The exclusive cycling wardrobe and lifestyle brand Rapha will bring its Clubhouse retail experience to Bentonville — temporarily.
What's happening: A Rapha pop-up store will run for five weeks at 117 W. Central Ave., starting Oct. 1.
Some cyclists will remember this is Rapha's second pop-up here after a monthlong stay in 2018.
Stay on top of the latest market trends and economic insights with Axios Markets. Subscribe for free
Those in the loop already know Rapha's mountain bike headquarters are located in Bentonville. But it doesn't have a consistent retail presence here as it does in Miami, New York and San Francisco.
To kick things off: The brand will hold a 55-mile mountain bike competition with more than 4,000 feet of climbing on Oct. 1.
Teams of two or four can register to ride the Rapha MTB Prestige for $200.
What else is happening: As part of the Clubhouse experience, Rapha employees will guide weekly rides. That's something usually available to only cyclists in bigger cities. Details will be available at the store.
Like this article? Get more from Axios and subscribe to Axios Markets for free.