ALISO VIEJO, Calif. (BRAIN) — GT Bicycles, which separated from Cycling Sports Group/Cannondale to a stand-alone Pon Holdings brand last year with its own design team, will pause releasing new products while streamlining operations.
GT Managing Director Jason Schiers told BRAIN on Tuesday there will be layoffs before the end of the year but the brand will continue to sell bikes in 2025. In a story for BRAIN in February, Schiers said the GT team was expanding from eight to 23 employees.
"To ensure a sustainable and successful future, we are implementing a strategic reorientation to align with evolving customer preferences," according to a statement by GT.
The brand will focus "on core strengths, and refining our strategy to position GT for long-term growth. ... We will continue to sell our current range from existing inventory," GT said in the statement.
Warranty and customer service will be handled by Cycling Sports Group.
"GT Bicycles remains a brand with strong potential, and this decision has been taken to lay a solid foundation for its next chapter," the brand said.
Schiers was hired in 2022 after leading R&D for Selle Royal brands and focusing on Crank Brothers product development and quality. Schiers told BRAIN in February that GT was amid a transformation back to its IBD and off-road roots. Speaking from the UK's COREbike show then, Schiers said he had been spreading the word about the brand's renaissance at the B2B show, held by local distributors who invite brands they service for dealer facetime.
Nearly two years ago, GT announced its move from Wilton, Connecticut, to Aliso Viejo, not far from the brand's original Southern California headquarters. It was one of the first changes for GT after Pon Holdings completed its purchase of the brand's former parent company Dorel Industries in 2022.
-
Jason Scheirs
