Welcome to the 84th issue of B.

I respect people who train their bodies and take on physical challenges. And that’s precisely why I admire athletes. To date, I have not successfully achieved any physical fitness goals, and I feel like I’m only half alive because physical fitness is crucial for a balanced life. While it’s true that work and hobbies also bring a sense of achievement, it seems to me that they are not as intrinsically valuable or satisfying as overcoming physical limitations.

Another reason why I hold professional athletics in high esteem is that all participants play by the clear rules. These rules separate the victors from the losers, and they leave behind clear records. For years on end, professional athletes push themselves within the confines of these rules day after day?the same way many religiously check their email inboxes first thing in the morning. Accepting the results and ramping up for the next competition is, arguably, as valuable as training our bodies.

It was with this same respect for sportsmanship that Simon Mottram launched Rapha, a cyclewear brand. Indeed, during his interview with B, he put more focus on cyclists who move their bodies, train hard, and compete while supporting their fellow challengers than explaining his branding strategies or promoting the excellent functionality and beautiful design of his products. An avid cycling fan who tracks the Tour de France every year without fail, Mottram simply wanted to share his passion with more people. And so it goes that, 16 years ago, he started Rapha with the mission of making cycling the most popular sport in the world. That mission statement remains unchanged. But passion alone is not enough to lead a business to success. Mottram was a cycling enthusiast, but he was also a highly selective consumer. He describes his past self as a consumer who was continually disappointed by gaudy cycling fashion before Rapha. In other words, his ability to balance passion with critical acumen was key to success.

Rapha produced sophisticated apparel for cycling that had never existed before. The brand also broke ground with a new model for retail stores and communities that made cycling culture more accessible, defying stereotypes about the sport’s perceived exclusivity. People with no prior interest in cycling become enthusiasts after discovering Rapha. Beyond the casual consumer, though, Rapha has managed to establish itself as a highly reputed brand among professional cyclists and cycling experts. Indeed, active endorsement by this demanding demographic signified the brand’s arrival as the creme de la creme in the cycling world. Now, at the top of the brand pile, Rapha attracts everyone from consumers who see bicycles as a hobby or fashion statement to those who use them to set new records.

Rapha built this solid reputation thanks to Mottram’s deep respect for sports and keen insight as he prepared to launch the brand, the founder thoroughly explored every angle of cycling history, showcasing designs representing the golden days of cycling and working tirelessly to produce quality media on cycling culture for the general public. No one had attempted this before him. Just as contemporary film directors tip their hats to cinematic masterpieces in new creations, Rapha pays homage to cycling heritage. It makes me appreciate once again that nothing awakens subdued senses more than genuine, profound respect. If what we’re doing feels unoriginal or uninspiring, that means it’s time to ask ourselves if we’ve spent enough time musing over all that came before us.