When you walk through the doors of a company with over 100,000 employees, you expect process and efficiency. But my visit to Van Rysel and Decathlon in Lille, France, revealed something entirely different—soul.

Van Rysel isn't just about performance metrics or product specs. This brand builds belief. There's a heartbeat behind every frame they create—a passion that goes deeper than cycling alone.

Who Is Van Rysel?

Let's start with the name. Van Rysel means “From Lille” in Flemish (Van = From, Rysel = Lille). It's more than branding—it's a statement of identity. Each bike is born from a city steeped in cycling heritage.

And how do you pronounce it? While touring the factory, I said it like any American would, and a voice proudly corrected me from across the room: “Van Rezal.”

Van Rysel is Decathlon's premier performance cycling brand. While Decathlon is globally known for accessible sporting goods, Van Rysel answers a different question:

How do we build world-class performance bikes without forgetting our values?

The result? A brand now ranking as the third-largest bike company in the world, generating over €650 million in sales through Decathlon's 2,000 global stores.

More Than Retail: A Vertical Empire

During my time in Lille, I explored the Btwin Village—Van Rysel's innovative development campus. This isn't just a showroom; it's where the magic happens.

Inside these walls, Van Rysel designs, tests, assembles, and engineers nearly every component of their bikes. Custom-built machines, in-house 3D printing, precise paint processes—it's all under one roof.

But their vertical integration goes far deeper:

• They own software companies to manage retail and logistics.
• They operate raw material facilities for sourcing control.
• They run electric and infrastructure firms to reduce costs.
• They even have restaurants and wellness centers for employees.

This integration ensures Van Rysel's bikes remain affordable without sacrificing quality. They're not cheaper because of cut corners—they're cheaper because they own the entire process.

Decathlon Campus & The Culture of Innovation

Decathlon Campus in Lille is a unique space housing Van Rysel's offices, labs, retail concepts, and public areas. Engineers, designers, athletes, and customers all mingle in an environment fueled by passion and pride.

From interns to senior engineers, everyone loves being there. Many commute on Van Rysel bikes, wear Van Rysel gear, and radiate a shared mission. Education and innovation are built into the company's DNA, thanks to initiatives like Decathlon University, which continually trains staff across every role.

Purpose-Driven Engineering

Van Rysel designs bikes with precision and intent. I witnessed how each frame undergoes rigorous aerodynamic tests, vibration analysis, and material fatigue simulations.

Whether it's a TT bike for UCI pro teams or an endurance bike for newcomers, each model receives the same meticulous care. Van Rysel isn't building bikes to be “good enough”—they're building bikes to compete and win.

From dominating UCI Continental time trials to supporting Decathlon-AG2R-La Mondiale riders over cobbles and climbs, Van Rysel has arrived on the world stage.

The Human Side

Despite their scale, Van Rysel treated me like family. This wasn't a sales pitch—it was a genuine immersion into their culture. One of the most impactful moments came when leadership shared:

“We didn't invite you here to sell you something. We invited you here to show you who we are.”

Unlike brands that push product first, Van Rysel leads with story and authenticity. They build relationships so riders, dealers, and fans believe in their mission—not just their bikes.

Celebrating the Dream

My trip culminated during the 2025 Tour de France's Grand Départ in Lille, celebrated at Van Rysel's House of Cycling Dreams—a vibrant space merging restaurant, gallery, and community hub.

We toasted the power of the bicycle to unite people across borders, generations, and beliefs. It was a perfect close to a journey that didn't just change how I view a brand—it changed how I view the entire cycling world.

Final Thoughts: Why Van Rysel Matters

Van Rysel isn't just another cycling brand—it's a brand with soul. They balance engineering with emotion, efficiency with ethics, and scale with sincerity.

Whether you're a pro racer, a weekend warrior, or someone discovering cycling for the first time, Van Rysel builds bikes you can believe in. Having seen behind the curtain, I can confidently say:

This is a brand worth supporting.

Next time you clip in, remember where your bike comes from. If it's Van Rysel, you're riding something greater than carbon and bolts—you're riding a story that begins in Lille.

To explore Van Rysel, visit Van Rysel's Official Website.

To explore Decathlon, visit Decathlon's Official Website.