If you’ve been shopping for bike gear, you may have noticed some changes and wondered: is Bontrager out of business? The answer is not what most riders expect—and it could affect how you choose your next helmet, wheels, or accessories.
The Truth About Bontrager
No, Bontrager is not out of business. Instead, Trek—Bontrager’s parent company—has been shifting its branding strategy. Many products that once carried the Bontrager name are now being marketed directly under the Trek brand. This move is about simplifying Trek’s product identity, not shutting Bontrager down.
Why the Name Is Changing
The rebranding strategy allows Trek to unify its bikes, components, and accessories under a single brand image. While Bontrager is still well-recognized, Trek is choosing to highlight its own name across more categories to strengthen customer loyalty and streamline marketing.
What This Means for Riders
If you already own Bontrager products, nothing changes—they’re still supported with warranties, replacement parts, and service. If you’re buying new, expect to see items labeled Trek instead of Bontrager, even though the engineering and performance are the same.
FAQs
1. Is Bontrager completely gone?
No. The Bontrager brand name is being phased out in favor of Trek branding, but the products themselves are still being made and sold.
2. Can I still buy Bontrager helmets and wheels?
Yes, but they may now be labeled as Trek products. The design, quality, and performance remain the same as riders expect from Bontrager.
3. Should I avoid Bontrager products now?
Not at all. Bontrager gear remains high-quality and fully supported by Trek. If you see the Trek logo instead, know that it’s simply a rebranded version of the same trusted product.
