Now listed on the New York Stock Exchange (NYSE: GEAR) “Revelyst” is the new name for the Vista Outdoors family of brands created when the company split the shooting sports group off from its powersports/outdoor recreation arm. Fox Racing, the recently acquired Bell Helmets and QuietKat eBikes have merged with brands like Bushnell and Camp Chef to create a new “collective of makers of wildly human experiences” —complete with a new HQ in Bozeman, Montana.
“Proud to be a part of such an iconic family of brands,” says Jeffrey McGuane, president of Fox Racing, Bell and Giro. While it might be a stretch for moto heads from Bell or the Fox faithful to be siblings with Simms Fishing or Bushnell Golf, he notes that, “The tagline says it all: United As One.” Revelyst’s logo is a dragonfly, and the new name merges the words “revel” (to experience with abandon) and “catalyst” (an unwavering source of transformation). Revelyst “captures the company’s ethos of helping consumers become their best while serving as a catalyst for memorable experiences through performance gear and precision technologies.
“We are excited and proud to introduce Revelyst to the world,” said Eric Nyman, CEO of Revelyst. “Revelyst is a collective of maker brands united by an obsession with craftsmanship, a consumer-first culture, and helping people achieve their greatest outdoor aspirations. We will leverage operational expertise, shared financial resources and cross-collaboration to deliver products and technologies that support consumers in wide ranges of pursuits. While today we are best known by the innovations that we make, our journey to becoming the greatest house of brands in the outdoor industry is focused on the wildly human experiences that we make possible.”
Revelyst official definition is as follows: “We are a collective of makers who design and manufacture performance gear and precision technologies. Our category-defining brands leverage meticulous craftsmanship and cross-collaboration to pursue new innovations that redefine what is humanly possible in the outdoors. Portfolio brands include Fox, Bell, Giro, CamelBak, Camp Chef, Bushnell, Simms Fishing, Foresight Sports, Bushnell Golf and more. Revelyst will employ 2,900 people across multiple brands and locations.”
Stay tuned…
