In 2026, FELT marks its 35th anniversary—a milestone that reflects decades of engineering excellence, racing heritage, and a relentless pursuit of speed. After navigating a period of uncertainty and shifting direction, FELT is now firmly back on track, entering a new chapter defined by clarity, ambition, and serious business momentum.

New Ownership. New Team. Same Spirit. 

FELT’s DNA remains unchanged: bold, unconformist, and obsessed with speed, aerodynamics, and premium engineering. But the brand is now powered by a passionate and highly experienced ownership duo who bring fresh energy and strategic focus:
 

• César Rojo, renowned bike downhiller, designer and innovator, leads product development with a completely renewed portfolio that reflects FELT’s racing soul and engineering edge. 

• Florian Burguet, a seasoned business leader, drives a robust commercial strategy centered on dealer success, profitability, and long-term brand growth.

   

Together, they embody FELT’s spirit while steering it toward a future of performance and purpose. 

FELT is not just celebrating its past—it’s building its future. With a clear vision, a powerful team, and a product line that speaks for itself, FELT is ready to accelerate into its next chapter.

In 2026, FELT will launch three new generations of bikes that redefine performance and innovation:

• A new Aero road bike built for uncompromising speed.
• A new Gravel racer, designed for all racers and adapted to all terrains.
• A new Time Trial (TT) bike engineered for pure aerodynamic efficiency.
   

These launches mark a bold evolution in FELT’s product philosophy—fast, fearless, and rider-driven.

What’s New & What Matters

• Revitalized Product Line: FELT’s new range is bold, fast, and engineered for excellence—designed by riders, for riders.

• Dealer-Centric Business Model: A serious commercial program that prioritizes margin protection, supply chain efficiency, and strong partnerships. 

• Authentic Brand Positioning: FELT is reclaiming its place as a premium performance brand with a clear identity rooted in speed, innovation, and racing culture.

• Uncompromising Engineering: Every bike is a statement of precision, performance, and passion.