Trek CEO Says He Saw the Boom Coming Quicker Than Most

In a lengthy but fascinating story first published on USA website marker.medium.com, Trek’s global CEO and owner John Burke says that he saw the sudden upturn in bicycle demand sooner that others in the industry and was able to place vital orders with suppliers, including Shimano in particular, ahead of the stampede that followed.

Despite this he said that like everyone else, Trek are still short of bikes.

“If you go to our warehouse, it’s a massive space with nothing in it,” Burke says. “We could be selling a lot more bikes than we’re selling today. There are a lot of customers, a lot of Trek retailers — like, 97% of them — who don’t have as many bikes as they want.”

You can read the full article here.