Maats Cycling Culture

Maats Cycling Culture began with a conversation between two cycling friends who wanted to bring Dutch riders technical apparel brands that were harder to find locally. Rob and Joost tested the idea with a temporary shop on Czaar Peterstraat in Amsterdam East in 2017; a year later, they opened the Van Woustraat store that became their home base. The project has grown from a curated clothing selection into a specialist retailer and a community that organizes rides and events.

The catalog covers clothing for the ride and off-bike wear, including jerseys, bib shorts, layers, gloves, socks, helmets, eyewear, shoes, and bags, along with tools, lighting, and maintenance products. Maats produces its own Maats and Canvas lines and carries international labels such as MAAP, Pas Normal Studios, Rapha, ASSOS, and Albion. The selection balances technical function and design, and the online store lets customers check sizes and collections before visiting a location.

The social side is part of the shop’s identity. Maats organizes monthly social rides, gravel outings, cycling trips, and events, and shares routes for riders looking to explore new roads. The stores also serve as places to meet, talk gear, or plan a ride. Specific events change with the calendar, so the official schedule is the place to check before joining.

Maats now has stores in Amsterdam, Utrecht, and Rotterdam, as well as an online shop that ships internationally. Amsterdam is the flagship, while the Utrecht and Rotterdam locations extend the brand into two other cycling communities. For riders looking for road or gravel apparel, specialist accessories, or a group ride, Maats combines a technical retail shop with an informal cycling club; store hours are listed on its website.