May 13/25 11:05 am - Rocky Mountain Bicycles is Revived

Posted by Editoress on 05/13/25
 

Rocky Mountain Bicycles (RMB) has come out of financial restructuring with a new ownership group named Chaos Sports Inc., consisting of four Canadian investors.

This is the latest twist in the tumultuous history of the iconic Canadian mountain bike brand, which was founded in Vancouver in 1981 by Grayson Bain, Jacob Heilbron, and Sam Mak. Riding the wave of mountain biking through the 80s and early 90s, RMB was renown as a North Shore brand, enjoying huge success, particularly in Europe.

However, by the second half of the 1990s the brand was struggling, and in 1997 was sold to Quebec-based Procycle, who produced private label brands as well as CCM and Miele. The corporate offices moved to St-Georges, Quebec, while R&D remained in Vancouver.

However, the brand was hit hard - as were many bike companies - after the brief business surge during the pandemic and subsequent decline in demand, and filed for a Companies' Creditors Arrangement Act (CCAA) late last year. The application with the Superior Court of Quebec Commercial Division offers protection under the CCAA.

According to the news release, "the new ownership team brings diverse expertise, a shared love for cycling and the outdoors, and a clear commitment to growing Rocky Mountain while staying true to its DNA".

Three of the new owners are also behind Maui Bikes, a Québec-based company specializing in electric bikes - "reflecting their active engagement in the industry and deep understanding of today's riders".

The new owners are:

• Jonathan Bourgeois, co-founder of Raccoon Skis and partner at Maui Bikes, brings hands-on experience, an innovative mindset, and a deep connection to outdoor culture.
• Christian Thibert, President of Thibert Inc. - a North American leader in distribution - brings a focus on innovation, customer service excellence, and strategic partnerships. His long-term vision is aligned with Rocky Mountain's repositioning efforts.
• Patrick St-Denis, with a background at Oakley and The North Face, offers keen consumer insight and strong expertise in brand strategy.
• Jean-François Grenache, a marketing and business development specialist, is known for revitalizing brands in complex market environments.

The new ownership group promises that Rocky Mountain will remain deeply rooted in British Columbia, where it all began. The research and development activities will resume in North Vancouver; possibly in a new location from the old one. There is no word yet on the rehiring of former staff.

"Rocky Mountain is more than just a name - it's a mindset, a culture, a way of experiencing the ride. We're stepping in with humility, energy, and determination. Our goal is clear: to honour what has made Rocky strong for over 40 years and to open a new chapter of growth," says Patrick St-Denis, spokesperson for the group.

The 2025-2026 period will mark a strategic relaunch, with the ambition of establishing Rocky Mountain as a global leader in mountain biking. The new owners are "committed to upholding the highest standards of quality, service, and support".

In the short term, business operations, customer service, after-sales support, and partner commitments will continue as usual. All warranties offered by Rocky Mountain in recent years will be fully honoured. Bike parts and components will remain available. St-Denis stated that they expect to have a new model lineup later this year.