GT Bicycles’ Josh Whiting on a new era for the brand in the UK

GT Bicycles has gone through a period of transition in recent times. Simon Cox speaks to UK sales manager Josh Whiting to learn about the developments and opportunities.

This piece first appeared in the February edition of BikeBiz magazine – get your free subscription here

Relocating the brand was a big move. Tell us about the brand history and how that influenced the choice location.

Over the last year, GT relocated, both here in the UK, and at a global level, moving out of the Cycling Sports Group (CSG) business to be an independent brand again.

In the USA they moved from the CSG business in Connecticut on the East Coast, home to Southern California where the brand was born over fifty years ago.

In the UK, GT moved from Cycling Sports Group to Pon Bike Performance (Jungle) as the brand was repositioned by PON into the performance category alongside Santa Cruz and Cervelo.

Moving to Southern California brings GT full circle. 

The office is a 10 minute bike ride to the iconic Laguna Hills trails where the original RTS and LTS bikes were developed in the 1990’s.

On the business side, the transition from CSG to PBP continues as GT accounts transfer across.

I am heading up GT in the UK, which is one of the brand’s strongest markets globally.

We will, ultimately, build an independent team here. 

Currently CSG and PBP provide different functions to GT’s daily business, such as warranty and credit control, but with me currently leading the brand, I can engage from our end consumers right through to dealers and our supply team.

Being able to direct a consumer to a local dealer with stock has been a massive benefit.

How is PBP UK looking to shape the future for GT, globally, and in the UK?

GT is currently at the beginning of a bold new era. We joke internally that we are a 52-year-old start up.

The GT Bicycles global team is small and nimble and includes me, as UK sales manager, and Clive Gosling, who heads up GT’s global marketing (but based in the UK).

Being part of a small, tight, team, headed by Jason Schiers – ex Enve Composites and Crankbrothers – means there’s some rapid progress that can be made from product through to distribution.

We can react much quicker to market trends and will start to see the fruits of our labour as a standalone business for product year 2025.

 What will UK retailers notice as the brand moves forward with PBP UK?

GT operates independently from Cervelo and Santa Cruz within PBP so any existing dealers of those brands should reach out directly to me with regards stocking GT Bicycles, as the PBP team concentrate their efforts on the legacy brands.

This also means GT will be able to make our decisions and, more importantly, stand in our own spotlight, rather than in the shadows of others. 

With a company tag line of ‘fast lines and good times’, GT will focus on the main product lines the brand is synonymous with: 

BMX, to help begin those GT stories we all have, from grass roots and young rippers in the skateparks and on racetracks. 

Gravel, with the award winning and highly praised Grade platform which is now in its third incarnation after launching almost a decade ago

MTB, where our athletes such as Brage Vestavik, Wyn Masters, and some exciting new riders coming onto the team, will continue to break boundaries through their style of riding, and the edits they produce keeping GT in the media spotlight.

Where do you see the brand making the biggest strides in the coming 18 months?

2024 will be a year of continued transition where we manage the industry pressures along with building our future by laying foundations ready for 2025.

Many of the dealers who have come on board over the past 12 months and those who have stuck with us believe we have something exciting bubbling away right now at GT Bicycles. Some call us a sleeping giant.

Through working with specialist dealers, offering demo and collaborative dealer programmes which help manage and balance the concerns that owning a modern bicycle store brings, I expect that, as a partnership, we can build the new era of GT with our dealer network at the forefront. 

When can retailers get on bikes? Do you have a demo programme?

Do retailers ride bikes? They all tell me they’re too busy! Dealers can reach out to me directly to demo the latest models. We also, as mentioned above, have a demo programme to support bricks and mortar stores, where experiencing the bikes definitely leads to sales. 

You only have to read the reviews of the new Sensor and Grade bikes to understand how riding the bikes proves our heritage. 

Who are PBP UK looking to work with as you seek to expand the GT presence in the UK?

PBP UK and GT Bicycles are looking to partner with dealers who want to be part of GT Bicycles, not just have them on the sales floor.

GT isn’t just another brand. We offer great bikes which perform as well as bikes twice the ticket price. Dealers who live the brand are enjoying good times with us.

Retailers can find out more by contacting Josh Whiting on 07974 423 306 or email: josh.whiting@gtbicycles.com