WATERLOO, Wis. (BRAIN) — Trek Bicycle will move its major dealer event, Trek World, to October this year. The event, held in Madison, Wisconsin, and at Trek's headquarters in nearby Waterloo, has been held in August in recent years. The move comes a few weeks after Specialized announced it would move its dealer event from July to September this year.
Trek World will be Oct. 30-Nov. 1 this year.
In an email Friday, Paul Moran, Trek's VP of sales, told dealers, "The new dates will allow you to focus on planning for your future success and improvement at a time of the year when it most advantageous to do so."
Trek spokesman Eric Bjorling noted that Trek World has become more focused on dealer strategies and education, rather than product launches.
"Continuous improvement is a constant process at Trek and after gathering feedback from our retailers, examining the evolution of Trek World — once a product launch platform — we felt it was best to move the show to a time of the year that is more advantageous for the schedules of our retailers when they are planning for the future rather than in the middle of their busiest season. The focus of the show, as it has been in the past, will be strategies, programs, and speakers centered around growing the retailers’ businesses. It’s going to be a great show."
