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Moss Adams Capital advises Santa Cruz Bicycles on a transaction

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  • Richard Anderson, Managing Director, Moss Adams Capital

We are pleased to announce the closing of another successful transaction.

Santa Cruz Bicycles, the market leader in premium mountain bikes, has been acquired by Pon Holdings, B.V., one of the largest privately held companies in Europe. Moss Adams Capital LLC served as exclusive financial advisor to the Santa Cruz Bicycles’ shareholders.

Founded in 1993 by former professional skateboarder Rob Roskopp and Action Sports industry entrepreneur, Rich Novak, the first bicycle rolled out of their California factory a year later. The brand’s innovative design, testing and assembly has remained in Santa Cruz ever since. The company currently offers 16 models that are sold in 70 countries under the brand names Santa Cruz and Juliana. The company will continue to be based in Santa Cruz and Rob Roskopp will remain CEO. 

Santa Cruz Bicycles will become part of the Pon Bicycle Group, which also consists of Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega, Rixe and BBB Cycling. The group has production facilities throughout the world, including in The Netherlands, Germany and the United States, and is active in over 80 countries.



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