VIA Criterium & Factor Demo Day

VIA, in association with Argent, King’s Cross Estates and British Cycling, is hosting a day of bicycle races in and around the King’s Cross estate. This celebration of cycling will take place during the final weekend of the Tour de France – on Saturday 22nd July 2023 – with an extended community programme on Sunday, 23rd July.

We are proud to be supporting the event and our team will be exhibiting in the VIA Village on Saturday 22 July showcasing the latest bikes available from Factor.

The VIA CRITERIUM is the first of its kind – a true celebration of cycling in the capital – and an exciting day out for participants and spectators alike.

Demo Event

On Sunday 23 July we will be running our popular Factor demo events, with test rides available to book between 9am – 1pm.

Booking Instructions

• See the available bikes and book below, selecting 23 July on the calendar.
• Request your booking slot and await confirmation from a member of our team.
• We advise arriving 30 minutes before your slot to allow enough time for set up.
• Please bring you own pedals and a note of your current saddle height (if you know it).
• All test-riders will be required to leave photographic ID, in the form of a driving license or passport, and a credit card of the same name whilst on the ride.
• Test rides are granted and accepted at our discretion.
• You will receive an email with full instructions ahead of the event.

Please note, if no date and slots are available, this bike is fully booked. Join our waiting list or enquire about alternatives using the form at the bottom of the page.

SEE EVENT PROGRAMME