RAGBRAI

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.

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

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

• Recreational cycling events
• Bicycle touring services
• Multi-day cycling tours
• Cycling event registration
• Cycling merchandise sales

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. 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.
2. Merchandise Sales: Official merchandise including jerseys, hats, tumblers, t-shirts, and ride-specific items sold through RAGBRAI Shop and on-ride merchandise trailers.
3. Vendor & Expo Fees: Merchandise vendors book space directly with RAGBRAI for Day Zero Expo. Food and beverage vendors coordinate with host towns.
4. Charter Services Commission: Charters provide additional support services including transportation, baggage service, meals, and exclusive amenities. Listed charters are sanctioned by RAGBRAI.
5. Vehicle Passes: Support vehicles require passes purchased during registration for campground access, based on vehicle length.
6. Bike Shipping & Rental Services: Partner services including SendMyGear, BIKEFLIGHTS, and Unlimited Biking provide bike shipping and rental services for participants.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core 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

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

23 partnerships are on record, tiered major, core and minor.

• PrimalmajorGTM or Marketing PartnerOfficial apparel partner providing cycling wear and merchandise. Features prominently at Expo and serves as vendor at annual event.
• ShimanomajorGTM or Marketing PartnerBicycle component manufacturer and sponsor. Booth at Expo provides gear and equipment services for riders.
• LazermajorGTM or Marketing PartnerHelmet manufacturer partner providing safety gear and equipment. Present at Expo and along route.
• ToyotamajorGTM or Marketing PartnerVehicle sponsor with dealership partnership for deals and incentives. Supports event logistics.
• Casey'smajorGTM or Marketing PartnerConvenience store chain and official fuel partner. Round Up program supports Dream Team and youth programs.
• Big Grove BrewerymajorGTM or Marketing PartnerOfficial Beer Partner since 2019. Provides beverages and entertainment at overnight towns.
• WahoocoreTechnology or IntegrationGPS cycling computer and indoor trainer technology. Provides route navigation support and GPS integration.
• Ride with GPScoreTechnology or IntegrationRoute mapping and GPS navigation partner. Provides GPX files and digital route support for riders.
• HyperIceminorGTM or Marketing PartnerRecovery technology brand providing massage and recovery equipment.
• ThuleminorGTM or Marketing PartnerOutdoor gear and vehicle rack manufacturer supporting bike transport.
• Unlimited BikingcoreStrategic or Co-development PartnerOfficial bike rental partner providing Cannondale and Specialized bikes delivered to main campground. Helmets included with all rentals.
• SendMyGearcoreStrategic or Co-development PartnerOfficial bike and luggage shipping partner. Handles shipping from home to Onawa and return transport.
• BIKEFLIGHTScoreStrategic or Co-development PartnerBike shipping partner partnered with Pork Belly Ventures for full-service shipping.
• Mr. Car ShippercoreStrategic or Co-development PartnerVehicle transport service shipping cars from start to end town during the ride week.
• Quad LockminorGTM or Marketing PartnerPhone mount and cycling accessory brand providing equipment.
• Dude WipesminorGTM or Marketing PartnerPersonal care products sponsor providing wipes for riders.
• Iowa Podcast AwardsminorGTM or Marketing PartnerAwards recognition for JustGoBike podcast coverage.
• Iowa State PatrolcoreOthersProvides traffic control at high-traffic intersections and support vehicle route guidance. Essential for rider safety during the event.
• Pork Belly VenturesmajorChannel Partner/ Reseller/ DistributorMajor charter service providing transportation, baggage, meals, and exclusive amenities. Also partners with BIKEFLIGHTS for shipping services.
• 24 Charter CompaniesmajorChannel Partner/ Reseller/ DistributorSanctioned 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 NetworkcoreChannel Partner/ Reseller/ DistributorSix 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 AmbulancecoreOthersMedical teams with paramedics and doctors patrol the route. Four ambulances and two motorcycle first-responders on duty daily.
• University of IowaminorGTM or Marketing PartnerUniversity sponsor with presence at Expo and route.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• Xx.com/RAGBRAI_IOWA
• YouTubeyoutube.com/@ragbrai_iowa
• Facebookfacebook.com/RAGBRAI
• Instagraminstagram.com/ragbrai
• TikToktiktok.com/@ragbrai_iowa
• LinkedInlinkedin.com/company/ragbrai

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RAGBRAI