You are here

Felt refreshes its brand, launches new dealer education platform

Published September 6, 2018

RANCHO SANTA MARGARITA, Calif. (BRAIN) — Felt Bicycles has rebranded, with a new logo, new corporate colors, and a new website.

The company, which was acquired by Rossignol Group early last year, also has a new dealer education platform, developed with Myagi. 

"We're thrilled to be taking the Felt brand in an exciting new direction, one that highlights our company's Southern California heritage and long-standing commitment to providing riders with innovative products and the best technologies that enhance the riding experience," says Eric Sakalowsky, Felt's VP of global marketing. "Our new F-wing logo and colors are fresh, modern, and evocative of the performance mindset the brand has. We want to re-invoke Felt's creative spirit and underline the fact that the brand is reshaping itself to be synonymous with the speed, flow, and sense of freedom that one feels while riding a bike. Our new look and feel will help the Felt brand stand out and create a connection with riders."

Felt moved away from its previous colors, which were black, red and white — a color scheme shared by several other cycling brands, not to mention a certain trade magazine and website. 

The new dealer education platform includes video, interactive, and informative content designed to educate retail staff members and provide them with technical and selling knowledge. Felt dealers can register for their free account at

Felt has also been rolling out a new "showrooming" sales program that is designed to set up retailers with display bikes and quick shipments of sales bikes as needed, reducing the dealers' need to carry inventory. In recent months Felt also has restructured its sales force and moved into new, larger headquarters building that has more room for expanded product development staff and others. 

The company recently launched an all-new, carbon version of its Compulsion Enduro mountain bike, along with an array of high-performance e-bikes.

"Felt is charging forward with a renewed focus on what we do best," said Sakalowsky. "By retaining all of our engineering, prototyping, and research and development efforts in-house at our Southern California headquarters, we're able to continually push the boundaries of product creation. We have a steadfast devotion to iterative aerodynamic development, as well. All of that is the result of our commitment to giving our riders the best-performing bikes in the world, which will be evident in upcoming product releases."

The new website is at

The new Felt logo.

Join the Conversation