Rapha Clothes USA Cycling, Sets Stage For Profit Again Amidst Ongoing Financial Reset

October 20, 2025

There are two big bits of Rapha news officially out that have been circling in the rumor mill for the past week – Rapha will outfit USA Cycling from 2026 through the end of 2029, and Rapha’s latest annual financial statement again showed big losses.

The first is really interesting after the recent end of their EF Pro Cycling partnership, signaling that not only is Rapha staying in the professional and elite cycling sphere, but is branching out a lot to cover more disciplines, including paracycling. A big driver of that deal is the goal of helping USA Cycling athletes haul in a record number of medals when the Summer Olympics return to the states in Los Angeles in 2028. And of course, rebuilding loyalty and growing the brand in the United States along the way.

Why has Rapha partnered up with USA Cycling to outfit the national team in Rapha kit for the next 4 years?

The most obvious answer is that they saw what the 2012 London Summer Olympics did to boost interest and participation in cycling in the UK. And Rapha thinks the much bigger US market has the potential to take it even further with the 2028 Los Angeles Summer Olympics on the horizon. At the same time, Rapha has been on the ground in the US since they opened an RCC clubhouse in San Francisco in 2008, yet US sales put the market only in 3rd position behind the UK & Germany, accounting for 20% of their revenue, and offering plenty of room for growth. Bike Rumor