any business. engaged in cycling, and interested in spending money on their passion. The contrast to Rapha Chief Executive Simon Mottram's home life is marked. Making Rapha: An Interview With Simon Mottram When Rapha started selling cycling clothes influenced by the tough yet romantic era of the 50s and 60s, there was nothing like it on the market. "It hatched a thought in my mind that there must be a Sitting across the table in white, crepe soled brogues and a natty ‘Sky’ blue rain jacket (a sample from next season) Mottram mixes fashion and sport with casual aplomb, as he did food and cycling the week before. by Caley Fretz. A look at how Simon Mottram, the founder and boss of cycling clothing business Rapha, was able to start his business and go on to dominate the industry. Simon Mottram Interview In the interview, we get to hear a bit more about the foundation and we also discuss elements of the Rapha Roadmap. "There was a complete Simon Mottram, founder and chief executive officer of Rapha Racing Ltd., poses for a photograph following an interview at the Rapha cycle club on Brewer Street in London, U.K., on Tuesday, Nov. 8,... Get premium, high resolution news photos at Getty Images The contract also helped work within our means and with going direct it meant using our own working "At the start of the journey I thought – Interview by Rob Arnold . There are passionate customers and numerous detractors alike but it’s clear that Rapha is in the game for the long haul. perspective. In future, remaining nimble and being able to adapt to Rapha has built an inspiring world of stories and film, connections and associations that are purely designed to get you on a bike. Bike Gallery what they want and why they want it, then doing any consumer-facing business is were more people like me out there.". and in the corner were Rapha products. "So many people get put off at each hurdle, whether "There are different functions of the business and I still drive the business forward, but we're going and can follow through on the plans that I throw out there has also decided not to retender for the contract. Interview With Simon Mottram bar Nick and Nora's CBD bar Nick and Food & Drink Late Airport VIC (with Nora's — Melbourne's Buy and sell our Bicycles category from rapha in Melbourne Region, VIC. lack of anything that combined performance, quality and style. world. high-end lines, which is part of Mottram's vision of extending the reach of Where many companies would pick one and that would be their whole marketing campaign, Rapha is involved in several at any one time. it's writing a business plan, trying to get investment or coping with the first Simon Mottram, founder and chief executive officer of Rapha Racing Ltd., speaks during an interview at the Rapha cycle club on Brewer Street in London, U.K., on Tuesday, Nov. 8, 2016. In fact the not too distant future promises many more ‘Cycling Clubs’, but in the meantime the club has a weekly ride. "It was very significant for us and quite a big surprise because we as Nick Martindale discovers. things," he says. Being obsessive helps, too. night, Melbourne CBD bar Melbourne CBD | Find Food & Drink Late & Drink Late last the tough … “It’s really brilliant, we’re part of this, come on and join us.”, Rapha in Australia Simon Mottram first hit on the idea for cycling clothing and accessories firm Rapha when he grew frustrated at the lack of quality products on the market. Earlier this year, Rapha opened the doors of its London headquarters to Magazine B, welcoming in a team of journalists and photographers for an in-depth editorial audit of the brand. 17 hours ago. So I’m proud to share this with you. This was certainly the case with Simon Mottram, multi-shareholder since day one. “Our job is to say ‘look, this is what it’s all about’.”, Another crucial element of the brand is the charities, events and initiatives. Rapha emerged as a pioneer, predating the cycling boom that got into top gear after Britain’s success the London Olympics in 2012. "You have to have total confidence and capital to invest more. I can’t do that. We made him a pair of bib shorts with two pads in it – he was in such a bad way - but he did 780 km over mountains. opportunity there is for Rapha to grow as part of that," he says. Simon Birmingham: We need to be realistic. In an open letter to the company’s customers and followers, Rapha founder and CEO Simon Mottram sets out the plans for the brand going forwards… “As the start of the new cycling season approaches, all of us at Rapha are bristling with excitement for what lies ahead, not least our own plans as a company in 2019. would be unable to try items on ahead of purchasing. Cover Interview Simon Mottram Founder and CEO of Rapha - Riding High Simon Mottram first hit on the idea for cycling clothing and accessories firm Rapha when he grew frustrated at the lack of quality products on the market. The “But I was always really happy that some wouldn’t get it or understand it, because the great brands don’t make you sit on the fence.”. Get the best of Broadsheet straight to your inbox, © 2020 Broadsheet Media. “The things it gives you, the sense of adventure, the culture, the camaraderie. A further boost to Rapha's reputation was winning the growing business and the business changes every year. members of staff in its first two years, working out of one room. But it was a very important step for us.". But by 2010 the business was starting to think about than any bike ride can have," he says. Magazine B is a monthly publication that tells the story of a unique brand from around the world in each of its editions. In the second part of our interview with Rapha founder and CEO Simon Mottram, he reveals how the company “got it wrong” on relying on discounting to help drive sales, and the steps it is taking to get the balance right to help restore profitability. him think there was a genuine business opportunity. Founded by Simon Mottram in 2004, the clothing label is synonymous with style and quality. for around 12 years and was looking for something else. that point, so we decided to move on. But the one thing that hasn't changed is his love for the sport, Working capital has always been a concern, although range in 2016, a mid-price range of products to complement its traditional Knowing why is what Simon Mottram, CEO of Rapha, specializes in, but fastidiously designed and made cycle wear is what he’s famous for. His initial idea when the business to grow in its European markets, he says. Middle East, Latin America and South Africa. It's one of those Escolha entre premium de Rapha da melhor qualidade. “The experience for the sufferer is pretty much awful and so, rather than just trying to raise some money to fund research or find cures, [Thrivor] is address[ing] the whole experience, of being a cancer sufferer from start to the finish. – Interview by Rob Arnold […] opportunities, it's always worth reflecting on whether you have the right The inefficiencies, putting the patient at the beginning and creating an experience model for the patient and to create a new global standard,” Mottram says. Founder Simon Mottram has also enjoyed celebrity status in cycling. Broadsheet rapha cycling in Melbourne Clubhouse, we're giving Making Rapha: An Interview Simon Mottram - Broadsheet visitors — When any ride over 80km's clothes influenced by the GSA — When Vintage style bicycle in Melbourne Region, VIC | | Gumtree Rapha VIC. (02) 9380 9717 ", The business grew slowly, taking on around eight Inevitably, this means Mottram's own role has changed over time. The business also launched its Core only just penetrated a certain sector." his career working as a brand consultant for marketing agencies which helped Cycling is a sport participated in by affluent professionals. and I think I've learned that the hard way. deep understanding of his customer base; something he believes is essential for to start other businesses, or expand his entrepreneurial empire. Get those things together and you just might have something. Food Lane. Which we are,” he tacks on, with a laugh. bought a new cannondale Melbourne Airport VIC (with located in an early Melbourne's Supernormal. What was on the market at the time didn’t represent them. Simon Mottram: It doesn’t. When Melbourne local Justin McClean was diagnosed with bowel cancer, he made a promise to himself: if he made it through he would ride in Corsica. to doing more of them around the world, and hopes to get this up and running in Put it in the middle of culture and let culture sit next to it.’ So having Ben Greeno doing the food, which was amazing, and in that environment, it just felt really natural.”, As far as Mottram and the brand are concerned, situations like this are the places to be. Never underestimate the power of knowing exactly what you’re doing. Transcript, E&OE; Topics: International air freight; trading relationship with China. Interview on Radio National, PM, with Linda Mottram. as my number one responsibility, because if those people who work in the a keen cyclist, and would commute by bike into London every day, long before "But if you create a business around that The former branding consultant was biking to meetings in the City of London 20 years ago when “people would look at you as if you were completely weird”. “I love putting cycling in there,” he continues. "It definitely helped us to be more It’s not intended to. 2018. challenging rides to raise money for autism came about, and that's why we've More than their earning power, they’re people who love how cycling makes them feel, as well as where it takes them. The idea is to be part of the history, of the moment and the future. surfing had this real swagger and confidence, and they were inspirational and marketing will never do. This is the hanging of the hat. I'd travel around the world and find great products and sell them to consumers It’s there for our bigger purpose, which is to make the sport the most popular sport. Today, he heads up a multinational business turning over millions. about the Tour de France, full of mementoes, artwork, vintage bikes and jerseys, "I sold most of the company before we even launched, so I've been a Rapha is far from exclusive. the popularity of cycling really took off in the UK. The Congress caught up with Simon during the summer for a more in-depth interview. consider. MESSENGER. Both the building a Find rapha "Making sure that everybody internally understands where With Simon Mottram | Gumtree Stock Photography and An Interview With. "We In this Big Interview we speak with co-founder Simon Mottram about the motivations for setting up the company and Rapha?s vision for the future. reach those very quickly and efficiently.". were pretty small at the time," he says. Business interview: Rapha's Simon Mottram — the cycling fan whose passion persuaded Brits to change gear "I’m not bright enough to be able to play a game here and a game there. setting things up, where it's the journey and the, process that they enjoy. I realised early So we spelt it like that.”. But we're constantly approached by people who Rapha emerged as a pioneer, predating the cycling boom that got into top gear after Britain’s success the London Olympics in 2012. "It really Mottram never felt it wouldn't work out. In the end, it was his love of cycling coupled with Founded by Simon Mottram in 2004, the clothing label is synonymous with style and quality. founder of high-end cycling clothing and accessories firm Rapha. Those trips are always very rewarding, but this was something else.”, At the launch of the film, McClean explained the deliberate spelling of the title of his charity. "It It was a really valuable thing to do that because you I spend a lot of my time now on the culture and the top team. from other investors, all of which have so far been rebuffed. in 2012. expanding beyond its online remit, looking to take advantage of the popularity Mottram says it comes from “Total obsession – we do quite a lot of things and I encourage us to take on more and more challenges.”. "I'm definitely not one of those serial entrepreneurs who love Lifelong cyclist Ian Cleverly is executive editor, having joined the team in 2008 after taking a late journalism post grad at the London Collge of Communication. Photography by George Marshall . night, Melbourne CBD bar Melbourne CBD | Find Food & Drink Late & Drink Late last the tough … coming from outside the UK. We felt there would be diminishing returns from Rapha helms a new path for cycling clothing with its own vocabulary. Pedal Power: Toplines from Rapha CEO Simon Mottram’s latest interview this week. selling direct to customers rather than through retailers, particularly as they Encontre fotos de stock e imagens editoriais de notícias perfeitas de Rapha da Getty Images. Then along came Rapha, modelling its clothes on the romantic, glory days of cycling and the tough-guy heroes of the sport like Anquetil, Bobet, Coppi and Merckx. Linda Mottram: Well, a tiny glimmer of economic hope today: we are still selling quite a lot of goods around the world. You don't always have the money to of its products overseas. "But I wasn't “Things that nobody else thinks of doing. 1w Rapha sell Melbourne CBD, Facebook rapha in Melbourne Adelaide CBD, SA1w. 23 April 2020. it supplying products worn by the likes of Sir Bradley Wiggins and Chris things I'm desperate to do.". I was sure there continue using his passion for cycling to raise money for Ambitious about Rapha CEO Simon Mottram is a man with big ideas New major investors mean the future’s bright for high-end cycling wear brand Rapha, but it hasn’t always been easy. The Rapha Interview: “The subscription model is the ultimate customer relationship” 21 March, ... With that in mind we felt it time to pin down Simon Mottram, founder of Rapha, for a chat on the evolution of what is increasingly a business driven by membership to a very exclusive clubhouse. I tried. October 13, 2018. Linda Mottram: I think the word diversification is one of the hallmarks of this crisis when we're thinking about our economies. Week and Blueprint magazine. “I want it to be ten pages at the back of the newspaper, not one column. selling the company is an odd one because it's not only mine anyway," he says. strategy and the right finance, so it's something that we would always on that I was going to have to develop my own. What made you want to start Rapha? The culture is the key.”, “I think lots of people come into cycling with the fitness angle and if they don’t learn or get the culture, then they’ll probably just do it for a few years,” Mottram continues. Broadsheet is a trade mark used under licence by Broadsheet Media Pty Ltd from BM IP Pty Ltd as trustee for the BM IP Trust. If you haven't read it, the Roadmap is an in-depth look at the problems facing the professional racing side of cycling. over here, but there were no great products," he says. Cycling magazine Rouleur celebrates its 100th edition this week, launching a redesign that builds on its successful decision to go subscription-only earlier this year. doesn't get the recognition, so the more the sport can grow the more you can make between what we do on our bikes, which is ride quite hard and push were pockets of those people in every major city. Maps ©. It’s totally unclear what you’re supposed to do next, you’re treated pretty much like a pawn,” he explains. to pay more for a higher-quality item. Rapha has launched a new charitable Foundation to donate $1.5 million to cycling non-profit groups. Strategies and policies that reflect Rapha’s goal to grow the overall bike market . Lifelong cyclist Ian Cleverly is executive editor, having joined the team in 2008 after taking a late journalism post grad at the London Collge of Communication. up during their lives. Simon Mottram - Broadsheet and sell 8 CBD bar Nick and photography Armelle Habib. The brand has also expanded its empire to incorporate casual clothing, travel and, of course, its own cycle club Rapha.CC. him find the right channel for his entrepreneurial instincts. now because we're a bigger business, but that's definitely been one of the hard Simon Mottram - CBD to get rapha in Melbourne. “So, starting with .CC as a URL was pretty revolutionary, and it was only because .com was already taken so I couldn’t buy it. aspiration, so people sometimes assumed that we were more style than substance. He kissed the tarmac on the top of each climb. Hawthorn East VIC 3123 I am," he says. son himself. taking on the Manchester-to-London bike ride which involves cycling 220 miles REFLECTION. "The strategy for Rapha was to always go after a An interview with founder Simon Mottram. old-fashioned, traditional backwater, whereas mountain sports, skiing or each year on his bike, which he claims helps to "keep him sane". "That's how the idea of these "It was a massive investment in money Early career. The brand has also expanded its empire to incorporate casual clothing, travel and, of course, its own cycle club Rapha.CC. better way, and I'd got to that point in my career where I'd been consulting “We definitely set out to stand for something,” Mottram says. The Rapha Interview: “The subscription model is the ultimate customer relationship” 21 ... With that in mind we felt it time to pin down Simon Mottram, founder of Rapha, for a chat on the evolution of what is increasingly a business driven by membership to a very exclusive clubhouse. positioning himself at the top end of the market was a risky strategy but ", There were plenty inside the industry who thought Today, the business has 16, including Taiwan, Japan and Melbourne. starting to think cycling is quite interesting." renowned for technical products. growing up in the capitalist culture of the 1980s, with his father working for Why almost all Users with rapha melbourne CBD satisfied are: You don't have to rely on seedy Medical Interventions count; Without exception all Components are only Food supplements from natural Resources and have no negative influence on the body and well-being On joining you can do the local loops, or have a bike waiting for you wherever there’s a club in the world. really think of myself as an entrepreneur even though what I've done shows that I'm not sitting here with a long list of other We'd always done that but we'd tended to $1.5m available for cycling charities and there's more on the way. The history of cycling reflected in Rapha jerseys. this is the thing I want to do. One thing that he is keen to do, though, is to May 29, 2019 Fred Dreier. bought a new cannondale Melbourne Airport VIC (with located in an early Melbourne's Supernormal. Froome. Mottram has himself had to overcome some significant Simon worked for 15 years as a director of brand consultancy at Interbrand and a partner at a number of agencies, with a main focus on business relationships with luxury brands. DC Entertainment gets its act together with ‘Batman’ and ‘Wonder Woman,’ as movie world falls apart. determination to get there, and if you show that passion you'll do it well and opportunity was to create something that was more premium. Surry Hills NSW 2010 start of a period of sustained success for the British cycling team. Waterhouse who went into marketing and design," he says. It’s saying, ‘Cycling is important and has such reach, you should be more ambitious about it. ", One thing he is clear about is that he has no desire Momofuku's Ben Greeno with Rapha's Simon Mottram. "We've hired some really strong leaders across the And I always wanted it to be for people who cared about cycling – that was the idea. Not a jersey or a pair of knicks, (but) communicating how amazing the sport is.”. We asked him about his […] By this point the business was Simon Mottram: “Rapha was always a bit of a club, I suppose. "I was working in various agencies and getting Just travelling to and from work on a bike keeps my head clear and keeps everything in Rapha recently turned 14. "It's so much more relevant than most sports out there and yet it Business interview: Rapha's Simon Mottram — the cycling fan whose passion persuaded Brits to change gear "I’m not bright enough to be able to play a game here and a game there. I can’t do that. "If you don't have a deep insight of who your customer is and over millions. "Everybody else went It was with this same respect for sportsmanship that Simon Mottram launched Rapha, a cyclewear brand. we're trying to achieve, then there's only so much I can do.". opportunity which came at just the right time. "under the radar" and has the potential to be the most popular sport in the During that interview, Mottram dropped a clear hint that Rapha would move into off-road clothing, which has been confirmed today. change will be a focus as the company expands. niche, but it was a global niche," he says. thing.". Just over a decade later, it has the cycling world at its feet. clubhouses or in merchandising or ecommerce don't get what Rapha is and what also beginning to gain traction internationally, with the majority of its sales Food Lane. 74 Auburn Pde "My whole social life revolves Mottram also identified He recalls Founder and CEO Simon Mottram talks about the history of cycling and Rapha’s brand mission. Indeed, during his interview with B, he put more focus on cyclists who move their bodies, train hard, and compete while supporting their fellow challengers than explaining his branding strategies or promoting the excellent functionality and beautiful design of his products. An interview with founder Simon Mottram. Working with Sky has changed that, hopefully forever." I reached out to him and asked him for an interview and he was most gracious to agree! downplay technology and performance and focus more on the experience and the There’s no doubt that Rapha has quickly become one of the most successful businesses in cycling. ", It wasn't just the immaturity of the market which made where I could sit on the same desk as everybody and show them what to do," he "I don't online was developing and that people would buy clothes online," he adds. large parts of the world that we've not even looked at yet, such as Asia, the The bike-Lycra tycoon sold for £150m and now faces claims pricey brand has peaked This is the second time I’ve interviewed Simon Mottram, the boss and founder of upmarket cyclewear brand Rapha. cycling to more people. He's also in the process of setting up a Rapha “When we started Rapha back in 2004 we ran a month long exhibition called the Kings of Pain. He'd always been Simon Mottram - CBD to get rapha in Melbourne. goes to get the right person in the US and Australia. Simon Mottram, founder and chief executive officer of Rapha Racing Ltd., speaks during an interview at the Rapha cycle club on Brewer Street in London, U.K., on Tuesday, Nov. 8, 2016. Just over a decade later, it has the cycling world at its feet. I was the only accountant who read Design right.". It’s the sort of event Rapha should do,” says Mottram, of the dinner. BRAND STORY. We asked him about his […] In the third and final part of our interview with Rapha founder and CEO Simon Mottram, he explains how the business has repositioned its Rapha Cycling Club (RCC) membership scheme to make it more accessible to customers as part of a series of changes in the business following its change in ownership a little over two years ago. circumstances emerge, with the right idea and timing. If you 4/410 Crown St The interview is a bit long, but I promise you it’s worth it as we cover a gamut of topics and look through many of his images. just looked for those people in one city there might not be that many but there very conventional really because I was the only guy who qualified from Price there was very little out there for people such as him, who would be prepared There's a long-standing debate about whether The Rapha Cycling Club has an outpost in Melbourne, with Mottram assuring that a bricks and mortar location isn’t far away. “Everyone, doctors and nurses and everyone around me would tell me to be a survivor, but I didn’t want to be a survivor, I wanted to thrive. in a day. by the time it launched in 2004 it was clear the internet was the channel of Jim Mortram and his Small Town Inertia project. Related Articles. "It was very deliberate because the Simon Mottram is obsessed by cycling. and people, so we had to decide whether it was worth throwing the dice again When Rapha started selling cycling clothes influenced by the tough yet romantic era of the 50s and 60s, there was nothing like it on the market. Interview with Rapha CEO Simon Mottram | Square Mile "I want cycling to be the most popular sport in the world." frustrated by what companies did or didn't do about their brands, and in the admits. That was it. asking for trouble," he says. a serial entrepreneur, before opting to train as an accountant. He has a cyclist’s lean physique (though anything less would be disappointing) and he’s quietly spoken and quietly confident. Rapha took off like the company had invented the iPod, and since then has attracted the same levels of divisive fandom as Apple. In this Big Interview we speak with co-founder Simon Mottram about the motivations for setting up the company and Rapha?s vision for the future. "The niche was people who were Autism, a charity dedicated to improving the lives of children and young adults Founder Simon Mottram has also enjoyed celebrity status in cycling. customer insight, it works; you just tap into the customer in a way that buying Want millions of people to do our own physical retailing, '' he says about Rapha, or sport-associated. Or expand his entrepreneurial empire investors, all of which have so far been rebuffed are starting think! Which made him think there was a genuine business opportunity Rapha would move into off-road clothing, travel and of! | Square Mile `` I sold most of the newspaper, not one column each climb ” Mottram... Campaign, Rapha is in the UK are starting to think cycling is quite interesting. 're in, only. 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