The Story Behind Maats Cycling Culture

The Emergence

Maats founders Rob and Joost have been friends and enthusiasts of all things cycling for many years.

Rob: 'During a stay in the South of France, where we participated in a cycling event, we realized that cycling was what we really liked and where our passion lay. This was in the period when you saw that more and more people were concerned with what kind of clothes they wore on their bike. Joost and I were of the opinion that you saw a lot of the same clothing brands while there were so many other cool brands that people did not know or that were difficult to obtain. We decided to quit our jobs and started what would later become Maats Cycling Culture.

In the spring of 2017 we opened a pop-up store in the Czaar Peterstraat in Amsterdam East. This was a shop that we could rent for six months and where we could try out our concept. In the spring of 2018 we opened our current store in the Van Woustraat in Amsterdam and we were able to continue to grow and build on Maats. In 2021 local legend Janco joined the Maats crew.

The opening of our Amsterdam store in 2018 at Van Woustraat 165. 

Maats Stores

You can find our stores at Van Woustraat 165 in Amsterdam and at Twijnstraat 7 in Utrecht (opening this spring). In our view, both locations are ideal: close to the center, easily accessible by car and bike and on the route for people who leave the city on their road bike or return after a ride.

In both our stores you can find premium cycling clothing from all over the world, supplemented with the best accessories. We organize rides, cool events and brew specialty coffee from our mates at Stooker. In addition we rent out road bikes in Amsterdam.  

Online Store

When we started Maats, we immediately knew that we needed a strong online webshop in addition to a physical store to be able to grow. We believe that nowadays you need both to optimally reach your target group.

What once started with sending a pair of socks or a water bottle a week has grown into an important part of our company. In recent years we have grown rapidly online and we receive orders from all over the world.

At Maats we are therefore continuously working to improve the website and the offer so that we can provide as many people as possible with quality cycling clothing.


Events & rides have played an important role within Maats from the start. It is the perfect way to get to know new people and discover new routes in an accessible way.

We know many of our regular customers from our rides and it also always brings new people who did not know Maats or who had not been there before. Events have proven to be the perfect tool for building the Maats community that we are extremely proud of. Our events consist of monthly social rides, gravel events, trips abroad and sometimes even a competition. Do you want to stay informed about upcoming events? Then sign up for our newsletter.

Maats Mission

‘Maats Cycling Culture wants to improve the quality of your ride.’

That is what we stand for and work on every day. We believe that the quality of your bike rides will increase if you use the best products.

We also want to inspire you to look for unknown routes and new places. Life is too short to cycle the same laps over and over.

Maats provides you with the best cycling clothing supplemented with premium accessories. In addition, we want to enthuse you with events and we share our favorite routes.

Premium Cycling Apparel

We produce premium cycling clothing for our brands Maats and Canvas and complement these with innovative brands such as MAAP and Pas Normal Studios.


In addition to cycling clothing, Maats offers helmets, shoes, Wahoo bicycle computers, tools and maintenance products for your bicycle.

Brand store & Online Shop

We have a physical store in Amsterdam and we also ship online orders all over the world.

Rides & Routes

We organize many rides from our store and a few times a few years at other cool locations. In addition, we are happy to provide you with new and challenging routes for your own rides.

Our Top Brands


When we started with Maats, we had a clear goal in mind: to find the coolest cycling clothing in the world and make it available in the Netherlands. During this search we found out that many different challenging cycling clothing has already been designed, but also that a lot of things have not yet been done. That is why, in addition to offering existing clothing brands, we also decided to design and produce our own clothing.

Pas Normal Studios

Pas Normal Studios is a cycling clothing brand from Copenhagen and has been around since 2015. Co-founder and artistic director Karl-Oskar Olsen wanted to combine his experience with his urban lifestyle brand Wood Wood with his great passion: cycling. The concept of Pas Normal Studios is to create technically perfect cycling clothing and to combine it with visionary aesthetics. Through innovative designs, collaborations with other brands and finding new production methods, Pas Normal Studios strives to release collections that are innovative and always of the highest quality.


In addition to our own label Maats, we launched the Canvas label in 2019. We develop and design these clothes ourselves and are produced in Italy. At Canvas, adventure and discovery are central and the clothing is designed with this in mind.

The world is your canvas, so go and ride it. Left, right, north or south, you decide. Choose corners, cobbles, or climbs. No matter how far or hard you go, as long as you go. Headspace, adventure, a chat or suffering full gas. Whatever it is that drives your ride, you’ll find it just around the corner. Now get out there.


Friends Ollie and Jared started the cycling clothing brand MAAP in 2014. It originates from Melbourne and is mainly produced in Italy. Both founders come from different disciplines and have backgrounds in graphic design, fashion and clothing design, but their love for the sport has made them decide to fully focus on MAAP and with success. MAAP is one of the most innovative and influential brands in cycling apparel.