The Radavist
The Radavist is an independent cycling and outdoor media publication producing original reportage, product reviews, and event coverage for the alternative cycling community. It monetizes through a $6.66/month membership subscription, merchandise and a peer-to-peer marketplace (Rad Merch, Rad Bazaar), and display advertising from cycling industry brands.
- Company typePrivate
- Founded2006
- HeadquartersSanta Fe, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What The Radavist does
The Radavist is an independent cycling and outdoor media publication operating from Santa Fe, New Mexico under the corporate entity Rubber Side Up. The company produces original reportage, product reviews, event coverage, and editorial content focused on alternative cycling culture, custom handmade bicycles, framebuilders, and outdoor adventure. Its content taxonomy spans Beautiful Bicycles, Framebuilders, Shop Visits, Reviews, Reportage, Events, Races, Rides, Vintage Bicycles, and a reader-submitted Readers' Rides program, alongside a Camera Corner documentary project by filmmaker Wende Cragg on the origins of mountain biking. The platform is built on a standard web content publication architecture with no proprietary technology stack, no mobile app, and no public API.
The Radavist operates a diversified revenue model anchored by a recurring membership subscription at $6.66 per month on a pay-what-you-can basis, which directly funds independent journalism. Secondary revenue streams include merchandise sales through Rad Merch (shop.theradavist.com), a peer-to-peer community marketplace called Rad Bazaar for buying and selling cycling-related items, display advertising from cycling industry brands (Silca, Wolf Tooth, Enduro Bearings, White Industries, Paul Component Engineering, SRAM/Zipp, Ornot, Teravail, 1Up USA), and physical/digital publishing (Camera Corner Book). The publication is bootstrapped with no disclosed institutional funding, no parent company, and no subsidiaries.
The audience is comprised primarily of passionate recreational cyclists and cycling enthusiasts seeking editorial coverage beyond mainstream cycling media, with secondary audiences of small-batch framebuilders and component manufacturers seeking editorial exposure, and reader contributors who submit custom builds via the Readers' Rides program. Distribution relies on the proprietary website (theradavist.com) as the primary platform, supplemented by organic social media presence on Facebook, Twitter/X, and Instagram. The business is structured as a privately held media company led by founder John Watson (also known as John Prolly) with a distributed team of contributing writers and editors operating across multiple geographies.
The Radavist firmographics
Firmographics- Name
- The Radavist
- Legal name
- Rubber Side Up
- Website
- https://theradavist.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Radavist is an independent cycling and outdoor media publication producing original reportage, product reviews, and event coverage for the alternative cycling community. It monetizes through a $6.66/month membership subscription, merchandise and a peer-to-peer marketplace (Rad Merch, Rad Bazaar), and display advertising from cycling industry brands.
- Ownership category
- akta.pro rank
The Radavist industry classification
Industry- Product category
- Cycling and Outdoor Media Publication
- NAICS
- Periodical Publishers (513120)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industry
- Bike Online Retail & Omnichannel Specialists (CRAMAHAL)
Keywords
Where The Radavist is headquartered
LocationHeadquarters
- HQ city
- Santa Fe
- HQ country
- United States
- HQ region
- North America
Markets served
The Radavist business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Membership Subscriptions: Monthly subscription at $6.66/month supporting original and independent cycling reportage. Subscribers directly fund journalism, reviews, and content creation.
- Merchandise Sales: Sale of Rad Merch products through shop.theradavist.com and Rad Bazaar marketplace for bikes and cycling goods.
- Advertising: Display advertising from cycling industry brands including Silca, Wolf Tooth, Paul Component Engineering, White Industries, Enduro Bearings, and other bike/component companies featured on the site.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Membership |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
The Radavist product offering
Product offeringCore offering
The Radavist is an online cycling and outdoor media publication delivering original and independent reportage, product reviews, Beautiful Bicycles showcases, shop visits, event coverage, framebuilder interviews, and industry insight for the alternative-cycling community. The publication is funded primarily through reader-paid membership subscriptions and supplements its content with branded merchandise sales, a community marketplace, and display advertising from boutique cycling brands.
Product overview
The Radavist is a cycling and outdoor media publication offering a unified content platform that includes original reportage, product reviews, beautiful bicycles showcases, shop visits, event coverage, and industry insight. The publication operates through a membership-based model ($6.66/month) supplemented by merchandise sales via Rad Merch, a community marketplace called Rad Bazaar, and published works including the Camera Corner Book documenting mountain biking history.
Differentiator
Problem solved
Functional benefit
Products and services
- The Radavist Website and Media Platform An online cycling and outdoor media publication providing original reportage, reviews, Beautiful Bicycles showcases, shop visits, event coverage, and industry insight targeted at the alternative cycling community.
- Membership Subscription A $6.66/month membership subscription (pay-what-you-can) that funds the publication's original and independent cycling reportage and provides access to content covering alternative cycling, event coverage, Beautiful Bicycles, imagery, opinions, and in-depth reporting.
- Rad Merch An official Radavist-branded merchandise store selling apparel and goods targeted at cycling enthusiasts and community supporters.
- Rad Bazaar A community marketplace on The Radavist where third-party users can list and sell cycling-related items, connecting buyers and sellers within the alternative cycling community.
- Camera Corner Book A book by Wende Cragg documenting the birth of mountain biking, available for purchase through The Radavist's shop storefront.
Companies that use The Radavist
Customer profileSegments3 records
Ideal customer profiles2 records
The Radavist technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Radavist partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor.
- SilcaminorSilca appears as a display advertiser on The Radavist website, promoting hot waxing products with banner placements throughout the site.
- Enduro BearingsminorEnduro Bearings sponsors The Radavist with display advertising for bicycle bottom brackets and headset bearings.
- Wolf Tooth ComponentsminorWolf Tooth appears as a display advertiser promoting bike components and accessories on The Radavist.
- White IndustriesminorWhite Industries is featured as a display advertiser for seat collars and other bicycle components on The Radavist.
- 1Up USAminor1Up USA advertises hitch bike racks on The Radavist website.
- Paul Component EngineeringminorPaul Component Engineering features as a display advertiser for seat collars and bike components on The Radavist.
- TeravailminorTeravail tire brand appears as a display advertiser on The Radavist.
- OrnotminorOrnot is featured with display advertising for cycling apparel including merino riding shirts.
- SRAM / ZippminorSRAM and Zipp brand products appear as display advertisers with direct e-commerce links on The Radavist.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
The Radavist competitors and assessment
Company assessmentDirect peers
- Bikerumor: Independent cycling product and technology news site focused on bikes, components, and accessories. Comparable to The Radavist as a niche independent cycling publisher with strong industry advertiser relationships.
- VeloNews: Cycling journalism outlet covering road, gravel, and racing news. Comparable to The Radavist as a subscription and advertising-supported cycling publication with editorial coverage focus.
- Cyclingnews: Long-running cycling news and racing coverage outlet, also owned by Future plc. Comparable to The Radavist as a digital cycling publication generating revenue through advertising and audience engagement.
- Bike Magazine: Mountain bike lifestyle and culture publication covering bikes, travel, and adventure. Comparable to The Radavist in editorial focus on cycling culture, adventure, and lifestyle reporting.
- BikeRadar: Cycling reviews, news, and buying-advice publication owned by Future plc. Closely comparable to The Radavist as a cycling journalism outlet covering reviews, reportage, and industry coverage with display advertising revenue.
- Pinkbike: Largest online mountain biking media platform, covering news, reviews, and community-submitted content. Direct comparable to The Radavist in operating a cycling media outlet with engaged community UGC and advertising-supported revenue.
- MTBR.com: Long-running mountain biking forum and review site with active community. Comparable to The Radavist in operating a community-engaged cycling media platform with reviews and reader submissions.
- Singletracks: Mountain bike reviews, trail guide, and community platform. Comparable to The Radavist in operating a content-led cycling site with advertising, community contributions, and enthusiast audience.
Others
- Adventure Cycling Association: Nonprofit organization promoting bicycle travel and publishing route/trip content. Comparable to The Radavist in producing niche cycling reportage for bikepacking and adventure-cycling enthusiasts.
Broad incumbents
- Bicycling Magazine: Mainstream Hearst-published cycling magazine with broad editorial coverage. Comparable to The Radavist as a cycling publication, though serves a wider mainstream audience rather than the alternative/custom niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Radavist social profiles
Digital presenceThe Radavist financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Radavist leadership team
Management profileNumber of profiles
Profiles7 records
The Radavist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Radavist M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Radavist
What does The Radavist do?
The Radavist is an online cycling and outdoor media publication delivering original and independent reportage, product reviews, Beautiful Bicycles showcases, shop visits, event coverage, framebuilder interviews, and industry insight for the alternative-cycling community. The publication is funded primarily through reader-paid membership subscriptions and supplements its content with branded merchandise sales, a community marketplace, and display advertising from boutique cycling brands.
Is The Radavist a public or private company?
The Radavist is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Radavist founded?
The Radavist was founded in 2006. It employs 11 to 50 people.
Where is The Radavist based?
The Radavist is headquartered in Santa Fe, United States, in the North America region.
How does The Radavist make money?
Three revenue lines are on record. Membership Subscriptions are the primary driver. The others are merchandise Sales and advertising.
Who are The Radavist's main competitors?
Direct peers on record are Bikerumor, VeloNews, Cyclingnews, Bike Magazine, BikeRadar, Pinkbike, MTBR.com and Singletracks. Adventure Cycling Association is listed as an others. Bicycling Magazine is listed as a broad incumbent.
Does The Radavist have an API?
No public API is recorded for The Radavist.
What industry is The Radavist in?
The Radavist's product category is Cycling and Outdoor Media Publication. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAL, Bike Online Retail & Omnichannel Specialists. Its NAICS code is 513120 and its SIC code is 2721.