After some difficult industry changes due to tariffs and a “soft market,” Revel Bikes is shutting down. Announced yesterday, the Colorado-based brand is shuttering effective immediately. Find more on their closure and share a photo of your Why or Revel here…

We’ve been hearing rumblings over the past week, and yesterday afternoon, Revel Bikes emailed its dealers to let them know they will be closing down immediately due to a “critical juncture for [their] capital requirements” and over $8 million in secured debt. In the email, they mention product delays, overdue payments, and a soft market all playing a part in the closure, and that the only way the brand will live on is if a new owner enters the picture who’s willing to take on Revel’s debt.

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“Regrettably, though we have tried every avenue possible, we have exhausted all options and run out of funds to support the business. This decision comes at a critical juncture for our capital requirements, and we cannot weather this one alone. Our circumstance is tough, though not unique in the market, with product delays, significant payments coming due and a very soft market. We are on the ledge and we lost our safety net as a result of continued losses with no end in sight.”

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We’ve had the pleasure of riding and reviewing a number of Revel’s bikes over the years, and a few of us still own some titanium Why Cycles bikes, which rebranded to Revel in 2023. Why Cycles launched in 2016 and become a beloved staple of the bikepacking world with the Wayward, S7, and El Jefe. We can’t imagine this decision was made lightly, and our thoughts go out to everyone affected by the closure. While there’s always some possibility a new owner comes in and takes responsibility of the debt, the current iteration of Revel and the people who made it so is currently at its end.

With that, we’d like to hear and see some your favorite memories with the brand. Perhaps a favorite bike or build or an experience you hold dear. Share your Revel or Why Cycles photos or thoughts in the conversation below.

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