Over the last week or so, GT-sponsored riders have been getting dropped from the team. First it was the BMX team. Riders like Tom Justice announced they would no longer be riding for the brand. Yesterday, former downhiller and YouTuber Phil Kmetz released a video saying he had also been released. He said every team rider was told on a group phone call they were all being dropped.
Whagwan?
It was obvious something was going on. And sure enough, GT soon revealed they are taking a step back to pause new product releases, streamline operations and reset for its next chapter. Bicyle Retailer and Industry News revealed the majority of the story yesterday.
Strategic reorientation
GT managing director Jason Schiers confirmed the brand will continue selling bikes into 2025, but there will be workforce layoffs before the year wraps up. “To ensure a sustainable and successful future, we are implementing a strategic reorientation to align with evolving customer preferences,” GT stated.
A pause, not a stop
While new product launches are on hold, GT will continue to sell its existing range through 2025. If you’re lookng for some smoking deals on bikes, check the GT website. Some bikes are up to 50 per cent off. Of course, you’ll need an American shipping address. Warranty and customer service? That will remain in the hands of Cycling Sports Group.
By scaling back and assessing its next moves, GT isn’t walking away from the game. “GT Bicycles remains a brand with strong potential,” the statement emphasized, “and this decision has been taken to lay a solid foundation for its next chapter.”
The next chapter?
GT has weathered challenges before. For now, the focus is on steadying the ship and redefining GT’s direction.
Click Here to Read the Full Original Article at Canadian Cycling Magazine…