Trek president John Burke: “We play a game that no one else plays”
John Burke has led Trek for over 40 years. His father founded the company in 1976 in a Wisconsin barn, alongside Bevil Hogg. For the brand’s 50th anniversary, he opens up to En Roue Libre — no holds barred.
Commercial collaboration with Trek
Customer obsession
Trek boasts a 96% customer satisfaction score, the highest John Burke has ever seen in any industry. His secret? His personal email is in every bike’s owner’s manual.
Crises, competition and convictions
Trek’s family DNA, the four crises weathered in 42 years, competition from Chinese manufacturers, the commitment to women’s cycling (the Lizzie Deignan story is remarkable), NICA to get teens off their screens, environmental responsibility, cycling infrastructure in Paris, Copenhagen and Amsterdam, and his belief that cycling is a solution to the planet’s challenges.
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