Souplesse Cycling’s business model will be familiar to customers of brands such as HelloFresh and Riverford Organics. Fork out for a subscription to either of these services and you’ll regularly receive a box stuffed with foodie ingredients delivered direct to your door. In essence, they’re shopping the essentials, so you don’t have to.
Souplesse Cycling works on a similar premise, but as well as providing nutrition, in the shape of bars, gels, chews and hydration powers, it also includes a wide variety of small but useful cycling accessories, including lights, tyre levers, chamois cream, sunscreen, degreaser and the like. I hesitate to call them perishables, which is HelloFresh’s USP, but it is the kind of stuff that we, as cyclists, break, misplace or run out of all the time.