Wisconsin-based Trek was bracing for its company to implode in the pandemic — up until the opposite took place. Now, it‘s racing to maintain.

Larry Kanter
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If Burke’s gut showed incorrect, if those information points ended up being blips, the business might be entrusted storage facilities filled with unsold bikes in the middle of the worst economic crisis in years.

And after that something unanticipated took place: On April 12, the numbers took a remarkable turn. According to that day’s report, sales were ticking up — throughout the board, and nearly all over. Each brand-new report, with information from Trek’s 5,000 sellers in Europe, Asia, and the United States, brought more favorable “information points,” as Burke calls them. Over the next 2 weeks, need for “entry-level” bikes (the ones that choose less than $1,000) doubled. As those inexpensive designs started to offer out, every classification of Trek bikes — from simple kids’ trips to smooth roadway racers to innovative e-bikes — did the same. By the end of April, Burke began believing to himself, “We’re going to require a lot more bikes.”


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