In a surprising turn for the cycling community, Revel Bikes, the Colorado-based boutique bike brand known for its innovation and high-performance builds, is shutting down just days after unveiling new models at Sea Otter Classic 2025. As first reported by GearJunkie, the brand cited the loss of its financial safety net as the reason for its closure and confirmed it is beginning an “orderly wind down” under the control of a bank.
“All good things must come to an end, but what a ride it’s been,” said Revel’s Chief Financial Officer, Ola Verploegh, in a LinkedIn post. “Though the Revel name may be taking its final bow, the spirit of innovation and the love for the ride will live on.”
Founded in 2019, Revel quickly established a reputation for top-tier carbon mountain and gravel bikes like the Rascal and Ranger. Its direct-to-consumer model and carbon fiber expertise – partly through its in-house FusionFiber technology – earned it a devoted following.
The brand’s closure echoes last year’s Sea Otter surprise when Kona Bikes announced its shutdown shortly after debuting a new model. Despite hopes for a buyback, as happened with Kona, there is no indication of such a move for Revel.
GearJunkie noted that Revel had consistently produced bikes that rivaled larger brands in performance and quality. Its sudden collapse underscores the ongoing financial pressures in the bike industry, exacerbated by inflation, tariffs and a downturn in discretionary consumer spending.
