Every year in August, Trek invites a number of dealers up to Madison for the unveiling of their new product and programs. We’ve had the pleasure of visiting “Trek World” for the last 4 years and it’s always stunning. They earn their place at the top of the American bicycle industry. They are a smart company that works incredibly hard to make their dealers do well; and I’m not just saying that because they gave us free beer. \

We like Trek. Many people can stand back with their arms crossed and say something jabby about them. It’s easy, they’re winning. We as a shop are not always fond of big bike biz bikes, but I will say that Trek works hard for our business, and we sell them because they are great bikes. Trek makes a bike for almost anyone, and that is what keeps us in business. They also make a little shop like us very solid because they offer us resources that would have otherwise been totally unattainable with our budget.

This year’s new product was pretty impressive, and the new stuff dovetails well into our store. We like creativity, utility, and overall value. The new Eco line (Belleville and Atwood models) are an excellent addition to the Trek brand and our selection in DeKalb. The Belleville comes stock with a 4130 steel frame, rack, fenders, internal 3spd, and dynamo lights – all for $599 – watch out. The Atwood is stripped down with more gears for $499. Impressive.

Trek expanded the District line with 4 new models. The carbon version is ridiculous. $4k for a ss belt drive bike. We’ll probably only sell a dozen or so. shea.

The buzz all over the world (or lack of buzz) is electric and electric assist bikes. Trek is on top of it in Europe, but stateside the demand is not so high. They released 3 models with E-Assist that are pricey, but impressive. The assist gives back what you put in and is surprisingly smooth.

I can’t cover all the new stuff, but I mention 2 more things about the new Fisher stuff. The new road bikes look great and are FINALLY coming with enough clearance for 28c tires and skinny fenders. Even the carbon frames come with a detachable fender eyelet. The other hit was the new Gritty model. It’s the bike that answers the rising demand for grownup BMX bikes – stocky, BMX parts, FG/SS, with extra beef.

And, Trek, thanks for the beer.