In a surprising upset for anyone familiar with the brand, the historic GT Bicycles has fallen on difficult times this year after being purchased by Pon Holdings in 2023. There have been whispers of turmoil at the brand, with layoffs and suspiciously deep discounts on current products, which can often tell of the imminent collapse of a brand.
Although the brand is not closing doors and boarding up the windows, it will significantly reduce the workforce and pause new product launches indefinitely.
“To ensure a sustainable and successful future, we are implementing a strategic reorientation to align with evolving customer preferences,” GT announced. The 50+ year-old brand separated from Cycling Sports Group in 2022 to establish itself with Pon Holdings, which moved the headquarters from Wilton, CT, to Aliso Viejo, CA, not far from the original brand HQ. This move seemed to mark a positive change for the brand; with a new, albeit small team the brand seemed poised to return to prominence in the industry.