Giant Group takes 32.5% stake in Stages Cycling

The Giant Group has sunk $20 million into Stages cycling, giving it a 32.5% stake in the power meter, indoor trainer and bike computer label.

Approved by the Giant board of directors, the deal is made up of $6.5 million in common stock and $13.5 million in convertible corporate bonds.

The pair have previously collaborated on product, with a pair of GPS cycling computers launched last year under the Dash banner, marking the first time a co-developed product has been available through both brand’s global distribution networks.

As with Giant, Stages Cycling’s distribution network is well established globally and reaches into 55 countries, as well as a network of over 7,000 performance bike stores. The business has built this over a ten year history since the company took to market in 2009, driven by brothers Jim and Scott Liggett. The firm’s headquarters are found in Portland, Oregon, while it has manufacturing and R&D over in Boulder, Colorado.

Aside from the power meter embedded cranks which many performance-driven cyclists turn to for reliable readings, Stages is also widely known for its studio bike range, something that it pitches at health clubs and businesses.

Media in Taiwan picked up on the board meeting ahead of time, reporting that the investment would be made via Giant’s Dutch subsidiary Gaiwin BV.

CyclingIndustry.News will soon carry an interview with Giant Group UK Managing Director, Ian Beasant, in our forthcoming print magazine. Within this Ian further details the recent decision for the brand to offer a consumer direct (via dealer) channel to market. To make sure you don’t miss that, subscribe here.