Two years ago, we were all sweating bullets watching Kona Bicycles get tossed around by corporate gymnastics. Today, the brand’s rider-owned resurrection is stabilized and thriving. Moving past the initial rescue phase, Kona has tapped Charles Russell to step up as the new President and CEO, succeeding co-founder and industry icon Jake Heilbron.
This isn’t a hostile boardroom takeover, as we saw when Kent Outdoors seemed intoxicated behind the wheel of the brand. It’s a highly calculated passing of the torch. When co-founders Dan Gerhard and Jake Heilbron snatched their brand back from corporate limbo in May 2024, they launched “Kona 3.0” – a grassroots mission to restore the company’s dealer-first, bike-shop-loving soul.
Kona Bikes / Deniz Merdano
Russell actually joined the crew as Chief Revenue Officer back in the spring of 2025, spending the past year working shoulder to shoulder with the founders to bring Kona back from its somewhat “off-trail” route. Handing him the keys to the executive office is a clear sign that Kona is ready to shift from survival mode into a new chapter of pragmatic growth.
“The past year has been about rebuilding Kona with intention and integrity… The business is experiencing industry-leading growth,” Russell noted. “Dan and Jake have positioned the company for a strong future, and I’m proud to step into this role.”
If you’re worried about Kona losing its cult-classic identity to a suit, take a breath. Heilbron and Gerhard aren’t riding off into the sunset just yet. Both founders are sticking around as directors and shareholders to serve as the ultimate vibe check. I think they’ve learned quite a bit from the past.
For the rest of us, this transition simply means financial stability, better support for local bike shops, and a brand that is healthy enough to keep churning out great bikes. Kona 3.0 is proving it has staying power, and we’re stoked to see what they build next.