About us

JOULE was born in 2019 in Giussano (close to Milan) from a passion for cycling and the idea of creating a point of reference for those who experience cycling as a sport, experience, and lifestyle.

From the very beginning, the project stands out for a curated selection of bicycles, technical clothing, and accessories, supported by a specialized workshop dedicated to bike maintenance and preparation.

Over the years, JOULE has grown alongside its community of enthusiasts, expanding its services with e-commerce and a biomechanics studio dedicated to improving riding position and performance.

In December 2025, the project landed on Lake Como with the opening of the new store: a space designed to welcome cyclists and travelers, offering high-end bicycles, a specialized workshop, rentals, and guided tours to discover one of cycling's most iconic areas!

We are located a few steps from Como Borghi station, easily accessible from Milan.

We offer a complete experience: quality bike rental and guided tours, as well as a real physical shop where you can discover bicycles, accessories, and everything you need to pedal at your best. Our fleet includes Wilier Triestina road bikes and gravel bikes, as well as high-end trekking e-bikes ideal for exploring the lake, historic villages and breathtaking views of the surrounding mountains.

Joule's guided tours are designed for everyone: from relaxing rides along the lakeshore to challenging experiences for those who love to push themselves further, always with the assistance of experienced and local guides. We are here for those who seek quality and attentive service: our goal is to make you experience Lake Como authentically, actively and safely.

Discover Lake Como by bike with Joule: ride after ride, emotion after emotion!