Giant acquires the brand of power meters Stages Cycling

The Taiwanese company Giant, the world's largest bike brand, had been pursuing Stages technology for some time, as they were the disruptive element that began popularizing the use of power meters by being the first to produce affordable models of this component. After Stages went bankrupt, Giant had made a firm offer for the brand, which has now been approved by the courts overseeing the bankruptcy process.

The Stages saga ends with Giant's acquisition of the brand

Two months after presenting their offer of 20 million euros to acquire the remains of Stages Cycling, the brand that popularized the use of power meters with their affordable models, Giant receives the approval from the courts overseeing the liquidation process and becomes the new owners. This operation includes all the assets of Stages Cycling as well as ownership of the trademark.

The operation was carried out through one of Giant's subsidiary brands, SPIA Cycling, and aims, in the words of Paddy Murray, Giant's vice president of global sales and marketing, to "create a comprehensive cycling ecosystem, both indoor and outdoor, and enter the global fitness market." A fitness world where Stages had a significant presence with their spinning bikes and indoor cycling, but it was also the area that triggered the company's downfall.

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This puts an end to a long saga that began in 2023 when Giant first considered entering the ownership of Stages, although the operation did not materialize. Last April, Stages ended its operations by announcing bankruptcy, and in July, Giant made a firm offer for Stages' assets.

In addition to boosting Giant's indoor cycling market, Stages' power meter technology is also a tempting treat that "aligns with our strategic goals and enhances our capabilities in both indoor and outdoor cycling," as confessed by Donald Yu, president of SPIA Cycling.