Rolf Prima, Advised By Bell Lap Advisors, Acquired By White Industries

Date

January 2023

Client

Rolf Prima

Service

Sell-Side M&A Advisory

Buyer

White Industries

Cycling, Mountain Biking, Road Cycling, Triathlon, Wholesale, Independent Bike Shops, DTC, Outdoor Recreation

Oregon-based Rolf Prima, a maker of bicycle wheel systems, was acquired by White Industries. Financial terms of the transaction were not disclosed in the announcement.

Rolf Prima began in 1996 with the invention of paired spokes in bicycle wheels by co-founder Rolf Dietrich. Paired spokes allow wheels to be built with a lighter rim and fewer spokes, lowering weight and improving aerodynamics, according to the brand. Dietrich incorporated the technology into Rolf Vector Pro tubular wheels. With the success of the brand, Rolf sponsored the US Postal Service Team in 1999 when Lance Armstrong rode the wheels on a Terk 5500 to his first Tour de France victory.

Since Rolf’s founding, they have grown into a premier maker of high performance wheels. Also included in the transaction is Rolf Prima sister brand, Astral Cycling, a maker of standard drilled rims, traditionally laced road bike wheels, off-road wheels, and other components, such as seat posts. The former owner of Rolf and Astral, Brian Roddy, will leave the company as part of the transaction.

White Industries was founded in Marin, California in 1978 by Doug White. White manufactures bottom brackets, headsets, cranksets, freewheels and freehubs. White’s son, Alec, took over management of the company in 2020. White Industries was previously a manufacturer of Rolf Prima and Astral components, so the relationship was already a close one.

Jimmy Krigbaum, General Manager of both wheel brands, will remain in charge at their Oregon hub. No staff changes are anticipated.

Bell Lap Advisors, who served as the exclusive financial advisor to Rolf Prima in the sale, is a leading M&A advisory firm focused exclusively on outdoor recreation and active lifestyle industries. They are the most experienced M&A adviser for the cycling industry, globally completing more deals in the cycling industry each year than any other firm. Bell Lap Advisors advises bike brands, eBike brands, apparel, footwear, components, parts and accessories, and other outdoor recreation companies, completing successful deals with buyers and sellers located in the USA, Canada, Netherlands, France, United Kingdom, Taiwan, and Hong Kong.

If you have questions about the potential benefit of M&A transactions for your business, please reach out to us today for a free consultation.