I built Rapha's first permanent New York City store, handling every aspect from real estate, to inventory, to promoting the opening parties. In NY we created a home for the sport. There are 2,000 bars in NYC to watch a baseball game, but not one place to see the Tour de France. We gave cycling a place to call home and many a reason to participate intehe sport.
Indoor bike parking was crucial for expensive rides
Plenty of hard to find publications.
Projection screen for crowded race viewing
Lead and organized many group rides from the store
Early press on the store.
A proper cafe to encourage cyclists to call this place home.
My favorite photo. This young guy became a huge fan of the sport of professional cycling. Above is his hero in the lead at the world championships.
Peloton Magazine's launch party for their annual Photo Issue
The end of a 500k riding challenge over the Christmas holiday.