Ventum House: Where Performance Meets Culture

Dubai has a new landmark for speed lovers and coffee connoisseurs alike — Ventum House, the global flagship experience by performance cycling brand Ventum. Born in the high-performance world of triathlons, Ventum has evolved beyond just bikes. With the launch of Ventum House, the brand introduces a bold new concept that fuses retail, wellness, coffee, and community into one seamless space. Located in Dubai, a city known for its relentless ambition and appetite for innovation, Ventum House is more than a store — it’s a gathering space for athletes, creatives, and curious minds alike. Spearheading this transformation is Omar Nour, co-founder and Middle East CEO, who spoke to us about why Ventum House is not just a store, but a full-bodied experience.

From Performance to People
“Ventum has always been focused on performance – that’s in our DNA,” Nour says. “But from day one, it was also built for anyone chasing adventure or simply a better ride.” With that mindset, the brand moved beyond just elite gear and into a more inclusive lifestyle approach, culminating in the creation of Ventum House. What started with world-class athletes is now an open invitation to a larger community. “Ventum House blends high-performance with lifestyle, wellness, and a genuine sense of community,” he adds. “And if you came for coffee and left with a bike… well, you wouldn’t be the first.”

Not a Bike Shop, a Vibe
Ventum House doesn’t pretend to be just another bike shop. In fact, it actively resists that label. “We weren’t looking to add another store to the mix,” Nour clarifies. “This is a space that reflects how people connect — through movement, recovery, coffee, or just slowing down.” That ethos has been translated into every detail. Visitors can get their bikes serviced, enjoy a custom coffee blend, check emails, or join a photography class or a community run — all under one roof.

Why Dubai?
Ventum House’s debut in Dubai wasn’t incidental — it was strategic. “Dubai is bold, ambitious, and doesn’t wait for permission — and that’s very Ventum,” Nour says. “While retail elsewhere is cooling off, here it’s full throttle. People want experiences, brands with soul.” In essence, Dubai gave Ventum the ideal stage to showcase its evolution: from performance products to a full-blown community-centric lifestyle brand.

The store’s flagship launch includes the Tempus, a revolutionary time-trial bike that’s already breaking records. “It’s unapologetically fast, ruthlessly aerodynamic, and UCI-legal,” Nour notes. “Jackson Laundry set two course records on the Tempus before we even launched it.” Ventum also released an exclusive ‘sand’ colourway for the Middle East — a tribute to the region’s terrain and spirit.

Creating Culture, Not Just Selling Gear
“We’re often asked how we built the community here,” Nour shares. “But we didn’t build it — we created the space and the energy, and the community grew around that.”From matcha mornings and DJ nights to barista-led coffee tastings, the idea is to surprise and delight, not just transact. “It’s the kind of place you plan to pop into for five minutes and end up staying two hours,” he laughs.Ventum House also curates one of the region’s most discerning retail selections — from ENVE components (used by UAE Team Emirates) to Norda’s Canadian trail running shoes. “We’re serving both the performance athlete and the lifestyle enthusiast,” Nour explains.

From Dubai to the World?
On future expansion, Nour offers a tease. “Let’s just say a few cities have caught our eye. From Dubai to Los Angeles has a nice ring to it, doesn’t it?” But it won’t be a cookie-cutter rollout. “We’re not in the business of copy-paste retail. If we find the right energy and community, maybe.” As a founder, Nour’s personal values echo throughout the space. “If someone says ‘that’s just not how it works in this industry,’ we’re interested,” he says. “Ventum wasn’t built to follow trends—it was built to challenge them.”

With an eclectic team of cycling pros, baristas, and product obsessives, Ventum House brings to life a bold new take on how sports retail, hospitality, and community can blend. And as Nour puts it, “If we’re not making a few traditionalists nervous, are we even trying?”