Wow. I was shocked by the response to the first article and post. The comments, the DMs, the ideas. It honestly feels like people want to be part of this before there’s even a this.
So, here’s a follow-up: a few of the questions I’ve been asked, and what’s going on inside my head.
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The Reality.
We have $0.
Cycling teams come and go all the time with little to no context. You hear whispers that this team has that backing or that brand is doing this thing. But it’s never put in black and white on the internet.
That’s what I want to do here.
If it works, we build it together. If it doesn’t, well, at least you’ll see why.
This isn’t just another team.
People don’t want to be sold to; they want to belong.
If I build a team that looks like a slick extension of a marketing department, then I’ve failed before the first race.
Of course, partners need value. But value doesn’t have to mean selling out. It doesn’t have to mean forgetting what makes cycling special in the first place.
The Catch-22…
I can’t launch a team without money, but money isn’t the only ingredient.
If we can build a foundation of people like you. The readers, the riders, the racers, the fans then the financial backers will follow. That much I’m sure of.
I always thought the “pro team” had to come first: kit launches, sponsor decks, race schedules. Maybe I had it the wrong way around. Maybe the fanbase comes first.
Can we create a kit without a team? Can we launch something before there’s a structure behind it? Can we build a community and fanbase for something that doesn’t even have an ending yet?
Well, that’s the experiment.
How can you help?
That’s not a rhetorical question. What do you want to see?
Is it a global cycling club with a team to support at the top? Is it a team that wins? Is it membership? A WhatsApp group? Custom kit? Group rides? Casual wear?
Many good examples have been built both in sport and other industries. Cycling has always been at its best when it feels like you’re part of something bigger than yourself. The more ideas you throw at me, the stronger this becomes.
But, there are others doing something similar?!
Yes! And that’s great.
Bas is doing a great job with his Unibet Rockets. Carlo is doing a cracking job at Swatt Club. Mattia and Frank are on the right path at Enough. Rose Racing Circle has the model dialled. I’m sure there are some I’ve missed too.
Each project is carving its own space. That doesn’t mean there isn’t room for another.
My angle? Multi-discipline. And a focus on the UK and North America - markets that still feel wide open.
What this could look like…
Picture this: you sign up for the Traka, or Unbound, or some other race that’s been circled on your calendar for months. You’ve got the same feedzone and mechanic as the pro team. You’re staying in the same accommodation, doing pre-race rides, sharing meals, being part of the same story.
It’s those small, high-touch details that make the difference. That makes it feel less like buying into a brand, and more like belonging to something alive.
Why build in public?
Because, why not? I’m not scared of failing.
Cycling has enough teams built in boardrooms, chasing spreadsheets and cold sales figures. This one, if I can pull it off, will be built by the people it’s for.
So please do keep the messages coming.
Will it be called ‘Rebellion’?
No. I’ve been informed I cannot use the ‘Rebellion’ name whenever we bring this to the table.
London
I’m in London next week.
Any ideas, leads, or if you just want to meet for a ride and to talk about this…
My DMs are open.
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The following brands are racing partners of mine which allow me to do cool stuff.