.png)
For decades, cycling in the United States has lived in the shadow of its European counterparts. While American riders have occasionally broken through with flashes of brilliance — from Greg LeMond’s Tour de France victories to Sepp Kuss’ 2023 Vuelta a España triumph — the sport’s infrastructure, visibility, and cultural footprint have often lagged behind. But now, a new partnership between Rapha, the renowned British cycling apparel brand, and USA Cycling aims to change that.
Together, they’re setting the stage for what both organizations are calling a “golden age of American cycling.” Their ambitious collaboration seeks to grow participation at all levels — from grassroots riders discovering their first group ride to elite professionals competing on the global stage. The goal isn’t just to produce more champions; it’s to build a sustainable cycling culture that thrives across the country.
The Vision: More Than Just Winning Races
When Rapha first entered the American cycling scene, it wasn’t simply about selling jerseys or kits. The brand’s identity has always been rooted in storytelling, community, and elevating the experience of riding itself. Now, by joining forces with USA Cycling, Rapha is extending that philosophy beyond aesthetics — into the heart of American cycling development.
The partnership’s mission revolves around three pillars: inclusivity, accessibility, and excellence. The idea is to make cycling a sport — and a lifestyle — that everyone can connect with, regardless of background or ability level.
“American cycling has a proud history, but the future depends on engaging the next generation in a way that’s meaningful and sustainable,” said Brendan Quirk, CEO of USA Cycling. “With Rapha’s support, we can invest in grassroots programs, talent development, and the culture that surrounds the sport.”
In other words, the collaboration isn’t just about producing medals — it’s about making cycling matter again in the U.S.
Investing in the Future
The new initiative includes a major investment in youth development, collegiate racing, and women’s cycling — three areas that USA Cycling and Rapha both agree have untapped potential. Through programs designed to lower barriers to entry, the partnership will provide new funding for local clubs, youth academies, and training camps across the country.
For young riders, that means better access to coaching, equipment, and mentorship opportunities. For collegiate programs, it means renewed visibility and support to help bridge the gap between amateur competition and the professional ranks. And for women’s cycling — a rapidly growing segment of the sport — the focus will be on ensuring equitable resources and representation at all competitive levels.
Rapha, known for its dedication to elevating the cycling experience, will also take the lead in creating community-based events and storytelling campaigns that celebrate diverse voices within the sport. Expect to see new content, films, and digital series spotlighting the journeys of American riders — not just the pros, but also the everyday cyclists who embody the sport’s spirit.
A Culture Shift on Two Wheels
Cycling in the U.S. has always faced unique challenges. Infrastructure in many cities remains unfriendly to riders. Recreational cycling often gets overshadowed by more mainstream sports. And at the elite level, the shadow of past doping scandals still lingers in the public imagination.
But Rapha and USA Cycling believe those challenges can be transformed into opportunities. The push isn’t just about competitive racing — it’s about transforming how Americans view cycling in everyday life.
The partnership plans to integrate advocacy efforts that support safer streets, improved bike infrastructure, and community engagement. By positioning cycling as both a competitive sport and a sustainable lifestyle, the initiative aims to make it more accessible and culturally relevant.
“Cycling is more than a sport; it’s a movement,” said Simon Mottram, Rapha’s founder. “Our goal is to make the U.S. one of the most exciting places in the world to ride — whether you’re training for the Olympics or commuting to work.”
That sentiment captures the essence of this collaboration. By aligning USA Cycling’s competitive infrastructure with Rapha’s cultural storytelling and design sensibilities, the two organizations are building not just faster athletes — but a stronger identity for American cycling as a whole.
The Road to Paris and Beyond
In the short term, this partnership also plays a role in supporting USA Cycling’s high-performance teams as they prepare for the 2028 Los Angeles Olympics. The home Games present a once-in-a-generation opportunity to showcase American cycling talent on the global stage.
Through Rapha’s sponsorship, U.S. national team riders will be equipped with state-of-the-art kits and performance wear — gear designed not only for speed but also to reflect American cycling’s new visual identity. The kits will blend high-performance materials with sleek, modern design, symbolizing both heritage and progress.
More importantly, the partnership ensures that resources are distributed across the development pipeline. The same level of innovation and attention given to elite riders will extend to the grassroots level, ensuring that the next generation of cyclists feels supported from day one.
Pedaling Toward a Golden Era
If this vision comes to fruition, American cycling could experience a transformation similar to what Rapha achieved in the U.K. over the past decade — helping elevate Britain’s cycling culture from niche to mainstream. The United States has all the ingredients for a similar rise: vast landscapes, passionate communities, and a growing interest in sustainable transportation and outdoor recreation.
By merging USA Cycling’s competitive legacy with Rapha’s cultural influence, the sport could finally bridge the gap between the professional peloton and the average weekend rider. The ultimate goal? A cycling ecosystem that inspires pride, participation, and long-term growth.
As Mottram summed it up perfectly: “We’re not just designing jerseys — we’re helping design the future of cycling in America.”
