Retail
Rapha
Rapha is a cycling apparel company, started in 2004, with the vision of bringing together a community of cyclists. What began with an apparel brand grew to their own Cycling Club in 2015, which has amassed over 16,000 members worldwide. Rapha members are clad in the iconic Rapha gear, but the company runs more deeply than just offering retail - it’s a brand that’s rooted in a love of the sport and dedicated to providing an inclusive community with positive customer experiences.
Summary
Rapha transformed cycling apparel into something bigger - a global community united by a shared passion. They shifted from product-first to lifestyle-first, with stores as living expressions of their ethos and staff who genuinely connect with anyone who wants to ride.
Their unified support system brings everything together - intuitive contact forms, global call-backs, AI assistance - while their $95 membership creates belonging through exclusive experiences and crash replacement services.
This shows us how moving beyond transactions to build community, unifying touch-points seamlessly, and positioning staff as lifestyle advocates can transform retail into relationship.
Support delivery
*Observational only
Insights
Joy
01: Building a brand people live with, not just buy from
Rapha have reframed the way they sell apparel - shifting from a product-first mindset to building a “lifetime” brand rooted in lifestyle, belonging, and shared narratives. Their physical stores act as living expressions of the Rapha ethos, while staff serve as extensions of the brand’s promise, offering direct support and genuine connection to anyone who wants to ride.
Opportunities for our work
Opportunity Area
IRL + online "Lifestyle Hubs"
Most common customer issues can be solved quickly through AI or online support. But for more complex and specific problems, people often crave knowledgable human support. There's an opportunity to create both IRL and digital 'lifestyle hubs' that capture the power of Apple's products within the context of how they enhance lifestyle or professional goals.
This reframes care as transactional to rich sources of information and expertise, deepening trust and cultivating a sense of community through the care process.
Opportunity Area
A community powered by the power-users
Given the nuances that come from troubleshooting both hardware and software, there's an opportunity to tap into the vast knowledge of Apple's own customer base and position certain voices in a meaningful way.
RCC could provide a support tier that's not just about faster service, but about joining an exclusive community where information is shared by Apple experts and relevant power-users. This cultivates communities that can tap into local needs and creates 'ambassadors' who gain a platform to teach and meaningfully connect.
These support stories have the potential to amplify Apple's brand while also diversifying their support resources.
