Inside Rapha Racing Ltd.'s Marketing Machine That Helped Make Cycling Cool

A receipt sits under a branded coffee cup in the cafe area at the Rapha Racing Ltd. cycle club on Brewer Street in London, U.K., on Tuesday, Nov. 8, 2016. To keep ahead of the competition, Rapha Chief Executive Officer Simon Mottram says he wants to take cycling from its current status as an almost-fringe pursuit to something far more mainstreamand sell many more $385 riding jackets and $800 leather "race bags" in the process. Photographer: Chris Ratcliffe/Bloomberg via Getty Images
A receipt sits under a branded coffee cup in the cafe area at the Rapha Racing Ltd. cycle club on Brewer Street in London, U.K., on Tuesday, Nov. 8, 2016. To keep ahead of the competition, Rapha Chief Executive Officer Simon Mottram says he wants to take cycling from its current status as an almost-fringe pursuit to something far more mainstreamand sell many more $385 riding jackets and $800 leather "race bags" in the process. Photographer: Chris Ratcliffe/Bloomberg via Getty Images
Inside Rapha Racing Ltd.'s Marketing Machine That Helped Make Cycling Cool
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Credit:
Bloomberg / Contributor
Editorial #:
628701302
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Bloomberg
Date created:
November 08, 2016
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Rights-managed
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Source:
Bloomberg
Object name:
UK RAPHA
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