Colorado-based premium mountain bike manufacturer Revel Bikes has announced it is shutting down operations, marking another major blow to the cycling industry. Facing post-pandemic economic challenges, supply chain disruptions, and rising competition, the company has been forced to suspend its activities.
On April 17, Revel Bikes confirmed in an email to its dealer network that it had run out of financial resources and that control of the company had shifted to senior lenders. The company has now begun what it called an “orderly wind-down” process and will be selling off its remaining inventory at significant discounts.
Warranty support has been discontinued. However, Revel is actively seeking a partner who could offer servicing options for bikes already sold.
A number of factors contributed to Revel’s downfall:
During the COVID-19 pandemic, the bike industry experienced record sales, but demand significantly declined in 2022 and 2023. Premium brands like Revel became unaffordable for many average consumers.
Global supply chain issues, especially shortages of critical components from Shimano and SRAM, caused major delays in Revel’s production.
Revel had taken on $8 million in secured debt, which destabilized the company’s financial footing. Unsecured creditors are unlikely to recover their investments.
Revel struggled to compete with larger brands like Specialized, Trek, and Evil, ultimately falling behind.
At its peak in 2021, Revel was valued at $50 million. Now, it is attempting to sell off its assets to repay debts. The remaining stock—primarily the Rascal V2, Rail Bandit, and Rail29 models—is being offered at 40–50% discounts.
Revel expressed deep gratitude and sympathy to its employees, partners, and customers. Many have shared their sadness on social media.
One rider named Casey wrote, “This is truly heartbreaking news. Revel bikes were amazing, and they were built by an equally talented team. I bought a Rascal V2 just a few months ago. These are uncertain times. I hope this brand finds new ownership and makes a comeback.”
Revel’s website currently displays a “host error” message, suggesting that its digital services are gradually going offline. Still, some industry analysts believe there’s a chance the brand could be acquired by another investor or bike company—similar to what happened with Cannondale.
Revel’s closure isn’t just the story of one company’s failure. It reflects a larger financial crisis in the cycling industry. The rise of e-bikes, ongoing supply chain instability, and decreasing consumer purchasing power are putting similar pressure on many small and mid-sized brands.
While Revel’s journey may have come to an end, its innovative designs and contributions to the off-road biking community will be remembered. Amid this industry turmoil, there remains hope that Revel could return in the future with a more sustainable business model.
We’re reaching out to those connected with Revel to gather more information. This story will be updated as new details emerge.