Giant figurehead Bonnie Tu retires, new Chairperson and CEO appointed

A pivotal figurehead in the global cycling industry – Bonnie Tu – is retiring as Chairperson of Giant Group. The move will see related changes for other experienced Giant execs, including current CEO Young Liu appointed the new Chairman, and current Chief Branding Officer Phoebe Liu promoted to CEO. These changes came into effect 1 January 2025.

During her more than three-decade tenure with Giant Group, Bonnie Tu has played a pivotal role in the company’s operational development and financial strategy. As CFO, she successfully led Giant’s IPO in 1994, establishing a robust foundation for the group’s stable development. In 2008, she founded Liv, the world’s only female-specific cycling brand, demonstrating her commitment to advancing women’s participation in cycling. Her industry influence was recognized in 2020 when she was named one of the “50 Most Influential People in Cycling” by Cycling News. Since assuming the role of Chairperson in 2017, Tu has driven the group’s digital transformation and strategically established manufacturing facilities in Hungary and Vietnam to mitigate trade barrier risks through short-chain supply. Under her leadership, Giant Group has experienced significant revenue growth since 2019, achieving a record high of NT$92 billion in 2022. Following her retirement, Tu will continue to serve on the board of directors, providing valuable guidance to the new management team.

“As a publicly listed company, the rejuvenation, sustainable development, and succession planning of Giant Group have always been my top priorities,” said Bonnie Tu. “While working on my personal memoirs this year, I formulated the plan to retire. It is my sincere hope that the new management team will bring fresh perspectives and renewed energy to the company. I have complete confidence in the newly appointed leadership team to steer Giant Group towards a prosperous future!”

Young Liu, appointed as the new Chairman of Giant Group, joined the company in 1990. Following his appointment to China in 1992, he successfully established Giant as the leading bicycle brand in China, fundamentally transforming China’s cycling culture. Upon returning to global headquarters in 1998, he assumed responsibility for global Own Brand’s operations and product developments. Since 2002, he has served as General Manager of Giant Taiwan, initiating channel reforms to enhance consumers’ riding experience, and actively promoting Taiwan to become a cycling paradise.  Since his appointment as CEO in 2017, Liu has overseen Giant Group’s global sales and operational development, leveraging his extensive industry expertise and acute understanding of global bicycle market. Most recently, he has been instrumental in establishing the Bicycling Alliance for Sustainability (BAS), demonstrating commitment to advancing ESG initiatives throughout the global bicycle industry.

Newly appointed CEO Phoebe Liu commenced her tenure with Giant Group in 2005, initially serving as Export Sales Manager at the Kunshan Factory in China. From 2010, she served as Executive Assistant to then-Great China President Young Liu, facilitating the coordination of production and sales in the Chinese factories. In 2015, Liu went back to Giant Group’s global headquarters to oversee worldwide Point of Sale (POS) operations. Since 2017, she has held the dual role of Chief Branding Officer and Head of Global Gear Business. Having dedicated twenty years to Giant Group and having served in various positions, Phoebe Liu has laid a solid foundation of practical industry experience and expertise. Through her close collaboration with Young Liu for more than a decade, they have built up a very strong working synergy.

Looking ahead, Young Liu and Phoebe Liu will work together to lead the team in creating a new future for the Group.