#Canada #Montreal #Mountain Bikes #Rocky Mountain #Sports Chaos

A New Era for Rocky Mountain

Rocky Mountain, a preeminent name in the mountain biking world, is stepping into a transformative chapter as it embraces new leadership. This iconic Canadian brand, known for its high-performance bikes and deep-rooted connection to the cycling community, is now under the stewardship of a consortium of four entrepreneurs from Canada, collectively known as Sports Chaos Inc. This dynamic transition promises to maintain the company's core values while driving innovation and growth.

Embracing Community and Culture

The essence of Rocky Mountain lies not only in its superior quality bikes but also in its passionate community of cyclists. The new owners aim to cater to everyone from casual riders to seasoned athletes, as well as families looking to enjoy the outdoors. The brand's legacy, which originated in the beautiful landscapes of British Columbia, will be honored as operations continue to be headquartered in North Vancouver, a prime location nestled in the heart of cycling culture.

Visionaries at the Helm

The newly appointed leadership brings together a wealth of experience from various segments of the bike and outdoor industries. Three of the investors are also behind Maui Bikes, known for its electric bicycle innovations, showcasing a commitment to staying current with market demands. Jonathan Bourgeois, a co-founder of Raccoon Skis and a partner at Maui Bikes, combines a robust understanding of biking terrain with a passion for outdoor activities.

Christian Thibert, renowned for his leadership at Thibert Inc., emphasizes service excellence and strong partnerships, ensuring the strategic repositioning of Rocky Mountain aligns with sustainable performance. Meanwhile, Patrick St-Denis, with his backgrounds at Oakley and The North Face, brings a consumer-oriented focus to the brand's marketing and identity. Jean-François Grenache, an expert in marketing and brand revival, enhances the team's capability to navigate complex market dynamics.

Commitment to Quality and Service

The transition period of 2025-2026 marks an ambition to re-establish Rocky Mountain as a global benchmark in mountain biking. The new management is committed to upholding high standards of quality and customer service while ensuring smooth continuity in operations. Customers can rest assured that all existing warranties will be honored. Additionally, parts and components for bikes will remain readily available, maintaining the brand's dedication to its loyal customer base.

A Legacy Reimagined

Founded in 1981, Rocky Mountain has consistently produced bikes designed to withstand the challenging trails of North Shore, suggesting a faithful commitment to delivering remarkable biking experiences. As the journey continues, the mantra "Love the Ride" serves as a guiding principle, encapsulating the brand's spirit and inviting cyclists everywhere to partake in its storied narrative.

The new executive team expresses its collective humility and excitement about taking the reins of Rocky Mountain. As Patrick St-Denis put it, "Rocky Mountain is more than just a name; it's a way of life, a culture, and a community. Our goal is to preserve the essence of what has made this brand strong for over 40 years while exploring new avenues for growth and innovation."

In summary, Rocky Mountain is not just a brand transitioning ownership; it’s a community ready to thrive under fresh leadership that respects its past while ambitiously looking towards the future. With this new chapter, the love for biking will continue to flourish, further enhancing the brand's reputation worldwide.

For media inquiries, please contact Loïc Philibert at [email protected]