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In this episode of the DTC Podcast:
We dive into how Adam Miller, founder of Revel Bikes, re-acquired his high-end DTC bike business after a private equity sale, a bankruptcy, and a founderless shutdown.
Key moments organizational leaders and DTC entrepreneurs will learn:
How founder control vs PE operations impacted Revel’s culture, inventory efficiency, and profitability
The behind-the-scenes 10-day auction to buy back the company for pennies on the dollar
Tactical relaunch decisions: staffing lean, re-platform to Shopify, pricing –25–35%, direct Meta ads
Why founder-led DTC brands can beat PE‑backed exits with stronger purpose, brand affinity, and agility
Why this matters:
Learn to spot when PE control derails your brand’s DNA
Understand the power of founder-led rebirth with agility over scale
Get tactical takeaways on relaunching a DTC business post-bankruptcy
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Timestamps
00:00 – Revel Bikes is back under founder ownership
02:00 – Why Adam Miller sold Revel in 2021
04:00 – The company’s decline under private equity
06:00 – How inefficiencies and overspending led to closure
08:00 – The emotional rollercoaster of losing the business
12:00 – Outbidding others to buy Revel back
14:00 – What Adam learned after stepping away
16:00 – Changes in Revel 2.0: smaller team, DTC model
18:00 – Lower prices, Shopify replatforming, Meta ads
20:00 – Early traction and overcoming brand damage
21:30 – Would he sell to PE again?
Hashtags
#D2CPodcast
#FounderStory
#RevelBikes
#PrivateEquity
#DirectToConsumer
#Ecommerce
#StartupJourney
#DTCBrands
#BusinessTurnaround
#MountainBikes
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