Why Rapha Lost Its Soul (And What It Means for Cycling)

The Roadman Cycling Podcast

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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