‘The market is in chaos’ - Trek set to make cuts amid high industry stock levels

Brand's reported plan to reduce product line by 40% is a "sensible move", says one industry expert

Lidl-Trek bikes in red
(Image credit: Getty Images)

In the face of high inventory levels and reduced consumer demand, bike manufacturer Trek is looking to streamline its business model, a leaked memo from the company president suggests. 

As reported by Bicycle Retailer last week, Trek is planning cuts in spending of 10% to "right size" the company, as well as a reduction in its number of product models by 40% by 2026. The measures come in what John Burke, the brand’s president, describes in a message to executives as "turbulent times in our business". 

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