Lidl, Europe’s largest Food Retailer, and Trek, the American bike company, are in advanced discussions regarding a change in the ownership structure of UCI WorldTour Team Lidl-Trek. Lidl intends to acquire a majority stake, with Trek retaining a significant ownership stake in the team they founded. Subject to the approval of all relevant authorities, the transaction is expected to be finalized in the coming weeks.
Since Lidl came on board midway through 2023, Lidl-Trek’s men’s and women’s teams have gone from strength to strength. The ambitions of both companies were set high on day one of Trek’s collaboration with Lidl. After two years the future co-owners intend to raise the bar even higher.
The complementary partnership – Trek’s legacy as a trusted name in global bike manufacturing, one associated with both innovation and performance and Lidl’s emerging role as a recognized supporter of sports as a vehicle to communicate the importance of fresh food to aid better living – has already won the hearts and minds of cycling fans globally. This is achieved by a consistent commitment to winning with passion but also through a culture that openly engages with fans whether in person or through their growing online and social communities.
With a long-term commitment from both partners, Lidl-Trek will invest for the future and in doing so enhance resources available to the current riders and staff, as well as further establish Lidl-Trek as a magnet for top riders, emerging talents, and the highest qualified staff. Investment has been earmarked for a state-of-the-art Performance Center focussed on athlete health, recovery and performance analysis to improve decision making as an aid to performance improvement and also placing the individual requirements of an athlete front and center. The future co-owners will undoubtedly benefit from the major investment Lidl’s parent, The Schwarz Group, has made in Artificial Intelligence and Digital Sovereignty through its digital powerhouse Digits.
Roger Gierhart, Vice President, Trek Bicycle said “Ever since Trek bought the WorldTour license and created the team 12 years ago, we’ve known that we would be in the sport for the long haul. Historically, we have been on the lower end of team budgets and have made a reputation for delivering results above our weight class. Whether it’s winning monuments and Grand Tour stages or capturing iconic jerseys, the team has been a success story that has given great joy to everyone at Trek, as well as fans at home across the world. With Lidl we have found a partner with whom we have a shared vision for the future and with their backing we can aim for the very top of the sport and write even more success in our history.”
This impending reorganization moves Lidl from a contracted sponsor to co-owner, providing the resources to recruit, retain and develop the best riders in a stable, long-term environment. Following the final signing, Trek will remain committed to the team, continuing as a co-owner and technical partner. Lidl-Trek will also continue to race with the same values it has always shown: great team culture and spirit, self-sacrifice, a one-for-all attitude, and having fun whilst racing hard. The fans can expect Lidl-Trek to remain the team they know and love.
Thomas Rohregger, Vice President Brand Partnerships and Head of Cycling, Lidl said “We entered discussions with Trek regarding joint ownership of this fantastic team with immense respect and enthusiasm. For us, Lidl-Trek represents a powerful platform to reach the pinnacle of international men’s and women’s road cycling, and crucially, to play a key role in promoting healthy nutrition and active lifestyles to fans worldwide. We are grateful for the trust placed in us by Trek to take this next step together. We cherish the legacy that Trek created for this team, one that we have enhanced together and with the talented team of riders and staff at Lidl-Trek we will continue to strengthen the team in performance and culture with the aim of becoming the best team in the world.”
Luca Guercilena, General Manager, Lidl-Trek said “Trek started this ambitious project in 2014, laying the foundation for the Team we have today, and we are extremely proud of everything that we have achieved since then. Now, with Lidl planning to join Trek in co-ownership and discussions progressing constructively, the future looks even brighter. But our philosophy will remain the same: to be the team fans want to root for as we fight to be the best. Of course, a goal so ambitious is only possible with the unwavering trust and support of outstanding companies like Lidl and Trek, who share our vision for the future. Our track record of nurturing talent speaks for itself, and with our development team now well established, we’re excited for what is to come.”