Rapha’s Strategy
Go ahead and explore like a customer the activities, locations, and benefits Rapha offers a community that is into cycling as a hobby, resulting in increased customer engagement.
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In 2004, brand strategist Simon Mottram and designer Luke Scheybeler found that the clothing they were wearing when cycling as a hobby on the streets of London just didn’t cut it, and the sport itself was poorly respected. They set out to create a business, and designed a brand around the love for cycling. The community listened, and it has arguably become the largest and most established brand community for those who are into cycling. Members of Rapha’s community—Rapha Cycling Club—share a passion for the sport by inviting everyone to live life by bike.
Founding Story:
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By becoming a Rapha Cycling Club member, here are some of the many benefits included:
Access To Open Rides, Zwift RCC Team, and Exclusive Events · Bike Hire At Clubhouses · Member Community App · Half-Price Coffee at Clubhouses and Partner Cafes · Etc.
Explore Benefits:
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Rapha offers a number of rides throughout the year, ranging from A Day In Hell to their Festive 500. As an RCC member, you get exclusive access to Escapes and Summits.
Join Activities:
· Join A Day In Hell | Rapha Prestige | Women’s 100 | Festive 500 | RCC Escapes | RCC Summits
More Engagement ↓
With 20+ Clubhouses that include bikes for hire, a coffee shop, free and paid guided rides led by ride leaders, watch parties of major cycling events, and apparel, we are just as surprised as you are that cyclists don't end up living here.
Explore Locations:
· In The USA: Bentonville | Boulder | Chicago | Los Angeles | Miami | New York | San Francisco | Seattle
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The quality of Rapha's video content is designed to resemble full-fledged documentaries, as it immerses you in the joy and pain of cycling. Yes, pain. No one said this hobby is easy:
Watch Videos:
More Engagement ↓
Rapha has a collection of stories for the cycling community. Stories such as the day one discovers cycling, and they days one is reminded why they ride.
Read Stories:
More Engagement ↓
Explore the latest newsletters Rapha has sent out via email, allowing you to stay up to date with what they are offering the cycling community.
Explore Newsletters:
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When you become a member of Rapha Cycling Club (RCC), Rapha offers an app for you to choose from dozens of cycling-focused events, on and off the bike, around the world. Other features? Chat in-app with ride leaders and other members, as well as gain access to Zwift virtual rides.
Explore Apps:
· Learn about Rapha RCC or Zwift x Rapha
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Follow Rapha by joining one of their social media accounts to engage with the latest they have been up to.
Explore Social Media:
· Check out Raha’s Instagram | TikTok | X / Twitter | Facebook | LinkedIn
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The opinions expressed are solely those of the author and do not necessarily reflect the views of the brand mentioned. We encourage you to check the links and resources provided.
