The renowned Canadian bicycle manufacturer Rocky Mountain has new owners. A group of four Canadian investors have taken over the company after it ran into financial difficulties at the end of 2024 and filed for bankruptcy protection. The new owners want to open a new chapter with Rocky Mountain and further develop the brand. The company will remain deeply rooted in British Columbia. The new owners have announced that research and development work will continue as before in North Vancouver. Three of the four investors are also behind Maui Bikes, a Quebec-based company specialising in electric bikes.
Experienced team with industry expertise
The group of new owners brings diverse expertise and experience from the bike and outdoor industry. They include Jonathan Bourgeois, co-founder of Raccoon Skis and partner at Maui Bikes. He brings practical experience and innovation to the company. Christian Thibert, President of Thibert Inc., a leading North American distribution company, will use his experience to strengthen the strategic direction and distribution. Patrick St-Denis, who previously worked at Oakley and The North Face, will contribute his expertise in brand strategy and consumer behaviour. The team will be completed by Jean-François Grenache, a specialist in marketing and business development.
Commitment to brand identity and quality
The new owners emphasise their commitment to the identity and roots of Rocky Mountain. Patrick St-Denis, spokesman for the group, explains: "Rocky Mountain is more than just a name - it's a mentality, a culture, a way of experiencing the ride. We approach it with humility, energy and determination. Our goal is clear: we want to honour what has made Rocky strong for over 40 years and open a new chapter of growth."
Strategic restart and future plans
In the coming months, the new owners are planning a strategic relaunch for Rocky Mountain. They are committed to maintaining the high standards of quality, service and support. For dealers and customers, this means that business operations and customer service will continue as usual.
Continuity for customers and partners
Particularly important for existing Rocky Mountain owners: all warranties granted in recent years will be fully honoured. In addition, the new owners assure that bike parts and components will continue to be available.
For Rocky Mountain customers and dealers, the takeover therefore initially means continuity. The new owners emphasise that business operations, customer service and partner commitments will continue as usual in the short term. This should ensure stability during the transition phase and strengthen confidence in the brand. At the same time, the new management team is working on plans for the future development and positioning of Rocky Mountain in the highly competitive bike market.
Marc Strucken
Editor
