You might have noticed fewer Bontrager logos on Trek bikes and wondered: is Trek phasing out Bontrager? The answer is both simple and strategic, and it matters if you’re deciding whether to invest in Trek’s bikes, wheels, or accessories now.
What’s Really Happening with Trek and Bontrager
Trek owns Bontrager, and for years the Bontrager name has appeared on saddles, wheels, tires, helmets, and other components. Recently, Trek has been shifting its branding approach, placing the Trek name front and center while integrating Bontrager’s technology more quietly under its umbrella.
Why the Change?
- Brand consistency: Trek wants riders to recognize Trek as the single trusted name, instead of splitting recognition with Bontrager.
- Global marketing: A unified Trek brand is easier to promote worldwide than managing two separate names.
- Streamlined products: While Bontrager innovations remain, they are now marketed as part of Trek’s complete ecosystem.
Does This Mean Bontrager Products Are Gone?
No. Bontrager products are not disappearing—they’re being rebranded. Saddles, helmets, wheels, and accessories designed under Bontrager still exist, but you’ll increasingly find them with the Trek badge instead. The quality, engineering, and performance remain the same.
What This Means for You
If you’re shopping now, you can confidently choose Trek-branded accessories knowing they carry the same technology that made Bontrager respected in cycling. Whether it’s a saddle designed for endurance comfort, aerodynamic wheels, or safety-focused helmets, the innovations live on—just under one name.
FAQs
1. Is Bontrager completely discontinued?
No. Bontrager is not discontinued; Trek is simply consolidating the branding under the Trek name while continuing to use Bontrager’s technology and designs.
2. Will Trek products still have Bontrager features?
Yes. The engineering, ergonomics, and R&D from Bontrager are fully integrated into Trek’s products, even if the Bontrager logo isn’t visible anymore.
3. Should I still buy Bontrager-branded items?
Absolutely. They are the same high-quality products Trek is now rebranding. Buying Bontrager today means you’re getting the same performance Trek will continue to deliver tomorrow.
