Pierer Mobility Group reached an agreement to sell Felt Bicycles to its Spain-based management team and minority shareholders, Florian Burguet and Cesar Rojo.
In late 2023, Pierer Mobility Group announced plans to sell the Felt Bicycles and R Raymon bike brands as part of a divestment of its non-e-bike business, enabling the Austrian-based company to focus on its core e-bike and motorcycle brands.
The company restructured last year, and its assets were acquired by Bajaj Mobility Group.
Burguet and Rojo, both managing directors and minority shareholders of Felt since 2023, have acquired Felt’s global trademarks and its North American and Spanish operations. The two have led the internal reorganization of the California-based bike brand over the past few years.
Felt was founded in California by Jim Felt in the 1980s, and, in 2017, the company was sold to the Rossignol group, which, in turn, sold it to Pierer in 2021.
Burguet and Rojo said jointly, “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.
“From our headquarters in Barcelona, Spain, we 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.”
Image courtesy Felt Bicycle
