Giant Group, the world’s largest bicycle manufacturer, is shifting its U.S. headquarters from Newbury Park, California, to Boulder, Colorado. The move, slated to begin early next year with full operational transition by fall, reflects a strategic realignment toward a more concentrated cycling hub.
Why Boulder?
Boulder was chosen for its deep integration into American cycling culture. The city boasts robust bike infrastructure, a thriving community of professional cyclists, numerous outdoor brands, and a strong endurance sports ecosystem. For a major bicycle manufacturer, this location provides direct access to both market demand and innovation opportunities.
Industry Trends
California has long been a center for cycling, with brands like Specialized maintaining a strong presence there. However, Colorado is emerging as an increasingly influential hub, attracting businesses focused on high-performance cycling and outdoor recreation. This shift illustrates a broader trend within the industry: brands are relocating to regions where they can better tap into specialized markets and talent pools.
Company Statements
According to Giant USA’s operations general manager, Chris Lai, “Boulder offers a unique combination of community, terrain, and industry partnership opportunities that align perfectly with Giant’s mission and business vision.” Business general manager Angelo Mascelli added that the move will “energize our team, enabling us to better serve our retailers, athletes, and riders.” The company is emphasizing a smooth transition with minimal disruption to operations.
Minimal Operational Impact
Giant has assured retailers and customers that the relocation will not interrupt support channels. The company is working with specialists to ensure seamless continuity during the move. Despite the change, production will remain unaffected as Giant’s manufacturing base remains in Taiwan.
This relocation signals Giant’s commitment to strengthening its U.S. presence, accelerating product development, and reinforcing brand engagement in a key cycling market.
