(BRAIN) Felt Bicycles said its current management team and minority shareholders, Florian Burguet and Cesar Rojo, have entered into a purchase agreement with the Pierer Mobility Group to fully acquire the brand. The process of buying the brand started in 2023.
Pierer restructured last year and its assets have been acquired byBajaj Mobility Group.
Burguet and Rojo have acquired Felt's global trademarks and its North American and Spanish operations.
Felt was founded by Jim Felt in California in the 1980s. He sold the brand to Rossignol Groupe in 2017. Rossignol sold it to Pierer in 2021.
In a recent interview, a Felt spokesman said the brand was focused on rebuilding its U.S. dealer base of specialty dealers and sales of competition-level products for triathlon, road and gravel. The spokesman said the brand will remain sold only by dealers, with no consumer-direct sales. The brand is also celebrating athletic success, including a win in the 2025 Ironman World Championships by NorwegianSolveig Lvseth, who also set the fastest bike split of the day on aFelt IA 2.0.
"As Felt approaches its 35th anniversary in 2026, our mission remains clear and unchanged: to build a high-performance bike business focused on a global network of expert shops, high-margin products, and authentic engagement with the core riding community," the company said Thursday after announcing the acquisition.
"From our headquarters in Barcelona, Spain, the two owners are steering Felt's evolution. On the commercial side, dealer partners remain our sole focus. By investing in infrastructure, systems, and logistics, Felt will continue to strengthen supply chain resilience, enhance dealer support, and elevate consumer experiences. On the product side, the pipeline is full of exciting developments," the company said.
