Family of Norco Bicycles Founder Bert Lewis Assumes Ownership of Company

July 16, 2024

PORT COQUITLAM, British Columbia (July 16, 2024) /ENDURANCE SPORTSWIRE/ – For 60 years, Live to Play Sports Group, the manufacturer of Norco Bicycles and Canada’s largest wholesale distributor of premium bicycles, parts and accessories, has been independently owned and operated in a partnership of the Lewis and the Zalkow families. As of July 1, the Lewis family has assumed full ownership of LTP Sports Group Inc.

Founded in 1964 by Bert Lewis in Vancouver, British Columbia, Northern Cycle Industries began as a partnership between the two families. Over the decades, the company evolved, becoming Norco Bicycles before incorporating as Live to Play Sports Group in 2011.

“This transition represents a pivotal moment in our history, solidifying our family’s commitment to uphold Bert’s legacy of integrity, honesty and innovation,” said Alan Lewis.  “We want to thank the Zalkow family for their involvement and support throughout the company’s history. There are few partnerships that last this long and see as much success. Our company remains resilient amidst the current challenges facing the bike industry and we look forward to building on the rich heritage of our brand while upholding the standards of excellence that define us.”

“This is an amazing time for Live to Play Sports and for the Norco brand–we are celebrating our 60^th anniversary and with the Lewis family as sole owners, we are excited for the future,” said Norco CEO, Sean Sullivan. “We are confident about where we’re headed and the incredible work of the entire LTP team.”

About Norco Bicycles

Norco is a global leader in high-performance mountain bikes, known for its commitment to innovation, quality craftsmanship, and the pursuit of trail-blazing excellence. Founded as Northern Cycle Industries in 1964, the brand has evolved over the years, but hard work, passion, and commitment to innovation have always been at the forefront. The mountains and trails of British Columbia are hard-wired into the DNA at Norco, and they will always be the ultimate inspiration for the character and performance of every Norco bike. Norco.com