Kieft Racing is born out of vintage motorsport, however owner James is also a keen pubpacker, a bit like bikepacking but he likes to retire mid-jaunt to carbo load on…
Ardian, a leading private investment firm have signed a partnership agreement with YT Industries. The move comes at YT hopes to continue its growth. The management team will now be fronted by former Amazon manager, Sam Nicols.
A New Growth Strategy
We at YT are passionate mountain bikers, and we develop our bikes with heart and soul. Thanks to an outstanding team, YT has become one of the world’s most admired brands in the mountain bike space. Together with Ardian as our partner, we are looking forward to taking the company to the next level. We will expand our business internationally and get even closer to our customers. To us it is critical to stay true to our brand and our core values, which made us successful. We will focus on quality, innovation, and our community. We are excited for the growth that this new partnership heralds and leading the company into the next chapter of its young history.Markus Flossmann, Co-founder and CVO of YT Industries
Nicols joined YT in 2020 and alongside Markus Flossmann, they aim to work with Jacob Fatih’s business incubator Crealize to build YT’s product portfolio and raise the brand’s customer experience level.
It has nearly been 15 years since my friend and Co-Founder Markus Flossmann and I built our first mountain bike to our own specifications and the rest is history. Our enthusiasm for sport and entrepreneurship are still what drive us every day – and this attitude has made YT one of the globally leading brands in professional mountain biking. We are fully convinced that with our new partner Ardian we will become even stronger, and our brand will continue to inspire both existing and new customers.Jacob Fatih, Co-founder and shareholder of YT Industries
The release says:
The company plans to enhance customer experience and service, integrate data-driven decision making. There are also plans to expand across Europe and the US, the largest MTB market in the world. With a pure online direct-to-consumer business model, YT is able to offer the highest quality performance MTBs with an excellent value for money proposition.
Markus and the team have done a great job in reinventing the mountain bike experience in terms of product development and experience. We are already moving full speed ahead with our new strategy of increased customer focus underpinned by data-driven decision making. This will help us become even more successful in offering the best products at the right time. The aim is to have a seamless customer experience. I strongly believe that with Ardian as a partner with a strong international platform, Markus’ product and design expertise, and our new focus on operational excellence and e-commerce, we will accelerate YT to the next level.Sam Nicols, CEO of YT Industries
Following the acquisition, it was noted by Ardian that ‘the transaction remains subject to the authorization by the competition authorities. The financial terms of the transaction were not disclosed.’
Singletrack Sponsored Features
Featured Premier Partner
Join our mailing list to receive Singletrack editorial wisdom directly in your inbox. Each newsletter is headed up by an exclusive editorial from our team. There’s usually some links to what we think our most important news stories and Charlie likes to highlight some Singletrack merch from time to time. Don’t be surprised to find some pretty cool offers mixed in with all that lot too.