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RevZilla

RevZilla is an American e-commerce retailer specializing in motorcycle gear, apparel, parts, and accessories.^[1]^[2] Founded in November 2007 by Anthony Bucci, Nick Auger, and Matt Kull in an apartment in Philadelphia's Old City neighborhood with an initial investment of less than $30,000, the company quickly expanded by focusing on high-quality products and customer education through detailed video reviews.^[3]^[4]^[5] Headquartered in Philadelphia's Navy Yard since 2013, RevZilla offers a wide selection of items including helmets, jackets, gloves, boots, tires, and protective gear tailored for various riding styles and conditions, with features like free shipping on orders over $50 and a 90-day return policy.^[6]^[7]^[8] By 2019, the company had grown to approximately 450 employees and established itself as a multi-million-dollar destination for powersports enthusiasts, emphasizing premium brands and expert content via its in-house media platform, Common Tread.^[9]^[10]^[11] In 2016, RevZilla entered a joint venture with private equity firm J.W. Childs Associates, which also owned Cycle Gear, forming a new holding company to operate the brands as independent sister companies; this structure later evolved into Comoto Holdings, which acquired additional retailers like Rever in 2020 and J&P Cycles in 2020, expanding RevZilla's reach in the aftermarket motorcycle sector.^[12]^[13]^[14] Under Comoto, RevZilla has maintained its focus on direct-to-consumer sales while benefiting from synergies in supply chain and product offerings across the portfolio.^[15]^[16]

History

Founding

RevZilla was founded in November 2007 in Philadelphia, Pennsylvania, by Anthony Bucci, Nick Auger, and Matthew Kull, who operated initially from an apartment in the Old City neighborhood.^[17]^[18] The three mid-20s entrepreneurs, all passionate but budding motorcyclists, brought complementary expertise from their prior tech careers: Bucci had experience in e-commerce project management and web development through co-ops at Drexel University and work with brands like Trump and Spencer Gifts, while Auger and Kull contributed strong backgrounds in e-commerce and software engineering.^[19]^[18] They quit their jobs after recognizing the frustrations of online shopping for motorcycle gear, which often featured sterile websites lacking enthusiast appeal, and sought to create a rider-centric platform.^[19]^[17] The company's initial focus was on online retail of motorcycle gear, apparel, parts, and accessories, aiming to fill a market gap with rich product descriptions, videos, high-quality photos, customer reviews, and community forums tailored to riders' needs.^[18]^[19] To launch, the founders self-developed the e-commerce platform without external funding or developers, starting with drop-shipping from a single distributor offering about 3,000 products and opening a small physical storefront in Philadelphia's Queen Village neighborhood to satisfy supplier requirements for inventory credibility.^[19]^[18] Early operations were bootstrapped on a modest budget of around $15,000, primarily from a maxed-out credit card, leading to intense challenges as the team worked 20-hour days and nearly ran out of funds by February 2008 amid the broader economic downturn.^[19]^[17] Building inventory proved difficult without upfront capital, relying heavily on drop-shipping while projecting a professional image online to mask their small-scale setup and establish trust in the niche motorcycle community, where riders were wary of unproven retailers.^[19] Despite these hurdles, RevZilla achieved cash-flow positivity within 90 days and profitability by early 2008, generating $1.8 million in first-year sales without any marketing spend.^[17] By 2010, the company reached $6.4 million in annual sales, reflecting growing traction in the specialized market.^[20]

Early growth

Following its founding, RevZilla experienced rapid expansion from 2011 to 2015, driven by increasing demand for online motorcycle gear and strategic operational scaling. Revenue grew substantially during this period, rising from $6.4 million in 2010 to $58.3 million in 2013, reflecting an 812 percent increase that positioned the company at No. 586 on the Inc. 5000 list of fastest-growing private companies.^[20] By 2014, annual sales reached $75 million, and they climbed to $105 million in 2015.^[21] To support this growth, RevZilla significantly expanded its workforce, growing from around 45 employees at the time of its early 2013 relocation to the Navy Yard to approximately 100 by early 2014, with plans to add 60 more hires.^[22]^[4] By the end of 2015, it employed 185 people across operations.^[21] In 2013, RevZilla relocated its headquarters to the Philadelphia Navy Yard at 4020 S. 26th Street to accommodate its expanding needs, including space for a new 65,000-square-foot East Coast warehouse and fulfillment center added in 2014.^[22] This move enabled better inventory management and logistics efficiency as order volumes surged. The company also launched early media initiatives around 2013–2014 to foster community engagement, starting with fun, viral videos like the 2013 Harlem Shake production and promotional content such as the 2014 July deals video.^[23] By 2015, RevZilla had invested heavily in content creation, employing a 13-person video team that produced 20–25 reviews and how-to videos per week, amassing over 45 million YouTube views and 142,000 subscribers to educate and connect with riders.^[17] Business strategies emphasized technology investments to enhance user experience and operations. RevZilla maintained a custom-built e-commerce platform optimized for search engine performance since its inception, while the 2014 warehouse expansion improved inventory handling for its growing catalog of apparel, parts, and accessories.^[17]

Mergers and acquisitions

In 2016, RevZilla merged with Cycle Gear under the newly formed Comoto Holdings Inc., backed by private equity firm J.W. Childs Associates, to establish a leading omni-channel retailer in the motorcycle apparel, accessories, and parts sector.^[24]^[25] This partnership combined RevZilla's e-commerce expertise with Cycle Gear's brick-and-mortar presence, creating a unified entity with over 80 retail locations across the United States while allowing both brands to operate as independent sister companies.^[15] In 2020, Comoto Holdings expanded through two key acquisitions: J&P Cycles, a major aftermarket parts retailer, in January, and Rever, a GPS tracking app and rider community platform, in November.^[26]^[27] The Rever acquisition integrated digital ride-tracking and social features to bolster Comoto's online ecosystem, while J&P Cycles added extensive inventory and a network of physical stores, enhancing product diversity and market reach.^[28]^[14] These moves were strategically aimed at optimizing supply chains through shared logistics and inventory, broadening the customer base via complementary channels, and diversifying beyond pure e-commerce into community-driven and hybrid retail models.^[26]^[29] Post-acquisition, operations were integrated at the holding company level for efficiencies in procurement and technology, yet each brand—RevZilla, Cycle Gear, Rever, and J&P Cycles—retained its distinct identity and leadership to preserve customer loyalty and market positioning.^[14]^[15] As of 2025, Comoto Holdings continues to operate the brands independently, with recent initiatives including sponsorships and industry partnerships.^[30]^[31]

Operations

Product offerings

RevZilla's product offerings center on motorcycle apparel and accessories tailored for riders, encompassing protective gear such as helmets, jackets, gloves, boots, and pants designed to enhance safety and comfort during various riding conditions.^[32] The inventory also includes aftermarket parts like tires for improved traction, exhaust systems for performance upgrades, and luggage options for storage needs on long tours or daily commutes.^[33] These categories cater to diverse riding styles, from urban commuting to off-road adventures, ensuring riders can find specialized items that match their requirements.^[34] In 2018, RevZilla introduced its own branded apparel line, Reax, in collaboration with Cycle Gear, aimed at providing affordable yet high-quality rider gear using premium materials and robust construction techniques.^[35]^[36] The Reax collection includes jackets, pants, gloves, and base layers, emphasizing functionality and protection at accessible price points to broaden access to reliable equipment for everyday riders.^[37] RevZilla sources its products through partnerships with renowned brands including Alpinestars for versatile protective apparel, Shoei for premium helmets, and Rev'it for innovative riding suits and layers, ensuring a wide selection of high-performance options.^[38]^[39] A key emphasis is placed on safety standards, with helmets meeting certifications such as DOT for U.S. compliance and ECE for European impact and retention testing, and protective gear adhering to relevant standards like CE, guaranteeing verified protection against crashes.^[40]^[41] To assist customers in selecting appropriate gear, RevZilla provides customization tools like detailed fit guides for measuring head circumference, chest width, and inseam to ensure proper sizing across apparel categories.^[42] Additionally, gear matching recommendations are available based on riding style, such as lightweight racing suits for track use versus armored touring jackets for long-distance travel, helping riders assemble cohesive outfits aligned with their preferences.^[43]^[44]

E-commerce and retail

RevZilla's e-commerce platform emphasizes a user-friendly interface designed for motorcycle enthusiasts, featuring the "Shop Your Ride" tool that allows customers to search and filter products by specific vehicle details such as year, make, and model.^[7] This vehicle-specific filtering streamlines the shopping process, enabling precise matches for parts and accessories without manual sifting through general catalogs. Additionally, the site supports interactive quizzes, such as the helmet selection tool, which provides tailored recommendations based on rider preferences and needs.^[45] Complementing these features is a generous 90-day returns policy, under which customers can return new, unused, and unaltered items for a full refund to the original payment method.^[46] In terms of shipping and logistics, RevZilla offers free standard shipping on orders of $49.99 or more within the contiguous United States, utilizing carriers like USPS, FedEx, and OnTrac for nationwide coverage.^[47] For orders below this threshold or to non-contiguous areas like Alaska and Hawaii, flat-rate options apply, with air shipping available for faster delivery.^[47] Customers also benefit from in-person pickup integration, where online orders can be shipped directly to any Cycle Gear store for free collection, enhancing convenience for those preferring to avoid home delivery.^[48] Following the 2016 partnership with Cycle Gear under parent company Comoto Holdings, RevZilla adopted an omni-channel retail strategy that leverages Cycle Gear's physical footprint of over 160 stores across the U.S. for seamless hybrid shopping.^[49] This synergy allows online purchases to be fulfilled via store pickup or returned in-store with a receipt, provided items remain new and unused, bridging digital and brick-and-mortar experiences without disrupting brand independence.^[48] The approach supports broader accessibility, as Cycle Gear locations serve as extension points for RevZilla's inventory, enabling customers to inspect products post-purchase if needed.^[24] RevZilla's customer service innovations include accessibility through live chat and a dedicated phone line staffed by product experts, available Monday through Friday from 9 a.m. to 9 p.m. ET, Saturday from 9 a.m. to 6 p.m. ET, and Sunday from 10 a.m. to 7 p.m. ET.^[50] These "Gear Geeks" provide specialized advice on fit, compatibility, and rider needs via chat or calls to (877) 792-9455, drawing on in-depth product knowledge to guide selections.^[51] Furthermore, as part of Comoto Holdings, RevZilla employs a customer data platform to deliver real-time, personalized recommendations across channels, enhancing the shopping experience with data-informed suggestions tailored to individual browsing and purchase history.^[52]

Media and community

Common Tread

Common Tread serves as RevZilla's central media platform, dedicated to delivering in-depth content on motorcycling culture, gear, and industry developments. Launched in 2014 as "The Hub" to foster deeper customer engagement beyond e-commerce sales, it quickly evolved into the Common Tread brand in its first year, following a suggestion from staff member Brett Walling.^[11] This rebranding solidified its identity as a comprehensive resource for riders, emphasizing education, entertainment, and community interaction. The platform features a diverse array of content formats tailored to the motorcycling community. Blog articles cover moto-life topics, industry news, and opinionated rants, such as the widely discussed piece "Stop saying loud pipes save lives," which challenges common myths among riders.^[11] Video reviews include gear tests, ride impressions, and creative series like CTXP, which recreates iconic road trips such as the one from Dumb and Dumber.^[11] Additionally, Common Tread produces podcasts, with the Highside/Lowside series debuting in 2019 to offer insights from prominent figures in motorcycling, and practical guides on topics like helmet sizing and safety certifications.^[11]^[53]^[40] Key milestones underscore Common Tread's growth and influence. In 2016, its analysis of a Virginia Tech motorcycle crash study became the platform's most-read article, highlighting data-driven safety education.^[11] By 2019, the introduction of the Highside/Lowside podcast expanded audio content, featuring interviews with industry experts like journalist Genevieve Schmitt and racer Chris Fillmore.^[11]^[54]^[55] The platform marked its 10th anniversary in 2024, having published over 3,000 articles contributed by more than 150 writers, including helmet comparison series like Shoei versus Arai that provide expert overviews of premium gear options.^[11]^[56] As of 2025, Common Tread expanded its presence to the Cycle Gear website and continued producing content, including coverage of the EICMA 2025 motorcycle show.^[57]^[58] Common Tread plays a pivotal role in engaging the motorcycling community by building brand loyalty through accessible, informative content that positions RevZilla as a trusted advisor. Its emphasis on rider education—via safety analyses, gear evaluations, and interviews—encourages community-driven contributions and fosters a sense of shared passion among enthusiasts.^[11] This approach has cultivated a dedicated audience, with popular series driving ongoing discussions and repeat engagement across articles, videos, and podcasts.

Philanthropic initiatives

RevZilla launched its corporate social responsibility program, ZLAnthropy, in 2015, with a focus on supporting technology and education nonprofits in the Philadelphia area.^[59] The initiative encouraged employee involvement through volunteering and donations, providing 16 hours of paid time off annually for community service starting in 2018.^[60] By 2019, the program had facilitated over $178,000 in monetary and in-kind contributions, alongside more than 1,300 employee volunteer hours.^[59] In 2020, following RevZilla's acquisition by Comoto Holdings, the philanthropic efforts expanded under the Comoto Cares umbrella, which supports powersports nonprofits and community initiatives across the company's brands.^[61] During the COVID-19 pandemic, Comoto Cares donated $50,000 worth of personal protective equipment, including goggles and gloves from RevZilla's inventory, to hospitals and emergency services in multiple regions.^[61]^[62] In 2023, the program introduced matching grants for employee donations to eligible powersports organizations, aiming to lower barriers to participation in the industry.^[63] In April 2025, Comoto Holdings partnered with the Motorcycle Industry Council to support educational programs and community events aimed at growing new riders.^[31] The company continued supporting the Pediatric Brain Tumor Foundation through its Ride for Kids events in 2025.^[64] RevZilla has partnered with several rider-focused charities, beginning with the Motorcycle Relief Project in 2018 to support adventure tours for veterans and first responders dealing with PTSD.^[59] Additional collaborations include the Road 2 Recovery Foundation, which aids injured professional motocross and supercross athletes with financial and rehabilitative support.^[59] In 2025, RevZilla partnered with the Ride Again Foundation, providing adaptive equipment and training for injured riders to resume motorcycling.^[65] The company has also organized and sponsored events to advance these causes, such as the 2023 Rally for Rangers, where participants raised funds to deliver off-road motorcycles to wildlife conservation rangers in remote areas.^[66] Through the Built for Good project, RevZilla commissions custom motorcycle builds auctioned to benefit global nonprofits, including a 2021 cafe racer that funded clean water access initiatives.^[67]

Corporate affairs

Ownership and leadership

RevZilla operates as a subsidiary of Comoto Holdings Inc., a private equity-backed conglomerate formed in 2016 as the holding company for RevZilla and Cycle Gear following an equity investment by J.W. Childs Associates (later rebranded as Prospect Hill Growth Partners), which acquired a majority stake in the combined entity that year.^[68]^[69] Comoto Holdings oversees RevZilla alongside sister brands including Cycle Gear, J&P Cycles, and REVER, integrating operations to support omni-channel retail in the powersports aftermarket.^[70] As a privately held company, RevZilla has no publicly traded stock, with its growth strategy driven by private equity investments focused on expansion and acquisitions.^[71] Key leadership at Comoto Holdings, which directs RevZilla's strategic direction, includes Zach Parham as President and CEO since December 2023, overseeing all brands with a background in the industry from his family's J&P Cycles business.^[68] For RevZilla specifically, Steve Bontempo serves as President and Chief Marketing Officer for Comoto, managing e-commerce, digital strategy, and brand initiatives across the portfolio.^[31] Original RevZilla co-founder Anthony Bucci, who led as CEO until late 2016 following the investment, continues in an advisory capacity as a member of Comoto's board of directors.^[11] Co-founder Matthew Kull also retains a board role at Comoto, contributing to governance post his tenure as CEO from 2017 to 2019.^[72] Comoto Holdings maintains its headquarters in Philadelphia, Pennsylvania, where RevZilla's operations are integrated with the broader corporate structure, including shared retail, media, and supply chain functions.^[73] This centralized setup in Philadelphia supports RevZilla's e-commerce platform and content production while leveraging synergies across Comoto's brands for efficiency and market reach.^[10]

Awards and recognition

In 2010, RevZilla received the Emerging Business of the Year award from the Greater Philadelphia Chamber of Commerce, recognizing its rapid growth and innovative approach to online motorcycle retail during its early expansion phase.^[74] In 2014, the company was honored as IT Innovator of the Year by the Greater Philadelphia Alliance for Capital and Technologies, highlighting its advancements in e-commerce platforms and technology-driven customer engagement within the powersports industry.^[75] RevZilla has also earned recognition for its customer service excellence, including a Silver Stevie Award in 2016 for Customer Service Team of the Year, which praised the Gear Geeks team's role in delivering exceptional support through proprietary tools and detailed product guidance.^[76] Additionally, it has been named a Top Workplace multiple times by The Philadelphia Inquirer and Philly.com, with rankings in 2017, 2018, and 2019, reflecting strong employee satisfaction and service-oriented culture that contributes to industry acclaim.^[77] These awards, spanning pre- and post-investment periods following the 2016 formation of Comoto Holdings, underscore RevZilla's sustained impact on business innovation and community engagement in the motorcycle sector.^[75]

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