Santa Cruz Bicycles SOLD

Jul 3, 2015
by Pinkbike Staff  
Story from Bicycle Retailer -

Dutch conglomerate adds a major mountain bike brand to its portfolio. Pon Holdings, a Dutch conglomerate that owns several bike brands including Cervélo, Focus and Gazelle, has purchased California-based Santa Cruz Bicycles.

A Pon statement said that the company will remain based in Santa Cruz, California, and that co-founder Rob Roskopp will stay on as CEO.

Rob Roskopp

Co-founder Rob Roskopp


"The current management team will also remain in place and continue to be the driving force behind further success at Santa Cruz Bicycles," Pon said.

Roskopp founded Santa Cruz in 1993 with Rich Novak.

Santa Cruz Bicycles will become part of the Pon Bicycle Group, which is now composed of: Santa Cruz, Juliana, Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega, Rixe and BBB Cycling. The group has production facilities all over the world, including in the Netherlands, Germany and the United States, and is active in over 80 countries. The group expects to sell about 800,000 bicycles this year, generating revenue of roughly 600 million euros.

*No information on the terms of the sale are currently available.

Story from Bicycle Retailer and Industry news.

Lenzerheide Randoms

Rat Boy along with Team mechanic will continue forward with business as usual.




287 Comments

  • + 180
 ... Don't know how this makes me feel.
  • + 61
 if its got the investment of a big company behind it thats good but not so if it becomes comercialised like other big bike brands
  • + 27
 Happy for Rob imo.
  • + 126
 Here comes a Santa Cruz budget bike
  • + 66
 @dan - its not comercialised already?!!? Santa cruz is massive now. The small boys are Evil, etc
  • + 59
 Ebike, pressfit bb, boost hub here we come.
  • + 84
 5 years there will be a Walmart Santa Cruz Fat bike..... LOL JK
  • + 10
 yeh your right i suppose @richt but it still is a grassroots company set up somewhere in the hills of cali - its not exactly quite as commercialised as say scott, specialised or gt? It still only makes high end bikes not elcheapo ones to like these other big ones. But it could be a good thing?
  • + 60
 Wanna schmoke and a pancake?
  • + 13
 "if it becomes comercialised like other big bike brands"

Have you not noticed how Santa Cruz has already changed?
  • + 12
 @danielstutt I'm no great fan of specialized but they're also a grass roots company set up in the hills of Cali! Morgan Hill is 30mi from Santa Cruz and 2/3s the size Wink
  • + 10
 I think it will turn in to the VAG (volkswagon audi group) of mountain biking, covers all bases with the lower to mid level helping to support growth and innervation in the higher end area
  • + 36
 I was at Specialized a few years back, I looked around and all you see is Suit's with laptops running around trying to figure out how to sell more bikes. It's all about the $$$ now.
  • + 15
 You say it might become more commercialised, but look at the other companies mentioned tha Pon Holdings own, Cervelo is similar an they dont do cheap bikes.
  • + 3
 BBB became premium stuff right now =)
  • + 4
 Same here, he and his mrs have done a damn fine job of raising the little carbon and alum babies. He's obviously thinking of new ventures and his ultimate retairement.
  • + 10
 @mattvanders It is always important to consider the vag when reading a story like this.
  • - 18
flag sicsoma (Jul 3, 2015 at 9:44) (Below Threshold)
 wow, my childhood hero Rob Roskopp finally decided to (literally) sell-out. booooo hisssss Frown
  • + 4
 It's just a thought, But I can see Products that come from PON or PON related companies will be slowly finding their way onto Santa Cruz bikes. It could drop the price of bikes which would be good, but if it drops the quality that would be bad. Just a thought.
  • + 21
 yeah i'm sure with Rob staying as CEO they will continue on as the SC everyone knows. Sometimes owning a company isn't always as great as it seems, it could possibly take a load of Roskopp's back and free up more money that could go into developing new bikes and technology.
  • + 24
 pon is the best thing that could have happened to santa cruz. you will see. pons intention is to develope the brands not to outsell them. great futrue ahead!
  • + 7
 well done @THomer! best to be optimistic about it never mind dwelling on the neg
  • + 1
 I always feel sad when a small company turns into a huge one...that means they will onnly look at unmbers, and other aspects become less important...
  • + 5
 The cheap bikes not only get MORE people on bicycles which then leads to future champions, but it keeps the bank account full enough to keep expanding the high end line. There's really no losing. Unless new owner thinks $600 million isn't worth it for mountain bike sales and decides the real money is strictly in road bikes And recumbents.
  • + 2
 Great point!
  • + 3
 It could help tho with being able to distribute the Brand, to more areas. More shops could carry Cruz bikes, The company could venture out in developing in house product testing and maybe make Santa Cruz Components with the help of PON related companies helping out. There are lots of positive things that can happen, as long as the quality of the bikes don't suffer.
  • + 3
 They need the funds for R&D investment to compete with Specialized/Trek etc.
  • + 1
 Specialized and Trek have been around for 41 and 39 years so that have lived the test of time. Maybe this could be Santa Cruz's ticket. 20 years from now who know's maybe Santa Cruz will be the new bike giant in the industry.
  • + 3
 Last year, I sold my 'Made in the USA' Alu. Blur XC. Times they are a changing...
  • + 10
 To all the doom and gloomers who think this is the end of Santa Cruz - I highly doubt it. When was the last time you bought a Cervelo at Walmart? Exactly. If these PON guys know what they're doing, they will preserve the brand.
  • - 5
flag BTKMADDOG (Jul 3, 2015 at 10:28) (Below Threshold)
 Sold at Walmart
  • + 15
 Some of you guys are really pretty un-educated on this. Just because a business is sold (happens all the time) does not mean they will immediately sell crap with Santa Cruz's logo. That would actually be a bad move business wise. Does a nice restaurant go from selling prime steak to crappy burgers? Not usually- that would put them right out of business. The fact that operations are staying here and that Rob is still running it - good signs.
  • - 1
 ^ mmm.... you live in la la land. Cervelo went downhill a while ago and same will happen to SC.
Huge difference between a company run with passion by the founder and a company run by an investment group to make money.
Of course Roskopp will stay as CEO. That is the standard procedure. But the CEO does what the owner ask.
You may be the un-educated one.
  • + 2
 sorry but that ist so untrue in so many ways
  • + 10
 Mojo I did not say it was the rule... of course a new owner could ruin things, it's not what they set out to do. They bought a high end brand. It will need to stay high end in order to maintain customer base. I suspect they will listen to the CEO input but of course he no longer has final say. Give me a break with this anti-corporate b.s. News flash everyone - selling bikes is about selling bikes. It's done with passion most of the time but it's still business.
  • + 7
 Some really good points here guys, but enough time on the computer, time to go ride my bike. PEACE!
  • + 7
 @Mojo, I'm sorry but that's simply not true. Cervelo build quality has never been better and the brand has done nothing but grow since PON took over. The increased profit for PON will come from streamlined distribution, not cutting corners on bikes.

@Sworks73 PON don't really have any components to put onto Santa Cruz. They own BBB but that's more along the lines of tools and spares. Regardless, they're clever enough not to go against the desirability of SRAM/Shimano/Rockshox/Fox on high end builds. They've bought SC as a premium brand, to stay a premium brand.
  • + 3
 Cant possibly be as bad as whats happened to Marzo following the tenneco buy out so.
  • + 3
 Sold the SC name for the money. There is other things the company could have done if they needed more R&D. Pon Holdings needed to sign Rob just to deflect the attention away from the fact, that this is a complete sell out for the name. Rob and his buddies will probably start a new bike company and sell that too, just before they decide to retire. I would.
  • + 3
 Well, let's look at what happened to other brands once they sold...? Klein? Fisher? Bontrager? Etc...

Cervelo does not have a pro team anymore. If people don't understand what that means, then you won't be able to tell the difference between sc now and in 3 years. And btw, I haven't seen anyone riding a new cervelo in quite a while.
  • + 10
 There's only two things I can't stand in this world. People who are intolerant of other people's cultures and the Dutch.
  • + 5
 See plenty of new Cervelos around here. Normally on top of an Audi, never seemingly ridden by anyone under 50 though. Maybe Santa Cruz will do some re-naming. Old Boy? Low Balls?
  • - 2
 Thanks for the facts sithbike
  • + 8
 Santa Cruz is a great company but the growing pains have been obvious. They take a looong time to deliver bikes right now, and track record on delivery is not what it should be (i.e., bikes come later than promised, with different spec than purchased). This is based on anecdotes from a few people in the know at some of their LBS distributors, which want to sell product but SC hasn't been able to deliver reliably. Here's hoping this is all about improving that infrastructure necessary to support the success of a great brand.

We shall see whether the strong investment in the Syndicate continues. Let's hope so. It is a key part of the brand.

Interestingly, a long time ago, maybe 20 years ago, Specialized made a few big product/marketing mistakes, including trying to sell massive numbers of low-end bikes through Costco and unintentionally cannibalizing their strong LBS network. As a result, Specialized almost failed as a company and limped through the late 90s. Their solution was to take on a 49% capital investor (Merida, a Taiwanese frame manufacturer) to give the company a better cushion in case it steps on a landmine again, and the company had a religious conversion about protecting their LBS network and brand aggressively. SC went a different route with a complete sale to what seems likely to be a good owner of the brand, and did so at a time of great strength (as far as we know).

Since Roskoff and team are staying on, one assumes the deal includes an earn-out, meaning that a substantial part of the payment for the company is contingent on future sales, revenues, or profit metrics. That is the best way to keep a former owner/CEO focused on the company.
  • + 1
 And my Pivot just became that much cooler... Smile
  • + 4
 "Cervelo does not have a pro team anymore."

Pro-Conti yes and they'll be at Le Tour tomorrow, but true they don't have the massive exposure they once had.

SC have been changing direction from their roots for years and the prices have gotten ridiculous as they seem to be trying so hard to be an "aspirational" brand. All it means is every mincer and his dog with too much money has a SC.... much like Cervelo. Good fit actually!
  • + 6
 @MojoMaujer Cervelo have several Pro-Teams. A Cervelo will be the first bike out of the start gate in the Tour de France tomorrow. They no longer wholly own a WT team, but that was a massive overstretch for a company of their size anyway. None of the very biggest companies own a WT team right now.

What happened to Klein, Bontrager and Fisher is irrelevant - absorbing a bike company into another manufacturer is different to selling to an umbrella company. Reference, look at GT since Dorel/Cannondale took over. It's brought them out of the Walmart shitheap and back into relevance.

Finally, if you don't see people riding Cervelo then you just ain't looking. Almost every production run of their current bikes is selling out.
  • + 5
 Born n raized n Santa Cruz, I'm bummed.... I see the perx, but I also see the falls Frown Hope they prove me wrong, please do!
  • + 6
 Damn wish I knew SC was for sale I could have gotten a few nickels together and maybe bought them. Rollin around the world with the syndicate team and riding pimped out prototype SC bikes. Where do I sign?

PS Pinkbike I think it would be very cool of you to have a "Win your own bike company contest".
  • + 1
 Huh. Not sure what think about Roskopp, everyone always talks about how he's a prick. Hopefully this whole thing doesn't change much.
  • + 4
 It's not American anymore...
  • + 1
 Like my Transition DGThree.
  • + 2
 Some type of way?
  • + 1
 @mattvanders so true. This is a good thing.
  • - 1
 Roskopp is an intelligent person. I'm sure he wants to eventually sell his product for less. This "support" will make it possible. No financial worries means you can keep on doing what you love for longer.
  • - 4
flag jathomas76 (Jul 4, 2015 at 0:45) (Below Threshold)
 Everyone your SC just lost value from becoming commercialized..... lucky I'll buy them off you cheap..
  • + 1
 I wonder how much Rob sold SC for?
  • + 1
 Actually Cervelo does have a pro team. The team is MTN-Qhubeka, they have a fairly star studded roster. They start the Tour today and are the first African based team to be invited to the Tour. Check them out.
  • + 62
 Anyone that thinks Roskopp wasn't doing well before is high… While he is allowed to do whatever he likes with his business and right on him for getting out at decent peak for SC (seem to be one of the most high end MTB's around, and most sought after).

In my decade of work within my industry and my experience through life, companies get bought by larger ones WILL get watered down, the management team may stay intact but they WILL NOT have the full pull they did before. They can talk all they want about having more dollars to invest, all these high end manufacturing plants yada yada yada, that is ALL lip service, the buying company is interested in ROI, they are going to cut jobs and cut quality so they can squeeze as many fractions of a penny out of every inch of the company they can.

I am sure there are a few companies who made the company better but for every one of those I bet I can show you 100 who went the opposite direction.

Business men don't buy businesses for the passion of the business, they buy businesses for their love of money.
  • + 42
 My shop has sold a boat load of Cervelo each year both before and after PON bought them out. It's been around 4 years now and the quality of the design has remained the same, production quality has gone up, they haven't cashed in with any cheap generic bikes with 'cervelo' painted on and due to streamlined global distribution channels the retail price has come down significantly.

So far PON have acted like a company that's in it for the long haul, not for a quick buck - and if Cervelo is any indication you might just find that the next V10 or Nomad is just as good in design and spec but a few $k cheaper.
  • + 3
 If we see the conglomerate who have SC now they have great brands as Cervelo and Focus ( I don't know the other brand TBH), these brands has been pushing technology to their bikes and have good ones like the Cervelo P5. I think that could be worse if the conglomerate were a supermarket brand, clothing or any not related to bikes. So I believe that the brand will be pushing the limits in technology and market for their bikes. If not, what will be the case to buy a great bike brand and to translate into a dead one, the idea is to keep the customers and gain more and the only way is maintaining the brand and improving.
  • + 9
 I was thinking the same thing. If three years of Cervélo management has proven anything, it's (mostly) uncompromised engineering and quality, with better economies of scale. The "affordable" R2 105 road bike comes to mind, with its mid-$2000s price point almost a good $1000 less than before the takeover. I agree that we're about to see a new, lower price point with Nomads, V10s, etc.
  • + 2
 In the end the competition and market sentiment will dictate the quality and the ROI for investors...
  • + 1
 I really do hope they bring the prices of santa cruz bikes down, you can get a complete yt or canyon bike in the uk for the price of a sc frame , so cheaper and better value for money santa cruz bikes with local bike shop service and back up can only be a good thing for them surely.
  • + 1
 They won't ever be YT or Canyon prices IMHO. The fact they are all assembled in the EU helps with that aspect too.
  • + 1
 yeah rick I totally agree with you,
  • + 39
 $anta Cru$
  • - 4
flag malathion (Jul 3, 2015 at 22:40) (Below Threshold)
 dude i rented a V10 for a week at whistler followed by one day on a devinci wilson. the V10 felt clumsy as f*ck- like trying to corner a 29er at DH speeds. the devinci wilson felt even more playful than the previous 26" model. F santa cruz. pure f*cking hype.
  • + 22
 Hope rob does well out of the sale, the guy has put more back into the sport than most other brands combined and it would be nice to see him rewarded for the massive amount of blood sweat and tears he has put into the company over the years. Here's hoping SC continues to be great!
  • + 25
 So is it a trade team now?
  • + 6
 well played..
  • + 13
 I don't think it really matters…SC's operations seem to be staying the same, they have Roskopp continuing on in his current role, it's just that now a big company is getting a cut of their profits. Cervelo still makes great bikes and are still very much Canadian.
  • + 3
 Good one mate, I think the same Wink
  • - 5
flag MojoMaujer (Jul 3, 2015 at 10:47) (Below Threshold)
 mmm.... cervelo is out of the radar. may still be popular in canada. but everywhere else is gone.
  • + 2
 Cervelo has gone stagnant/downhill since it was purchased. On top of that we have burned through 2 reps and last visit they were trying to play hardball with orders, rather than listening to what the LBS's are/were telling them. Hopefully this doesn't happen to Santa Cruz, yes their delivery track record has been spotty however, you get a great bike at a descent price every time and that's worth the wait! I guess it's time for a Yeti sorry SC I'm getting out while your still on top!
  • + 1
 I have to echo almost everything nissmo127 just said. The hardball sales tactics from Cervelo reps are a thing at my shop too. Guess what? We did exactly ZERO preseason with them because of this. A Cervelo bike rides nice, but the bikes look boring and the brand feels stagnant, aside from their TT stuff.
I'm in the same boat as any other SC fan--I hope the sale means even better things for Santa Cruz, or at least they remain the same. I'd love to see Yeti up their production and bring the prices down a teeny bit to better compete. A few years ago I saw Yeti and SC a lot closer...now, SC is dominating in so many ways (actually being able to make at least a little margin on a sale helps so much! Hint hint Yeti Wink )
  • + 3
 yeti does everything wrong when you ask me ....

4 years ago all my bikes where yetis (a 303rdh, dj and sb) and i loved them .... and thought i will always ride yeti's .... but the waiting time for a replacement for my actual 303 keept me also looking somewhere else on other bikes .... the sb66 gut replaced with a Transistion enduro because of the reports from cracked sb6c and worn out switch links...) and the stupid price tag in europe....
i dont do dj any more (i never really did Big Grin ) but there also would not be a dj bike in the yeti range Smile for let me roll to geht me lunch Big Grin

and sadly yesterday i sold my 303 frame because a 27,5 wilson is on the way to me... because i am sick of waiting for a new 303....

end of an relationship really ....and i dont change my bike every 2 years ..i change them when the rebuild kit is more worth then the actual frame...
  • + 12
 Specialized should be worried. SC have managed to produce better bikes, and get good sales with none of the might of the huge budgets. Now they have all of that AND Roskopp is still involved. Some tweaks to pricing and SC could clean up.
  • - 9
flag jaydawg69 (Jul 3, 2015 at 10:13) (Below Threshold)
 lol at better bikes...
  • - 5
flag Dobbs59 (Jul 3, 2015 at 12:28) (Below Threshold)
 I LOL at 29er enduro. POS.
  • - 3
 better than a Tallboy... POS
  • + 2
 riiiiiiight.
  • + 14
 VPP > FSR
  • + 2
 Specialized bikes have always been a disappointment to ride compared to other brands, they just never live up to the hype
  • + 1
 I love my P-Slope. First Specialised and I love it. I can't knock them or Santa Cruz- overall they're both awesome brands when compared to 99% of the bikes in the world.
  • + 14
 There are two things I can't stand: people with no tolerance for other cultures, and the Dutch
  • + 0
 LOL
  • + 10
 This sort of thing happens all the time, man builds successful company, man understandably wants to release his money in said company, outside company buy it and get profits from then on, management stay on as usual. Roskopp might even get paid his money in installments over the next few years depending on the success of the company to keep him running things as they are. A. this is nothing bad, B. he deserves the money he's getting, C. there is absolutely no suggestion this is a 'hostile buy out', D. it's not for us to judge either way
  • + 0
 In fact if I was there would be no chance of him staying on as CEO
  • + 14
 here come the hecklers...
  • + 3
 Roskopp should go solo.
  • + 6
 He cannot, Rocky Mountain own that one lol
  • + 7
 After all these years, he finally bit the Bullit
  • + 3
 NOMAD TER WHAT HAPPENS, IM LOYAL TO SC
  • + 1
 This will be an INTENSE endeavor!
  • + 9
 I dont know about everyone else, but im getting tired of hearing about smaller companies getting bought up by large corporations. These corporations think nothing of shutting down profitable small businesses they bought if it doesnt meet their "projected targets". In 20 years there will only be a handful of giant corporations that own everything on this planet, and that is frightening
  • + 1
 Well there are a number of different ways to look at this I suppose. Overall I truly agree with your sentiment on the whole. However, when it comes to Santa Cruz specifically I have had trouble with SC being a "boutique" bike brand for a while now. They are already MASSIVE imo!! Sure, they don't offer the same number of bikes as Giant or Trek (more on the entry/lower end) but to me, they're on par with those brands and still command boutique fat stacks for their bikes.

That all said, the first bike I owned and LOVED was a used Santa Cruz Nomad. That bike is f*cking awesome and I'd own one now if they weren't a minimum of $5K +. I was down in SC in 2014 and toured their new shop. They give their employees decent benefits which is not always the case in the US of A and I really respected that. And everyone genuinely seemed to love to work there and they were super accommodating with giving us a tour on a rainy day we couldn't ride. As long as they keep their attention to detail on the bikes people are buying you won't see much change I reckon.
  • + 6
 Your statement is misleading. I've worked with investment firms and have never seen them close a profitable business. Closing a company and liquidating its assets is the least profitable exit strategy for an investment. If a firm feels a company no longer suits its portfolio they will typically sell it privately..or ideally spin an IPO. There's always exceptions, but if a business is profitable they will extract as much value as possible.
  • + 9
 I didn't realize how many expert level bike industry consultants trolled Pinkbike with their educated assessments on corporate acquisitions. Impressive really...
  • + 10
 Soow santa Cruz is Now own by THE flattest country in THE world
  • + 7
 Sorry dude but that would be the Maldives
  • + 7
 Santa Cruz is not state-owned by the Netherlands. It's owned by a Dutch conglomerate. Big difference.
  • + 5
 Yea yea. I know. But i tought iT was funny since its hard to order a simple boxxer fork at a lbs in THE netherlands because there is no need for iT. ITS just so flat. Not even wholesale compagny's Carry boxers in there program anymore.
  • + 19
 WHat iS WRONG wITh YOur capS KEy?
  • + 2
 Auto correct on his phone. My phone does the same when typing English.
Funny comment though lol
  • + 1
 Exactly.....
  • + 9
 Old owner still CEO. (For now)
old owner retires (in afew years)
Old company just turns into a brand to streamline.
  • + 4
 Nailed it.
  • + 1
 Or it could have been old owner keeps company, retires, company sold to any number of people and we still don't know the outcome
  • + 5
 Rob has worked harder and put up so much of his own money to bring forward new designs that push the limits and to sign top level riders and support a World Cup effort Which is also not a cheap endever . Keep a small company at the top of the sport while competing with huge companies such as specialized and trek is not a easy task. We saw this happen with intense last year . New capital coming in can be a good thing especially when your trying to bring a new model to market. Rob congrats man I know how hard you and everyone down there work. My racing career wouldn't be anywhere if it wasn't from the support I got from you and all the crew at sc Thanks man cp
  • + 4
 A lot of people here talking about Santa Cruz like it's some little company welding frames together in a garage. They haven't made frames in the U.S. for how long now? At least 5-6 years. I was one Moab a month ago, and it seems as if everyone was riding around on either a Santa Cruz or a Specialized. Nothing wrong with that, but it's not necessarily the mark of a boutique brand.
  • + 8
 Sad. One less rider owned brand....f tha man
  • + 10
 Deep.
  • + 3
 Hey @POWsLAYER, what if the reason PON owns so many bike related companies is because they are bike riders. Then all the companies they own are rider owned brands... goo.gl/yn5P3K
  • + 7
 Chances are, if they're Dutch, they ride bikes.
  • + 6
 Ill infer that powslayer has never funded, managed, a (successful)startup. Probably hates the police too.
  • + 0
 Well duh
  • + 1
 Soooo deep. Deeper than the gash on my elbow
  • + 1
 lol ^^^ fuk da poleess comin straight from tha undaground.
  • + 5
 All the people that have brought Santa Cruz this far are still there.. Now, it appears this gives them extra money to grow the company. . Looks like a good thing for Santa Cruz. .
  • + 8
 Roskopp is set, and so he should be. Nice work.
  • + 2
 So much for looking out for the people that help you build a great company. I've been through the same situation but different industry. I give it two years before we see drastic changes.
  • + 1
 Yep... It will be tricky to maintain their edge I feel, should make things interesting to watch though and I think they'll be having a party at specialized hq.
  • + 1
 And with Peaty about to retire and Minnaar possibly not far behind, the future of the Syndicate may be ...............?
  • + 3
 Such a cool brand and at the top of their game. Santa Cruz has been a threat to the big boys, but this makes Santa Cruz even more fierce, that same USA crew with more resources, specialized trek and giant should be worried now. Congrats to Santa Cruz folks, helluva ride coming up.
  • + 3
 Everyone crying about passion seems to forget that Audi, Bentley, Porsche, VW, and Lamborghini are pretty damned passionate about cars. And, Lambo was recently acquired not too long ago.

I am bummed Roskopp decided to sell SC, but it's his (former) company and prerogative. While Spesh, Trek, and Giant are massive companies, they still seem pretty damn passionate about bikes even if they do offer low end rides. Diamondback went the way of Walmart for a while but are putting out some seriously nice high end bikes lately. GT lost its edge, but the Athertons have done a spectacular job of reintroducing them to hardcore MTBers.

Let's lay off the hyperbole for a bit on how SC will go downhill from this acquisition.
  • + 5
 Remember Gary Fisher, one of the OG founders of mt. bikes. Gary Fisher Bikes was absorbed by TREK, his name was also absorbed. Just Sayin'
  • + 2
 Pon is no Trek, that is for sure, although if they combined all of their brands under their largest that would certainly make their presence a lot bigger. They now have 10 bike brands, it is a huge waste of money to market 10 brands rather than 1-3, maybe this is their grand plan, it would be mine if I owned them. They are probably competing against themselves at this point in some brands. You would think they could have huge economies of scale in marketing, support, design, manufacturing, parts sourcing, etc.
  • + 3
 I'd like to pass a resolution that exempts bicycle companies from being subject to the same laws, principles, and notions that govern the economics of business for every other industry on this planet.

Oh wait, I see that that's already happened.

The Bicycle Industry: Where its customers expect a kumbaya circle jerk not-for-profit industry to be run by volunteers who aren't looking to make a buck, and enrich their souls by giving away product.
  • + 6
 Question:
Rob how do you sleep at night

Answer
On a bed of money with many beautiful ladies
  • + 3
 Hahaha, exactly!!
  • + 2
 Small brands in the ski world who have been bought by very large brands (while keeping their own offices and SEOs) have generally gone from strength to strength, kept their original values and pushed new technologies independently of their parent brands'. Relax.
  • + 2
 As someone who loves the brand, I'm taking a wait and see approach.

The big concern is that PON will shutter the California factory. PON did this with Cervelo's Canadian factory just three months after taking over.

www.bicycleretailer.com/north-america/2012/05/31/cerv%C3%A9lo-ramps-down-toronto-assembly#.VZfcypSFTAU
  • + 2
 I hope the good industry insider deals don't go away. That's what happened to GT. The culture at gt did change rather dramatically once they left socal..to dorel. They got stingy and difficult to deal with (poor communication/warranty)
  • + 6
 Hopefully everything else stays the same as well...
  • - 4
flag Yt-shredder (Jul 3, 2015 at 8:47) (Below Threshold)
  • + 4
 Yeah So? That's why warranty is invented I believe, to replace goods with a defect...
Every factory has them, every now and then some end up in public...

I don't see the relevance to me hoping the brand, bikes, marketing, graphic department, philosophy, syndicate team, quality control, tolerances, ... are staying the same.

Off topic continued... I'm a big fan of YT and how they achieved to be where they are...
But when you get the chance to own a Santa Cruz. You're not worried over a photo of a broken bike....
  • + 1
 SC getting bought out is a frigging game changer for sure. The whole brand has a carefully cultivated counter cultural image which heavily leaned on the skateboarding scene. People bought the bikes because they were great machines, but also Santa Cruz was a brand that was a great alternative from the corporate arena - that's the core appeal of the brand. Over the years I think it's pretty clear that the high end nature of the bikes and older customer demographic means this buy out will enable them to expand. As far as I'm concerned it's a new beginning for them now and good luck to them. Now we just need someone till fill the SC gap.
  • + 1
 Damn!
I've only owned one SC(Butcher), but had a tremendous respect for how they started, and where they made it to.
Big corporations tend to be run by bean counters, and I'm worried that the first thing on their plate is gonna be cutting costs via cheaper parts(more of which will be made in good 'ole S.E. Asia), less R&D, and lower quality/reliability.
Keeping dude on as CEO will only go as far as what they give him permission to do-if he even has as much enthusiasm for the brand as he did when it reflected totally and completely on him.
Only time will tell...
  • + 2
 I thought their bikes were already made and assembled in Taiwan anyhow.
  • + 1
 You could be right, but I was referring more to things like linkage and bearings etc. Good bearings spin freely and last. Cheap Chinese bearings don't.
  • + 5
 Good that they are letting Santa Cruz carry on pretty much as before Smile
  • + 1
 Holy Christ look at the size of robs head. He better be able to talk to dolphins and shit with a dome that large. Probably sold the company because no one makes helmets big enough for him to ride with. All jokes aside, thanks for making great bikes, and hopefully the company won't lower its quality or reliability. Of course, if it does you'll be easy to find with that melon.
  • + 1
 i have a new bike company named Salinas. rear suspension design called ZPP. stands for Zero Pivot Point. located in the not nearly as hipster community of Salinas Valley. willing to sell all assets for a mere 4000. the price of a base Solo or 5010 or whatever theyre calling it these days. Assets consist of some drawings. thanks.
  • + 1
 From my viewpoint PON and cervelo was a bad bad thing. It seems like development has stopped completely and they've just focussed on trickle down and brand leveraging. I can see the same thing happening to SC, more cheaper carbon models, maybe go sub 2k for a complete carbon bike, but stop innovating and releasing new models.
  • + 4
 Can't see this as being a positive step in the right direction for anyone. Keep santa cruz weird
  • + 4
 you can see the list of companies PON owns here-
www.pon.com/pon-ondernemingen/alfabetische-lijst.22.lynkx
  • + 4
 Wow! They must be passionate about bikes and cars and trucks and… $$$
  • + 1
 I've been wondering how good mountain bikes could end up being a similar value in technology and performance as a motocross/dirt bike. It seems the only way is for merging and conglamoration. How do they make dirtbikes for the same price as mountain bikes? I think something about the fact there are maybe 10 brands we could think of has something to do with it. I don't like it, but economy of scale has benefits to the end user.
  • + 1
 There are always those who think positively and see the glass is half full, and those who can't see anything other than the empty one. Those who work for big groups are maybe the last one, there daily words are more margin, saving, blabla... We just can hope for employee that the family spirit we feel behind the scene stay same. At the end no one know the future, waiting next products release to see - Great job , good luck SC boys
  • + 2
 Not sure if anyone has quantified this, but I heard a lot of shops complain Cervelo's quality and customer service went down hill slowly after Pons bought them. Price points probably stayed the same though.
  • + 1
 for me its like the candle went out on an era I adore. 26 inch wheels, drops to flat.....riding to...???? anywhere without a care. Over the decades I owned a Heckler, Superlight and one Nomad. All 3 are still kicking and riding great. I can not say the same about other bikes I have owned.
SC was at the forefront of every innovation over the years. Please keep the fire burning.

thanx Rob
  • + 2
 Apart from sizing....
  • + 1
 Good for Rob. I've known that kid since the 80s skating vert ramps and pools in SC. I've loved my SC bikes and recently put together a Made in USA Chameleon. Go get some Rob!! I still feel a little guilty about jumping ship to YT but I'm poor - 1st world problems. Sorry about all the new meetings on your calendar!
  • + 4
 Well, Look at the bright side. Now Univega can share its top secret tech with Santa Cruz?
  • + 1
 Hopefully Santa Cruz does something similar to when Timbuk2 was bought out. Production workers got a 1 time bonus equal to 1-2 years of their annual salary depending how long they had been with the company. Share the love.
  • + 2
 Rob just got very rich. buy out of a company equals cash in hand. This makes Rob a very successful business man. As for Intense still the same designers and engineers.
  • + 1
 The thing about getting bought by another company is you may get forced (by the new owners) to discard product principles that the consumers have been raving about your brand.
  • + 0
 I would Love to know why Everyone really cares that much about a Bike that sold out years ago as soon as They started making All the range in Asia! If They were Hand built in the USA, I would be well upset, but They Ain't, all the more SAD to say! Brands need to stay on there own in there own Countries, cozz that is what makes Them individuals as Companies,
  • + 4
 I just hope the quality stays the same...
  • + 2
 frame was replaced - they DO break sometimes. While it would be great to have stuff that was indestructible the support from the manufacturer is just as important
  • - 3
 Dont Understand me wrong,but from a Brand like sc im really dissapointed to See this.this could have ended deadly
  • + 3
 how can you be disappointed ? you dont even know how that frame broke ? the guy who's bike it is doesn't really say much about what happened ( just that he landed a jump) i can tell you he broke it from some kind of accident and doesn't tell the truth because he wants to get warranty replacement
  • + 1
 he said it was landing in the sweet spot of the triples at fort bill??
  • - 3
 @cyklops you recent and only activity let me assume that you are an undercover sc Agent who trys to put his company in good light
  • + 2
 @Yt-shredder - what is YOUR deal? Multiple replies showing the same pick of ONE frame failure. Are you joking?

Nearly everyone I know of on Niners have have frames break, and quite a few Treks. I know someone who broke multiple Transition frames. Shit happens. Are they bad bikes/companies?
I broke the Ti link on my Blur XC and they had new parts to me in no time, few questions asked.

Go ride your bike...
  • - 3
 I have a sc its broken i cant
  • - 2
 That was a joke to get a humerous aspect in here
  • + 2
 Actually I sent this pic to my local bike shop who are the only Santa Cruz dealer in the country and they forwarded the pic to Santa Cruz UK, turns out it was snapped by casing the shit out of a jump. Also the frame was replaced for free which it should've been a crash replacement. And finally Santa Cruz are doing a lifetime warranty on there frames. Goodnight
  • + 1
 I wonder if this sale will effect the local bikes shops. I.e. will they now be encouraged to sell other PON brands...... just curious as I am a massive SC fan and don't want my local SC dealer effected.
  • + 1
 A decade ago this would be called Selling Out...now it is called a well played exit strategy (and they get to keep their jobs). It will be interesting to see which way the conglomerate steers the company for profit.
  • + 2
 First they introduce the new colors for the Nomad, dramatically increasing the value of my Stealth Black one, and now it's a "pre-buyout" model too! Sweeeeeet.
  • + 1
 One with a 5 year frame warranty not lifetime like a new one!
  • + 1
 Has anyone announced that the new ones have a lifetime warranty?
  • + 1
 Wow, looks like the new ones do have a lifetime warranty. I didn't know that. Bummer.
  • + 1
 I hope it isn't going to happen what happened to cannondale where from a full line of mtb they have now two or three models left after they got bought out
  • + 2
 maybe they will come down to a sensible price not that I would actually buy one
  • + 1
 Congrats to SC! Investment is a great thing people, it will allow company to make more new and better exciting toys that you all love so much.
  • + 1
 They are also dealing with Caterpillar construction equipment and Volkswagen cars. So I'm preety sure they're very passionate about bikes too. It's all about $$$ Frown
  • + 1
 If the quality stays the same and the price lowers 20%,then they Gina sell a lot more bikes,I wish:-) ,but probably not. Good bye Santa nice to ride with you
  • + 2
 This is sad news for me Frown I would have thought Santa Cruz would stay as a rider owned company!
  • + 1
 Schwinn, and GT amongst others were ruined by being sold to the wrong people. This doesn't automatically mean that Pons will ruin SC.
  • + 2
 So SC become just another sticker for some international corporation. It is a pity ...
  • + 3
 Glad I still have my "Made in the US" Jackal BMX frame.
  • + 2
 Come on people, stop crying. If you feel bad by this, keep purchasing and supporting small brands.
  • + 3
 how you say Shanta Croosh Shindecaht ya?
  • + 1
 NOOOOOOOOO! Always hate when one company buy another company. Do your own business with your own brands MFs. Don't occupy the market!
  • + 1
 750 a frame, pretty reasonable and then your friendly local bike want 2000 for it??
  • + 1
 that'd be hilarious if they already had a video with Beeny Man and Elephant Man: PON DE RIVER!! PON DE BOAT!!
  • + 1
 So now I see why I heard Mr. Rob Roskopp was looking a purchasing a new Ferrari.... Cha-Ching!
  • + 2
 Marzocchi had a big company behind them...
  • + 1
 Not long time ago Marzocchi died. Now Santa Cruz is sold. This is really quick.
  • + 1
 If I where him I'd say, have at er boys. I'll see you in Kokomo!!

No such place exists? We'll see about that!!
  • + 3
 I No Mad.
  • + 1
 Will this have any effect on Intense Bicycles being they use the VPP platform???
  • + 2
 I ish now a omega-muwlti-milliownaire. Ish'nt dat veird.
  • + 1
 I don't care what industry we talk about, conglomerates NEVER benefit the customer. Never.
  • + 0
 Every year, the quality of SC has improved, just hope it continues that way for them and the buyers. (I'll just stick with my Rocky Mountain..)
  • + 6
 Rocky was bought out by Pro Cycle years ago.
  • + 3
 Non story
  • + 1
 It was the same with Oakley, when Jim Janard sold it to Luxottica. Is Oakley doing bad?
  • + 2
 Didn't know Jesus rode for Santa Cruz..
  • + 2
 Santa Cruz Bikes coming to a Wal-Mart and Costco near you.
  • + 1
 Univega? They're still alive? Ô.o My 1st & 2nd rides were Vegas! Broke the first one, sold the 2nd. Razz
  • + 1
 Yay!! maybe it will be the end of crappy service and the big ego at Santa Cruz Bikes.
  • + 1
 Time to jump ship and throw it to the sharks www.pinkbike.com/photo/12422431
  • + 3
 Not bothered...
  • + 0
 Big SC fan since forever. This is disappointing. Would have like to see SC buy out someone else and improve those companies products, not the other way around like this.
  • + 2
 "Syndicate is not a trade team, A package sold to Pon Already"
  • + 2
 I just hope the quality of the bikes won't get worse.
  • + 1
 Hmmmm

"Santa Cruz, Juliana, Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega, Rixe and BBB Cycling"

Well one of those brands clearly stands out as faaaar better than ll the others.... Not sure I'm happy about this move.
  • + 4
 So Cervelo is far worse? Put the glass pipe down. It's for your own good.
  • + 3
 Seen too many with cracked head tubes. I know they are only road bikes so not designed for abuse, but it doesnt fill me with confidence...
  • - 1
 Cervelo had 4-5 years of popularity, nobody cares about it now. Expect same for SC.
  • + 1
 Safe to say SC will now have PF bb frames
  • - 1
 i was about to say... If santacruz moved to the Netherlands then it would have to be called like Amsterdam bikes or something
  • + 1
 Santa Cruz=Amsterdam with better weather
  • + 3
 And with more fucking homeless trolls
  • + 1
 so next v-10 will sport 700c tires?
  • + 1
 By foes most understated bikes USA built and loved.
  • + 1
 I wonder if this has any relation to the VPP patent expiring soon.
  • + 1
 They got PON'd... like in Angry Birds...?
  • + 1
 не ожидал такого поворота
  • + 1
 Rob Roskopp looks like yellow head guy in Sin City in that picture.
  • + 1
 600 million euros a year. That is a lot of money. Why are bikes 10k now?
  • + 1
 and 4 years later, no santacruz at wallmart?
  • + 1
 At least SC wasn't sold to Dorel.
  • + 1
 maybe they'll start selling them at Walmart
  • - 1
 Not bad for a guy who started out riding skateboards in the 1980's. "Skateboarder, to Bike Builder, to Millionaire." Go figure.
  • - 1
 Yeah, I googled this url. ^
  • + 1
 Get ready for the bike empire
  • + 0
 I guess SC weren't making money selling those 3500$ chinese made frames,huh?
  • + 1
 You cant just sell a brand named SANTA CRUZ to a brand from netherlands
  • + 1
 So.... Heineken just bought New Belgium.
  • + 1
 get ready for press fit bottom brackets gents!
  • + 1
 I wonder what this means for VPP and Intense?
  • + 2
 It would be my guess that intellectual property is part of the deal...

AFAIK patents run 20 years, which means that some of the patents have run their course?

"Virtual Pivot Point (VPP) Patent Numbers: 5,553,881; 5,628,524; 6,206,397; 6,488,301 Inventors: James B. Klassen, Jamie W. Calon/Outland Design Technologies, Inc./ Santa Cruz Bicycles Controlling Entity: Santa Cruz Bicycles Filing Dates: January 25, 1995; November 15, 1995; March 13, 1998; January 5, 2001 Issue Dates: September 10, 1996; May 13, 1997; March 27, 2001; December 3, 2002"
  • + 1
 Here is to hoping what's good for SC is also good for their bike owners
  • + 1
 looks like rob is workkng well towards retirement
  • + 1
 Focus Nomad - coming soon..
  • + 1
 wow not expecting this news
  • + 1
 Rob really looks like Mike out of braking bad in that photo.
  • + 1
 Did they take away the TallBoy LT? It is not on the website
  • + 1
 It is what it is........ Moving along.
  • - 3
 My guess would be they weren't doing so well so needed big backing to expand and be more successful. Or maybe I am hoping too much they didn't sell out... Either way I still fucking love my 2010 Blur!!!!!
  • + 2
 They've been having a killer few years, admittedly bike sales isn't the only indicator of a brand doing well but still. I don't see what the problem of Rob selling his stake in the company is, this happens to most companies once they get to a certain size and the guy who started them wants to realise some of his assets
  • + 0
 Hey if it drops the price of a Bronson, from 7000.0, I'm for it.
  • + 2
 The problem is, it won't. The brand was built as a boutique. The prices will stay boutique even if the company doesn't.
Yeti is the big winner here, IMO. Not many standing anymore. Say what you like but "business as usual" is company speak for PR damage control at announcement time.
  • + 0
 Insert conspiracy theories here:
  • + 0
 will be just another Cannondale....
:-(

Any idea of what it sold for?
  • + 0
 Santa Cruz now just a (PAWN)!!
  • + 0
 Damned skate board company!
  • + 0
 this deal seems quite blurred to me
  • + 1
 WOW, that's weird!
  • + 0
 Oh well there's always Commencal.
  • + 0
 Well that's that then
  • - 1
 Fucking lame....your a pussy rob.
  • - 2
 Santa Cruz is a great bike company but I'm never going to buy one because their getting to big
  • + 0
 Noo!!!!
  • + 0
 why though?
  • + 4
 money talks, that's why
  • + 9
 RR's retirement is now set, without the burden of having to be responsible for the balance sheet.
  • + 4
 it's easy to say that you wouldn't sell your company if you were in his position, reality is he's prolly 50 +- years old want's to retire without a worry in the world.
  • + 1
 Hang on lad I didn't say I wouldn't sell owt. Genuinely curious why they sold up that's all.
  • + 1
 SK250- Isn't that the goal?
  • + 3
 And why shouldn't he profit. He built the company, he can sell it if he chooses. Ironically, it's his fellow counytrymen who are whining about Roskopp selling his own company.
  • + 1
 ...yep. He can. Don't even know who the guy is. I just wondered why Santa Cruz was sold. Whats happening here..?
  • + 0
 "This sort of thing happens all the time, man builds successful company, man understandably wants to release his money in said company, outside company buy it and get profits from then on, management stay on as usual. Roskopp might even get paid his money in installments over the next few years depending on the success of the company to keep him running things as they are. A. this is nothing bad, B. he deserves the money he's getting, C. there is absolutely no suggestion this is a 'hostile buy out', D. it's not for us to judge either way"
  • + 1
 Why?
Because here in Holland the big companies hardly have to pay any taxes.
(Before you want to move here; average joe and average company does pay full taxes.)
  • - 1
 Now I'm curious if this means consumer direct soon!?
  • + 2
 Every small to medium-sized bike brand is asking themselves the 'consumer direct' questions right now. The go direct, get acquired by a big parent company brand like SC just did, or die.
  • - 3
 You'll be seeing Santa Cruz bikes at Walmart in no-time.
  • - 2
 Santa Cruz at a Walmart near you.
  • + 7
 Lined up next to the Cervelo you can buy at Walmart, right?
Below threshold threads are hidden

Post a Comment



Copyright © 2000 - 2019. Pinkbike.com. All rights reserved.
dv56 0.088402
Mobile Version of Website