Felt Bicycles changes hands and will have its base in Spain

Felt Bicycles changes hands in a move that has been in the works for some time. The California-based brand, known for its competitive focus on road, triathlon, and gravel, has been acquired by César Rojo, founder of UNNO, and his partner Florian Burguet, two executives who have been part of the shareholder group since 2024 and have led the internal reorganization of the company in recent years. The sale is now formalized coinciding with the strategic reorientation of the PIERER Mobility group, owner of KTM, Husqvarna, and GASGAS, which has decided to definitively exit the bicycle business.

Felt Bicycles changes hands: the management team based in Spain completes its acquisition

Felt was founded by Jim Felt in California in the 1980s, and in 2017 the company was sold to the Rossignol group, which in turn sold it to Pierer in 2021. Now, this operation closes a cycle marked by several ownership changes in the last decade and consolidates a much more independent model.

For months, Rojo and Burguet have been directing Felt's activities in Europe and North America, overseeing a new structure with operational headquarters in Spain and strengthening the teams dedicated to product development. According to the PIERER group’s statement, the transaction is valued at a “single-digit million euros” amount, although the exact figure has not been detailed.

The exit of Felt from the PIERER group is explained by the conglomerate's decision to concentrate all its resources on motorcycles and light electric mobility. With this shift in focus, bicycles were once again left outside the strategic framework of the group, and the sale became the natural step.

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With the new owners at the helm, Felt faces a stage where it can apply its own pace of decision-making and development without relying on external corporate structures. The brand has already been showing signs of this new cycle with the presentation of renewed road products and a reorganization of its performance-oriented catalog. From now on, the strategy is to strengthen its traditional distribution network, accelerate engineering processes, and consolidate its international presence from Spain and the United States.

For the sector, this change fits into a trend marked since 2023: several large groups are abandoning cycling divisions to focus on more profitable or strategically prioritized businesses. The sale of Felt confirms this pattern, but it also opens an opportunity for the brand to regain a more technical and specialized identity, free from the inertia of a large conglomerate.

The 2026 catalog will be the first visible test of this new stage and will mark how far Felt wants to return to a prominent role among high-performance-oriented brands.