In 12 years, what Rapha did was tap into the desire of cyclists that compete, but were frustrated with the pro racing circuit. They created a brandless brand for people who prefer to represent themselves, rather than be a rolling billboard marketing a professional team.
PRI's The World story with quotes from Bike Hugger contributor David Schloss.
Bike Hugger® is bike culture blogged. As a group blog, with different voices, we cover diverse topics, but the bike centers us. You won’t find a marketing box to put us in or a label to slap onto what we do. Much of it is in the moment and we try to do interesting, epic stuff.
We also believe the bike is a connector with web designers, developers, and creative professionals. That’s why you’ll find us at events like SXSW with our Mobile Socials
For the past 8 years we’ve built an audience on our blog and in social channels, like Twitter, G+, Instagram, Flickr, Facebook, and Tumblr(s). We publish photos on Flickr, videos on YouTube, and podcasts on iTunes.
Each month in our magazine we cover diverse topics in longform with the bike centering us. We believe it's a connector and the context for what we write about. We chase interesting, epic stuff and share our opinions about what we've ridden and where. Subscription revenues directly support the writing, editing, and production of our Magazine. It’s ad free and published monthly on iTunes and the Web.
A Big Tip Jar
Tugboat Yards is a platform for publishers to get support directly from readers for ad-free content and we use it like a big tip jar. It helps us pay our mechanics, editors, and photographers, or underwrite a whole issue if you're a big tipper.