35 YEARS OF SPEED
NEW OWNERSHIP AND NEW VISION
FELT enters 2026 with a new clarity of purpose. A focused ownership.
A focused vision. A focused product strategy. All built around one idea. Back to what matters.
FELT is owner-operated by Cesar Rojo and Florian Burguet. Close to three years ago, the partners started operating the company and invested as minority shareholders. Since November 2025, Burguet and Rojo were able to take over 100% of the company to run it independently.
This structure gives FELT what it needs to be successful. Speed. Discipline. Long-term thinking. A commitment to riders and dealers first. What we call the “Maverick Spirit” is not a concept, it is our operating system.
BRAND POSITIONING
FELT is returning to its roots. High performance bikes for riders who care about speed, precision and purpose. No noise, no “nonsense”.
A refined portfolio that reflect our proven engineering competence and our racing DNA.
HIGH-PERFORMANCE DROPBAR PRODUCTS
FELT is returning to its roots. High performance bikes for riders who care about speed, precision and purpose. No noise, no “nonsense”.
A refined portfolio that reflect our proven engineering competence and our racing DNA.
INTERNATIONAL BUSINESS STRATEGY
FELT remains focused on a global network of expert shops who believe in service, product knowledge and authentic cycling
culture. High margin products that protect dealers. Rider focused platforms that build loyalty. FELT becomes a brand for
specialists. For shops that value quality over volume and community over clicks. A business built for the long run.
This is the new FELT. Independent. Focused. Fast.
ORIGINS OF PERFORMANCE
In 2026, FELT is celebrating its 35th anniversary. It all began with a single bike built by Jim Felt for Paula Newby‑Fraser. That first frame went straight to a World Championship victory in Kona and established the defining principle of the brand. Engineering first. Results first.
A LEGACY WRITTEN IN MAJOR VICTORIES
FELT has played a decisive role in some of the most important achievements in modern competitive cycling. World titles. Olympic titles. Grand Tour stage wins. Breakthrough performances across road, track, time trial and endurance racing. FELT became the bike of choice for athletes who demanded measurable speed and real aerodynamic advantage.
ATHLETES WHO DEFINED AN ERA
Some of the sport’s most influential champions trusted FELT at critical moments of their careers. Paula Newby‑Fraser. Garmin‑Slipstream Team. Argos‑Shimano Team. Kristin Armstrong. Marcel Kittel. Jan Frodeno. Emma Snowsill. Bradley Wiggins. Taylor Phinney. Wout van Aert. Daniela Ryf. Solveig Løvseth.
ENGINEERING THAT CHANGED THE STANDARD
Behind every achievement was innovation that moved the industry forward. FELT was among the earliest brands to adopt wind tunnel testing as a fundamental part of development. We embraced Computational Fluid Dynamics before it became standard practice. We pushed carbon layup design to deliver new levels of stiffness, weight control and aerodynamic shaping. We introduced structural concepts like the Bayonet system that set a new benchmark for front end precision and integration.
A PROVEN FOUNDATION FOR THE FUTURE
FELT has always stood for one truth.
Speed is earned.
Speed is engineered.
Speed is proven.
