Industry News: Troy Lee Bought Back His Company | What Could This Mean?

Today Troy Lee Designs announced that Troy Lee has bought his company back. As we move closer we’re starting to see some movement into what the future is going to look like for Troy Lee Designs and the race team.

Frankie Latham took over as Team Manager for the Pro Motocross Championship, replacing Troy’s son Max. We’ve also been hearing some rumors around the pits that some changes may be heading for the race team as well, with a couple of OEMs thrown into discussion.

What does this mean right now? It’s nothing but speculation. Maybe those rumors have nothing to do with this news. All I’m saying is that there are some changes happening in the TLD camp.

Troy Lee wants to own his company again and that’s what is going to happen moving forward. He has purchased TLD back from the 2 Ride Group for an undisclosed amount of money.

Here is the official press release:

TROY LEE BUYS BACK HIS COMPANY

Corona, California, July 31, 2024 – Troy Lee Designs is excited to announce a significant evolution in its ownership structure, 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.

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 our valued dealers, distributors, consumers, and enthusiasts.

Troy Lee, the visionary founder and namesake, will continue to play a crucial role as the Chairman, strategic brand advisor, and inspirational leader of the renowned paint shop. “I’m incredibly passionate about our brand and our future. With strong leadership and dedicated partners, I’m stoked for what’s ahead. Peace & Wheelies!” – Troy Lee

Jon-Erik Burleson, CEO of Troy Lee Designs, expressed his enthusiasm: “Over the past nine months, with the invaluable support of 2 Ride, we have built a robust platform. 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.”

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!”

During the transition, Troy Lee Designs will assist 2 Ride Group portfolio brands with distribution across North America.

Troy Lee Designs is renowned for its quality and excellence in helmets, technical gear, protection, and sportswear. Originally celebrated for its unique helmet designs for top racers, the brand is distinguished by its unparalleled artistry, inspired by its famous paint shop, and reflected in its helmet and gear designs.

Main Image: Courtesy of Troy Lee Designs