Butterfield & Robinson’s Dalmation Coast Active trip in Croatia

Mike Scarola is the CEO of Butterfield & Robinson, a luxury travel company with the goal of making a positive impact. He speaks to LUX about connecting with local communities and travelling on two wheels instead of four

LUX: What was the inspiration behind your Slow Find initiative?
Mike Scarola: The Slow Fund is driven by our passion for sustainability, focusing on education, culture, conservation, and preservation. We needed a formal vehicle to give back, which is essentially the genesis of the Slow Fund. Sustainable travel has been in our DNA since the beginning, just by the nature of what we do.

Seeing the world or seeing a region on bikes or on foot, we believe is a better, more sustainable way to travel. Currently we support nine initiatives globally, which range from conserving species and iconic landscapes across Africa, to supporting gender equality in the safari industry, to our art residency in France. The ideas behind the initiatives we choose to support typically come from our guides or our planners, because they know the region and its needs the best. We always aim to support sustainability efforts or cultural initiatives in the regions where we take travellers, and often try to bring our travellers into some of those initiatives while they’re on trip. This allows them to give back to the communities they visit and understand the essence of Slow Travel.

Pizza making lessons from a local chef in Italy on the Amalfi Coast Walking tour

LUX: When you first brought in this idea of sustainable travel and travelling on bicycle rather than taking cars, was there a high client demand for it, or was it something that you had to intensively market?
MS: The long story is that our founder, George Butterfield, is an unbelievable trailblazer. He had a huge passion for travel and bringing people to new experiences. He was always trying new trips,  and in the early 70s he decided to try biking and as a part of a travel experience. But first time round, it just didn’t catch on.

Then he had someone in his office who, in the early 80s, started to make a case that we should try this again. He thought that people that are looking for luxury will also want to bike through Europe. George was actually pretty hesitant at the time, but they tried it and it absolutely took off in the early 80s.

LUX: How do you go about tracking your carbon footprint and why do you think it’s important that companies, especially travel companies, need to be doing this?
MS: We’re in our second year of very detailed tracking of our carbon footprint, and the reason we do this is because we want create a positive impact in the world. There’s a real crisis and we’re part of it, but we’re now trying to be part of the solution. The first step that we thought was important was to try to measure our impact. It’s tough, but once you measure that, you can communicate the biggest impacts of what your company has day-to-day on the environment, and then you can start to take solid steps to reduce it. We’ve always thought about the environment and taken steps to improve our trips and reduce our carbon footprint, but this formalisation allows us to track it on an annual basis.

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LUX: What’s the philosophy behind your travel experiences?
MS: We think there is a large number of travellers who want to be active when they go on vacation, and who will get a better experience seeing a region on two wheels than they will on four. There’s so many regions now that are wonderful to hike through, to bike through, to canoe through, that also have luxury accommodations, which is often really important for us. We always try to bring our travellers to luxury accommodations, to high end food.

Mike Scarola on the Tuscany Wine Country Biking tour in Italy

LUX: You do a lot of community-based work trying to enhance their lives whilst travellers come and visit. How do you ensure a community focused approach while also balancing client demand?
MS: What we find is that travellers are looking for very authentic experiences. They’re not only looking to stay in the nicest hotel and eat the best meals. They’re looking to feel like they’ve come away with a connection and a deeper understanding of the region, which lines up really well with what we try to do. We try to source from locally-owned businesses and local people to help deliver experiences on the trip. So whether it’s a specialised tour, or  stopping in the middle of your cycle for lunch in a restaurant owner’s backyard, where they’re going to teach you how to make pasta, these are the types of authentic experiences that our travellers are looking for. We work really hard on a day-to-day basis to try to find them and it’s only possible because of the network we have built up . We have about 125 guides that are located around the world, who know their regions intimately and are often the source of new experiences with locals.

LUX: Can you tell us more about your art residency initiative in France?
MS: Certainly. This a partnership with a former guide, who has an art residency program in France. They came to us to say that they often identify fantastic artists who are very much in need of financial aid, who could use our help. That’s all we really needed to know. A passion of ours is being about to support our guides, and to support art and culture. We’ve sponsored a number of artists. The latest one is a Belarussian artist, who had to leave their home country because of what’s happening over in Ukraine. This was a phenomenal artist who really didn’t have anything, and was going to have to give up their passion and give up their talent in order just to survive. So we helped to support.

LUX: What sets Butterfield and Robinson apart from other travel companies in the industry?
MS: The heart and soul of this business are our guides and our experienced designers. I would argue at the end of the day that we have the best guides and the best experienced designers on the planet.

Read more: Travelling Botswana on Eco-Safari, Review

Mike Scarola guiding on the Tuscany Wine Country Biking tour in Italy

We always have a get together, a guide kick off at the beginning of the European season in April, and a guide gathering at the end of the European season. They are the most creative, well-travelled individuals who speak multiple languages with stories from the whole year on how they took travellers to amazing spots. We ask our travellers at the end of the trip to rate us on a whole bunch of different metrics, and the guide score is always the highest and most consistent, because they’re so knowledgeable about the region.

LUX: How do you aspire to continue redefining luxury travel in the years to come?
MS: The biggest thing for me is listening to our travellers. Our travellers have been the best source of direction over the last 57 years, and I think they’re going to continue to be. I think the demand for authentic experiences will continue to grow. The other thing is that travellers are looking to have a bit of an impact on their trips as well. I can see us doing it a lot more where they’re not just visiting and learning, but they’re participating, potentially in a project that they do on a trip that you know makes them feel a little more connected, a little more empathy for the region and the culture.

Find out more: www.butterfield.com

Rapha aims to use recycled materials and organic natural fibres across their products

Francois Convercey is the newly appointed CEO of luxury cycling brand Rapha. Here he speaks to LUX about the company’s sustainability initiatives and the need for greater age and gender diversity in cycling

LUX: How has the structure of Rapha changed with the renewed focus on cycling and its benefits since the pandemic?
Francois Convercey: I wouldn’t say that the pandemic and its involvement in cycling actually changed our strategies or the organisation of our business. Rapha already had the focus of making cycling the most popular sport in the world. From day one, we had the ambition of making cycling aspirational and beautiful, and to get as many people as we could to fall in love with the sport.

As much as the pandemic got people to turn their heads towards the outdoors and cycling, it actually acted as a catalyst towards our original purpose and strategies more than anything else. There was a much broader receptive audience for us to engage with – but all the different building blocks and strategies that we had put in place a decade before the pandemic were still very much relevant in the way we have developed our pricing structure and the way we have made the brand more approachable and more relevant to more people. This made it easier for us to capitalise on the renewed interest in cycling – the way we set up as a business, being a direct-to-consumer business in the first place. The pandemic didn’t change much, but it allowed us to accelerate and grow more quickly. It hasn’t made us shift or change the direction of travel for the business. It just reinforced our belief that we are on the right track.

Rapha CEO Francois Convercey

LUX: What do you believe are the imbalances which need to be addressed by sporting brands in conversations about gender equality and diversity?
FC: Cycling as a sport has imbalances which we are trying to address, although it is a long journey. Gender diversity is definitely one of those, which starts at the pinnacle end of the sport, at racing. Equity and equality when it comes to world tour racing and bike racing as a whole is still very imbalanced and focused on male races. Female races have only begun to be broadcasted in the last couple of years. The Tour de France, which is the cycling world’s biggest sporting event and one of the top ten sporting events in the world, didn’t have a women’s tour until 1955, which was then stopped for thirty years, and only reinstated last year. There are still lots of things to be done to provide balance when it comes to media exposure, broadcasting, prize money and salaries for professional cyclists.

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We try to help drive this balance through the storytelling we do, through our initiatives. During last year’s Tour de France we had a collaboration with a streetwear brand PALACE, using our men’s racing team as a billboard to promote the women’s tour. We are making investments on the women’s tour, sponsoring the women’s world tour team, spending 50% of our marketing money on content and athletes on minorities – women and individuals from under-represented backgrounds, which is part of our impact commitment as a brand. I think the gender balance is one of the key imbalances.

Members of the Rapha Cycling Club coming together

There is definitely an element of age; we want more of the youth to look at cycling as an amazing thing to do. Cycling isn’t the most approachable or accessible sport there is – a bike is more expensive than a pair of running shoes, it requires more time and sometimes infrastructures. Five years ago at Rapha, we began supporting cycling at its grassroots and breaking down barriers to make the sport more accessible to young people and under-represented individuals, and people from under-privileged backgrounds. Over the past five years, the Rapha Foundation donated over $5 million in grants to 38 different grantees who all have concrete initiatives to help break down accessibility to the sport and to support under-privileged kids to have access to cycling – whether it’s supporting programs in schools, or young talent programs. We’ve recently partnered with USA Cycling as part of a program called Search for Speed, which is a track cycling talent identification program, looking for the next US track talent for the 2028 Los Angeles Olympics.

Gender balance is key, age balance is key. The third to look at is accessibility and the role that cycling can play in helping mitigate access to education and healthcare. There have been fantastic initiatives such as World Bicycle Relief, which we have supported over the years and continue to support with the Rapha Foundation, which gives bikes to communities who need bikes for basic life needs – whether it’s education for children to travel to school and not have to walk, or to provide a level of healthcare and health benefits which individuals deserve. The bike can be an amazing tool to break down accessibility barriers for under-privileged communities.

Items from Rapha’s exclusive Rapha + Paul Smith RCC Collection, launched in 2023

LUX: How do you balance promoting professional cycling and equipment whilst also trying to encourage a new generation of amateur cyclists?
FC: I do not necessarily think they are mutually exclusive. The pinnacle-end of the sport, high-performance racing, is aspirational to many individuals and will continue to be in the future. I think being able to provide the opportunity to make a career in cycling and being in a position to inspire communities and future generations about the sport is an amazing prospect. But we won’t succeed in achieving our purpose as a brand if we only focus on racing.

We also have to work on more accessible and more approachable activities which help people discover the values and joys of being on a bike, and how being on a bike is a remedy to the world’s biggest societal challenges and threats – whether it’s environmental benefits with more people commuting on a bike, whether it’s mental health and personal wellbeing which comes when you spend time with yourself and challenge yourself as an individual, or the social friendship and comradery which comes with being on a bike. I think professional and amateur cycling should co-exist and they have their distinctive role to play.

An image from the Rapha Spring/Summer ’23 Collection campaign

LUX: Can you tell us about the main ways you incorporate sustainability into your company?
FC: Sustainability is central. We’ve always looked at it as a duty we have to do the right thing. We launched a repair program which provides the opportunity for any garment which may be damaged to be repaired. We used to do that in-house. We have started to involve partners to help us do it. Over time, we started to pay more attention to how we make our products and the impact that we have. For the last couple of years we’ve been offsetting all the carbon emissions that are generated from the shipments to customers. We’ve offset 100% of our carbon emissions coming from our logistics impact that we have on the planet.

We have been driving a lot of work to convert 100% of our product range into sustainable materials, whether it’s recycled fabrics, recycled fibres, or recyclable or compostable fibres. We’ve covered about 70% of the range now. We are removing all PFC materials from our weather protection products. We’re taking a much more abrasive stance on excess materials we produce. We are now repurposing excess material through excess collections in the Spring of this year. This is now becoming part of our ongoing initiatives. Although it only accounts for 2% of our total volume, it is still a meaningful initiative.

The Los Angeles Rapha Clubhouse

We are about to publish our second impact report in September, which will show our impact over the last twelve months and how much we’ve progressed. We are ahead of track on some key commitments, and some others we have found more challenging than we hoped, or we realise we needed to communicate in a very different way, or we realised that people, planet and communities take framework for broader impact. It takes time, and we’ve embedded that as a culture and as a priority. We have a small sustainability team, but that team is there to inspire a vision. If it’s not embedded in business, we will never make the progress we want to make.

Read more: Pierre Barreau on the future of AI in the music industry 

LUX: Do you think cities are adapting to cyclists, or is there more to be done?
FC: We’ve seen cities adapting more and more to cyclists. I think the pandemic has been an amazing catalyst for more infrastructure to be provided, but we are far from being in the right place.

We can look at places like Denmark and Holland, where urban commuting is ingrained in the local culture, and see cities which are built around cycling. There is lots of fantastic work being done by cities and local organisations. I’ve seen places like Paris, for instance, make amazing progress over the last three years and transforming the way people can ride through the city in a much safer way.

The RCC is now a global community with over 10,000 members

It’s a constant push and pull. Safety on a bike is still one of the top three barriers from people riding their bikes. More and more people have decided to take their bikes off the road and ride off the beaten track or in front of the TV, because you’re in a safer environment. This shows we are still far from where we need to be to make riding safe, whether it’s inside or outside the city.

LUX: How do cyclist communities created by the Rapha clubhouses influence the outlook of the company?
FC: We’ve always been committed to real-life experiences from the earliest days of Rapha. We call our physical Rapha stores clubhouses, because they are not just stores, they are a home away from home for our customers. In 2014, we launched Rapha Cycling Club which is part of a membership program which gives people access to unique benefits and unique experiences. That community is now made up of 20,000 individuals across the world spread across 25 different chapters. Actively investing in building communities on the ground is a direct consequence of us trying to inspire the world to take up the bike. The RCC and our clubhouses are there to inspire people to go on a ride every day of the week, you will have a collection of rides you can join as a member.

The cycling communities influence the company on a few levels. It pushes the customer-centrality of the brand because of the unique customer-directed nature of the brand we have got to have the customer-mentality and direct relationship. It depends on feedback from customers and RCC members to have that customer-first mentality. As CEO of the company, I can go on a ride tomorrow morning in a London clubhouse and get real-time feedback from our customers on how they feel and what they think.

Find out more: www.rapha.cc