There’s been no shortage of ups and downs in the cycling industry for the past few years. From the Covid boom to Covid whiplash, bike brands went from feast to famine, and many are still reeling from the effects. Good news has been in relatively short supply, but Revel’s story is one that reminds us that it isn’t all doom and gloom.
After launching Revel Bikes in 2019 and growing it into a popular mountain bike brand, founder Adam Miller sold it to a private equity firm back in 2021. At the time, he believed “that with more capital and infrastructure, Revel could grow into something even bigger, while holding on to what made it special.”
Unfortunately, that didn’t really pan out, and, as many of you likely recall, Revel Bikes announced that it was shutting down just days after launching new models at the Sea Otter Classic this past April. “This news was truly devastating to me,” said Miller, “I had poured my heart into Revel for the better part of a decade, and I couldn’t just let it disappear.” Just a short month later, we learned that Miller had bought the brand back from foreclosure.
Now, back under the founder’s control, Miller says, “the business is going to be smaller, leaner, and smarter, and the team and I are more motivated than ever to make Revel what we always knew it could be — a responsive, customer-oriented company with incredible, carefully crafted bikes that we want to ride and we think you will too.
The Revel team tells us that Miller, along with the passionate crew working at the brand headquarters in Carbondale, Colorado, “have been working tirelessly to get things back to the core of what originally put Revel on the map: The best carbon suspension bikes and titanium adventure bikes, and trying to provide the best customer service in the business.” Based on the video, it also looks like they’re not forgetting what it’s all about in the first place — having fun riding bikes.
You can learn more about the brand, check out the latest models, or buy a new bike on the Revel website.
