Submitted by –

Mathew Febin Charles

B2539
 ABOUT THE BRAND

• Rapha Performance Roadwear is a sportswear and lifestyle brand focused on road bicycle
racing, clothing and accessories.

• Rapha headquarters are in London with a United States office in Bentonville, Arkansas.

• The company was started in London in early 2004 by Simon Mottram and Luke
Scheybeler; the first products were launched in July of that year.

• The name Rapha was taken from the 1960s cycling team Rapha, which was named after
the aperitif drink company Saint Raphael.
 BRAND COMMUNITY – RAPHA CYCLING
CLUB
• The Rapha Cycling Club is a global community of passionate, active cyclists with
exclusive access to their most sought after products, experiences and offers.

• The Rapha Cycling Club (RCC) hosts rides and events at stores known as Clubhouses in
23 international locations throughout the United States, Europe, Asia and Australia.

• Rapha has held rider engagement and overall growth of cycling as their major goals since
the founding of the clothing brand, so the idea of the Rapha Cycling Club has always
been close to the heart of the founders.
 What is interesting about this community?

• Beyond just building a community of like-minded, welcoming bike riders, RCC is about bridging the global
& the local.

• RCC members-only app connects riders, letting any member plan a ride anywhere to bring others in. It’s a
pretty nice app that brings together more like-minded riders.

• Each year, the Rapha Cycling Club travels to the most beautiful riding destinations in the world on special
cycling trips available only to members. Summits are the highlight of their calendar, fully-supported long
weekends with curated routes, ideally-located accommodation and a limited edition jersey.

• RCC also offers some other interesting benefits like support at big global sportive rides, a new Yellow Jersey
health & bike coverage insurance that protects you when traveling internationally, and partner company
discounts from the likes of Wahoo, Zwift, Sherpr & more.
 BRAND LOYALTY
• Exclusive early access to all of Rapha's limited edition and major new releases.

• Early access to all seasonal sales.

• An extensive range of members-only RCC products and special editions with selected
brands.

• Half-price express shipping on all orders.

• Exclusive riding trips and access to fully-supported RCC Summits along with priority
access to key Rapha events.

• Half-price coffee at 21 Rapha Clubhouses and a network of global partner cafes.

SOCIAL MEDIA
GLIMPSES OF RCC