Bell Sports has purchased Sports Instruments, a pioneer in electronic performance enhancing technology and devices for athletes. Sports Instruments products include heart rate monitors, cycle computers and sports watches.
Bell will market and sell the Sports Instruments product line through its network of more than 3,000 independent bike dealers, 1,000 snowsports retailers, and more than 40 international distributors. Electronic accessories make up one of the largest sporting goods product categories, behind apparel and helmets, respectively.
The Sports Instrument product line will be managed by Bell’s Specialty Retail Division. Bell will sell the existing Sports Instruments product line while its world class R&D team works towards new and innovative products for the future. Financial terms of the deal were not disclosed.
“We are highly focused when it comes to the types of accessories we deliver to the specialty channel,” said Kwai Kong, President of the Bell Specialty Division. “The Sports Instruments products were created through close collaboration among sports physiologists, engineers and industrial designers who are also athletes. These products offer athletes and fitness enthusiasts the tools they need to improve their performance. We have plans and people to create a steady stream of great products in this field.”
In September, Bell Sports announced it was purchased by Fenway Partners, a highly respected and well-funded private equity firm, managing a fund exceeding $900 million. Bell also announced a merger with Riddell Sports Group, forming the largest protective helmet and sports accessories company in the world. The acquisition of Sports Instruments is an example of growth opportunities afforded by the new company’s improved capital structure.
