hard to jump ship if you already feel that you’ve found clothing that works really well for you. However, it’s also great to try out something new, that’s thoughtfully designed and offers quality that aligns with other well-respected cycling brands: potentially some of your current favourites, who will have also started small and unknown within the industry. There’s no real compromise to giving it a go; you get well-considered designs, practical features, and smart aesthetics, all at an excellent price. You don’t need to wait for your preferred kit to go on sale to pick it up at a sensible price; Amo La Ruta’s membership model offers access to prices that feel like they’re on sale all year round.

We always expect quality to align with price; if you’re paying more, you should get something better, more comfortable or more performance-focused, right? Amo La Ruta is challenging this assumption and offering the quality of something premium in a far more wallet-friendly package.

What can I buy?

It’s still early days for the brand, which launched in autumn 2025, so the range is fairly small and aimed primarily at road cyclists. What that does mean, though, is that a lot of thought has been put into every single item. Everything is constructed from high-quality fabrics, designed to fit ergonomically in the riding position and built to last. Materials are sourced from European and Asian mills and selected to best suit the product, such as bib shorts constructed from Carvico Revolutional™ Energy fabric for enhanced muscle support. This material is also OEKO TEX 100 certified, ensuring no toxic materials are used during the manufacturing process. Premium Elastic Interface chamois feature in all Amo La Ruta bib shorts, offering renowned comfort and performance.

Founded by a passionate cyclist and inspired by cycling culture, it’s highly likely that the details that you, as a rider, think are important have been considered. Heading into the warmer months, you can refresh your wardrobe with their first spring-summer collection, ready for the balmy days ahead.

The style is understated and smart, with a range of colours available in both jerseys and bib shorts, similar to several other well-regarded brands out there. Men and women get the same core products, with gender-specific cuts and details, including a magnetic fidlock bib closure for easy nature breaks in the women’s bib shorts. There are a few unisex items in the winter collection, and plenty of accessories to complete your look, including arm and leg warmers, toe caps, socks and neckwarmers. Another stand-out detail is the silicone logo, which won't crack or peel — a thoughtful touch that prevents your kit from looking old before its time.

Amo La Ruta wants cyclists to rethink their purchases, and membership costs £59, paid at the time of your first order. This fee gives you access to a 40-50% price reduction on all their premium apparel for one year. If you’re undecided and just want to try out a few pieces before committing to an annual fee, you can sign up for a £29, 28-day seasonal membership, which allows you to spend up to £250. If you like what you buy, you can upgrade to annual membership. Non-members can also buy the kit, but you won’t be eligible for the member prices or the crash replacement policy.