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In this episode of DTC Podcast, Adam Miller, founder of Revel Bikes, shares how he bootstrapped a premium mountain bike brand — solving product complexity, managing cash constraints, and scaling to global distribution with only minimal paid marketing.

Why it matters:

Bootstrapping high-cost inventory with home equity lines

Building authenticity through storytelling and PR

Turning earned media into sales on long buying cycles

Aligning team & culture around product passion, not spreadsheets

Knowing when to say no to big orders to preserve customer trust

Highlights:

Launch day success propelled by dual Pinkbike + EnduroMag reviews

Licensed a breakthrough suspension patent as product foundation

Fused retail credibility with DTC growth

Customer service = primary growth engine

Navigated exit with alignment to partner sharing long-term vision

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Timestamps

00:00 Intro and Revel’s untraditional marketing approach

02:00 Adam’s early entrepreneurial journey in cycling

06:00 Bootstrapping Revel with home equity and roommates

09:00 The launch strategy: PR, product obsession, and authenticity

12:00 Why community and lifestyle drove growth

16:00 What made Revel bikes different: Suspension and design

19:00 How Evergreen content and reviews outperformed paid ads

22:00 Managing explosive growth and demand

26:00 Turning down a $980K order to focus on customer experience

30:00 Selling the business: The decision and process

34:00 Post-acquisition transition and CEO handoff

39:00 Reflections, purpose after exit, and what’s next

Hashtags

#DTCPodcast

#RevelBikes

#FounderStory

#EcommerceGrowth

#OutdoorBrands

#BootstrappedBusiness

#ProductMarketing

#BikeIndustry

#DTCMarketing

#CustomerExperience

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Ep 519: Bootstrapping Revel Bikes: From Carbon Suspension Innovation to Acquisition

DTC Podcast