RAGBRAI
RAGBRAI organizes the world's oldest, largest, and longest annual seven-day recreational bicycle ride across Iowa, serving 10,000+ riders annually from all 50 states through registration, on-route support, merchandise, and community impact programs.
- Company typePrivate
- Founded1973
- HeadquartersDes Moines, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What RAGBRAI does
RAGBRAI (The Register's Annual Great Bicycle Ride Across Iowa) is the world's oldest, largest, and longest recreational bicycle touring event, founded in 1973 by Des Moines Register journalists John Karras and Don Kaul. The company organizes a single annual seven-day cycling event across Iowa, with RAGBRAI LIII scheduled for July 18-25, 2026, covering 391.4 miles across eight overnight towns. Core products include weeklong rider passes ($400 onsite), day passes ($70), and non-rider support passes ($50), sold through the EnMotive registration platform on a first-come, first-served basis opening November 15 annually. The event provides integrated support services including SAG wagon service, baggage transport, medical teams via CARE Ambulance, official bike shop mobile repairs, and camping/entertainment at overnight towns.
The company operates as a privately-held for-profit under Ventures Endurance, headquartered in Des Moines, Iowa, with a lean staff of 1-10 employees. Revenue is diversified across registration fees, merchandise (via Shopify), vendor/expo fees, charter commissions from 24 sanctioned charter companies, vehicle passes, and bike shipping/rental affiliate partnerships (Unlimited Biking, SendMyGear, BIKEFLIGHTS). The business model is primarily event-driven with a single annual revenue inflection point, supplemented by year-round merchandise and content (JustGoBike Podcast) for engagement. Sponsorship revenue from major brands (Primal, Shimano, Toyota, Casey's, Big Grove Brewery) and a deep community integration program (RAGBRAI Gives, $3M+ distributed since 2021) anchor its relationships with Iowa's 99 counties. The organization reports a $25 million annual economic impact on host communities, over 474,000 lifetime participants, and a customer base spanning all 50 states and many foreign countries.
RAGBRAI firmographics
Firmographics- Name
- RAGBRAI
- Legal name
- Ventures Endurance d/b/a RAGBRAI
- Website
- https://ragbrai.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- RAGBRAI organizes the world's oldest, largest, and longest annual seven-day recreational bicycle ride across Iowa, serving 10,000+ riders annually from all 50 states through registration, on-route support, merchandise, and community impact programs.
- Ownership category
- akta.pro rank
RAGBRAI industry classification
Industry- Product category
- Recreational Cycling Event Services
- NAICS
- Arts, Entertainment, and Recreation (71)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)
Keywords
Where RAGBRAI is headquartered
LocationHeadquarters
- HQ city
- Des Moines
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
RAGBRAI business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Event Registration Fees: Weeklong rider passes ($400 onsite), day passes ($70), and non-rider passes ($50) provide primary revenue. Registration includes camping, entertainment, medical support, SAG service, and route access.
- Merchandise Sales: Official merchandise including jerseys, hats, tumblers, t-shirts, and ride-specific items sold through RAGBRAI Shop and on-ride merchandise trailers.
- Vendor & Expo Fees: Merchandise vendors book space directly with RAGBRAI for Day Zero Expo. Food and beverage vendors coordinate with host towns.
- Charter Services Commission: Charters provide additional support services including transportation, baggage service, meals, and exclusive amenities. Listed charters are sanctioned by RAGBRAI.
- Vehicle Passes: Support vehicles require passes purchased during registration for campground access, based on vehicle length.
- Bike Shipping & Rental Services: Partner services including SendMyGear, BIKEFLIGHTS, and Unlimited Biking provide bike shipping and rental services for participants.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Weeklong Rider Pass - Full 7-day event access |
| Unit Pricing | Pay-as-you-go | Day Pass - Ride any combination of days |
| One time/ perpetual license | Pay-as-you-go | Weeklong Non-Rider Pass - Support drivers and travel companions |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
RAGBRAI product offering
Product offeringCore offering
RAGBRAI organizes and operates an annual seven-day recreational bicycle ride across the state of Iowa, providing registration, route planning, safety, SAG support, medical teams, baggage transport, camping, and entertainment across overnight towns. It also sells official merchandise, offers a community impact program, and operates a media podcast covering cycling culture.
Product overview
RAGBRAI (The Register's Annual Great Bicycle Ride Across Iowa) is the world's oldest, largest, and longest recreational bicycle touring event. The core offering is the annual seven-day cycling event across Iowa with multiple registration tiers (weeklong rider, day pass, non-rider support). The event provides integrated support services including SAG wagons, baggage transport, medical support with ambulances, official bike shop repairs, and camping/entertainment at overnight towns. Supporting products include the JustGoBike Podcast, RAGBRAI Merchandise Shop (via Shopify), photo gallery archives, training resources, bike shipping partnerships (SendMyGear, BIKEFLIGHTS), bike rental (Unlimited Biking), official bike shop network, charter services, and the RAGBRAI Gives community impact program. RAGBRAI LIII (July 18-25, 2026) spans 391.4 miles with eight overnight towns.
Differentiator
Problem solved
Functional benefit
Brands
- RIDE RIGHT: The safety program developed by RAGBRAI urging bicyclists to ride on the right side of the road AND ride correctly according to traffic laws.
- RAGBRAI Gives
- JustGoBike Podcast
- Dream Team
Products and services
- Weeklong Rider Registration Full seven-day access to the entire RAGBRAI route from river to river, including camping, entertainment, SAG service, medical support, and all route access. Priced at $400 onsite for the 2026 event.
- Day Pass Registration Flexible daily access allowing riders to participate on any combination of days during RAGBRAI week. Priced at $70 onsite.
- Weeklong Non-Rider Registration Registration for support drivers and others traveling with riders who provide assistance during the event. Priced at $50 onsite.
- RAGBRAI Expo Day Zero event featuring vendors, bike gear, accessories, nutrition products, official bike shops for repairs, and RAGBRAI merchandise trailers.
- RAGBRAI Merchandise Shop
- JustGoBike Podcast Podcast covering cycling culture and RAGBRAI Nation stories, hosted by Kathy Murphy and Andrea Parrott. Recognized by the Iowa Podcast Awards in 2025.
- RAGBRAI Gives Community impact initiative providing financial support to host communities and designated charities, including the Bikes Create Community partnership with Iowa Community Bicycle Shops.
Quantifiable outcome
- $25MM annual economic impact for host communities
- +3 more outcomes
Companies that use RAGBRAI
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
RAGBRAI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
RAGBRAI partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered major, core and minor.
- PrimalmajorOfficial apparel partner providing cycling wear and merchandise. Features prominently at Expo and serves as vendor at annual event.
- ShimanomajorBicycle component manufacturer and sponsor. Booth at Expo provides gear and equipment services for riders.
- LazermajorHelmet manufacturer partner providing safety gear and equipment. Present at Expo and along route.
- ToyotamajorVehicle sponsor with dealership partnership for deals and incentives. Supports event logistics.
- Casey'smajorConvenience store chain and official fuel partner. Round Up program supports Dream Team and youth programs.
- Big Grove BrewerymajorOfficial Beer Partner since 2019. Provides beverages and entertainment at overnight towns.
- WahoocoreGPS cycling computer and indoor trainer technology. Provides route navigation support and GPS integration.
- Ride with GPScoreRoute mapping and GPS navigation partner. Provides GPX files and digital route support for riders.
- HyperIceminorRecovery technology brand providing massage and recovery equipment.
- ThuleminorOutdoor gear and vehicle rack manufacturer supporting bike transport.
- Unlimited BikingcoreOfficial bike rental partner providing Cannondale and Specialized bikes delivered to main campground. Helmets included with all rentals.
- SendMyGearcoreOfficial bike and luggage shipping partner. Handles shipping from home to Onawa and return transport.
- BIKEFLIGHTScoreBike shipping partner partnered with Pork Belly Ventures for full-service shipping.
- Mr. Car ShippercoreVehicle transport service shipping cars from start to end town during the ride week.
- Quad LockminorPhone mount and cycling accessory brand providing equipment.
- Dude WipesminorPersonal care products sponsor providing wipes for riders.
- Iowa Podcast AwardsminorAwards recognition for JustGoBike podcast coverage.
- Iowa State PatrolcoreProvides traffic control at high-traffic intersections and support vehicle route guidance. Essential for rider safety during the event.
- Pork Belly VenturesmajorMajor charter service providing transportation, baggage, meals, and exclusive amenities. Also partners with BIKEFLIGHTS for shipping services.
- 24 Charter CompaniesmajorSanctioned charter services including Alpaca Adventure Tours, Bicycle Illinois, Cedar Valley Cyclists, Central Iowa Charters, OOS Bicycle Club, Quad Cities Bicycle Club, and others providing transport, baggage, meals, and exclusive amenities.
- Official Bike Shops NetworkcoreSix official bike shops with repair vans on route: Bike Tech (Cedar Falls), Bike World (West Des Moines), Black Tire Bike Co (Marshalltown), Harper's Cycling (Muscatine), Nick's Cycling (West Burlington), Spoken Wheel Cyclery (Iowa Falls). Authorized to sell RAGBRAI merchandise.
- CARE AmbulancecoreMedical teams with paramedics and doctors patrol the route. Four ambulances and two motorcycle first-responders on duty daily.
- University of IowaminorUniversity sponsor with presence at Expo and route.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
RAGBRAI competitors and assessment
Company assessmentBroad incumbents
- Ironman: Mass-participation endurance event operator with much broader portfolio (triathlons, marathons, cycling events) and larger global footprint; relevant incumbent for comparison on mass-endurance event sponsorship economics, not direct product competition.
Regional players
- Bon Ton Roulet: Multi-day supported bicycle tour in Quebec, Canada, following the same playbook as RAGBRAI but serving a different geography and not directly competing in the U.S. market.
Direct peers
- Ride the Rockies: Six-day supported cycling tour through Colorado mountains with comparable route length, daily overnight stops, SAG support, and mass-participation recreational (non-racing) format.
- TOSRV (Tour of Scenic Rural Vermont): Two-day supported recreational cycling tour through rural Vermont with overnight town hosting and mass-participation format — comparable ride structure at smaller scale.
- GOBA (Great Ohio Bicycle Adventure): Weeklong supported bicycle tour across Ohio operating on a virtually identical playbook to RAGBRAI: rotating route, overnight town hosting, SAG wagons, baggage transport, and rider pass registration.
- Bicycle Tour of Colorado: Multi-day supported bicycle tour across Colorado mountains with weeklong rider pass format, overnight town hosting, and recreational (non-racing) cycling positioning.
- Bike Virginia: Multi-day supported cycling tour across Virginia with full-service logistics, camping-based overnight towns, and a comparable recreational (non-competitive) cycling event format.
- Cycle Oregon: Annual multi-day supported recreational bicycle tour across Oregon with similar weeklong format, SAG support, overnight town hosting, and rider pass pricing. Most direct U.S. comparable to RAGBRAI's model.
- America's Most Beautiful Bike Ride: Three-day supported cycling tour around Lake Tahoe with charity beneficiary component, overnight town hosting, and mass-participation recreational format similar to RAGBRAI.
- DALMAC: Michigan-based five-day supported recreational bicycle tour with rotating route, overnight town hosting, and SAG service — closely mirrors RAGBRAI's operational model in a different state.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
RAGBRAI social profiles
Digital presenceRAGBRAI financial estimates
Financial estimateRevenue estimate
Valuation estimate
RAGBRAI leadership team
Management profileNumber of profiles
Profiles9 records
RAGBRAI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RAGBRAI 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 RAGBRAI
What does RAGBRAI do?
RAGBRAI organizes and operates an annual seven-day recreational bicycle ride across the state of Iowa, providing registration, route planning, safety, SAG support, medical teams, baggage transport, camping, and entertainment across overnight towns. It also sells official merchandise, offers a community impact program, and operates a media podcast covering cycling culture.
Is RAGBRAI a public or private company?
RAGBRAI is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was RAGBRAI founded?
RAGBRAI was founded in 1973. It employs 1 to 10 people.
Where is RAGBRAI based?
RAGBRAI is headquartered in Des Moines, United States, in the North America region.
How does RAGBRAI make money?
Six revenue lines are on record. Event Registration Fees are the primary driver. The others are merchandise Sales, vendor & Expo Fees, charter Services Commission, vehicle Passes and bike Shipping & Rental Services.
Who are RAGBRAI's main competitors?
Ironman is listed as a broad incumbent. Bon Ton Roulet is listed as a regional player. Direct peers are Ride the Rockies, TOSRV (Tour of Scenic Rural Vermont), GOBA (Great Ohio Bicycle Adventure), Bicycle Tour of Colorado, Bike Virginia, Cycle Oregon, America's Most Beautiful Bike Ride and DALMAC.
Does RAGBRAI have an API?
No public API is recorded for RAGBRAI.
What industry is RAGBRAI in?
RAGBRAI's product category is Recreational Cycling Event Services. Its primary akta.pro industry code is MPAKAIAC, Cycling Events (Road Races, Gran Fondos, Sportives). Its NAICS code is 71 and its SIC code is 7900.