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In 1996, Trek also began planning a retail "superstore" on the west side of Madison, Wisconsin. The announcement did not sit particularly well with the specialty retailers already selling Trek bikes in the area. Although the company had dabbled in retail operations before (Trek had another retail store already operating in Madison, and flirted briefly with part ownership of a chain of stores in northern California), Burke insisted that it was not about to plunge into retail as a major part of its operation. The company eventually withdrew from the retail market in 1999, leaving the sale of its bikes in the hands of independent distributors and specialty retailers.

• In 1996, Trek also began planning a retail "superstore" on the west side of Madison, Wisconsin. The announcement did not sit particularly well with the specialty retailers already selling Trek bikes in the area. Although the company had dabbled in retail operations before (Trek had another retail store already operating in Madison, and flirted briefly with part ownership of a chain of stores in northern California), Burke insisted that it was not about to plunge into retail as a major part of its operation. The company eventually withdrew from the retail market in 1999, leaving the sale of its bikes in the hands of independent distributors and specialty retailers.
• Meanwhile, Trek continued to beat out much of the competition in terms of quality and service, as it sought to solidify its position at the front of the high-end bicycle pack. Its ability to thrive during a period in which the bicycle industry as a whole was more or less stagnant suggested that Trek was poised to maintain its dominant position.

Trekking into 1997 and Beyond

• Trekking into 1997 and Beyond
• Indeed, Trek's popularity skyrocketed in the late 1990s due in part to the signing of soon-to-be record breaker Lance Armstrong. Armstrong joined Trek and the U.S. Postal Team in 1997 shortly after he was diagnosed with cancer. Two years later, Armstrong became the first American riding an American-made bike to win the Tour de France. The Trek OCLV Carbon 5200 he was riding quickly became one of the fastest-selling bikes in the United States. Armstrong's athleticism would eventually go down in history; he won his seventh consecutive Tour in 2005.
• During this time period, the company remained steadfast to its goal of providing superior products and service. In 1998 the company established its Advanced Concept Group (ACG). ACG's focus was to test new material applications and Dsuspension technology. In 1999, Trek became the official licensee for Nike cycling products. One year later, the company launched a new line of bicycles and accessories designed specifically for women. By this time, Trek's parent, Intrepid, had sold off its other businesses and adopted the Trek name.

• Along with bolstering its product line, Trek focused on strengthening its international business at this time. As part of this strategy, Trek added Swiss bicycle company Villiger to its arsenal in 2003 as well as Diamant, the oldest bike company in Germany. Trek Travel also was created that year to offer bicycling vacations in locations across the globe. The company moved into the Chinese market in 2005 when it opened two stores in Beijing and signed deals with 20 Chinese distributors.