Rapha’s tech rethink helps drive brand mission

Brian Carruthers

Looks at how cycling brand Rapha has rethought its technology approach, embracing composable architecture to find increased engagement and productivity.

“Our mission is to inspire the world to live life by bike,” says Rapha’s Nik Fletcher. And that approach is baked into the cycle-apparel brand’s culture. “Every Wednesday morning we stop working and we go out and ride, either with our colleagues or with customers around the world,” he told the DMEXCO conference (Cologne, September 2023).

That sort of IRL experience is an important part of how the brand engages with consumers: it has 1,000 group rides around the world every month, 23,000 members in the Rapha Cycling Club and 23 stores or “Clubhouses” across different continents. But there’s a...

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