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Trek CEO, John Burke, takes us inside the company’s high-stakes race to stay ahead in a rapidly shifting cycling industry. As e-bikes surge in popularity, supply chains evolve, and consumer habits change, Burke shares how Trek is adapting its strategy to lead the pack. From innovation and sustainability to manufacturing and tariff trouble, Burke sheds light on the challenges and opportunities of the billion-dollar family business. Subscribe to Fortune - http://www.youtube.com/subscription_c... Fortune Magazine is a global leader in business journalism with 55 million monthly page views and a readership of nearly 32 million, with major franchises including the Fortune 500 and the Fortune 100 Best Companies to Work For. The new Fortune video channel dives into personal stories from business owners and entrepreneurs becoming successful in business and sharing their tips to help you reach your goals. Website: http://fortune.com/ Facebook: / fortunemagazine Twitter: / fortunemagazine TikTok: / fortune