Rapha Engages Cyclists With Community-Driven App

Rapha Engages Cyclists With Community-Driven App
Brand Immersion

The brand is making it easier for customers to find a riding community, offering members access to social calendars, cycling maps and messaging

Rachel Gonzalez
  • 14 june 2018

Sportswear brand Rapha is rolling out an app to make it easier to take part in its cycling community. The Rapha Cycling Club (RCC) app gives users access to meetup and social calendars, hands-free navigation systems and messaging to keep in touch with fellow cyclists. This app will give club members full access to the rest of the community, both in their local cycling chapter and worldwide.

Group rides can be dozens of cyclists strong, and these meetups act as a huge part of Rapha’s brand—as well as free street advertising. By making the club aspect of the brand more accessible, RCC is catering to consumers’ desire for physical connections and events. As PSFK notes in our recent report, the CX Playbook, customers are finding increasing value in physical connections, real-life events and memory-building experiences.

Brands like Rapha serve as a gateway to a larger community using specialized events that ignite the passions of their fans. Plus, facilitating real-world connections—with a little help from technology—is an opportunity for Rapha to strengthen its own brand and build deeper roots within its customer base.


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