Fausto Magazine, Founded by Former Peloton Team, Named Official Tour de France Guide Partner for North America Through 2028
Brad Roe, Tim Schamber and Adam Reek built Peloton magazine into cycling's most beautiful print title — 111 issues before it stopped, after being acquired by Outside. The obvious lesson was that print was over. They drew the opposite one: in March 2025 they launched Fausto — five 148-page magazines and one newspaper per year — and within a month, the Tour de France's owners signed them as exclusive magazine partner for the US and Canada through 2028. The Tour is running right now. So are their presses.
The consolidation era wrote the ending in advance: independent magazine sells to digital giant, magazine stops, everyone moves to the feed. Peloton followed the script — acquired by Outside, then finished after 111 issues — and its founders were supposed to accept the moral.
Instead, in March 2025, they formed Fausto Partners, LLC — an independently owned print-focused media company — and launched Fausto: a print-first cycling publication celebrating the beauty of the ride through sport, travel and culture, publishing five 148-page magazines and one 48-page newspaper per year. The tagline is a manifesto in three words: analog at its best.
The founding trio is the old band, deliberately. "Partnering with Tim Schamber and Brad Roe means we are officially getting the band back together," said founding partner and Advertising Director Adam Reek at launch — with Roe as Editor-in-Chief and Schamber as Creative Director, the same pairing behind Peloton's entire run.
Roe has been unusually honest about the wound underneath: "Once Peloton stopped after 111 issues, there was a void, not just in the industry, but for me personally." Fausto is the answer to that void — "just as weird and fun," by the founders' own promise.
Then came the validation no start-up publication gets: in April 2025, weeks after launch, Amaury Sport Organisation awarded Fausto a three-year contract as the exclusive magazine partner for the Tour de France in the United States and Canada through 2028 — with ASO's James Poole citing a relationship that began in the Peloton days: "we loved what they were doing... and how they gave such a fresh perspective on the world of cycling."
"It's the Tour de France! The reason so many of us started riding bikes and fell in love with cycling," said Creative Director Tim Schamber. "It's a gift and an honor to create this issue for ASO once again."
The pages themselves make the argument: Eight issues in, Fausto runs from a Fotheringham conversation about Fausto Coppi — the magazine's namesake — to Ben Healy in yellow, the house of Pinarello, gravel in the remotest corner of Nevada, and a thrift-shop odyssey through Belgium. Sport, travel, culture; the ride as a way of seeing.
The model is built to survive this time: independently owned, with an in-house agency creating print, video and digital branded content — the commercial engine that keeps the presses free of anyone else's exit strategy. Subscriptions at faustomagazine.com; the shop at faustoshop.com.
Trend context
Two cycles intersect on this story this month. The first is seasonal and simple: the Tour de France is running right now, cycling desks are at annual peak attention, and the exclusive North American magazine of the race is a fifteen-month-old independent — the guide deal itself runs to 2028. The second is the bigger media story of 2026: as AI-generated content floods every feed — "AI slop is commonplace," in the industry's own words — and digital newsrooms sit roughly 20% smaller than before the pandemic, the counter-movement is tangible, slow, human-made media, a resurgence of successful independent travel, food and sports print titles that Fausto's founders explicitly cited as their reason to bet again. A 148-page object made by named humans, funded without a conglomerate, endorsed by the biggest race on Earth, is the print-revival story with every ingredient the media desks keep reaching for — plus the arc journalism can't resist: the band that got back together after the label dropped them.
About Fausto Magazine
Why we exist
We made 111 issues of Peloton, watched the ending, and felt the void — in the industry and in ourselves. Fausto exists to fill it: a home for the best photographers and writers in cycling, printed beautifully, owned independently, built on one conviction the feed will never understand — fun is beautiful, and beautiful things belong on paper.
How we do it
We publish six times a year — four 148-page magazines and two 48-page newspapers — printed properly and distributed through a global network, made by the exact team behind Peloton's entire run. We pay for it ourselves: an in-house agency creates print, video and digital work for brand partners, so the magazine answers to readers, not investors. And we keep the promise that built the audience the first time: just as weird, just as fun.
What we do
Fausto is a print-first cycling media brand from Fausto Partners, LLC of Albany, California — independently owned by founding partners Brad Roe (Editor-in-Chief), Tim Schamber (Creative Director) and Adam Reek (Advertising Director). It publishes Fausto magazine and the Faustino newspaper, six issues a year across sport, travel and culture; produces the Official Tour de France Guide for the US and Canada under a three-year ASO contract; and runs an in-house creative agency. Subscriptions via faustomagazine.com.
Why it matters
Because the consolidation machine has eaten a generation of beloved titles — acquired, absorbed, sunset — and replaced them with the infinite scroll now drowning in machine-made slop. Every reader mourning a dead magazine has been told revival is impossible economics. Fausto is the counter-evidence: the same makers, a bigger page count, no parent company to please — and the sport's ultimate institution choosing the fifteen-month-old independent as its official partner. If this works, every "unviable" magazine just lost its excuse.
Who it's for
The rider whose coffee table tells you who they are. Thirty-five to sixty-five, they watched the Tour before streaming existed, they've kept every copy of the magazines that mattered to them, and they're quietly exhausted by content — the feeds, the takes, the fifteen-second edits of a sport that unfolds over five hours. They don't want more cycling media. They want one beautiful object, six times a year, made by people who ride — something worth keeping.
Proof points
Exclusive Official Tour de France Guide magazine partner for the US and Canada, awarded by ASO on a three-year contract through 2028 — signed weeks after the company launched
The pedigree: the founding team made 111 issues of Peloton magazine before its acquisition and closure
Six print editions a year: four 148-page magazines and two 48-page newspapers — five magazine issues shipped since June 2025
Independently owned with a self-funding in-house agency for print, video and digital branded content
Global distribution network for subscribers worldwide; subscriptions via SimpleCirc
The relationship receipt: ASO/L'Équipe's partnership with this team dates to 2019, spanning both magazines
Traction & credibility
Fausto shipped its first issue in June 2025 and reached Issue 005 within a year, alongside the Faustino newspaper editions — with the Official Tour de France Guide anchoring its calendar through 2028 and Tour de France Femmes avec Zwift coverage built into the partnership. The title has drawn the endorsement that matters most in this category: readers of the old magazine following the makers to the new one, unprompted — reviewers describing being hooked from the first two issues and subscribing on the spot. Access runs deep on both sides of the sport: recent pages feature Pinarello, Ben Healy, Remco Evenepoel's new chapter and William Fotheringham on Coppi, while the agency arm works with endemic and non-endemic brands.
Spokespeople
Brad Roe
Founding Partner & Editor-in-Chief
Roe is the editor who got the ending every independent magazine maker dreads — his title acquired, then stopped at 111 issues — and answered it in public: "there was a void, not just in the industry, but for me personally." Fausto is his second act built on a first principle: that cycling's best photographers and writers deserve a printed home, and that the editor's job is to protect it structurally this time — independent ownership, agency-funded, no exit strategy attached. He carries the media-industry story: what the consolidation era destroys, and what it takes to rebuild without it.
Talking points
The asset
Fausto Magazine, founded by former Peloton team, named Official Tour de France Guide partner for North America through 2028
The story
Not "new cycling magazine launches." The change: the team behind one of cycling's most loved titles watched the consolidation-era script play out on their own work — acquired, then stopped at 111 issues — and inverted the moral: bigger pages, full independence, an agency to fund it. Within weeks, the Tour de France's owners made the fifteen-month-old start-up their exclusive North American magazine partner through 2028. The presses are running during the Tour de France Femmes avec Zwift, right now.
Why it matters
A generation of beloved independent titles died the same death, and readers were told the economics made revival impossible — while the feeds that replaced them fill with AI slop and digital newsrooms shrink. The victim is every audience that lost its magazine; the enemy is the acquire-and-sunset model and the scroll it feeds. Fausto is the live experiment in the alternative: same makers, independent ownership, self-funding structure — and the sport's biggest institution betting on it. Its survival rewrites what "unviable" means.
Who does it impact
The global cycling audience at peak Tour attention; the readers of every sunset magazine wondering if the makers can ever come back; media desks covering the indie-print resurgence and the economics behind it; photographers and writers who need printed homes to exist; and the brands rethinking where attention actually lives.
Proof points
ASO three-year exclusive: Official Tour de France Guide magazine partner, US and Canada, through 2028
The arc: Peloton acquired by Outside, stopped after 111 issues — same founders, new independent company, March 2025
Format: Five 148-page magazines + One 48-page newspaper a year; Issue 005 shipped within year one
Independently owned; in-house agency funds the editorial through branded print, video and digital work
The founders' stated bet: the resurgence of successful independent travel, food and sports print titles — Fausto as cycling's entry
The reader receipt: early reviewers hooked by issues 001-008 and converting to subscribers on the spot.
CTA
Subscribe at faustomagazine.com, or contact info@faustomagazine.com to arrange interviews with the founders, review copies, or Tour de France Guide details.
Key facts
- Asset Name
- Fausto Magazine, Faustino Newspaper, Official Tour de France Guide (North America)
- Launch Date (Fausto Magazine)
- June 2025
- Publication Frequency
- 6 issues/year (5 magazines, 1 newspapers)
- Magazine Page Count
- 148 pages (magazine), 48 pages (newspaper)
- ASO Partnership
- Official Tour de France Guide (US & Canada), 3-year contract through 2028
- Founders
- Brad Roe (Editor-in-Chief), Tim Schamber (Creative Director), Adam Reek (Advertising Director)
- Ownership
- Independent, Fausto Partners, LLC
- Funding Model
- Self-funded via in-house creative agency
- Website
- faustomagazine.com
Images
Issue 001 cover
Get in touch
Brad Roe
Founding Partner & Editor-in-Chief
Drop me a note and I'll reply by email.