Premium Kit
Smart Pricing
Powered By Membership
Amo La Ruta has replaced the traditional retail model with an industry first membership. The result?
World-class cycling kit at a price that actually makes sense
Membership
The retail model was built for stores. Not you
Traditionally brands rely on a layered retail model - manufacturing, wholesalers, retailers, sponsorships/marketing, sales markups etc.
Each layer adds cost.
That cost is built into every product and you pay for it every time you buy
We changed the structure
Instead of stacking margins into every product we pulled them out.
Amo La Ruta packages into our membership what traditional retail hides, so you don't keep paying for these layers again and again.
For example we've removed the sales cycle entirely. No artificially inflating prices just to discount them at certain times of the year. The right price, al year round.
Same premium materials. Same level of craftsmanship. Just a smarter system behind it.
What this means for you
Membership doesnt just change the price, it changes how you buy, plan and ride.
No waiting for the right time to buy
No sales cycles, no wondering if it'll be cheaper next month. If you need it, you buy it knowingits already the right price.
Buy in season, not after it
Get your winter kit when its cold and summer kit when its hot - not when its discounted
Your size is always in stock
Our membership allows us to better plan and keep stock, ensuring your size will be in stocked.
More left for actually riding!
Spend what you'vesaved on experiences, more cafe stops, entering that bucket list event, or a dream riding holiday with friends.
Traditional Retail Price
Jersey
£140
Gilet
£140
Bib Shorts
£250
Accessories
£130
(Arm warmers, Leg warmers, Socks, Base layer)
TOTAL £660
Jersey
£79
Gilet
£89
Bib Shorts
£129
Accessories
£69.98
(Arm warmers, Leg warmers, Socks, Base layer)
Membership £4.91 p/m*
*billed annually £59
Save £288
Let customers speak for us
Comfort you forget you’re wearing
These bib shorts have been brilliant from the first ride. The fit is spot on, supportive and comfortable without feeling too tight, even on longer rides. The leg grippers stay put perfectly and the pad is genuinely comfortable for hours in the saddle.
You can tell a lot of thought has gone into the overall design and quality. Everything feels premium and well made, and they’ve quickly become my go-to bibs for pretty much every ride.
Scott B
Esencia Bib Shorts - Deep Black
Premium feel, perfect fit, and genuinely practical
Really impressed with this jersey. The fit is amazing, close and comfortable without feeling restrictive at all. The material feels really premium and works great on longer rides.
One of my favourite little details is the added zip pocket, which is perfect for keeping keys secure without worrying about them bouncing around. The Olive Mist colour looks even better in person too. Definitely one of the best jerseys I’ve bought recently.
Scott B
Forma Jersey - Olive MIst
Very pleased with this jersey
Very pleased with this jersey. Very comfortable to ride in. Fits really well
Alan Brocklehurst
Forma Jersey - Hyacinth Blue
They fit really well
They fit really well . I have xs in some eg Castelli but S was right for me in these. Only worn once on a thirty miler so did not use the QR for loo etc but felt brill. Loved the pad and the gripper which fitted without giving me sausage-legs. Pad is v imp to me and so far this has passed the test.
Tracey Taylor
Women Esencia Bib Shorts - Deep Black
Fantastic product!
Fantastic product! Great material, fits extremely well - look forward to buying more from Amo la ruta as my cycling career progresses.
Highly recommend :)
Jameshughes
Eterno Bib tights
First class service, from first contact to
First class service, from first contact to discuss sizes to delivery, everything went smoothly & quickly too
Alan Brocklehurst
Amo La Ruta
Excellent Gilet
Excellent Gilet. Wore for the first time today, toastie warm, great fit. Side pockets are a great idea, easy access to phone, camera or gels etc.
Very pleased
Alan Brocklehurst
Winter Gilet
Great packaging, very quick response to queries
Great packaging, very quick response to queries and very personable
Andy Irons
Annual Membership
Quality of this jersey is excellent
Quality of this jersey is excellent. Material is really comfortable, fits really well. Absolutely love it. Can’t wait for the spring/summer kit
Alan Brocklehurst
Sombra Jersey
Warm, practical, and built for real rides
Absolutely love this jersey, Paired with their winter gilet, it’s perfect for those cold rides — warm, comfy and super practical. When things start to heat up, the gilet packs straight into the big back pocket (seriously, why don’t more jerseys have that?) The extra zipped pocket is a must for valuables too. Top bit of kit for winter miles
Scott B
Sombra Jersey
Seems like a no brainier for this to be the way
Seems like a no brainier for this to be the way forward! Makes such good quality kit a very attractive price!
Andy
Annual Membership
Amazing products, great prices and fast service!
Amazing products, great prices and fast service! What’s not to like !?
Gemsar
Amo La Ruta
Genuinely blown away with this kit, is now firmly
Genuinely blown away with this kit, is now firmly my go to kit for autumn, winter and spring! Love the fit and cut of the fabric, lovely and soft and so comfortable!
10/10 recommend!!
Gemsar
Eterno Bib tights women's
Perfect winter jersey - Incredibly versatile!
Always been hesitant with winter jerseys but this has swayed my opinion! Its crazy versatile and doesn't get that 'sweaty/wet' feeling than you get from most winter kit. The fit is spot in. I wear a large in Rapha Pro Team and this was a very similar fit. The stretch in the garment is also next level, not to mention the rear storage for a gilet. Absolute game changer!
Toby
Sombra Jersey
FAQs
Why use a membership model?
Traditional retail builds margin into every product. Membership allows us to separate those costs, so you don't keep paying them every time you buy.
Is the product quality the same as leading premium brands?
Yes. We use premium fabrics, high-end manufacturing partners and performance-focused construction throughout the range. The difference is the structure behind the pricing - not the level of product.
Why not just lower the prices without membership?
Because without membership, those margins would simply need to be built back into the products themselves, passed on to you and you're are back at square one
Will products ever go on sale?
No. We don't inflate pricing to later reduce it through discounts. Members receive the right price from day one.
What's the difference between annual and seasonal membership?
Annual membership gives uninterrupted access year-round. Seasonal membership offers 28-day access designed for specific purchases or lower barrier to entry for riders who want to experience the products and model first before upgrading to the annual membership .
Can non-members still buy products?
Yes. Products are available without membership at traditional retail pricing. Members unlock smart pricing across the range.
How quickly does membership pay for itself?
The majority of riders recover the cost of membership within one and everyone recovers their membership within two orders.
Can I cancel/refund my membership?
Of course. You can cancel at any time directly from your account page. Once cancelled, your membership stays active until the renewal date and won’t renew automatically.
Full refunds of annual or seasonal memberships are possible. For this all clothing (and promotional items if applicable) must be returned in accordance with our return policies.
Premium kit. Rebuilt around riders
We believe premium cycling kit should be defined by product quality, not the price its sold at
Membership allows us to build differently: world-class products, honest pricing and a model designed around riders, not traditions.