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Bell/Giro parent company's new name: Revelyst

Published October 5, 2023

ANOKA, Minn. (BRAIN) — Vista Outdoor's Outdoor Products Segment — which contains Bell, Giro, Fox Racing, CamelBak, QuietKat and other bike brands — will get a new name when it's spun off from the rest of the company later this year. The new name Revelyst, Inc., which the company said combines  "revel" and "catalyst." 

The company will trade on the New York Stock Exchange under the ticker "GEAR." 

The remaining part of Vista Outdoor, which is focused on ammunition and other shooting sports brands, is being renamed as The Kinetic Group

Revelyst, which will be headquartered in Bozeman, Montana, will be led by CEO Eric Nyman, who joined Vista this year as CEO of the Outdoor Products Segment. 

Revelyst contains 41 brands, including Fox Racing, Bell, Giro, CamelBak, Blackburn, Raskullz, Camp Chef, Bushnell, Simms Fishing, Foresight Sports and Bushnell Golf. Revelyst will employ 2,900 people across multiple locations.

"We are excited and proud to introduce Revelyst to the world," said Nyman. "Revelyst is a collective of maker brands united by an obsession with craftsmanship, a consumer-first culture and helping people achieve their greatest outdoor aspirations. We will leverage operational expertise, shared financial resources and cross-collaboration to deliver products and technologies that support consumers in wide ranges of pursuits. While today we are best known by the innovations that we make, our journey to becoming the greatest house of brands in the outdoor industry is focused on the wildly human experiences that we make possible."

To watch the rebranding launch video, visit Pilot, Inc., of Boston, was the design and branding agency of record for Revelyst.



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