May 15th – Switzerland – Felt Bicycles proudly announces a bold new chapter with triathlon icon Daniela Ryf, who is officially extending her long-standing relationship with the brand into the business world. Following the close of her illustrious professional racing career, Ryf now takes on an exclusive and strategic position as Brand Ambassador, Sole Representative for Switzerland, and a key contributor to product development.
Exclusive Post-Racing Business Role
This unique partnership reflects not just her athletic legacy – including 5 IRONMAN World Championship wins in Kona and 5 IRONMAN 70.3 World Championship titles – but also her deep understanding of performance, athlete needs, and brand authenticity.
Effective immediately, Daniela Ryf becomes Felt’s sole business point of contact in Switzerland, tasked with reconnecting the brand with B2B partners, supporting existing dealers, and developing a stronger retail network in the Swiss market throughout 2025–2026. Her mission will focus on high-impact categories including triathlon, gravel, and road – the pillars of Felt’s heritage and innovation.
Strategic relaunch in Europe
This move comes as Felt prepares a strategic relaunch in Europe, anchored in its commitment to brick-and-mortar retail partners. Switzerland, a historically key market for the brand, will be at the center of this initiative. The business model emphasizes a qualitative, not quantitative, approach — prioritizing long-term dealer relationships and high-value retail experiences.
Daniela will also contribute directly to product testing and development, leveraging her experience to shape the next generation of high-performance bikes. Felt has already begun development on new MY26 models in key performance segments to support this strategic network expansion.
“This transition is a natural one for me,” said Daniela Ryf. “After 15 years with Felt as an athlete, I’m proud to take on this business role. I believe in this brand – in the bikes, in the people, and in the performance they deliver. I’m excited to help write the next chapter.”
Felt Bicycles added: “Daniela’s leadership, credibility, and deep connection to the sport make this mandate truly unique. She will be instrumental in delivering our vision for a renewed, high-quality dealer network in Switzerland and beyond.”
Together, Ryf and Felt are bringing world-class performance into a new business era — athlete-driven, product-focused, and rooted in long-term retail partnerships.