Rapha CEO Fran Millar Charts Women-Powered Future Despite Financial Struggles
Rapha, the British cycling brand, is looking towards a promising future, particularly in the growing women's cycling sector, despite facing financial challenges for seven consecutive years. The brand's latest accounts show a pre-tax loss of £22.7 million ($29.5 million).
Fran Millar, the new CEO who took over in 2025, is steering Rapha towards a women-powered future. She has a proven track record of transforming brands and driving profitability, which is crucial for Rapha's turnaround. Under her leadership, Rapha is investing in both beginner and elite female cyclists, assembling a strong roster of sponsored athletes to ensure world-class products and shape the brand's narrative.
The Rapha Women's 100 event, an initiative to encourage more women to cycle, has seen steady growth over the past decade. The latest year saw a 40% increase in participation, making it the biggest year yet. This growth reflects Rapha's commitment to inclusivity, storytelling, and community-building to attract women who bike. The brand is also expanding its vision of the 'Rapha rider' to include diverse groups, such as Muslim cyclists, with products like a cycling-specific hijab.
Despite financial struggles, Rapha's future looks bright, with a focus on the growing women's cycling sector. The brand's new CEO, Fran Millar, is leading the way in women's cycling, aiming to make Rapha the go-to brand for women who bike. With initiatives like the Rapha Women's 100 event and a commitment to inclusivity, Rapha is poised for a turnaround.
