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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ANECDOTE

Rapha's Wholesale Experiment

Rapha began selling on Wiggle, a discount online retailer, a first for the luxury brand.
Mottram insisted careful brand protection despite introducing Rapha to wholesale channels.

INSIGHT

Discounting Eroded Brand Value

Regular discounting of Rapha's gear contradicted its premium mystique and brand appeal.
The 'Rapha sale' concept undermined years of exclusivity and brand positioning.

INSIGHT

Product Diversification Risks

Rapha's expansion into lifestyle and mountain bike apparel risked alienating its traditional road cycling core.
Diversifying product lines marked a shift to scaling at the potential cost of brand identity.

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In 2017, Rapha was the gold standard of cycling cool — premium kit, boutique clubhouses, and a cult-like following. Today? Stores are closing, prices are slashed, and the brand is losing millions. In this episode, we break down the meteoric rise and stunning fall of Rapha, from its poetic beginnings to its sale to the Walmart heirs. What went wrong? Was it discount culture, over-expansion, or simply forgetting what made the brand special in the first place? This is more than a story about cycling apparel — it’s a cautionary tale for any brand chasing scale. Whether you’re a Rapha loyalist, a skeptic, or just into brand strategy, this one’s a ride worth taking.

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