Rapha may not be a household name
Rapha may not be a household name, in the tribal cycling community it is seen as a "Marmite" brand, at the centre of fierce forum debates where detractors see it as the fiefdom of wealthy metrosexuals or the "Raphia".
Its sells everything from £20 embrocation cream - which redirects blood back into your lower extremities by stimulating blood vessels - to bespoke holidays in the Alps. It even has its own riding club with 9,000 members paying £135 a year for perks including free coffee in its clubhouses.
"We are totally in love with the sport," Mottram said in a recent Guardian interview. "We love the product and think the product should be as good as the sport. I care about how I look and perhaps that makes me a shallow person but why on a bike should you not?"