Yesterday, Trek Bikes made the announcement that they are going to cease production of the Gary Fisher bike lineup and roll those bikes underneath the Trek brand. Re-branded as a Trek and now part of the “Gary Fisher Collection”, these bikes will be sold at Trek dealers throughout the world. The Gary Fisher bike lineup as its own standalone brand is no more.
“This makes sense. I love this strategy,” says Gary Fisher in a press release sent early this morning. “I’ve been working with Trek on the Fisher Brand since 1996, but this puts me right in the middle of the best team of bike people. I can now bring my ideas to Trek, number one bike brand in the world. Better bikes and more people on those bikes. I love it.”
While there is an inherent optimism coming out of the Trek camp, this move is one that was made purely as a business decision as I see it. With reports that the Gary Fisher brand had become unprofitable and lingering warranty problems plaguing the brand name, the smart move on Trek’s part would be to roll it under one of the largest names in cycling. Much like GM and Ford, it was time for Trek to skinny down the line and quit having competing brands under the same roof.
Gary Fisher is an iconic man in the sport of mountain biking. His quirky and opinionated, Gary Fisher is amongst the originals in the sport and I am glad Trek is keeping his name on a bicycle, but I am also glad to see the Fisher brand ride off into the sunset. Overall, I think this is a better move for Trek and Gary as they move forward.
Now…here is their new promotional video on the change…
Trek Bicycle Corporation Press Release
(Waterloo, WI) – Trek Bicycle and bike pioneer Gary Fisher are pleased to announce the Gary Fisher Collection, a line of Trek bikes that will replace the standalone Gary Fisher brand. The Collection will be distributed exclusively through Trek retailers.
The move dramatically expands exposure for Gary Fisher Collection bikes, which will now be available in 8 times more retail outlets around the world and seen by 10 times more internet viewers. “This makes sense. I love this strategy,” says Gary Fisher. “I’ve been working with Trek on the Fisher Brand since 1996, but this puts me right in the middle of the best team of bike people. I can now bring my ideas to Trek, number one bike brand in the world. Better bikes and more people on those bikes. I love it.”
Adds Trek President, John Burke: “2010 has been a fantastic year for both Trek and Gary Fisher bikes. But we weren’t taking full advantage of the incredible resource we have in Gary Fisher, the man. We realized we could bring Gary’s ideas to many more people by creating the Gary Fisher Collection.”
The Gary Fisher Collection will give Trek retailers access to a unique product lineup of 29ers, Dual Sports, and alternative road and pavement bikes. Trek Director of Product, Joe Vadeboncoeur, sums up the bikes this way: “I used to be the Fisher Product Manager. I’ve been around Gary’s ideas for a long time. This is the strongest lineup of Fisher bikes I’ve ever seen. Trek’s full involvement has only made them stronger. Model year 2011 will be our best year for Fisher ever.”