Rocky Mountain reported last week that the company has entered a new chapter in its history as it transitions to a new name, Chaos Sports, Inc., under a new group of four Canadian investors.

The new ownership team “brings diverse expertise, a shared love for cycling and the outdoors and a clear commitment to growing Rocky Mountain while staying true to its DNA, according to a media release from Rocky Mountain.

Rocky Mountain also reported that three new owners are involved with e-bike maker Maui Bikes, headquartered in Québec. The company emphasizes the trio’s connection and their “active engagement in the [bike] industry and deep understanding of today’s riders.”

  • Jonathan Bourgeois, co-founder of Raccoon Skis and partner at Maui Bikes, brings “hands-on experience, an innovative mindset and a deep connection to outdoor culture.”
  • Christian Thibert, president of Thibert, Inc., a North American distributor, will “bring a focus on innovation, customer service excellence and strategic partnerships, and his long-term vision “aligns with Rocky Mountain’s repositioning efforts.”
  • Patrick St-Denis, with a background at Oakley and The North Face, reportedly offers the company “keen consumer insight and strong expertise in brand strategy.”

Joining the Bourgeois, Thibert and St-Denis, connected via Maui Bikes, is Jean-François Grenache, a marketing and business development specialist known for “revitalizing brands in complex market environments,” said Rocky Mountain.

“Rocky Mountain is more than just a name — it’s a mindset, a culture, a way of experiencing the ride. We’re stepping in with humility, energy and determination. Our goal is clear: to honour what has made Rocky strong for over 40 years and to open a new chapter of growth,” offered St-Denis.

The future of Rocky Mountain, founded in 1981, acquired by Procycle in 1997, and renamed Rocky Mountain in 2018, has been on shaky ground for some time. The company filed for creditor protection, or Canada’s version of Chapter 11 Bankruptcy, in December 2024, with CN$70 million in debt. The company laid off most of its employees and closed its North Vancouver office, according to reporting from NSMB.

As recently as 2023, Rocky Mountain was on the acquisition hunt, acquiring BikeAction GmbH, a bike distributor headquartered in Germany, in March 2024. The acquisition, built on a 30-plus-year partnership, vertically integrated the Canadian manufacturer into the European market and was said to support riders in BikeAction’s Northern European region.

Since 1988, BikeAction has serviced the mountain regions in Germany, Austria, the Benelux, Slovakia, the Czech Republic, and Slovenia.

NSMB said Ernst & Young, the court-appointed monitor, was instructed to accept offers to purchase the company.

“The next couple of years are expected to mark a strategic relaunch for the brand, with the ambition of establishing Rocky Mountain as a global leader in mountain biking,” the company said in its release, signaling that the new owners are committed to upholding the company’s standards of “quality, service and support.”

“In the short term, business operations, customer service, after-sales support, and partner commitments will continue as usual. All warranties offered by Rocky Mountain in recent years will be fully honoured. Bike parts and components will remain available,” the company committed.

One element that is important to the industry and consumers is the commitment from the company to maintain its presence in North Vancouver rather than move to or be closer to the investors’ Quebec home base.

“This transition is for everyone who’s helped shape Rocky Mountain’s story—from weekend warriors and curious newcomers to seasoned racers and trail builders,” Rocky Mountain stated. “Born from the trails and driven by a passion for the sport, Rocky Mountain will remain deeply rooted in British Columbia, where it all began. To that end, our research and development activities will resume in North Vancouver, a cornerstone of cycling culture that continues to inspire the company’s vision today,” the company stated.

Image courtesy Rocky Mountain