David Millar, a former professional cyclist turned entrepreneur, recently experienced a significant setback with the closure of his cycling apparel brand, CHPT3. This development has not only reshaped his career but has also brought to light the emotional and financial challenges that many entrepreneurs face in the competitive world of cycling apparel.
On December 2, 2024, CHPT3 entered voluntary liquidation, a decision driven by mounting financial difficulties. The liquidation process has been managed by insolvency practitioners Wilson Field Limited. For Millar, this was more than just a business decision; it was a deeply personal moment that marked the end of a venture he had poured his heart and resources into. Established with the aim of creating high-quality, stylish cycling apparel, CHPT3 had initially garnered attention and support within the cycling community. However, the pressures of maintaining a brand in a crowded market proved overwhelming.
Reflecting on the closure in a January 2025 interview with Cyclingnews, Millar opened up about the emotional toll the situation took on him. He described feelings of burnout and stress, emphasizing how his personal and financial investment in CHPT3 had become unsustainable. The emotional burden was compounded by external factors, such as ITV losing the rights to air the Tour de France, which added to his challenges during this already difficult period. Millar's insights resonate with many entrepreneurs who understand that the path to success is often fraught with failures and setbacks.
Transitioning from this setback, Millar has found a new direction as Brand Director at Factor Bikes. This role was a fortuitous turn of events, made possible by his friendship with Baden Cooke, a fellow former professional cyclist and an original partner in Factor Bikes. In October 2024, Millar began as a Super Ambassador, a role that eventually evolved into a more permanent position. His responsibilities now center on utilizing his branding expertise to enhance Factor Bikes' marketing strategy, moving forward from the challenges of his previous venture.
Millar's transition highlights the importance of adaptability in the cycling industry and the value of community support among professional cyclists. His new role at Factor Bikes has provided him with a renewed sense of purpose, allowing him to leverage his experiences to contribute positively to another brand. The camaraderie shown by colleagues, particularly CEO Rob Gitelis, has underscored the importance of support networks during turbulent times.
The cycling apparel industry is known for its fierce competition and ever-changing dynamics. Brands are often challenged by rising costs, supply chain issues, and shifting consumer preferences. Millar's experience with CHPT3 is not an isolated case; many cycling brands face similar hurdles. For instance, the global pandemic significantly impacted retail operations and consumer behavior, forcing many brands to reevaluate their strategies. Despite these challenges, some brands, like Rapha, have managed to thrive by focusing on core operations and leveraging their brand loyalty to weather financial storms.
The story of CHPT3 serves as a reminder of the complexities involved in launching and sustaining a business in this sector. While some critics may view Millar's brand as a vanity project, it is essential to recognize that quality and innovation were at the heart of CHPT3's offerings. The brand aimed to provide cyclists with functional yet stylish apparel, something that many dedicated cyclists appreciated. However, as with any premium brand, the balance between quality and price is a delicate one, and consumer expectations can shift rapidly.
As Millar embarks on this new chapter with Factor Bikes, his journey illustrates the resilience required to navigate the ups and downs of the cycling industry. His expertise in branding, combined with his passion for cycling, positions him well to influence the future of the brand positively. The cycling community thrives on innovation and adaptability, and Millar's experiences will undoubtedly inform his contributions to Factor Bikes as it seeks to carve out its niche in a competitive market.
In the broader context of the cycling apparel industry, Millar's journey reflects the challenges and opportunities that await entrepreneurs. The ability to pivot and adapt is crucial for survival, and the lessons learned from CHPT3 will likely inform Millar's approach moving forward. As he embraces this new role, Millar remains committed to contributing to the cycling world, not just as a former competitor but as an influential figure in shaping the market for quality cycling apparel.
On December 2, 2024, CHPT3 entered voluntary liquidation, a decision driven by mounting financial difficulties. The liquidation process has been managed by insolvency practitioners Wilson Field Limited. For Millar, this was more than just a business decision; it was a deeply personal moment that marked the end of a venture he had poured his heart and resources into. Established with the aim of creating high-quality, stylish cycling apparel, CHPT3 had initially garnered attention and support within the cycling community. However, the pressures of maintaining a brand in a crowded market proved overwhelming.
Reflecting on the closure in a January 2025 interview with Cyclingnews, Millar opened up about the emotional toll the situation took on him. He described feelings of burnout and stress, emphasizing how his personal and financial investment in CHPT3 had become unsustainable. The emotional burden was compounded by external factors, such as ITV losing the rights to air the Tour de France, which added to his challenges during this already difficult period. Millar's insights resonate with many entrepreneurs who understand that the path to success is often fraught with failures and setbacks.
Transitioning from this setback, Millar has found a new direction as Brand Director at Factor Bikes. This role was a fortuitous turn of events, made possible by his friendship with Baden Cooke, a fellow former professional cyclist and an original partner in Factor Bikes. In October 2024, Millar began as a Super Ambassador, a role that eventually evolved into a more permanent position. His responsibilities now center on utilizing his branding expertise to enhance Factor Bikes' marketing strategy, moving forward from the challenges of his previous venture.
Millar's transition highlights the importance of adaptability in the cycling industry and the value of community support among professional cyclists. His new role at Factor Bikes has provided him with a renewed sense of purpose, allowing him to leverage his experiences to contribute positively to another brand. The camaraderie shown by colleagues, particularly CEO Rob Gitelis, has underscored the importance of support networks during turbulent times.
The cycling apparel industry is known for its fierce competition and ever-changing dynamics. Brands are often challenged by rising costs, supply chain issues, and shifting consumer preferences. Millar's experience with CHPT3 is not an isolated case; many cycling brands face similar hurdles. For instance, the global pandemic significantly impacted retail operations and consumer behavior, forcing many brands to reevaluate their strategies. Despite these challenges, some brands, like Rapha, have managed to thrive by focusing on core operations and leveraging their brand loyalty to weather financial storms.
The story of CHPT3 serves as a reminder of the complexities involved in launching and sustaining a business in this sector. While some critics may view Millar's brand as a vanity project, it is essential to recognize that quality and innovation were at the heart of CHPT3's offerings. The brand aimed to provide cyclists with functional yet stylish apparel, something that many dedicated cyclists appreciated. However, as with any premium brand, the balance between quality and price is a delicate one, and consumer expectations can shift rapidly.
As Millar embarks on this new chapter with Factor Bikes, his journey illustrates the resilience required to navigate the ups and downs of the cycling industry. His expertise in branding, combined with his passion for cycling, positions him well to influence the future of the brand positively. The cycling community thrives on innovation and adaptability, and Millar's experiences will undoubtedly inform his contributions to Factor Bikes as it seeks to carve out its niche in a competitive market.
In the broader context of the cycling apparel industry, Millar's journey reflects the challenges and opportunities that await entrepreneurs. The ability to pivot and adapt is crucial for survival, and the lessons learned from CHPT3 will likely inform Millar's approach moving forward. As he embraces this new role, Millar remains committed to contributing to the cycling world, not just as a former competitor but as an influential figure in shaping the market for quality cycling apparel.
