More than a shop
Whether you’re stopping mid-ride, meeting a few mates or simply passing by, the Veloce Club café is a welcoming place to take a break.
Coffee, cake and good company
We serve locally roasted coffee from Campervan Coffee, alongside a range of hot and cold drinks. Our food and freshly baked treats come from the brilliant Flour21 Microbakery—perfect with a coffee or for refuelling before getting back on the road.
There’s seating inside the shop and outdoors for those sunnier days. Dogs are always welcome too—in fact, we’ll probably make more fuss of them than we do of you.
You don’t need to arrive on a motorcycle. Everyone is welcome.
Motorcycle clothing, riding gear & brands we believe in
We carefully select motorcycle clothing, protective riding gear and motorcycle lifestyle apparel from brands that combine protection, quality and great design.
Our range includes motorcycle jackets, riding shirts, motorcycle jeans and trousers, gloves, boots, helmets, goggles, luggage, accessories and casual clothing for both men and women.
We're particularly passionate about finding motorcycle clothing that's a little different from the mainstream. Veloce Club stocks a mix of established names and independent motorcycle brands from the UK and across Europe, with a focus on products we'd genuinely wear and use ourselves.
And because a growing part of our community is female, we're continually expanding our range of ladies motorcycle clothing and protective riding gear, alongside events and ride-outs specifically for female riders.
Proud to support the following
A motorcycle café worth riding to
The café has become just as much a part of Veloce Club as the bikes and clothing.
Our coffee is locally roasted by Campervan Coffee, and the cakes, pastries and baked goods are made locally by Flour21 Microbakery.
There’s seating inside and outside, motorcycles are obviously encouraged, and dogs are very welcome.
Whether you're stopping for coffee halfway through a Sunday ride, meeting mates before heading out, browsing some new motorcycle gear or simply fancy somewhere different for coffee and cake, you don't need an excuse to drop in.
Veloce Club merchandise – made locally
We also create our own Veloce Club motorcycle T-shirts, sweatshirts and merchandise, inspired by motorcycles, travel, motorsport and the culture surrounding them.
Keeping things local matters to us. Our Veloce Club clothing and merchandise is designed and printed locally with Siegeworks, rather than being another anonymous range of mass-produced branded clothing.
It's motorcycle apparel created by people who actually ride motorcycles.
Motorcycle events, demo days & more
Veloce Club was never supposed to be just a shop.
Throughout the year we host a constantly changing programme of motorcycle events, demo days, meet-ups and special weekends.
We've welcomed motorcycle manufacturers and brands to Veloce Club, giving riders the chance to see and ride different bikes, discover new products and meet the people behind them.
Our events aren't about what you ride either. Adventure bike, sports bike, cruiser, modern classic, 125, scooter, custom or something held together with cable ties — there's probably a place for it here.
Ride-outs for everyone
Motorcycles are better when they're ridden.
Our calendar includes regular motorcycle ride-outs around Hertfordshire, Bedfordshire and beyond, from relaxed Sunday rides to events created specifically for newer riders.
We run ladies-only rides through our Sisters in Motion events as well as 125 and newbie ride-outs, designed to give newer motorcyclists somewhere welcoming to ride, meet other people and build confidence.
There are plenty of rides for everyone else too.
The emphasis is simple: good roads, good people and usually coffee somewhere along the way.
European motorcycle trips & adventures
Sometimes a Sunday morning isn't quite far enough.
Travel has been part of the Veloce Club story from the beginning. The original idea for VC developed during motorcycle trips around the UK and Europe, riding to events including Wheels & Waves and Malle.
Today we organise and plan our own European motorcycle trips and tours, taking the Veloce Club community beyond Hertfordshire and across the Channel.
From weekends in Belgium and the Netherlands to longer European motorcycle adventures, they're about brilliant roads, interesting destinations, good food, questionable navigation and travelling with a group of like-minded riders.
We also share downloadable motorcycle routes and GPX files through our Route Library, so you can discover some of our favourite rides for yourself.
A motorcycle community, not a motorcycle clique
Perhaps the most important part of Veloce Club is the bit we don't sell.
We want VC to be somewhere experienced riders, new riders, women, men, 125 riders, tourers, commuters, adventure riders and people who simply love motorcycles feel equally comfortable walking through the door.
You don't need the latest bike. You don't need to dress a certain way. And you definitely don't need to know anyone before you turn up.
Come for the motorcycle clothing and gear. Come for an event. Join us on a ride-out. Head to Europe with us. Or just ride over to our motorcycle café in Hitchin for locally roasted coffee and cake.
Chances are you'll end up staying longer than you planned.
Motorcycles. Clothing. Coffee. Events. Adventures. Community.
That's Veloce Club.
Visit us at:
Free shipping and returns
— Martin Clements
— Martin Clements
— Peter Askew
— John Mousicos
— Damien Peckham
Past to present
2018
Trip to Europe
It was a trip to Europe and all the pre-planning (and moaning about having to go to different places for the gear we wanted) that the initial seeds of an idea for Veloce Club came together.
The irony is that the domain name had been purchased by Richard back in 2010 as an idea!
2019
Not much happened
Life got in the way in 2019 being bogged down with work. But a last minute trip to Amsterdam (a drunk Sunday night idea leading to us leaving on the Tuesday morning) revitalised the idea.
2020
Bloody Covid
The year that buggered up everything for everyone. With a lot of time on his hands, Richard turned to his graphic design background and starting designing stuff.
Even the bikes were social distancing...
2021
And we're live!
After calling lots of distributors, only one would take us on (we still work with them closely today as they are awesome). We also had a lot of help from a friend of Richards, Mick, who has won the Isle of Man TT a few times - but he was legendary in helping us get going.
Oh and the photo is of stock in Richard's dining room!
2022
Pop up shops
Still very much a side project, Guido came on board to help out. He was (and still is) a legend. We took photographs, we went out on bike rides, we went to pop up events. And it was at one of these pop ups we met Andy.
2023
Our first shop!
And in 2023 we opened our first shop in Hitchin in the yard of Thompson Builders. The landlord, Andy, was instrumental in building out our shop - and we did it on a shoe string. Our opening night on 5th July 2023 was a huge success.
2024
The year of firsts!
2024 was an amazing for firsts for us.
In May we hosted our first The Distinguished Gentleman's Ride with over 100 riders and raised over £12,000!
We then took a group of people to Europe to visit several motorbike shops similar to ours including Rusty Gold in Amsterdam and Motoccino in Belgium.
2025
Bittersweet
By 2025 Guido was working full time and James was helping out behind the scenes
Then Guido met Maisie - and they got married! (Big love) but then sadly Guido - who had always wanted to move back to Brighton - did so. So we threw Guido a party and cried our farewells.
Then James jumped in full time.
2026
Expansion
2026 proved to a massive year for Veloce Club.
We massively expanded our curate product range, doubled the number of events we hosted and we have sourced locally roasted coffee and artisan food for the cafe.
In addition we bought a clothing company and set up a distribution business.
In August, James decided to leave for BMW, but in James's place we have Rachel, Frank and several other great people to help.