#Canada #Montreal #Mountain Bikes #Rocky Mountain #Bicycles

A Fresh Start for Rocky Mountain

Rocky Mountain, a renowned name in the mountain biking community, is ushering in a transformative new era under the ownership of a dynamic group of Canadian entrepreneurs known as Chaos Sports Inc. This strategic transition marks a pivotal moment in the company’s storied history, as it focuses on harnessing the spirit of outdoor adventure while simultaneously enhancing its visibility on a global scale.

Born in British Columbia, Rocky Mountain has long been celebrated for its innovative mountain bike designs and a deep-rooted commitment to the cycling culture. The momentum generated by this new ownership is fueled by a collective passion for cycling, with leaders committed to honoring the brand’s legacy while navigating the evolving landscape of the industry.

New Ownership with Diverse Expertise

The new ownership group includes notable figures from various sectors of the cycling world. Three of the new owners are prominently associated with Maui Bikes, a company known for its specialization in electric bicycles, showcasing their active engagement in the cycling community. Among them, Jonathan Bourgeois, co-founder of Raccoon Skis and a partner at Maui Bikes, brings a wealth of knowledge, an innovative approach, and a profound understanding of outdoor culture to the table.

Christian Thibert, the President of Thibert Inc., a leader in North American distribution, is passionate about innovation and has extensive experience in establishing strategic partnerships. His vision aligns with Rocky Mountain’s ongoing efforts to evolve and reposition itself within the market landscape.

Patrick St-Denis, who has worked with brands like Oakley and The North Face, contributes his impressive insight into consumer behavior and brand strategy, ensuring that Rocky Mountain not only meets but exceeds customer expectations moving forward.

Lastly, Jean-François Grenache, an expert in marketing and business development, is recognized for his adept ability in revitalizing brands amidst increasingly complex market challenges. Together, this seasoned team is not just embracing the mountain biking culture but is also equipped to drive Rocky Mountain toward unprecedented growth.

Upholding Quality and Service

As Rocky Mountain prepares for its strategic relaunch during the 2025-2026 period, the focus remains clear: to establish the brand as a global leader in mountain biking while maintaining the highest standards of quality, service, and warranty support. The new ownership group recognizes the importance of seamless operations during this transition, assuring customers that business functions, including customer service and after-sales support, will remain unaffected. Furthermore, the company commits to honoring all warranties provided in recent years, alongside ensuring availability of bike parts and components.

Embracing Heritage While Looking Ahead

"Rocky Mountain is more than just a name; it embodies a mindset, a culture, and a unique way of experiencing the ride," asserts Patrick St-Denis. He emphasizes the new owners’ approach characterized by humility, enthusiasm, and resolve to respect the brand's storied past while simultaneously fostering a new chapter of growth and innovation.

The foundation of the company's identity remains firmly rooted in British Columbia, where both the research and development efforts and the heart of its cycling culture lie. North Vancouver, known for its vibrant cycling community, continues to inspire the brand's vision and commitment to biking excellence.

Conclusion

In summary, the transformation at Rocky Mountain signals a bold new chapter in its legacy. The commitment to nurturing its heritage while aiming for a broader future reflects a determined spirit in the face of changing market dynamics. As Rocky Mountain embarks on this exciting journey filled with potential and promise, the brand’s tagline — honoring over 40 years of mountain biking legacy — is upheld with optimism and vigor. The future of Rocky Mountain is illuminated with possibilities, inviting every enthusiast to join the ride ahead.