RetailCraft 54: "You just go faster" - in conversation with Joel Natale, Chief Commercial Officer, Rapha

You Just Go Faster: Cycling, Community and Commerce with Rapha's CCO

This episode of RetailCraft takes us inside premium cycling brand Rapha, our host Ian Jindal chats with Joel Natale, Chief Commercial Officer, at Rapha's London headquarters. Their conversation explores how this 20-year-old brand transformed cycling culture, built a powerful community, and continues to balance premium positioning with growth.

 

[00:00:00] Introduction to Rapha and Joel's Role

[00:01:00] "Changed The Sport": Rapha's Market Impact

[00:06:52] "More Than Just Shops": The Clubhouse Concept

[00:11:16] "Suffering Together": The Community Philosophy

[00:15:50] "The Rapha Cycling Club": 10 Years of RCC Membership

[00:18:23] "Product Longevity": Sustainability and Repairs

[00:23:57] "I Won't Be A Lifer": Joel's Cycling Industry Journey

[00:27:19] "Incredibly Lucky": From Brompton to Rapha

[00:30:37] "A Relentless Desire to Understand the Customer": Brand Leadership

[00:34:27] "You Just Go Faster": Rapha's Future Direction

Rapha's Origins and Market Position

Joel introduces Rapha as a 20-year-old cycling brand founded by Simon Mottram in 2004 that "really changed the sport" and how people engage with cycling. Rapha entered a market divided between established performance brands and cheaper, poorly fitting products, with Mottram's vision to create "a more discerning and thoughtful product brand" engaged with cycling culture.

Rapha revolutionized the industry with its bold pricing strategy, setting retail prices approximately three times the market average. This approach initially shocked consumers but transformed industry standards, with other brands taking nearly five years to realize they could also aim for premium price points.

Though the brand has expanded its range to serve diverse cyclists across price points and terrains, Rapha remains firmly positioned as a premium brand sitting "top halfway to the top" of the market.

Clubhouses: More Than Just Shops

One of Rapha's most distinctive innovations has been its clubhouses. These aren't simply retail spaces but community hubs where cyclists engage with the brand and each other. When Rapha introduced this concept around 2010-2012, cycling-focused cafés where riders could bring their bikes inside was revolutionary.

The clubhouses serve multiple purposes beyond retail. As Joel explains, "On a Sunday afternoon, you give people a space to watch races. On a Wednesday morning, you give them a space to go after they've trained." This community-building approach reflects Rapha's broader mission to grow the sport rather than just sell products.

Rapha strategically locates its clubhouses in major global cities and "culturally important cycling locations" such as Mallorca and Boulder, Colorado—choices that might not be obvious from pure data analysis but make sense for a brand deeply connected to cycling culture.

The Rapha Cycling Club (RCC)

The Rapha Cycling Club celebrates its 10th anniversary in 2024. Unlike conventional loyalty programs focused on discounts, RCC was built around creating an actual cycling club where "people might meet and ride together, race together."

RCC offers tangible benefits including half-price coffee at clubhouses, organized rides, bike hire, and access to exclusive club kit at more accessible price points. While Joel acknowledges that the club "peaked in COVID" and needs reinvigoration, he emphasizes that for many members—especially those living near clubhouses—the benefits and community connections remain valuable.

Sustainability and Product Longevity

Cycling inherently offers sustainability advantages as an environmentally friendly transportation option. Rapha's focus on high-quality products naturally aligns with sustainability principles, with Joel mentioning he still owns and uses a Rapha jersey from 2008—illustrating the brand's commitment to durability.

The company maintains repair services in the US, UK, and Europe, reflecting its commitment to product longevity. Beyond repairs, Rapha has expanded its sustainability efforts to include carbon emissions management and increased use of "environmentally preferred materials," while acknowledging the challenges specific to cycling apparel, which often uses multiple materials for performance requirements.

Industry Passion and Future Direction

Joel's career has been entirely within the cycling industry, beginning part-time at Evans Cycles while at university before joining their purchasing department after graduation. Despite initially thinking "I won't be a lifer," h