ROANOKE, Va. (WFXR) – FELT Bicycles is extending its partnership with Virginia’s Blue Ridge TWENTY28.
The team was founded in 2005 by Nicola Cranmer, and is celebrating its 20th anniversary as the longest-running professional women’s team in the world along with 15 years in partnership with FELT Bicycles.
“Our history with FELT Bicycles goes beyond a typical sponsorship—it’s rooted in meaningful relationships,” said Nicola Cranmer, Founder of Virginia’s Blue Ridge TWENTY28. “Over the years, Jim Felt and I have shared countless conversations about everything from bikes to hunting to land acquisitions. He’s truly one of my favorite people, and his legacy of performance and innovation is embedded in every FELT product.
Bill and Jake Duehring have also played a significant role in this legacy, fostering a partnership that has spanned well over a decade. I’m excited to see how new co-owners Florian Burguet and Cesar Rojo infuse fresh energy and vision into this enduring legacy.”
The brand FELT was founded in 1991 and has played a role in the cycling industry as it has reevaluated performance and innovation.
“The bike industry, like any dynamic market, experiences its share of highs and lows, but loyalty remains a cornerstone of lasting relationships and success. For me, standing by brands like FELT through their challenges is about more than sponsorship—it’s about trust, belief in their vision, and a shared commitment to excellence.
FELT has faced its ups and downs, but I’ve remained steadfast in my support, driven by a deep respect for the original founder’s intent to create a brand synonymous with performance. I’m honored to contribute to rebuilding FELT to its rightful place at the forefront of innovation and excellence in cycling.”
– Commented Nicola Cranmer.
The extension of the partnership between FELT and Virginia’s Blue Ridge TWENTY28 works in committing high-performance cycling while continuing the TWENTY28 mission of empowering women athletes. They will continue their journey to the 2028 Los Angeles Olympics and beyond.