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Revel Bikes has recently undergone a series of dramatic changes, culminating in a fresh start for the brand. Earlier this year, the company faced a turbulent period when it announced the shutdown of its operations in mid-April, shortly after unveiling three new bike models at the Sea Otter Classic. However, the story took a positive turn just a few weeks ago when founder Adam Miller successfully repurchased the brand after its private equity owners were foreclosed upon. This acquisition marks a new chapter for Revel Bikes, with a renewed focus on creating the best and most innovative bikes possible.
As part of this revitalization, Revel has brought on Mike Giese as their new Director of Product and Creative Director. Giese, known in the cycling community for his exceptional riding skills and captivating POV videos on Instagram (@steezygiese765), is not just a talented rider but also a skilled designer and engineer. His influence on Revel’s early success is significant, as he was the mind behind the brand’s original Rail, Rascal, and Ranger models about eight years ago. Beyond his work with Revel, Giese has an impressive resume that includes contributions to Trust Performance’s linkage forks and a recent stint as Head of Product at GT Bicycles, though GT paused operations late last year.
Giese’s diverse background, combining his passion for riding with his expertise in industrial and graphic design, makes him a valuable addition to the Revel team. His ability to blend creativity with engineering has earned him recognition in the cycling industry, and his return to Revel is seen as a major step forward for the brand. Revel’s announcement of Giese’s hiring highlights his role as “an absolute legend with creative design and engineering,” emphasizing that he will play a key role in driving the company’s future innovations.
Giese’s career has been shaped by his dual identity as a professional rider and a designer. Sponsored by notable brands like Evil Bicycles, ENVE, and POC, Giese has built a reputation for his stylish and fast-paced riding videos, which have garnered a significant following on social media. However, many may not realize that he has been simultaneously working behind the scenes as a designer, contributing to some of the most innovative products in the cycling world. His work on Trust Performance’s linkage forks, for example, showcases his ability to push the boundaries of bike design.
At GT Bicycles, Giese served as Head of Product for two years, where he further honed his skills in product development and brand strategy. While GT’s decision to pause operations was undoubtedly a setback, it opened the door for Giese to return to Revel, where his career in bike design began. His deep understanding of Revel’s history and his vision for its future make him an ideal leader for the brand’s product and creative direction.
Revel’s decision to bring Giese on board aligns with its commitment to innovation and quality. With his technical expertise and creative vision, Giese is well-positioned to help Revel achieve its goal of producing top-tier bikes. His unique perspective, shaped by years of experience as both a rider and a designer, will likely result in products that resonate with cyclists and push the boundaries of what’s possible in bike design.
The cycling community has responded positively to Giese’s hiring, viewing it as a sign of Revel’s renewed focus on excellence. Revel’s founder, Adam Miller, has expressed optimism about the brand’s future, and Giese’s leadership is expected to play a pivotal role in realizing that vision. As Revel embarks on this new chapter, the company is poised to make a significant impact in the cycling industry, with Giese leading the charge in product development and creative direction.
For more updates on Revel Bikes and their upcoming innovations, stay tuned to revelbikes.com.
