MAAP is crossing boundaries.
What’s happening: The Aussie performance cycling brand opened its first US flagship in Venice, LA, a design-forward space for community on and off the bike.
On tour. Known for technical, fashionable apparel, MAAP is scaling physical retail worldwide.
Its eighth LaB—short for Life Around Bikes—joins Berlin, Amsterdam, Seoul, and more as hangouts for group rides, coffee, and exhibitions.
Off-road. More than clothing racks, co-founder Oliver Cousins sees LaB as a way to “engage with those who don’t identify as cyclists yet,” positioning MAAP within the broader cultural conversation.
Expanding into fitness and lifestyle, the brand collabed with HOKA on a trail shoe and co-hosted “GroupTherapy” run and cycling events this summer.
The climb. Following a post-pandemic dip, cycling is resetting. Community is fueling indie brands, with London-born Le Col eclipsing 1M cycling club members and Denmark’s Pas Normal Studios opening clubhouses in Shanghai, Munich, and San Francisco.
No guarantee, store overhead has weighed down Rapha, while high-priced collections have landed out of step with consumers.
Punchline: Run clubs were just the beginning. As social fitness-seekers explore new pursuits, cycling has an opportunity to draw new fans — and cement its culture as a new cool.
