With the announcement that the company is now 100% owned by its leadership team, shareholder and co-managing director Florian Burguet and world-class engineer and designer Cesar Rojo, Felt enters 2026 with renewed independence, a sharpened identity, and a laser-focused mission. The company aims to build highest-performance drop-bar bikes and restore the power of true dealer partnerships with long-term commitment.
Approaching its 35th anniversary in 2026, Felt is stepping into a pivotal new chapter. Now headquartered in Barcelona, Spain, the brand has assembled a new global team of 30 specialists across product development, operations, and commercial strategy.
Two leaders, one vision
Few leadership duos match the combined experience of Burguet and Rojo. Burguet brings more than 25 years of international commercial leadership from KTM and the Pierer Group, with deep knowledge of the two-wheel business and dealer-focused sales strategy. “In the recent years, the bike business drifted away from the foundation of genuine partnerships between brands and dealers. We want to bring that back,” says Burguet.
His partner Cesar Rojo contributes award-winning engineering and product development expertise from the largest brands in the moto and MTB world. As founder of Cero Design and Unno Bikes, he is regarded as one of the industry’s most innovative minds. A former Downhill World Cup racer, Rojo brings a lifelong obsession with designing performance products. Together, they are redefining Felt with a clear philosophy: pure performance and commitment to relationships.
Clear product focus
Felt’s relaunch centers on reducing complexity and maximizing excellence. Full focus. The brand is fully committed to high-performance drop-bar bikes, road, triathlon, track, and gravel. It’s a return to the discipline and places where the company has historically shaped podiums, won gold, and set speed benchmarks.
Beginning Spring 2026, dealers will see the first results from the new Barcelona-based R&D team: two all-new platforms in aero road and gravel, engineered from the ground up to push category benchmarks in handling precision and aerodynamic efficiency. Every model in the 2025 line will be refined for 2026/27, including a new design language, visual identity, and racing-driven geometry.
Dealer partnership
As the cycling landscape shifted, many brands expanded aggressively, sacrificing dealer margins and territory protection. The Felt team will be setting a new course, opposite direction to that trend.
Its new S.P.E.E.D. Program (Selection, Performance, Engagement, Exclusivity, Domestic Independence) is built on premium service, protected territories, and stronger margins. “Felt is not for the many. Felt is for the maniacs,” emphasises Burguet. Then he goes on to sum up the key points of the new business model:
- Selective distribution: fewer dealers, more exclusive territories
- High margins & premium positioning
- Dedicated small dealer-relationship teams for faster communication
- Shared business planning and transparent expectations
- Investment in logistics, digital B2B systems, and service infrastructure
"Dealers are not customers. They are partners. Commitment goes both ways," he concludes.
Racing brand at heart
The brand team takes lots of motivation by the fresh success from the Ironman World Championship in Kona, won by Norwegian athlete Solveig Løvseth. What came as a surprise to many, was just the continuation of Felt Hawaii legacy. Approximately 25% of the female Ironman winners have been racing on the company’s bikes. For now, the brand is sharply focused on triathlon and gravel, with long-term ambitions in road and track racing.
A powerful symbol of the brand’s next chapter is four-time Ironman Kona Champion Daniela Ryf, now joining Felt as Business Leader for Switzerland, continuing her journey with the brand she trusted throughout most of her career.
Looking forward
From its new base in Barcelona, Felt is strengthening its structure in Europe while continuing to expand across North America, Asia, and South America, carefully selecting dealers who live the performance cycling culture and value community.
With no excess inventory, no forced growth, and no volume-over-values mindset, the brand is building patiently and strategically. Burguet concludes: “For the riders who live for speed - the shops obsessed with excellence and a future of racing. There is speed to be Felt.”
This article is sponsored by Felt.
