Many brands are embracing the Long Low Slack geometry trend, but Revel Bikes has taken a more measured approach. Why has Revel opted for geometry figures that are considered relatively conservative compared to some of the more radical designs in the mountain bike industry, especially concerning reach and head angle? This question touches upon the core philosophy of Revel Bikes and their approach to creating the ideal riding experience.
Revel Bikes believes that some geometry trends have pushed too far. While acknowledging the merits of longer and lower bikes, they argue for a balanced approach. Their bikes, including the much-discussed revel bike models like the Rail and Rascal, are designed to be long and low but not excessively so. This philosophy stems from a rider-centric perspective, aiming for a position that feels natural and comfortable for the majority of riders. Revel’s geometry is about finding the sweet spot for body positioning and bike handling, rather than blindly following the latest, most extreme numbers. They strive to create bikes that inspire confidence and control across a wide range of terrains and riding styles.
Sustainability is another cornerstone of the Revel Bikes ethos. The brand’s commitment to environmental responsibility is evident in initiatives like reusable bike boxes, a feature lauded by many in the industry who are tired of disposable packaging. This forward-thinking approach prompts questions about Revel’s material choices, particularly their use of carbon fiber for frames. Carbon, while offering performance benefits, has faced criticism due to its complex recycling process and potentially environmentally intensive manufacturing.
Revel Bikes acknowledges these concerns but emphasizes a pragmatic approach to sustainability. The founder identifies as both an “environmentalist hippie” and a business owner, aiming to integrate these seemingly disparate ideals. Reusable boxes are just the beginning, representing a conscious effort to reduce waste in the bike industry. While recognizing the environmental impact of carbon fiber, Revel emphasizes their partnership with a responsible factory. This factory reportedly operates with high environmental and safety standards, including an organic farm on-site, demonstrating a commitment beyond mere compliance. Revel is also actively exploring recyclable carbon fiber for future revel bike innovations, showcasing a long-term vision for sustainable manufacturing. For Revel, it’s about taking meaningful steps now and continuously improving their environmental footprint as they grow.
The conversation naturally extends to the broader bike industry and its environmental responsibility. Is the bike industry doing enough to protect the environment? Revel offers a cautiously optimistic perspective. Compared to other industries, cycling fares relatively well, largely driven by a passion for nature inherent in the sport. However, significant improvements are still needed, particularly in reducing packaging waste. Revel has even encountered resistance from suppliers when requesting less packaging, highlighting the systemic challenges in promoting greener practices across the supply chain. Despite these obstacles, Revel remains hopeful that the industry can collectively strive for greater environmental stewardship, perhaps starting with collaborative efforts to promote greener packaging and recycling initiatives for materials like tires and metal frames, benefiting all revel bike enthusiasts and the planet.
Beyond environmental concerns, the interview delves into Revel Bikes’ commitment to trail building and advocacy, a crucial aspect often debated within the bike industry. While Revel doesn’t have a formal mandate, their actions speak volumes. Company-wide volunteer days spent building local trails demonstrate a tangible dedication to giving back to the riding community and ensuring access to quality trails. This hands-on approach to trail advocacy underscores Revel’s understanding that great bikes like the revel bike are best enjoyed on well-maintained trails.
The conversation shifts to product development, specifically the possibility of aluminum frames in the future Revel lineup. Currently, aluminum frames are not in the pipeline. This leads to a reflection on the brand’s origins, with the founder’s previous ventures into hardtail brands, Borealis and Why Cycles. What is the enduring appeal of the hardtail, and how does it relate to Revel’s full suspension offerings? The simplicity and direct connection to the trail are highlighted as key hardtail virtues. However, the comfort and capability of full suspension bikes, like the Rail and Rascal revel bike models, offer a different kind of riding experience, especially on rougher terrain. Ultimately, Revel believes in the concept of a bike quiver, where a hardtail holds a valuable place alongside full suspension bikes, each offering unique riding characteristics. The brand’s roots in fat bike culture, where hardtails reign supreme, further solidify their appreciation for the hardtail genre.
Moving to the riding experience itself, what can riders expect when they first hop on a Rail or Rascal revel bike? The key takeaway is a feeling of natural comfort and balance. Revel prioritizes intuitive handling and a ride quality that feels immediately familiar. The bikes are designed to be versatile climbers and confident descenders. The Rail is positioned as an everyday trail bike with ample travel for challenging terrain, including lift-accessed bike parks. The Rascal, on the other hand, is described as playful and incredibly capable on downhills. The best way to understand the Revel ride, according to the brand, is to experience it firsthand.
Tire clearance is another practical consideration for riders. Revel bikes are designed to accommodate tires up to 2.4 inches wide, with many riders successfully running 2.5-inch tires. This generous clearance reflects the modern demands of trail riding and the desire for increased traction and control.
Looking ahead, sponsorship and racing plans are on the horizon for Revel Bikes. While initial efforts will be modest, the brand is open to supporting athletes and events that align with their values. However, the primary focus remains on developing and delivering “super rad, fast bikes for everyone,” emphasizing product excellence over competitive ambitions in the short term.
An interesting anecdote emerges regarding the Revel Bikes logo and name, which bear a resemblance to Brandon Semenuk and Rupert Walker’s production company, Revel Co. Despite the similarity, Revel Bikes clarifies that the name choice was independent, predating their awareness of Revel Co. The founder simply liked the name “Revel.” While acknowledging the coincidence and expressing admiration for Revel Co.’s films, Revel Bikes confirms they have secured the necessary trademarks.
Manufacturing transparency is addressed with the confirmation that Revel frames are produced in China, partnering with a reputable manufacturer. Distribution plans involve a hybrid model, combining online sales with a network of select independent bike shops (IBSs) across the US and globally. This approach aims to provide customers with the best possible purchasing experience, whether they prefer buying directly or through a local dealer.
Warranty and service are handled directly through Revel’s Colorado office. Recognizing the importance of after-sales support, Revel aims for a straightforward and responsive approach. They emphasize the willingness of most bike shops to service bikes regardless of purchase location, further simplifying maintenance for revel bike owners. Comprehensive service documents are available online, and phone support is readily accessible.
Finally, Revel Bikes shares its aspirations for the future. Beyond the initial Rail and Rascal models, further product development is already underway. The overarching goal is to establish Revel as a company that positively impacts the bike industry, its employees, and its customers. Driven by a genuine passion for bikes, Revel seeks to share that passion with the world, creating exceptional revel bike experiences for riders everywhere.
