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Inside Rapha Racing Ltd.'s Marketing Machine That Helped Make Cycling Cool

Simon Mottram, founder and chief executive officer of Rapha Racing Ltd., poses for a photograph following an interview at the Rapha cycle club on Brewer Street in London, U.K., on Tuesday, Nov. 8, 2016. To keep ahead of the competition, Mottram says he wants to take cycling from its current status as an almost-fringe pursuit to something far more mainstreamand sell many more $385 riding jackets and $800 leather "race bags" in the process. Photographer: Chris Ratcliffe/Bloomberg via Getty Images
Inside Rapha Racing Ltd.'s Marketing Machine That Helped Make Cycling Cool
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