Memphis, TN — Victory Bicycle Studio is proud to announce its newest partnership with Trek Bicycle, bringing one of cycling's most recognized brands into a community-driven independent bike shop.
"I grew up spending summers in Wisconsin, where close family friends owned a small general store and bike shop in the Kettle Moraine," said Garret Becker, Head of Commercial at Victory Bicycle Studio. "That's where I got my first Trek bike—and really where I got into cycling."
"Trek has always been rooted in IBD's, and that's where I was first introduced to the brand," Becker added. "For me, it was important to bring that experience to Victory—because those local shops are still where most riders get their start, and play a huge role in building lasting relationships with riders."
"Trek, at its core, is still a brand focused on getting more people on bikes, and that's what excites me about this partnership; the breadth of their lineup allows us to meet the demands of any rider. Whether it's someone buying their first bike, commuting every day, or looking for high-performance equipment, we can support that entire journey."
"Victory Bicycle Studio represents what great bike retail looks like—they've built an incredible reputation through professionalism, deep expertise, and an authentic connection to their riders," said Josh Luce, Midwest Region Sales Manager at Trek Bicycle. "Their commitment to their customers and to growing cycling locally makes this a natural fit and strengthens an already outstanding rider experience."
Trek bicycles are now available at Victory Bicycle Studio's Memphis brick and mortar, as well as online, giving riders nationwide access to one of the sport's most trusted brands backed by Victory's signature White Glove service and rider-first experience.
About Victory Bicycle Studio
Founded in 2010 by Clark Butcher, Victory Bicycle Studio began in 550 square feet with just $15,000 and a simple belief: buying a bike should be easier, more honest, and more personal. What started as a small neighborhood shop in Memphis has grown into a nationally recognized premium bicycle retailer with locations in Memphis and Asheville, and a rapidly expanding e-commerce platform serving riders across the United States.
Victory specializes in high-performance road, gravel, mountain, and triathlon bicycles and is known for its White Glove delivery service, deep product expertise, and community-first approach. Nearly 16 years later, Victory remains independently owned and committed to authentic storytelling, exceptional service, and helping more people ride better bikes—wherever they live.
