"The first is really interesting after the recent end of their EF Pro Cycling partnership, signaling that not only is Rapha staying in the professional and elite cycling sphere, but is branching out a lot to cover more disciplines, including paracycling. A big driver of that deal is the goal of helping USA Cycling athletes haul in a record number of medals when the Summer Olympics return to the states in Los Angeles in 2028."
"And Rapha thinks the much bigger US market has the potential to take it even further with the 2028 Los Angeles Summer Olympics on the horizon. At the same time, Rapha has been on the ground in the US since they opened an RCC clubhouse in San Francisco in 2008, yet US sales put the market only in 3rd position behind the UK & Germany, accounting for 20% of their revenue, and offering plenty of room for growth."
Rapha will outfit USA Cycling from 2026 through 2029, expanding beyond its EF Pro Cycling partnership into multiple disciplines including paracycling and aiming to support medal performance at the 2028 Los Angeles Olympics. The partnership targets increased brand loyalty and market growth in the United States, where Rapha's sales rank third behind the UK and Germany and account for 20% of revenue. Rapha reported continued significant annual losses but said reporting delays affect the numbers. Company leaders describe a substantial reset already under way and express optimism that operational changes will return the brand to profitability.
Read at Bikerumor
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