Buying the brand back, Troy Lee Designs announces a significant evolution in its ownership structure as TLD will be moving forward as an independent company. This pivotal shift by founder Troy Lee, backed by a world-class American family, marks a new chapter for the iconic brand.
“I’m incredibly passionate about our brand and our future,” says eponymous founder Troy Lee. “With strong leadership and dedicated partners, I’m stoked for what’s ahead. Peace & Wheelies!” The company namesake will continue to play a crucial role as the Chairman, strategic brand advisor and inspirational leader of the renowned paint shop.
“Over the past nine months, with the invaluable support of 2 Ride, we have built a robust platform,” notes TLD CEO Jon-Erik Burleson. As an independent company, we are now equipped to grow and unlock the full potential of the premium brand that Troy Lee Designs is destined to be.”
With this new ownership status, Troy Lee Designs is set to channel its renewed energy into the Fall 2024 season and beyond. The company is committed to securing prominent positions in the bike and motocross helmet and technical apparel markets. Enhanced investments will enable Troy Lee Designs to deliver exceptional products, including helmets, technical gear, protection, and sportswear, to its valued dealers, distributors, consumers and enthusiasts.
During the transition, Troy Lee Designs will assist 2 Ride Group portfolio brands like Shark and Nolan helmets with distribution across North America.
A statement from 2 Ride Group: “2 Ride Group is very pleased to see Troy Lee Designs coming back to its iconic founder. The brand's return to independence should give it the agility it needs to strengthen its market positioning with an 'Art & Speed' approach. We wish them the greatest success!”
Dealer Partner Inquiries: Teri Lynn
Email: tlynn@troyleedesigns.com
