Trek is eliminating Gary Fisher as a stand-alone brand and folding it in as a subbrand in a bid to cut design costs and expand distrubiton of the brand, several cycling news outelts report.
Going forward Trek will offer the Gary Fisher Collection of bikes through Trek dealers, which outnumber Gary Fisher dealers eight to one. The move saves Trek from having to finance paralell development of 29er and dual sport bikes under two separate brands.
Fisher, who has been working with Trek since 1996, was quoted as approving the new arrangement because it will expose many more people to his bike designs.
Fisher is widely credited with helping create the mountain biking category when he stripped parts from a motorcycle to retrofit a cruiser and began bombing down mountains.
