MTBing and MTBers are about the uncoolest thing going. There would be absolutely no market for a brand like Rapha in MTBing. Look at what the average MTBer wears FFS; no wonder it’s not in the Olympics.
Then on the other side of the coin is Rapha; nothing says “I’m a born again middle aged cyclist with a massive income and only fifteen hundred Kilometers to my name this year” quite like Rapha. Where’re they at now it’s gone cold and the nights have drawn in? Not grafting away on the moors, that’s for sure. Probably sat on a Zwift in their garage with their socks pulled up, taking photos for instagram.