DMS Talk 12: Nearly a Success Story — Things Are Going Really Well for the Veletage.

First of all: High-quality bikes — from racing bikes to gravel bikes to mountain bikes — have become a lifestyle product that shows a sense of style and health awareness in one. And at a time when the cash register seems to be ringing less and less in brick-and-mortar retail, an Austrian concept is taking full advantage of this potential: The Veletage in Vienna, the “Salon für Radkultur,” became a hotspot for bike aficionados — and a role model for the future of retail. Customers don’t expect a retail space here, but a place of experience. So let’s ride the magic.

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And we talk about Veletage in another exciting DMS talk: Oliver Nitz, CMO of DMS, greets Veletage founder Mag. Kurt Stephan. The retail consultant was active for brands Adidas and Diesel, among others, before moving rapidly for him with THE bike shop in Vienna. Priority for a talk about this unique concept store, active community marketing, innovative multi-channel concepts and “brick and mortar media.” Anyone interested in retail should watch this 30-minute, entertaining talk!

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Set Trends With Trend Sports

A bicycle is more than just transportation — it’s a lifestyle, a statement of style and performance. As the Vienna Veletage shows, it can still make a real impact. Founded in 2015, the company describes itself as a “salon for cycling culture.” And it’s not just about displaying the latest bikes — but about showcasing carefully selected models in the €5,000 to €15,000 price range that make you want to ride off to popular destinations like Mallorca. But that’s not all: the right bike also includes a stylish outfit to complete the look. As mentioned, cycling has become a lifestyle that connects people. And that leads us to the keyword: community over consumption.

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Being There Is Everything

The Veletage team knows this well. When routes on the Kahlenberg, in Lobau, or around the Sophienalpe become weekend hotspots, people gather — and that’s where the community talks about the latest trends and technologies. They do this at Velo Vertical too, a demanding city race with around 150 participants — organized exclusively by Veletage. The motto: “Ride pretty fast” — meaning pretty and fast. And their e-magazine “Velozette” delivers content that moves the community — not just product ads. Especially in this space, it’s not traditional marketing that creates desire for the latest bike or the most stylish shorts — it’s the community that leads the way.

Pretty Magic, What Brings Veletage in the Lead Here

So, what exactly does the race achieve? Mag. Kurt Stephan, Managing Director of Veletage, coined a term for it: “brick and mortar media.” Brick-and-mortar retail must be more than just a supplier of goods — it has to offer experiences. At Veletage, professional bike fitting, a carefully curated product range, community events, and the power of shared passion all come together. There’s no mass production or oversupply here. Pretty not. That’s exactly what puts Veletage in pole position in a highly competitive market. And of course, the store itself is a highlight — located in downtown Vienna, with Art Nouveau design elements that perfectly complement the brand’s premium image. It’s the ideal place for dynamic bike fittings with video analysis, saddle measurements, and more. Anyone who hasn’t already discovered road cycling as a lifestyle will certainly feel it after their first visit.

Better Together: The Unique Veletage Community

Back to the idea of “Being There Is Everything.” The Veletage community truly sticks together — all performance levels ride together, and their cult event Velo Vertical continues to attract more international fans. Here, 120 kilometers are cycled as a group and on a fairness-based model all the way to the awards. This is how a store becomes a cult brand, and customers become a community of enthusiasts.

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Never Digitally Only...

This is how we think at DMS: the best digital solution works when it is perfectly integrated into the analog space. Our solutions for Digital Signage and retail media also demonstrate this. The digital presence in retail is just as important — at Veletage, this means that around 10% of sales are generated online. Clicks win the race, especially when it comes to high-quality clothing and selected accessories. Plus: service bookings are completely digital, while social media and Strava support community building.

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Who Will Win the Race in the Future?

Definitely some of the cyclists who start on Veletage bikes with carefully curated models and matching accessories. But not only that — we see this concept leading the way. Even in times of e-commerce, physical retail is easier to connect with. The combination of an exclusive offering and an authentic community — that’s the added value that makes Veletage the place to be for bike lovers. They’re selling far more than just a product: it’s a lifestyle you can experience. And here’s a final tip from us: stop by the store and ride pretty fast from there. Here are just a few good reasons why!

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Veletage — Ride the Magic:

• Stylish bike boutique with a focus on premium racing bikes and city bikes
• Experience us community on top of the sales concept
• Showroom character with curated models
• Price segment: €5,000 to €15,000 per bike, plus premium accessories and exclusive outfits from selected brands
• Professional bike fitting with dynamic measurement
• Exclusive brands with a unique position in Austria
• Individualized advice and adjustment

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Be Part of It and Ride Pretty Fast:

• Popular community events such as “Velo Vertical” races
• Active Strava community with shared tours
• “Velozette” editorial newsletter with expert content
• Focus on experiential character instead of pure product sales

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Let's Ride Digital:

• Online shop primarily as a presentation platform
• Around 10% share of revenue from online sales
• Digital booking system for services
• Active social media presence on relevant platforms

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They Know How to Handle It

• Positioning as “brick-and-mortar media” instead of traditional retail
• Focus on personal customer relationships
• Community building as a key business element

Conclusion: Veletage is not a traditional shop, but a place of identity, community, and inspiration. Through clear brand values, strong community involvement, and media-effective presentation, it shows how the future can work in stationary retail. With an idea like this, “Pretty almost” becomes a success — let’s ride this magic.

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If It’s Not Wow, It’s Not From DMS

That is our credo — we want to inspire. And after the talk with Mag. Kurt Stephan, we’re certain that the Veletage team shares this passion. We approach every project with technical know-how, team spirit, good ideas, creativity, and our passion for perfection — this is also proven by selected Cases, in which we use Digital Signage, Retail Media, Location Analytics and create more wow experiences. And we're always happy to hear about new, exciting projects — let's get in touch!