Revel Bikes Founder Buys Back Company and Begins New Chapter

After working closely with Revel Bikes for years, the team at Worldwide Cyclery is beyond stoked to see the brand return to its roots—back under the leadership of founder Adam Miller. Revel’s journey has been nothing short of remarkable, and with Adam reclaiming control, the company is poised for an exciting new chapter. Known for creating award-winning bikes built around the CBF platform, Revel is now independent once again and doubling down on what made the brand special in the first place: innovation, craftsmanship, and a rider-first mentality. With refreshed pricing, a streamlined business model, and several new bikes already launched, we’re fired up to support this next era of Revel—built by riders, for riders.

Carbondale, CO — May 21, 2025 — Adam Miller, founder of Revel Bikes, has purchased the assets of the company he started, returning the brand to independent ownership under founder control. As part of the transition, Revel will continue to honor the lifetime warranty and full customer support for all Revel products ever sold. They have new lower retail pricing focused on direct-to-consumer sales, with a new dealer program focused on frame-only sales for custom builds.

Revel was founded in March 2019 with two mountain bike models built around Chris Canfield’s CBF suspension platform. The company quickly gained momentum and grew into what many called one of the fastest-growing mountain bike brands in the industry. Revel earned several major awards, including Outside Magazine’s “Best Overall Mountain Bike” in 2021 for the Rascal, and built a reputation for designing the bikes they wanted to ride, backed by a team of passionate riders and engineers.

Revel's latest bike and first e-bike, the ReRun

In its early years, Revel pushed innovation with projects like a fully 3D-printed carbon downhill concept bike built in Silicon Valley, and the launch of FusionFiber wheels, a new recyclable, tougher composite rim developed in Utah with CSS Composites. In 2021 and 2022, the company invested heavily in building a world-class supply chain, establishing its own facility in Taichung, Taiwan, and shifting carbon frame production to one of the top factories in Vietnam. That groundwork is now paying off with the release of three new bikes, launched just weeks ago, representing the best quality the brand has ever delivered.

The company was acquired by a private equity group in October 2021, with founder Adam Miller staying on during the transition and remaining involved until his full departure in early 2024. When Revel announced it would cease operations in April 2025, Miller learned of the news from Revel just one day before it went public. What followed was a fast-moving decision to step back in and begin the process of buying back the company he started.

Here is a letter from Adam Miller:

"My whole life has been shaped by bicycles. I started tinkering with bikes as a kid, and by the time I was 11, I was running a mini bike business out of my bedroom in Anchorage, Alaska, parting out used bikes and selling them on eBay. A few years later, when I was 14, I landed a job at our local bike shop, and that’s when my future in bikes truly grabbed hold. I wasn’t just wrenching and changing tires and learning about all sorts of bike companies and business models, I was getting more and more passionate and fascinated by bikes, the people who ride them, and with the kind of community that two wheels can create.

As my career evolved, and I started then sold my first company, I was lucky enough to travel all over the world and formed incredible relationships with people in manufacturing, distribution, and everything related to bikes, from factories in Asia to the trails in Colorado to shops across Europe. Those experiences led me to start Revel Bikes in 2015. Over the next four years, I worked on designs and logistics and developed Revel’s first two carbon fiber mountain bike models – while also designing fun titanium bikes and running Why Cycles. I was surrounded by an amazing group of designers, engineers, and bike nerds, many of whom were also my roommates. We’d spend long days at the office, and nights in the living room tinkering with prototypes, dreaming about launch day.

When we finally launched Revel in 2019 with just those two models, it took off faster than we ever imagined. We were just six friends in a warehouse in a small Colorado mountain town, and somehow, our ideas were working.

Revel was never just a company to me – it was a personal mission. We built the bikes we actually wanted to ride, rooted in quality, sustainability, customer service, and a genuine love of riding bikes and being outside in the mountains. I had an absolute blast working crazy hours and running the company for several fantastic years.

In late 2021, I sold the company to a private equity group. I believed that with more capital and infrastructure, Revel could grow into something even bigger, while holding on to what made it special. I stayed on for a while to help with the transition, and then I fully stepped away in early 2024 when the company’s mission started to deviate from my own.

When I left a year ago, I thought and hoped Revel would live on and continue to thrive, but that didn’t happen. Last month, I found out, just a day before the public announcement, that Revel was shutting its doors.  The employees, the community, the customers…we were all left hanging. This news was truly devastating to me – I had poured my heart into Revel for the better part of a decade, and I couldn’t just let it disappear.

So I bought Revel back, and now we’re here to stay. The business is going to be smaller, leaner, and smarter, and the team and I are more motivated than ever to make Revel what we always knew it could be – a responsive, customer-oriented company with incredible, carefully crafted bikes that we want to ride and we think you will too.

As Revel re-emerges, we’re planning to stay laser focused on what really matters.  This company is not going to chase growth for growth’s sake. We’re going to create something we’re proud of, for the long haul. We’ll sell directly to riders, and we’ll have a frame-only program for dealers with the hopes of seeing more epic custom builds. My team and I are committed to running everything with the same obsessive attention to detail that started in that bedroom bike shop in Alaska and that put Revel on the map in 2019.

To everyone who stuck with me and this company, thank you. To those just discovering Revel, welcome. We’re just getting started, again." - Adam Miller, Founder & CEO, Revel Bikes

What’s Next

Revel is now back under founder control with a clear direction:

• Make the best, most innovative bikes we can
• Support our customers with world-class customer service
• Run a smart, sustainable business that works for riders and shops

Revel remains headquartered in Carbondale, Colorado, and will continue operating its facility in Taichung, Taiwan, which handles product quality control, sourcing, and complete frame and bike assembly. This setup allows for better oversight and higher-quality products. The company will continue their focus of making innovative carbon full suspension bikes using the CBF platform, a carbon gravel bike, and will also bring back their boutique line of titanium bikes. “Collaborating with Revel in the early days to develop the most refined carbon CBF bikes was a project I was truly passionate about. Now, with the original team coming back together, it's exciting to know that the vision will continue — delivering exceptional CBF performance on carbon frames remains the focus, and the future looks stronger than ever,” said Chris Canfield.

Even more importantly for customers and retailers, the Taiwan facility enables direct shipping worldwide—bikes and frames shipped straight to riders and shops, with full warranty support, fast lead times, and a stable pricing structure less impacted by unpredictable global tariffs. It’s a supply chain built for the long haul.

Business Model Updates

The new Revel will adjust its operations to meet the needs of today’s riding and retail environment:

• Significantly improved retail pricing, better than anything seen since before COVID
• Smarter inventory planning, with fewer complete bikes in stock and more nimble assembly capabilities using our Colorado and Taiwan facilities
• A refined dealer program, offering frame-only sales with no minimums, so shops can build custom bikes their own way
• Stronger DTC infrastructure, to provide better value and access to riders globally

“This isn’t about scaling fast or positioning the brand for resale,” Miller said. “It’s about building a company we’re proud of—one that makes the best bikes we can dream of, takes care of its customers around the globe in the best way possible, and sticks around for the long haul. Revel is back, and we’re getting to work.”

Revel recently released several new bikes, and all are available to purchase now or will be available soon. Please email Worldwide Cyclery or call to get info on what bikes are available now.