Cervelo Cofounder Gerard Vroomen & Former BMC CEO Start Mountain Bike Brand, Looking for Names

Cervelo co-founder Gerard Vroomen and former BMC CEO Andy Kessler have announced that they are starting a new brand that’s likely to focus on mountain bikes.

The news seems to have originated from a SlowTwitch forum where Vroomen has chimed in to set a few details straight:

(Andy) and I are looking into doing something in mountain biking, not exactly sure what yet. It’s fun to do something new, although I have to say it’s frustrating trying to come up with a new brand name. Cervelo was so easy to come up with, I never worried that it could be difficult to come up with another one. So if anybody has any suggestions, let me know.

The operating name is “Open Mountain”, but from the sound of things, they’re looking for something a bit edgier.

In December, Cervelo entered into a agreement to sell to PON Holdings. Vroomen made it clear that he will still be working with his original partner in Cervelo, Phil White, to pen designs for that brand and that any forward motion with Open Mountain will be with their consent.

Thanks to Jason for the tip!


Oscar - 02/14/12 - 9:15pm

“TRI-NERD ON BOARD” Edgy, yet informative.

fanboy - 02/14/12 - 10:25pm

@ Oscar.

Dan - 02/14/12 - 10:26pm


PDXFixed.com - 02/14/12 - 10:55pm

Good, I’ve been looking for a belt-drive 29er with an insanely tall headtube.

salad toss - 02/14/12 - 10:57pm

Dick in a Pizza Box

topmounter - 02/14/12 - 11:18pm


Tri Mountain Bikes for Xterra events.

anon - 02/14/12 - 11:21pm

@ oscar

Awesome x’s 2…..

Robin - 02/15/12 - 12:09am

How about one from the “sounds like cervelo” category: Sir Mello.

jgrantis - 02/15/12 - 12:14am

Name “YOMBO”
lets make this happen.

Mindless - 02/15/12 - 2:24am

Going with the brain theme: Sulcus

Mcr - 02/15/12 - 7:46am

“BOONDOKS”. Or it’s local version. “BUNDOK”

Chris - 02/15/12 - 8:03am


Steve M - 02/15/12 - 10:14am


satisFACTORYrider - 02/15/12 - 10:32am

i’m just gonna say this is every LBS’ wrenches worst nightmare. it’s bad enough to wrench on foul, unkept, nasty, crust infested crotch perches of tri bikes but to add a mtb bike to that nasty owner’s quiver..
looking to do something in mtbiking…? uh nothing goin on here..move along..please

Jim - 02/15/12 - 10:44am

Terravelo would be a name to be considered for a MTB name

BJ - 02/15/12 - 3:11pm

Car Ram-Rod

Artem - 02/15/12 - 5:40pm

Cer-tain !

gee - 02/15/12 - 6:51pm

Rich Fat Guy Mover

gerardvroomen - 02/22/12 - 4:51pm

Thanks for all the “helpful” suggestions guys, much appreciated. Wouldn’t your energy be better wasted riding? Cheers, Gerard

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