What Happened To Rapha? An Industry Expert & Brand Strategist Break It Down

Well, Juansi Vivo, thanks for coming on, man.

I appreciate you jumping on so quickly.

You know, we wanted to talk a little bit about what's happening over at Rafa.

And this is a topic that I've sort of been quiet about.

I love talking about this brand because they are kind of a lightning rod.

They've always been a topic that... brings a lot of emotion in people just because of the way that they sort of upended the cycling business for people that weren't around in 2010, 2012, 2015, they just came in and smashed everything.

Like not, not in a bad way.

They just, they showed everybody how it was done.

And it really was a sight.

It was really impressive when they came in.

Now, as we see in the news cycle, Fran Miller, who was the CEO that was brought on two years ago, was let go recently.

And she is a highly respected person in the industry and I think would be the third CEO in the last... five or six years, their revenue numbers are really not great and their profit numbers are even worse.

So just looking at the numbers in 23, they did 110 million in revenue with about somewhere between five and 10 million in losses.

We're talking about pounds in 24.

So they went from 110 million in 23 to 96 million in revenue in 24 with a 15 million pound loss.

And then 89 million pounds.

So from 110 to 96 to 89 million pounds in revenue.

And the loss ballooned to 25 million in pounds, which is, I don't think you can do much worse than this.

So anyway, I'm opening it up.

I appreciate you coming on.

And I don't know, where do you want to start? What's kind of your first impressions on what's happening over there?

Well, right now, it's all full of red flags.

Wherever you look at, it's full of really alarms going off big time.

The numbers you just mentioned, I think it's nine years in a row with losses, if I'm correct.

That's a huge red flag.