Felt Bicycles has been sold for the third time in eight years, this time to Florian Burguet and Cesar Rojo, the managing directors who bought the brand off Pierer Mobility Group, which is winding down its remaining cycling investments and preparing to rebrand as Bajaj Mobility AG.
In an ad-hoc notice, Pierer said Burguet and Rojo – who have been directors and minority shareholders of Felt since 2023 – will take full control and run Felt independently from hubs in Spain and North America. The price for the sale was in the "mid-single-digit million" range, and the Austrian company said the deal is expected to close by year-end, subject to supervisory board approval.
The new owners have told trade press that their priorities are dealer-first distribution, improving supply-chain resilience, and rolling out refreshed products from 2026. For Felt – founded in the US in 1991 by Jim Felt and best known for aero road, triathlon, and track platforms – the deal returns the brand to independent ownership after a turbulent run under Rossignol, a French winter-sports company, from 2017 to 2021, and Pierer from 2021.
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