The Roadman Cycling Podcast Why Rapha Lost Its Soul (And What It Means for Cycling)
Jun 13, 2025
Once celebrated for its premium cycling apparel, a once-cool brand now faces financial turmoil and store closures. The conversation dives into the pitfalls of discount culture and over-expansion, exploring how losing its core identity led to a dramatic fall from grace. Listeners are treated to insights on brand loyalty and the challenges of engaging a new generation of cyclists. Despite setbacks, there are glimmers of hope for reinvention and recovery in a post-pandemic cycling landscape.
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Rapha's Cult Brand Origin
- Rapha built its brand on combining high performance cycling apparel with classic style and storytelling.
- This created a cult-like following who valued its exclusivity and premium quality.
Exclusivity Fueled Rapha's Mystique
- Rapha's high prices and elitist aura polarized cyclists but this exclusivity fueled the brand's mystique.
- The backlash added to its rebel leader status in cycling style and culture.
Team Sky Partnership & Profit
- Rapha became official kit supplier to Team Sky, showcasing its brand on cycling's biggest stages.
- 2017 marked Rapha's first and only year of net profit at 1.4 million pre-tax.