Zoot Sports, the US triathlon brand owned by Italy’s MVC Group, has acquired the German firm Tailwind Brands, its European distributor for over a decade, for an undisclosed sum. The deal aims to strengthen Zoot’s presence in Europe’s fast-growing triathlon market and triple European revenue over the next three years.
MCV Group, owner also of performance brands Sportful, Castelli, and Karpos, is thus taking control of Zoot Sports’ European operations. The move aims to expand the US-based triathlon specialist’s reach in Europe and strengthen MCV’s position in the endurance segment.
The deal brings Marcus Voss, Managing Director of Tailwind Brands, directly into the Zoot family, where he’ll continue to lead European operations, although now with the backing of MVC Group’s global infrastructure.
For Emilio Foà, CEO of MVC Group, the move is part of a broader ambition. “Our investment in Zoot, acquired by the Group two years ago, fully reflects our long-term vision: to achieve a leadership position in the rapidly expanding triathlon market, a sport attracting a growing number of high-spending enthusiasts,” he said.
Doug Vargo, CEO of Zoot Sports, framed the acquisition as a turning point. “The acquisition of Tailwind, together with MVC Group’s resources and network, allows us to take a more direct role in operations and to invest more decisively in product innovation, marketing and athlete engagement across the region,” he explained.
In other words: Zoot is no longer just selling through a distributor – it’s building a European operation from the inside out.
Why it matters
Triathlon is growing at an annual rate of 7 to 8 percent in Europe, with the apparel and accessories market expected to exceed $500 million (€475m) by 2030.
About Zoot Sports
Zoot is the official triathlon and cycling apparel partner of the Ironman Group for 2025–2028. Founded in Kona, Hawaii, in 1983, Zoot specialises in training and race-day apparel for endurance athletes.
About MVC Group
MVC Group was founded in 1946 by the Cremonese family and is now in its third generation. Since 2019, 40 percent has been owned by the Equinox fund. The group operates in 75 countries with brands Sportful, Castelli, Karpos and Zoot, employing over 250 people. It closed out last year with consolidated revenue of approximately €110 million and an EBITDA margin of 14 percent.
