Trek Bicycle Corporation kills off Gary Fisher bicycles

By James Huang, technical editor | Wednesday, Jun 16, 2010 5.00pm

First it was Bontrager, then Lemond and Klein, and now Gary Fisher is discontinued as a stand-alone bicycle brand.

Whereas once the Trek Bicycle Corporation seemed poised to purchase as many high profile niche bicycle labels as it could, in recent years it's steadily proceeded to instead roll everything under the 'Trek' label.   Bontrager is now the company's component, accessory and wheel nameplate; Klein is a mere shadow of itself available almost exclusively in Asia; it's hard not to remember what happened with Lemond and now even the Gary Fisher sub-brand will cease to exist.  As of the 2011 model year, Gary Fisher bicycles will become Trek's 'Gary Fisher Collection'.

Business reasons seem to underpin the move: since the bikes are now branded as Treks, they will now be sold through the far broader Trek distribution channels – which Trek says will increase the number of dealers by eight-fold and expand the brand's internet presence by ten-fold. That's why Fisher himself is upbeat about the development: it will put bikes influenced by his ideas into far more dealers.

“This makes sense. I love this strategy,” says Gary Fisher in a press release sent early this morning. “I’ve been working with Trek on the Fisher Brand since 1996, but this puts me right in the middle of the best team of bike people. I can now bring my ideas to Trek, number one bike brand in the world. Better bikes and more people on those bikes. I love it.”

Lest anyone think that the brand will be killed entirely like those other bike brands, though, Trek looks to have invested a considerable amount of resources into further refining the line for 2011 with 29ers still occupying a prime spot on the Gary Fisher Collection stage. 

New for 2011 is a fully revamped Superfly carbon hardtail frame with an integrated BB95 bottom bracket, tapered front end, direct mount front derailleur, and an expansion of the 'Fisher Control Column' oversized front hub and end-cap, all of which are expected to yield a stiffer and sharper handling bike than the original.  The full-suspension Superfly 100 looks to be mostly unchanged with the main addition being a Carbon Armor plate beneath the down tube to protect the frame.

Trek superfly elite:

The new Trek Superfly Elite, from the new Gary Fisher collection

Last year's Rumblefish will continue to be the collection's 29" trail bike with 120mm of travel up front matched to 110mm out back controlled with the Trek-exclusive DRCV-equipped Fox Racing Shox air shock for a more linear-feeling travel than the Superfly 100.  Added stiffness will come with thru-axles front and rear, including a new ABP Convert system using the 142x12mm standard.

An exciting new hardtail addition is the Sawyer, built around a retro-inspired steel frame with gracefully curved lines and twin top tubes.  Versatility looks to be a main feature here with dropouts readily equipped for either geared or singlespeed use – and a split to accommodate a belt drive, too.

Changes to the road range are mostly cosmetic – which is fine with us as they were quite good already last year – but new for 2011 is the carbon fiber Cronus CX.  An offshoot of the road-going Cronus frame, the CX will use similarly bulbous frame tube proportions, Gary Fisher's FCC oversized front end concept, integrated full-coverage fender mounts, internal cable routing, and a crown-mounted front brake housing stop to eliminate fork shudder. 

The new trek gary fisher cronus cx carbon fibre cyclocross bike:

Trek's new Gary Fisher Cronus CX is the brand's first carbon fibre cyclocross bike

The Gary Fisher Collection will also expand on Gary Fisher's utilitarian aims with the Transport cargo bike.  Using a long wheelbase chassis, the Transport will include as standard equipment an enormous front rack and a versatile folding rear rack to accommodate a wide range of cargo, and there will also be an electric-assist version to give a helping hand when the bike is fully loaded.

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User Comments

There are 19 comments on this post

Showing 1 - 19 of 19 comments

  • Doesn't make much sense to me from a branding/product hierarchy standpoint. Before the two brands were different and yet complementary. Now the product line just seems muddled.

  • I think it makes sense in terms of the GF MTB range- since it's basically 29ers (what Trek diddn't produce in order to not overlap). Also Trek don't really make a 'sportive' type bike which is where the GF road bikes come in.

    The only thing I don't like is that the GF styling was a bit more individual (well as much as production bikes can be)... all of the 2011 bikes just look like the same.

  • Does anybody out there own a Garry Fisher??

    Cant remember the last time i saw one here in Spain! (and the last event i rode had over 1000 entrents)

  • Its just a relable Trek has been making these,s bikes since 1996 like it say,s

    Shouldnt change what GF stand,s for or dose ....if it did it would be piontless and trek would know this

    quote ""Does anybody out there own a Garry Fisher??""

    I dont know any one that dose now but those that have loved them again this is the piont not menny shops selling Fishers lots of them selling treks now they will sell both ....expect a Fisher on a trail near you soon :)

    Good move from what i can see more chioce on the high street

  • I'm in two minds about this, I've been riding and loving Fisher bikes since '99 and selling them for 3 years, I currently ride an '09 HiFi Pro Carbon and rode the new Rumblefish for a few weeks which blew me away.

    I hate the idea that Fishers will lose their individuality and be labelled as a boring Trek, along with their great paint jobs (which vanished in 2006 but made a brief reappearance in 2009), but being labelled as Treks means that ultimately great bikes will sell better.

    I don't care what anybody else says, Fishers are WAY different from Treks when you ride them, a real RIDER'S bike. I think it's also a shame that dealers who have helped to promote the brand will now have every other Trek dealer in the world to contend with. Selling Treks is easy, selling Fishers requires passion for the brand, I don't think it's fair that people who have been working hard to push a brand have to submit to the box pushers.

  • I'll still but one though :)

  • buy*

  • And that is why I'll never ever buy Trek. In fact I'd probably stop riding if they bought everyone else out. I never forgave them for what they did to Klein and it appears, as the Dame herself would say, its just a little bit of history repeating!

  • Gary fischer;

    "I Love it, and absolutely I had a choice .. no, they don't have me in a half nelson with a knife against my throat as I speak. I'm Lovin' it"

    :-(

  • Another reason why not to buy a Trek (another being L Armstrong) I've a Klien 'Attitude' 14 years old fantastic mountain bike.

  • I am not real happy with the Gary Fisher bikes now being branded as Trek, although I am not anti Trek, I like Trek bikes especially their sub $1000 bikes.

    1. I don't like the new paint at all. (but bikes after a few rides who cares)

    2. I do really like the changes they made to the line up, especially the bikes I have been researching. The Cobia is beef up a bit, has a better shock, hydro brakes and the more robust Duster rims for the same price $1,100. The new Rumblefish is $400 cheaper, with only a minor downgrade in the shock (Reba instead of Fox).

  • I'll give it 2 yrs max before the GF Collection is swimming with fishes it wont be anything personal 'just business'

  • I bought a Gary Fisher Pirahna in May this year from my LBS , love it to bits.. it's something different from everything else you see about, great performance and looks, evering i'll ever need!!

    So far anyway!

  • Where's the problem? It will be the same bike made in the same factory and, regardless of the semantics, people will still go to the shop and ask for "A Gary Fisher".

  • In the video I saw they were going on about how in America, 65% of hardtails over $1000 were 29ers and so they were going to basically make all the GF bikes be 29er.

    That's fine in the States, but over here people are still REALLY sceptical about big wheels and so this is either going to do 1 of 2 things, it'll either get 29ers mainstream or they just won't sell.

    I know what I think will happen :(

  • Love my fisher 29er, kinda bummed to see Trek on the bike but they are still the same bike.

  • I guess I don't care if it says Trek on it, though I like the Fisher paint better, but I don't like how they killed off the indy GF dealers here, and are just leaving the Trek dealers. They are not the specialty shops I rely on. And they (at least the Trek shops round here) don't really get it in terms of enthusiast mountain biking. I went in and asked about the Rumblefish, the next bike I was interested in, and the guy said they didn't really do those "freeride" type bikes. Kinda shows they are a generalist shop, more focused on the tourist bike rentals, and not really on the enthusiasts that have been GF's main riders over the years.

    That shop I guess can be that way, but why kill the perfectly good shop down the valley that really gets GF bikes (and was the first to really move 29ers in the area).?

  • Its a shame to see the old brands die off -- like Klein, Lamond etc. But it will mean that Ill now be able to see a GF 29er in the flesh here in France -- so for me its good. But they loose a bit of their individuality -- I have owned a Supercaliber and Sugar -- two of the best pre-29er bikes Ive ridden

  • at least they are not being "absorbed" by specialized -- then I really would be p*** off

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