GOLDEN, CO (BRAIN)—Feedback Sports has acquired Ultimate Bike Support, the bicycle division of Ultimate Holdings, Inc. of Fort Collins, Colorado.
Feedback Sports, headquartered in Golden, Colorado, began in 2004 as a company that designs and manufactures a line of affordable, accurate and easy-to-use digital scales and tools for bicycle mechanics, cyclists and outdoor enthusiasts.
With the acquisition of Ultimate Bike Support, Feedback Sports embarks on a strategic expansion based on a well-regarded line of top quality bicycle repair stands and storage products.
Some of the world's elite cycling teams and race support crews including Shimano, SRAM, Kona, Specialized, Cannondale, Maxxis, and Mavic rely on these products.
“When I bought my first Ultimate repair stand five years ago, I was impressed by its smart engineering and durability,” Feedback Sports president Doug Hudson said. “I proceeded with the opportunity to buy their bike division, because they made products I use all the time and believe in. This opportunity to expand Feedback Sports was a perfect fit. The synergies between the two companies’ products could not be better.”
The two companies know each other well. They began working together in 2004 as Ultimate Bike Support became the No. 1 distributor of Feedback Sports products. The Feedback Alpine
digital scales and tabletop gram scales are sold by a wide variety of bicycle retailers in the U.S. and abroad.
“The combination of Feedback Sports and Ultimate Bike Support makes sense from a business standpoint and positions our great products to grow and succeed,” said Ford Isbey, Feedback’s global sales manager. “I’m also extremely pleased the bike division was purchased by a cycling enthusiast who has deep bike industry experience.”
Hudson’s experience in the bike industry began in 1994 when he co-founded Chrome—maker of the popular line of bicycle messenger bags and apparel. He and his wife, Lisa, started Feedback Sports in 2004, and its line of simple and sturdy scales has quickly become ubiquitous among gram-counting cyclists.
Doug and Lisa, an accomplished pro mountain biker, are regulars on the Colorado racing scene, and Feedback Sports is the title sponsor of a local road and mountain bike team.
The combined company utilizes a well established global manufacturing and distribution network.
“Since acquiring Ultimate Bike Support, we have made a significant investment in the product line”, Hudson said. “Customers and dealers can be confident that the quality of our products will remain high and availability will be much improved. We have already successfully ramped production on all products to meet strong demand in the market.”
