The Quickshift
- Troy Lee Designs is one of the biggest brands in the bike and motocross clothing scene.
- In 2022 it was taken over by the 2 Ride Group.
- Now Troy Lee has bought back his company and is aiming for even greater expansion as an independent company.
If you’re involved in pretty much any type of powersports – from ATV riding to motocross to enduro and downhill mountain biking – you’re probably familiar with Troy Lee Designs.
The company’s logo is emblazoned on the jerseys and helmets of pretty much everyone, from beginners to pros who can shred for days.
And given the boom in the powersports industry, it’s clear that Troy Lee Designs is doing quite well. So well, in fact, that its founder, Troy Lee, has bought back his company and will continue to operate it as an independent company. It’s important to note that prior to the sale, Troy Lee Designs was owned by a company called 2 Ride Group, a powersports and outdoor gear manufacturer based in France.
And before TLD was purchased by 2 Ride Group, it was associated with investment firm SBJ Capital. Now, it seems that TLD has grown big enough to no longer need the backing of these large companies, and Troy Lee seems confident that he and his family can lead TLD into the future.
Troy Lee himself commented on the strategic move, explaining how much he loves the brand he has created and built and how excited he is about the future. “I am incredibly passionate about our brand and our future. With strong leadership and committed partners, I am excited about what lies ahead. Peace & Wheelies,” he said.
Lee will continue to serve as TLD’s chairman, strategic brand advisor and inspirational leader, while Jon-Erik Burleson will continue to serve as the company’s CEO. And the company’s departure from 2 Ride Group appears to have been very amicable.
Burleson points out that TLD would not have gotten to where it is today without the help and support of the 2 Ride Group. “Over the last nine months, we have built a robust platform with the invaluable support of 2 Ride. As an independent company, we are now positioned to grow and realize the full potential of the premium brand that Troy Lee Designs is destined to be,” he explained.
So what does the future hold for Troy Lee Designs? Well, Lee says his independent company will continue to play a major role in the cycling and motocross industry, with more helmets, jerseys and technical apparel in the pipeline. 2 Ride Group will continue to be involved in distributing TLD products in North America, with TLD working with them to ensure continued growth and expansion.
Troy Lee buying back his own company is clearly a smart and forward-thinking move. It removes the corporate constraints that can stifle creativity and innovation and allows the brand to stay true to its roots.
Without the looming influence of a corporate owner, Troy Lee Designs can now make quicker decisions, move more freely, and bring products to market much faster. Ultimately, this move paves the way for a future where the brand can grow on its own terms, moving forward with the same speed and creativity that made it such a success in the first place.
