Felt might be the most purchased bike brand in the world. Unfortunately, the dubious title doesn’t come from selling bikes.
Felt Bicycles has been sold yet again, per a report by Bicycle Retailer and Industry News. This marks the brand’s second owner in four years, and the fourth owner of the brand since 2017.
This latest news isn’t so much another acquisition. Rather, the announcement completes a transaction initiated in 2023, in which Pierer Mobility Group (the brand formerly owned by KTM) elected to sell the brand to a consortium led by its current management team and minority shareholders, Florian Burguet and Cesar Rojo.
The brand had this to say to Bicycle Retailer on the vision of its owners:
“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 purchase agreement from Pierer Mobility Group (soon to be called Bajaj Mobility Group) comes after the group announced it would withdraw from the bicycle and e-bike business earlier this year. With that came selling off the remaining inventory of Husqvarna and GasGas bikes.
Pierer Mobility Group initially announced that the sale to Burguet, Cesar Rojo, and minority shareholders was expected to be finalized in the first half of 2024. We’re now at the end of 2025, but hey, better late than never?
A history of Felt Bicycles bought and purchased
The brand was initially founded in 1991 by Jim Felt with a focus on time trial and triathlon bikes. In its time, it was one of the first bike brands to pioneer the bayonet-style fork found on modern aero bikes like the Cervélo S5 and Colnago Y1Rs. It has also sponsored many track and WorldTour teams over the years.
In 2017, however, French ski company Rossignol purchased the American-led bike brand. Reports from Bicycle Retailer claimed that Rossignol, who had purchased Time Bicycles right before, wanted to counter the seasonality of the winter business. Further, Rossignol stated it wanted to double Felt’s revenue in the next five years.
Unfortunately, that vision didn’t pan out and Rossignol sold Felt Bicycles to Pierer Mobility in late 2021. Pierer was in the midst of building out a range of bike brands at the time, namely using the brand recognition of Husqvarna and GasGas from the gas-powered world for its e-bikes.
Another report from Bicycle Retailer found that folks inside Felt were optimistic about the transaction, as Pierer’s other brands were focused on speed. Felt Bicycles would fit right in, even if the brand didn’t have much of a history selling e-bikes itself.
Just two years after it acquired Felt Bicycles, Pierer Mobility announced it would sell off Felt Bicycles. The December 2023 announcement stated the brand would be sold to “a consortium led by Florian Burguet,” with the sale to be completed in the first half of 2024. Pierer Mobility Group would continue to focus on GasGas and Husqvarna for e-bikes, but also use the name for electric scooters and in the growing ‘e-mobility’ space… until 2025, when Pierer Mobility pulled out of the e-bike market altogether.
And that brings us to November 2025, with a completed sale. The sale of Felt Bicycles comes right after Indian company Bajaj Auto acquired a 74.9 percent stake in Pierer Mobility Group, soon to be renamed Bajaj Mobility Group.
More details on the acquisition can be found at Bicycle Retailer.
Experienced Ownership with a Proven History of Innovation
A lot has changed since 2014 when Leonard Zinn wrote that Felt was “making some of the world’s best bikes”.
The brand has made some fine models in recent years, following trends and getting into the gravel space, but hasn’t been particularly innovative. You would be forgiven for dismissing the brand’s statement that “the pipeline is full of exciting developments” as just an empty statement given the brand’s recent turmoil. But there’s reason to be optimistic.
The new ownership group is led by a legendary mountain bike designer in Cesar Rojo. He’s known for putting out futuristic looking models from Mondraker and Unno, and has had his own cycling consultancy. Innovation is in Felt’s DNA, and Rojo seems well suited to reignite that spark within the brand.
Hopefully this move will bring the stability and vision the brand needs to once again push the boundaries of cycling design.
Source URL: https://velo.outsideonline.com/road/road-culture/felt-bicycles-completes-sale-to-4th-owner-in-8-years-what-happens-next/