https://www.mtbr.com/threads/revel-bikes-reborn-adam-miller-buys-back-his-brand.1239175/In a year that’s seen more than a few bike industry shakeups, one of the most surprising headlines came not from a flashy new product or a major brand merger, but from an unexpected comeback. Revel Bikes, the Colorado-based brand known for its carbon trail bikes and small-batch ethos, is back in the hands of founder Adam Miller.
After selling the company to a private equity group in 2021 and watching from the sidelines as it quietly faltered, Miller has stepped back in to reclaim and relaunch the brand he started with a small team and big ambitions.
I sat down with Adam Miller for an exclusive video interview to discuss how this all unfolded—and where Revel goes from here. Revel Bikes Is Back
by Pattersnap
6 Comments
thank god. just bought a revel a couple of months before they shuttered and was pissed i’ve have no warrantee
Wild. Cool, the new line of bikes look sweet.
Story as old as the industry going back to BMX
I founded a company with love and intent
For whatever reason I sold it to a private equity firm
They destroyed everything I created the second I left the board
We bought back the name
Happy to see Revel coming back.
Its a shame that Guerilla Gravity couldn’t find a buyer or have Canfield buy the IP & name and continue the brand.
Did the same thing Kona did not too long ago.
Interesting how this happens so often. You’d think the PE groups would want to keep the brands going so they can continue to make profits, but over and over they fail. I’m not business person so maybe it is the best way for them to make money and get out, and then repeat with another brand.
But good to see how often the original ownership returns.