(BRAIN) — United Wheels says it pausing operations at Niner but said it will continue to support dealers and riders during the transition.
"Niner’s customer service, warranty support, and parts availability will remain active throughout this period. We have deep respect for what Niner represents to the cycling community and to the dealers, reps and riders who have supported the brand. We are committed to keeping our partners and customers informed as our evaluation progresses, and will share additional information as it becomes available," the company said in a statement shared with BRAIN.
BRAIN expects to talk to United Wheels managers later Tuesday.
The pause was first reported Monday by James Huang on Instagram, citing unnamed sources at the brand. Huang said "all employees are being laid off," which BRAIN has not confirmed.
Niner declared bankruptcy in 2017 and was bought by United Wheels at auction. United Wheels also owns Huffy, Batch, Buzz, Royce Union and VAAST. The company has maintained a presence in Fort Collins, Colorado, as well as Ohio. Chris Sugai and Steve Domahidy co-founded Niner in 2004. Domahidy left the company in 2011 and later founded Domahidy Designs, which was renamed Viral Bikes. Sugai stayed with the brand after the United Wheels acquisition, but later left to join Gates Corp.
Here's the full statement from United Wheels shared with BRAIN:
"United Wheels is pausing operations for Niner while it evaluates and realigns the brand’s strategic direction. This decision reflects a broader review of how United Wheels allocates focus and resources across its portfolio of brands. We are taking disciplined, responsible steps to manage through it. Our priority is to support our dealers and riders while handling this transition in a professional and thoughtful way. This includes maintaining continuity where it matters most—service, warranty, and relationships—while aligning our operations to the realities of the market. As such, Niner’s customer service, warranty support, and parts availability will remain active throughout this period. We have deep respect for what Niner represents to the cycling community and to the dealers, reps and riders who have supported the brand. We are committed to keeping our partners and customers informed as our evaluation progresses, and will share additional information as it becomes available."
