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Mavic Wheels Opens North American Office in Waterbury, Vermont

The iconic yellow car is already gassed up and ready for adventure. It's official: Mavic has opened its new North American offices in Waterbury, Vermont. 
Mavic VT North America Gunter and Josh in Car
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Mavic Crew with Car-flags
The Mavic Team outside of the new offices in Waterbury, VT. Photos: Mavic USA

Who Owns Mavic? 

Starting in 2019, Amer Sports (who purchased Mavic in 2005) sold the iconic French brand to the equity firm Regent, LP. After some ownership turmoil, Mavic was sold to the Bourrelier Group in 2020. 

The current owners, The Bourrelier Group, are a French family-run holding firm. They own DIY stores, Bricorama (Home Depot like), Batkor, and others in the French and Spanish markets. The Bourrelier Group beat 13 other investment groups, including one championed by former Tour de France winner Bernard Hinault. 

Mavic Car-1

So now — Mavic is again, French-owned and making its way back to the North American market.  

Mavic VT North America Duo with wheels spin 1

Mavic in Waterbury, Vermont

You might recognize the location as the HQ for Ben and Jerry’s Ice Cream or a list of the best hiking destinations. The new Mavic USA team will support sales, service and looks to grow its North American presence from its new location in Waterberry.

Mavic portraits duo copy

Josh Saxe, Mavics’ new Sales and Marketing Manager, is from Waterbury, VT, and explained: “The Vermont cycling community is strong, we are very excited to be a part of the opening of Mavic’s North American subsidiary in Waterbury, VT. We’re about a 5-minute gentle roll from the Perry Hill trail network and a stone’s throw away from the Vermont Mountain Bike Association HQ.”

joshua dubau rockrider xc pro bike check 2023 mavic hubs
Photo: Benson

Saxe continued: “Add the phenomenal paved and gravel roads right out our door and a massive depth of events like the Overland or Raputitsa, Green Mountain Cyclocross, The Hibernator, and the Green Mountain Stage Race; we’ve practically chosen to work in a cyclist’s paradise. All these amenities within the community give us the pleasure of participation, the joy of community, and the opportunity to test and validate our products firsthand with relevance to the US rider.”

mavic cosmic ultimate ust disc road wheel carbon eliptical spokes high thin carbon hub flanges

What Does It Mean For Consumers? 

Mavic wants to reconnect with dealer accounts and grow a new customer base. Be more present in the North American bicycle market and support IBD and OE networks. 

Lawn group in_on car Mavic VT North America

This new Mavic Service Center and North American presence will mean the company can support more dealers, partners, and riders. That means quicker turnaround for service, dealer support, warranties, etc. Currently, Mavic USA is focused on wheels and plans to offer the complete Mavic line of products soon. 

testing machine for new mavic cosmic ultimate 45 road wheels

What Can We Expect From Mavic Next Year? 

Following the launch of the superlight Cosmic Ultimate 45 Disc wheelset, Mavic will have several new products to release in 2024. The new wheelsets will expand the gravel, mountain, road, and ebike offerings selection.

Stay tuned for more information and a review of the all-new Mavic Crossmax SL Ultimate 30

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8 months ago

This is great to see MAVIC make its way back into NA. Good luck big yellow!

john vandenberg
8 months ago

Man, I was so into Mavic back in the day. Crossmax where the only wheels I bought since the first pair hit the market. I still have a NOS set of first ever Crossmax wheels. And several pairs of the first UST versions. All rim brake of course. Then, bam. They were history and seemed to fade away quickly once 29ers hit the xc market. I’d try them again just for nostalgia, and hope they were as good as the DT Swiss that I now buy. I hope it works out for them, going to be a long road back though.

John Satory
8 months ago

Welcome back! Glad to have been able to carry the Mavic flag and to be able keep folks rolling on Mavic wheels here in the US and beyond in the absence. Looking forward to sharing the workload of customer service! Cheers!

8 months ago

I’d always been a fan of Mavic and have ran( and still run on a few bikes) their wheels.
I would like to see their offerings and maybe get back to running them again.
As far as them being in Waterbury, VT., I was there last year, love Vermont!

8 months ago

A well needed step toward Mavic coming back under the spotlight. I had 2 mountain rides with their latest Cosmic Ultimate, replacing my recent Preston 3532 and they are absolutely incredible, so much more responsive and stiffer. Their understanding of wheels needs to be reminded on this side of the Atlantic

8 months ago

Let’s be honest here, the move to Waterbury was to be able to visit the Prohibition Pig whenever they want for some of the best eats in VT. Hoping they take advantage of the local gravel scene and mountain bike trails for product development.

8 months ago

Edit: Ben and Jerry’s

Marc Smith
Marc Smith
8 months ago

I guess Gary will finally have to pay to offer some actual real support for racers…

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