Amer Sports Confirms Sale of Mavic

Mar 16, 2019
by Sarah Moore  
Mavic SSC DH wheels

Amer Sports is focusing its portfolio by selling off its Mavic cycling business.

PRESS RELEASE: Amer Sports

Amer Sports has entered in an exclusivity period with Regent, a US based global private equity firm, for the sale of the shares and related cycling business of Mavic S.A.S. The project for this sale will now be presented to the relevant employee representative bodies. The completion of the contemplated transaction and the transfer of ownership is expected to occur during the second quarter of 2019.

The intended divestment of Mavic follows Amer Sports’ comprehensive strategic review process on the Cycling business, which the company announced while updating its strategy in September 2018. The divestment would not have impact on the results of Amer Sports’ continuing businesses. Amer Sports has reported its Cycling business as discontinued operations for full year 2018.

bigquotesAs part of our strategy we continue to focus the Group portfolio and capabilities towards areas of faster growth, better profitability, and scalability. Over the past cycle we have concluded that we are not the best owner for Mavic which only represented approximately 3% of our sales and which has distinct business drivers and little synergies vs. the broader Group. We believe that the iconic Mavic brand has strong potential, which would be better realized as part of Regent. Amer Sports continues to capitalize on its strategic priorities, especially Softgoods, Direct to Consumer, China, and United States.Heikki Takala, President and CEO of Amer Sports

Regent is focused on innovating and transforming businesses across diverse industries including technology, consumer products, retail, industrial, and media and entertainment, and has a strong track record for redeploying and repositioning consumer brands.



99 Comments

  • + 57
 At least they still own Enve components, a rock of reliability and steady source of income! I guess given the price of their products, you only have to sell 5 rims to achieve 3% of your revenue. I bet the rich buyers just buy new ones once they explode. Guaranteed profits!
  • + 15
 Roadies buy the fuck out of their wheels, so...
  • + 18
 @joebmx88: I know a dude with 3 sets.

And he’s not a dentist
  • + 12
 @ReformedRoadie: ER Doc or Brain Surgeon? Wink
  • + 2
 Say what you want their bars are the best I have used, and I tried almost all, Renthal being a close second.
  • + 2
 I upgraded to Syntace bars 5ish years ago from enve. Don’t know about now though. Happy with enve road bars for thouse sneaky training rides @Beez177:
  • + 3
 I've had their rsr bars on my single speed rigid for 4 years and they really quiet the ride.
  • - 2
 If you actually knew anything about Enve you would know they are the Nordstrom of the bike world, and you would never have to buy another set if they were to explode. A fresh wheel, with new tape and valve stems would show up at your door free of charge as per stated warranty. That is something no other carbon wheel company can attest to doing. And yes all brands can explode, ALL brands.
  • - 79
flag Shinkers (Mar 15, 2019 at 21:16) (Below Threshold)
 The United States (among other countries) just grounded the Boeing Max 8 and 9 due to the crash over Ethiopia. Wonder how many of the new Guerilla Gravity frames will crash with riders on them? (Seeing as how they collaborated with Boeing on the process and materials).
  • + 26
 @Shinkers: It's the software, not the hardware......
  • + 3
 @H3RESQ: sixth element in the UK do that. And there wheels are way cheaper even going with the new i9 hubs
  • + 11
 @H3RESQ: www.weareonecomposites.com offer a lifetime warranty www.santacruzbicycles.com also offer a lifetime warranty.
  • + 1
 @H3RESQ: I'm pretty sure Santa Cruz offer lifetime warranty on their Reserve carbon rims
  • + 2
 @Jhou: Indeed it is. Touche.
  • + 0
 @ReformedRoadie: damn I should be doing whatever he's doing for a living.
  • - 3
 Maybe they will start selling to the public instead of making you go to a shop.
  • + 0
 @Gavalar66: Raceface offered lifetime too, but when push came to shove they didn't honor it for me. I've had 3 carbon brands make excuses and ultimately blame me for the damaged wheel. When your hard on wheels (parts), you learn quick who really backs up thier products.
  • - 2
 @ReformedRoadie: I call bull. Ain't affording that many sets without that sweet root canal money.
  • + 3
 @H3RESQ: Shame about your experiences regarding warranty, I broke an Ibis 742 Carbon rim, had a replacement free of charge in 48 hours, chipped a Santa Cruz Reserve rim, again, replaced in 48 hours, both instances may have to do with the volume of business my LBS does with the aforementioned brands.
  • + 1
 @Beez177: syntace??
  • + 3
 @Gavalar66: I do agree LBS and even large retailers like Competitive Cycles can sometimes make all the difference. I also chipped a Ibis 742, and Fat Tire Farm (very prominent LBS is Portland and Hood River, Oregon) could only get me a $250 crash replacement, FTF did however re lace it for free. The thing that impressed me the most about my Enve experience was that I actually put my derailer into my spokes, ripped about 25 of them out, and Enve didn't even question what happen, just replaced rim, and rebuilt wheel and sent it back with fresh tape and stems. .
  • + 0
 @Gavalar66: customer of mine has had very positive experiences with WR1. Managed to blast a pointed rock through double down and cushcore, into the rim. New rim was sent the next day.
Crankbrothers new synthesis rims actually look really promising (that is as difficult to type as it is to say with a straight face), and the warranty states, “if you break it while riding” it will be replaced. In the past they were generally better at warranty than development. If they get both right on this one, it’s a win.
  • - 1
 @mountainyj: Try saying that after a beer!
I agree that some companies actually back up what they put into print which can only build confidence in the brand.
  • + 0
 @H3RESQ: So a positive experience with ENVE. Our LBS, all too often they have to pick up the pieces when companies fail to honour what they put into print regarding warranties which they shouldn't have to do, luckily for us they play the long game in keeping us a repeat customer.
  • + 1
 Enve is up for sale as well.
  • - 1
 @nickyp132: seeing as they are part of the same group and were brought under the same umbrella it's no surprise, now it depends if the new buyers keep both or rebrand under one name, it could happen given that there is too much product crossover.
  • + 1
 @mm732: never tried them, but I would.
  • + 2
 @mm732: syntace rocks, where you been bro
  • + 1
 @Jhou: Wait till the day when bugs in the AXS dropper post make the seat go up all on its own causing you to crash...
  • + 2
 Word on the street is they are looking to sells ENVE as well.
  • + 0
 @tgent: I bet Enve will go for about half what Amer want for it - all because of Paul Aston's review lol
  • + 43
 I wish I owned Mavic and they only represented 3% of my sales.
  • + 21
 synergies
  • + 26
 Gotta revolutionize those paradigms. Syncopate outside the box.
  • + 31
 Dynamically transform covalent synergy.

Corporate BS Generator
  • + 3
 @ninjatarian: Thanks for that! There was one before, the Dilbert Mission Statement generator. Funny as shit but does not seem to be online now.
  • + 4
 @ninjatarian: I don't know whether to laugh or weep.
  • + 3
 @ninjatarian: Do they also have one that also works the other way around? I don't understand shit about what they just wrote down.

That said, thanks a lot for this one. Bookmarked it!
  • + 2
 @ninjatarian: thanks for that, it really actualized my morning
  • + 1
 @fullfacemike:

I went to the Generator and I got:

"competently disintermediate best-of-breed partnerships"

How appropriate...
  • + 11
 I wonder how the soft goods segment will fare without the Salomon influence? The shoes in particular were all extremely Salomon.
  • + 4
 I loveeeee mavic shoes...hopefully they stay the same????
  • + 1
 Salomon shoes became extremely Adidas before Adidas dumped them & the rest of the "fringe sport" division off to Amer. Solomon & Mavic shoes kept on pretty strong after that divorce, so they'll likely do just fine after this one.
My Mavic shoes have also been awesome - the only Mavic product I haven't regretted buying in 20yrs...
  • + 6
 Anyone who knows anything about PE knows this rhetoric from regent is total and complete BS.

So Regent, what we really want to know is what is your discount rate, and your payback period. Oh and reasonable equity beta would be nice to know too. Too soon? Yeah suck it up and get off our land. Mavic never was a short term bet.
  • - 2
 This. I feel bad for the union workers Mavic has. Collective bargaining is a good thing, folks; and you know Regent is going to kill their union somehow.
  • + 5
 @joebmx88: France has very different laws than the US which very much support unions. Regent will have a tough time breaking it up.
  • + 9
 I hope they start making relevant mountain bike product again.
  • + 14
 Yeah, i think they need more products that win races. Uhm wait...
  • + 1
 The only problem with their wheels is the rim internal width. If you're willing to go with off-trend IWs you can get a good wheel at a HEAVY discount.
  • + 13
 @rezrov: your info is a bit old, they have a line of 27mm and 30mm id rims which look awesome and won't break the budget, as well as 30mm carbon wheelsets.
  • + 14
 Isn't Sam Hill running the Mavic wheel? If he isn't relavent then who would you pick?
  • + 4
 I have run the new rims for about six months now, en827, really happy with them.
  • + 15
 En427 is the best budget rim around. I also built a E-xm 430 that I really like. The rim is assymetric with Nice anti dent rim walls. The weird thing about Mavic is they have great stuff for sale but no information about it anywhere, their website is a joke content wise..
  • + 2
 They have a 35mm IW carbon rim on their MTB Wheel - quite relevant mountain bike product imo.
  • - 3
 I agree, the latest mavic rims are fantastic. I am however reluctant to buy anything from 8-series, their Maxtal rims offered no increase in durability over their cheaper models in the past. 427 and 630 FTW
  • + 4
 @WAKIdesigns: really? Maxtal was great on the D321/Ex729 and D521 rims I used for years, it seemed like a much stiffer alloy than other rims, very strong, but once they bent, pretty much forget about getting them straight again.
  • + 1
 @WAKIdesigns: plus the 4, 6 and 8 series are all just 6061 alloy now, only difference is 8 series has welded seam and eyelets, so better quality
  • + 1
 @rezrov: dated comment...
  • + 0
 @feeblesmith: I have found this as well. I wanted to get mavic rims for my DJ bike years ago but I really couldn't figure out which ones would be most suitable. It really wasn't clear what each rim was intended for and the numbering system is weird. I ended up buying something else before I figured it out.
  • + 1
 @tom666: numbering is actually pretty logical, first number is for what quality series and features the rim has and the next two numbers is internal width in mm. The have had this number system since forever but why they they are so notoriously bad at communicating product information boggles the mind.

Evidence is in this very comment thread. Are you reading this Mavic?

Their so called ERD (if you can find a number) is without nipple thickness, while that makes some sense they shouldn't call it ERD but rather NSD (nipple seat diameter) or something so spokes won't end up a few my short. List both and don't patronize you're customers, people buying and building at home are looking for info don't make it to be some kind of secret.
  • + 1
 Where can I buy mavic rims?
  • + 0
 @ctd07: my personal experience was that EN521 and EX721 were made of noodleanium only a class higher than their 321 and few classes below what we get today from DT or ZTR. 729 or 823 may have been strong but they had 100-150g more noodlaeanium in them and it could be easily seen by how the sidewalls were denting/ folding. What I have to give to older mavics though, was how well built and strong their factory wheesets have been. I had Crossmax ST and couldn’t believe what it could take and on top of that, the conpliance was amazing. Those wheels felt so fast
  • - 1
 @WAKIdesigns: 99% sure D321 and Ex729 were the exact same rim, I had both on the same bike at one point, they just changed the nomenclature along the way. I didn't have lots of rocky trails back then, but plenty of square edge roots and cased many jumps learning to jump, never had a single dent, this would be in-keeping with the fact the Maxtal alloy didn't like to bend easily at all, hence why they were so difficult to true if you managed to buckle them - everyone's experience is different though c'est la vie
  • + 1
 @ctd07: I meant EN 321. What a coincidence Smile I dented 729 on a few occasions riding... Down Country on a a HT. I remember my friends racing Swedish DH cup on EX721 and seeing their rims in the workshop with tortured sidewalls. The dents were so bad there were cracks at the base of the sidewall. These days they ride lighter DT EX471 or XM841 with much less problems. I can’t believe what DTs are capable of surviving.
  • + 1
 @WAKIdesigns: oh well yeah, that was a base model rim, heavy as sin and pretty sure it was just 6061 not Maxtal, I had the En521's which weren't bad, the 321's were a step below them
  • + 1
 @ctd07: you possibly mistaken En321 with ex325... En321 weighd 550g or something. ex721 had maxtal and costed just a tad less than 729. WTB KOM rims had 7005 and... were worthless Smile
  • + 1
 @WAKIdesigns: yeh Mavic's line up gets confusing lol, the 321 was just the cheaper pinned all mountain rim, weight wasn't too bad for the time I guess, but very heavy for such a narrow rim by todays standard. The old Ex721 was the continuation of the D521, with the rim brake side walls, they did seem to break easier than the big brother D321/Ex729... wtb rims do seem to be notorious for dinging, same as hope rims, although there is some merit to a rim that can be easily fixed with pliers over a rim that gets terminally damaged and cuts through your sidewall in the process lol
  • + 1
 @WAKIdesigns: I guess if you ride hard it's a gamble going too far below 500g for a 650b rim, i.e. Dt Ex571 or the new Mavic En827, maybe Stans being one of the few exceptions with the flow rim
  • + 1
 @ctd07: EX471 delivers. It’s as boringly good as SLX cranks, Renthal bars, hope hubs or Minion DHF. Take 511 if you want to be sure. From what I hear and see on “friends” bikes most modern mavics hold up really well.
  • + 1
 @WAKIdesigns: haha thats basically my dream build, I'd probly throw it all on some average metal with mediocre welds named after a very run of the mill citrus fruit for an all round very solid reliable bike
  • + 1
 @kanasasa: I was hoping that Mavic would start making other components for Mountain Bikes like they use to back in the day. Years ago my local bike shop had a M16 on display that had Mavic cranks, Mavic rear derailleur, Mavic M5 hoops, Mavic head set and a Mavic seat post. At the time it was considered a top of the line build. It would be really cool to have Mavic as an option to SRAM XX1 and XTR today.
  • + 6
 Regent: perfect synergies achieved thru our portfolio of brands. Buy 2 wheels, get 1 haircut.
  • + 2
 Ok, i know i'm starting to sound like a broken record and this comment is probably not relevant to this conv being that my bike is so old but..... I bought my bike from a buddy who built the whole thing himself in 2011. It has Mavic EN521 rims with Hope pro 2 hubs and DT 1.8mm spokes and they are stout! Seriously, I don't think those wheels have ever gone out of tru. Ok, maybe the bike shop has trued them a couple times but they are dented and scratched to shit and are still working great! I've never ridden carbon rims so I can't compare them to alloy but I love my Mavic wheels!
  • - 1
 Oh yeah, as you can imagine too, they are 26"!
  • + 1
 The 2016 Mavic Crossmax SL Pro are amongst the best wheels ive ever used. Super stiff and light, instant power from them and the price CRC were selling them at was ridiculous. Put a lot of carbon wheels to shame on both price and performance.
  • + 1
 i recently bought a 2019 front xa elite wheel to go with my 2017 rear and was so surprised by the downgrade of quality. cheaper spokes, nipples and tubeless tape as well as slightly cheaper looking overall finish, all for the same price.
  • + 1
 technically due to inflation the newer wheel was cheaper.
  • + 3
 Please explain this:
"Amer Sports has reported its Cycling business as discontinued operations for full year 2018."
  • + 4
 Yeah, I read that shit like 6 times and it for sure makes no sense.
  • + 5
 The way I understood it, they're going to retroactively sit on their arse for the past year. Now that is innovation. I don't think it has been done before.
  • + 2
 Keep in mind they're a Finnish company.
  • + 1
 My concern is whether the new owner will honor the warranty terms in effect when I purchased my wheelset. That reassurance is conspicuously missing from the above announcement.
  • + 1
 Mavic's warranty service has been #1 Worst in Business with a bullet for decades. A new owner is pretty much your only hope of having a warranty claim approved.
  • + 0
 Mavics updated hubs / wheels look solid.. make them affordable and I’d buy.. love i9 but they are way over priced. I’m done with the slap a label on Chinese wheel brands. We are one or enve would be my only carbon choices.
  • - 1
 Mavic is a wheel company...hopefully they return to their roots. They've dabbled in other areas for decades and always failed. Enve is JUNK so its nice to see Mavic return to it's own entity where World Class wheelsets originate from.
  • + 1
 So behind the times they still have 26er only rims and the newer stuff isn't available in 29er. Sounds like the Pinkbikers dream?
  • + 2
 Still waiting on those exalith open pros......
  • + 1
 Maybe they'll put out decent looking shoes instead of the orthopedic looking ones.
  • + 2
 Sweet, now they can make a non dogshit wheel. Perfect.
  • + 2
 What you're saying is, Someone Just Bought Sam Hill!
  • + 1
 Maybe they got word that Paul Aston was testing Mavic’s wheels!?
  • + 1
 Maybe cheaper deemaxsSmile ??
  • + 1
 bring back the enduro WTS
  • - 1
 Sell Mavic off? Is this because they came to late to the wider rim the better or the more POE the better the hub? lol Razz
  • - 2
 The time when everybody wanted yellow wheels are long over. Who buys mavics now?
  • + 1
 I’d still rock a set of deemax wheels if I had either a black or yellow bike
  • - 1
 If I owned Mavic I’d sell them too.
  • - 3
 Women specific wheelset: La Senza Edition

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