Branded Club → Rapha® Cycling Club
Here’s the customer retention strategy used by Rapha®
Founders. When building a hobby-driven community as a customer retention strategy, explore how the English cycling apparel brand creates engaging, in-person experiences centered on a shared hobby: cycling. The outcome? Increased Customer Lifetime Value (CLV).
Click on each title to learn more:
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In 2004, brand strategist Simon Mottram and graphic designer Luke Scheybeler found that the clothing they were wearing when cycling the streets of London just didn’t cut it. They set out to create a business by designing a brand around their love for cycling.
Founding Story: About Rapha
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By becoming a Rapha Cycling Club member, here are some of the many benefits included:
Weekly Group Rides with Local Ride Leaders · Early Access to Product Launches and Collaborations · Exclusive RCC Kit and Seasonal Collections · Half-Price Coffee at Clubhouses and Partner Cafés · Members-Only Bike Hire at Global Clubhouses · Invitations to RCC Events · Birthday Benefit and Personalized Club Support · 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, Fully Supported Rides (FAR), and Summits.
Join Activities:
· Join A Day In Hell | Rapha Prestige | Women’s 100 | Festive 500 | RCC Escapes | RCC Summits
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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 the 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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The opinions expressed are solely those of Forms of Recreation and do not necessarily reflect the views of the brand mentioned. We encourage you to conduct your own research before making any purchasing decisions.
