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Trek built a $2B business. Now Tariffs are jeopardizing its future.
Trek CEO, John Burke, takes us inside the company’s high-stakes race to stay ahead in a rapidly shifting cycling industry. As e-bikes surge in popularity, supply chains evolve, and consumer habits change, Burke shares how Trek is adapting its strategy to lead the pack. From innovation and sustainability to manufacturing and tariff trouble, Burke sheds light on the challenges and opportunities of the billion-dollar family business.
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10:36Trek built a $2B business. Now Tariffs are jeopardizing its future.May 6, 2025
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