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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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