Unless you were under a rock somewhere yesterday you probably heard about the end of the Gary Fisher Bike brand. It is dead.
In a press release issued on Wednesday, Trek Bicycle Corporation announced that “effective immediately” the Gary Fisher Bikes brand no longer exists. Wow! I don’t think anyone saw that one coming. (Unless they worked for Trek, of course!)
So what? Many would ask this question and would point out that Trek has owned Gary Fisher Bikes since 1994. It hasn’t been the same company since then. Maybe. (and of course!) But Gary Fisher Bikes did have some autonomous creations from Trek, some engineering ideas separate from Trek, and marketing and branding, of course. Of all of Trek’s acquisitions during the 90′s, Gary Fisher Bikes was the first and longest lasting of them. Think about that for a minute.
Now it is the “Gary Fisher Collection”, and will be branded with Trek’s head tube badge and logo on the bikes. How long before even that token marketing ruse is over is anyone’s guess, but I would submit to you that it is already pretty much a completely assimilated brand. Even Gary Fisher himself is calling the 2011 29″ers, “Trek 29″ers”.
Sure, there will be a “Fisher influence” for years to come, but let’s face facts: It makes more sense in the long run for Trek to focus its resources on one brand instead of splitting them amongst two. Dealers were said to have been clamoring for Trek to give them Trek 29″ers and Dual Sport models and now they have them without Trek having to split more resources and duplicate product with another brand. Makes sense from a business standpoint for sure.
The awesome Sawyer 29″er from……(gulp!) Trek? (!!)
But even though it makes sense from a business standpoint, you have got to wonder how Trek will carry out things from this point. I liked how Fisher seemed to fly in the face of Trek’s conservative, Mid-Western pragmatism. It was a great foil to what Trek had on offer on the other side of the aisle.
I am just afraid that will all disappear now that Fisher Bikes as a stand alone brand is gone, and I lament this possibility. Hopefully I am very wrong about that, and in fact, Gary Fisher himself assured me that it would not happen in a telephone conversation I had with him yesterday. Time will tell, of course, but if the huge marketing and consumer perception issue can be overcome, I would bet that Gary Fisher would find some sort of way to get that message across. Say what you will about the man, but he has made a lot of inroads along the years in cycling, and continues to be an influence. How many other cycling personas can you say that about? Not many.
So, this weekend I will raise a toast to the brand that is gone, and then another to the man that carries on with his passion for cycling of all stripes, Gary Fisher.
It’ll be an interesting ride from this point onward, that’s for sure!
Note: This post first appeared on Guitar Ted Productions.
For more details on the business side of this decision, (and how it affects Fisher only dealers), check out this “Bicycle Retailer and industry News” piece written by Megan Tompkins here.
Following is an overview narrated by Gary Fisher on the “Gary Fisher Collection” for 2011.
Gary is a visionary, no doubt about it, and hopefully Trek realizes the value his influence has. 29ers would not be as close to the mainstream as they now are without Fisher leading the charge.
I like the new rebranded Fisher Treks, the graphics are more appealing. I’m not worried about the product, like GT stated let’s see how the consumer reacts. As long as they continue to innovate they can call it whatever they want, I’ll still ride it!
It makes sense to have a unified Trek line. But the Fisher brand was a great MTB brand. Are they going to keep their components named Bontgrager?
I think Fisher should have assimilated Trek.
The only thing I don’t really like are the paint schemes on the new 2011 “Trekary Fishers” – they’re a bit *yawwwwwwwn* bland. It’s that ‘modern’ Trek touch that makes ‘em a bit boring (taking away the left-of-field Gary Fisher influence IMO).
I really liked what was going on with the Gary Fisher branding on their 2010 bikes. Bright loud colours with matching branding. I would have preferred to see the Gary Fisher branding stay, but added with maybe “by Trek” and to satisfy those in management a Trek head badge.
I get moving under the large long fingered umbrella that is the Trek dealer network/Trek marketing… in fact I think it’s a good move, lets just hope they strike the right balance between *yawn* Trek and the ol’ Gary Fisher Bikes.
@Fastfossil
Agreed! I’d hate to see GF bikes absorbed completely into another evil Specialized-like company.
I think Jesse LaLonde was doing a lot of Fisher bike graphics. Trek needs to let him off the leash more.
Well, here’s my take on the graphics/colors: Every year you see graphics changing on bikes, from all companies, and every year you get a lot of folks that say “…these are the worst graphics ever!”, and the folks who dig the colors just buy and ride. You don’t typically hear from those folks.
Last year there were cries of foul regarding Fisher graphics. “Too many logos!” “Too garish, too weird!” Then this 2011 stuff shows up with a muted palette and subtle logos and folks cry “Foul” again.
Let’s face facts: Not one company is going to hit it out of the park with everybody in any given year with regards to graphics and colors. it ain’t a-gonna happen.
Personally I think the bikes look better in the videos I’ve seen and the colors are starting to grow on me. These shots provided off the website that I posted here are not representative of the true colors here, at least that is typically what I find with images like this.
Ive talked to and ridden with GF on several occasions and hes one of the nicest most genuine blokes in the industry. I hope all goes well for GF and the new changes.
They look like….ummmm….Treks. I LOVED the Gary Fisher ‘look’ before. Who hasn’t seen how this man dresses? His image looks nothing like the new ‘Trek’ 29ers. I understand his bikes are in so many more stores now, but seriously – how much is enough?
I like Trek, my only problem is that everyone seemingly has one. I loved the GF bikes because they looked the part. You put Gary Fisher in a bike store and ask someone to pick out his bike line, they could do it. You put Gary Fisher in a bike store now and ask someone to match him up with his bike line and the bikes all suddenly look the same.
This is probably a bigger deal to the Fisher fans. I know Trek is appealing to the masses and to the majority of people getting into biking now have never heard of Gary Fisher, what he does or what he stands for. I’m afraid they WON’T know who he is or what he has done for the sport now.
Anyway, just my rambling thoughts. If Gary Fisher had a problem with it, he wouldn’t have agreed to it. I guess he’s happy and that’s all that matters.
When we get our own bike line, we can make our own decisions I guess!
it doesn’t seem like this really changes a whole lot. GF bikes have been Treks for 16 years. Sure, Trek tried to keep the brands a little separate, but everybody knew it was still a Trek. It’s not like they had their own facilities. Everybody’s in one big building in Waterloo. It’s just that some of the engineers/designers work on Fisher stuff sometimes. And, it’s not like Gary Fisher actually does anything there anyway.
I’m a little surprised that there marketing a new larger flanged front hub. I’m thinking about buying a SF 100. The thru-axled Reba would be the first thing that got swapped out. It seems like TA are pretty much going to be standard on everything in 2011.
i do like the subtle graphics over this years bikes.
I can’t believe there’s so many people bitching about the paint/graphics. Grow up children. Mtn biking isn’t about looking cool, it’s all about the ride. The colors should be the least of your concern when purchasing a bike.
If you want something to complain about – lets talk about all the GF only dealers who just got screwed. That’s something worth whining about.
…and, it’s my understanding that Trek OWNS the Fisher name. If Gary Fisher had an issue, well, see Rolf Dietrich.
yeah, good point dman. my current ride is pretty drab.
it’s interesting how much debate this is generating. passions run high.
heck, i remember when the original steel bontragers and breezers were the shizz. time marches on.
Perhaps we should see the hasted assimilation as the greatest tribute Trek could grant Fisher.
He’d been so succesful selling 29″ers, despite limited support from Trek, that the competition HAD to follow, and did. Just, Trek sat there, offering 69er for “quicker acceleration”.
Trek got it WRONG, and save face by wonderful vids of Gary, granting him his own collection within Trek (unique, but not like having your own brand with actual identity and style).
Really, Gary WON. Trek had no choice anymore, but to offer bikes which their dealers want them to make. Big corps don’t like to work this way. They will decide what we like to ride, and they will make us buy it also, damnit! 29″ prevailed, and Gary had a huge hand in that.
Other tried to bring 29″er, but only Fisher survived, before the whole US market joined in.
I hope the 29″er will indeed become sufficiently available in Europe, although realistically, Euro riders will remain ignorant at least until late December 2012 (The Maya calendar announed a BIG change of sorts, no point in making a calendar beyond that moment, as all would be differnt). I suppose in Dec 2012, best bike of the year, in German BIKE mag, will be awared to a Trek 29″er.
Awesome bikes love the new colors, but the Sawyer is truly a bike that many will be buzzing about. Ted you have to put this at the top of your list. Wow, Lot of haters here, I think you should let your billfold do the talking, go buy what you want who cares what you don’t want.
The comments on the colors sort of remind me of a posting Surly did a while back on their website. It noted that every year everyone hates the new colors, but then pitches a fit a year later when they discontinue them. Can’t please anybody, it seems. I actually sort of prefer the “subdued” look, but I’m more of an earth-tone kinda guy. And I don’t really have any emotional attactment to the GF style of old.
The Sawyer sure does look awesome. The double top tube is even a little Rivendellish. Actually, I guess the look is more Retrotec. How great would a Sawyer look with a set of those Mountain Goat “Goathorns” (Bullmoose) bars?
Will all future Trek 29ers fall into Gary Fisher Collection set? To pay tribute to GF Trek ought to put GF’s signature on all its 29ers.
With regards to Graphics … remember that the same guy who did this: http://29ercrew.com/
Also did ALL the graphics for the Fisher Signature Series.
They look STUNNING in person.
If Trek is smart, they’ll continue to leverage Gary. As is evident by the comments on here and MTBR, we mountain bikers are a rogue lot. And, perhaps, more Fisher riders than Trek riders.
I have always felt that Trek mountain bikes, while excellent, are the mountain bikes road guys ride. Like Lance. He’s awesome, and a winning mountain bike rider – but not so much a mountain biker.
How does Trek address belt drive SS? Seen the new $3300 District? It’s a Madone – just 5 pounds heavier than the geared version.
The Fisher “Collection” approach? Sawyer. Steel, G2, nifty alt bars. A mountain bike for mountain bikers.
So, if Trek “Kleins” Gary? Gary retires, I guess, and we go where he pointed long ago – 29er mountain bikes – Santa Cruz, Lenz, Lynsky, Felt, Salsa, Niner, Intense, Black Sheep, even Spec – lots of fine choices.
But I really, really want a Sawyer. !1x !0, I’m thinking.
And it isn’t even carbon!
What I find most interesting about Trek’s move is that it shows great confidence that 29ers can be sold without attaching any kind of particular image to them (‘non mainstream’, etc). If they’re right it says something about how the market has evolved. My suspicion is that it will help them help shops sell lower end 29ers to new customers, but that they’ll lose some core customers. Let’s face it, image is a factor to many people when they buy a bike (or anything else). Many people want something that stands out or that they feel they can relate to image wise. GF had a particular one in the 29er world, related to its racing team and grassroots program, its graphic design, etc. Some of that is gone now, and I suspect that many people just aren’t going to buy a Trek, even if it’s the same bike. I’m not saying that’s good or bad, it just seems to be a fact — and one that I’m sure was considered, which is precisely why I find this all interesting.
MHO on three business points related to this:
1 – 29ers are far enough into the mainstream that Trek needs to sell them, and competing against your own in-house brand is not a good way to go.
2. It is expensive to run two free standing brands. If you can do it with just one just as well, that’s the way to go.
3. It gives the corporation a bit of a fresh start dealing with some of the frame issues, so they can attempt to put them behind with some engineering adjustments.
If you accept the assumption that it is now time for Trek to sell 29ers, this move follows pretty naturally from the options they have. GF the person is an icon and has made huge contributions to 29er culture, technology, and racing, so unless he had some catastrophic political fall-out with Trek, I would expect them to keep him involved however much he desires.
Will Gary turn some Trek 26ers into 29ers like Remedy or Fuel Ex? If so when? 2 years, 5 or 9?
Does anyone know if the new Treks will still have the G2 Genesis geometry? If so, I don’t think it’s too big of a deal. As others have said, everyone who is into Fisher bikes know they are made by Trek, with Gary Fisher’s “suggestions” as it were. Hopefully this continues. The main point though, is if the bike works for you, then ride it! I love mine (09 X-Cal).
As far as the graphics, not too bad. Who’s really going to notice the big Trek on the down tube, when it should be properly covered with dirt and mud anyways.
On the other hand, I do agree that it was a crappy deal they handed the Fisher only dealers. Seems like they could have worked something out, instead of just shutting them out.
For those who think that Fishers are the same as Treks with different paint jobs, look closer. Fishers tend to have longer top tubes and a different design philosophy. Despite this, I would expect most of the Fisher 26ers to go away. That’s too many hardtail models for the same brand.
I think Gary Fisher (the person) will do just fine in the new scheme of things… He’s stoked, I’m sure. This is all good for him.
I’m still looking for a GF superfly; wouldn’t buy a trek anything…the party’s over!
I’m very sad that I won’t be able to ride a Gary Fisher branded bike in the future and depressed to hear this news but I’m very fortunate to have gotten one recently and am very pleased & a proud owner of it. By far the best I’ve ever ridden and it’s the superb Roscoe version too. I’ll miss that frame & the graphics. All my friends like it better than theirs own bikes.
I hope he will once again bring them out again. His Youtube Roscoe clip is awesome and shows his desire for quality.
RB
LOL!! did I see someone saying that in 2012 the Mayan calendar will allow people to ride 29er’s all over the world? crap… its a lot more change than just bicycle riding my friend. Personally I think our Pineal Glands will open and the dimethyltryptamine (DMT) will increase our perceptions on reality and the illusion of “time” will parish like dust in the wind.