For the first time, we rolled into Belgium—not for a race, not for a recon, but for Velofollies. And honestly, it felt like stepping straight into the beating heart of European cycling culture.

 If you don’t know Velofollies yet: it’s Belgium’s biggest bike show, held in Kortrijk, right in the middle of a region where cycling isn’t a hobby—it’s part of everyday life. This is classic Spring Classics territory. You’re only a stone’s throw from the Muur van Geraardsbergen, the Koppenberg, and the roads that make Paris–Roubaix the brutal legend it is. The kind of places you grow up dreaming about if bikes have ever meant more to you than just getting from A to B

So bringing HUNT here for the first time felt like a proper statement.

What stood out most wasn’t just the show itself—it was the people. An engaged, curious, deeply knowledgeable audience with a real emotional connection to the sport. Conversations went from tech to racing memories to favorite cobbled climbs within minutes. No small talk. Just proper bike chat.

One of the absolute highlights was our Frostbite Ride-Out. A mixed group of local riders and show visitors, rolling out together into the cold Belgian air, chasing winter light and good vibes.

The destination made it special: the Roubaix Velodrome.

There are places in cycling that carry weight, and this is one of them. Drama, glory, suffering, victory—layered into those steep concrete banks. Riding onto that track hits differently. For a lot of us, it was a childhood dream ticking itself off in real time. A few quiet laps. Big grins. Phones out. Goosebumps.

And as if that wasn’t enough, the huge pump track behind the velodrome delivered pure, unfiltered joy. No egos. No segments. Just laughs, sketchy lines, and winter legs doing their thing.

Coffee and pastries back in Kortrijk sealed it. First proper ride of the year. Good people. Big smiles all around.

Saturday brought another highlight. We were proud to host German-based artist Juliane Borths on our stand, unveiling a unique showpiece: a hand-painted set of Aerodynamicist 54_58 wheels.

Juliane’s work goes far beyond surface-level design. Her project is rooted in velocity—the way movement reshapes perception when you’re riding through landscapes. Not precision. Not stillness. Rhythm. Flow. Feeling.She describes cycling as a multifaceted experience: physical, perceptual, contemplative. Speed stretching colors into trails. Details softening. The world turning into a moving canvas.

It’s about capturing the essence of a moment rather than its sharp edges—and translating that fleeting sensation into visual form.

Seeing that philosophy wrapped around a set of fast, modern aero wheels felt like a perfect collision of art and performance.

Velofollies was more than a show for us. It was a first step into Belgium, a connection point with a new community, and a reminder of why we do this in the first place.

The 2026 season is just around the corner. The rides are coming. The projects are lining up. The stories are waiting to be written.

If this weekend was any indication, we’re in for a big one.

See you out there.