DTC Podcast Ep 519: Bootstrapping Revel Bikes: From Carbon Suspension Innovation to Acquisition
Jun 23, 2025
Adam Miller, founder of Revel Bikes, dives into his journey of bootstrapping a premium mountain bike brand. He shares the challenges of navigating cash constraints and global distribution while maintaining strong customer relationships. The conversation highlights the power of innovative suspension technology, the importance of authentic storytelling, and how community-driven growth propelled the brand's success. Adam also discusses knowing when to refuse big orders to protect customer trust and the blend of passion and business strategy that shaped Revel's identity.
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Turning Down Big Order
- Adam Miller once turned down a $980,000 order from a large online retailer.
- He prioritized focusing on existing customers over instant revenue gain.
Early Entrepreneurial Journey
- Adam started his bike business journey early, selling bikes on eBay as a kid.
- He built and sold multiple bike companies before founding Revel Bikes in 2019.
Bootstrapping Revel Bikes Growth
- Revel Bikes was bootstrapped using home equity lines and roommates as first employees.
- Despite a minimal marketing budget, the company rapidly expanded to 40 employees and global distribution.