For many cycling enthusiasts, especially those who grew up with the sport in the late 20th century, the mere mention of GT Bicycles evokes a strong sense of nostalgia and respect. The question “What’s with you and GT bicycles?” is a common one, particularly for those unfamiliar with the brand’s profound impact on both BMX and mountain biking. To truly understand the enduring appeal of GT, one needs to delve into its rich history, a journey from humble beginnings to global recognition, near extinction, and a resilient resurgence. This is the story of GT mountain bikes and the legacy they built.
The Genesis of GT: From BMX Tracks to Mountain Trails
The story begins in the early 1970s, amidst the burgeoning motocross scene. As motocross gained popularity, kids started emulating their racing heroes on bicycles at the dirt tracks. This informal pastime quickly evolved into Bicycle Moto Cross, or BMX. In 1973, Gary Turner, a father whose son raced BMX, observed a critical flaw: the bikes were simply not up to the task. Heavy, slow, and prone to breaking, they lacked the robustness needed for the demanding dirt tracks.
Gary Turner was uniquely positioned to address this problem. A musical instrument repairman with welding expertise, particularly with delicate materials like trumpets and trombones, he was also a professional drag racer experienced in building strong and lightweight chrome-moly chassis for dragsters. Utilizing high-grade aircraft-quality cro-moly tubing, Gary began crafting bicycle frames for his son. These frames were significantly lighter and stronger than anything else available, and quickly caught the attention of other racers and parents at the track. Demand grew, and Gary started building frames for other young riders, establishing his reputation one meticulously welded frame at a time.
1974: Richard Long and the Birth of a Brand
In 1974, Richard Long, owner of a bike shop in Orange County, California, recognized the rising popularity of Gary Turner’s frames. He saw not just quality, but also market potential. Richard contacted Gary and proposed stocking and selling these sought-after frames. Gary agreed, and this partnership marked the official beginning of GT Bicycles, a collaboration that would become legendary in the cycling world.
1975-1980: Building a BMX Empire
The partnership between Gary Turner and Richard Long proved to be a powerful combination of engineering and business acumen. They invested in a dedicated shop in Santa Ana, California, focused on producing high-quality cro-moly BMX frames. In 1979, GT Bicycles, Inc. was officially incorporated. Richard sold his bike shop to fully dedicate himself to GT, focusing on sales and marketing, while Gary remained the engineering and production mastermind. GT frames rapidly gained popularity, distributed across the USA and into Europe as BMX racing exploded in popularity. The company started sponsoring BMX racers, further cementing its brand within the racing community. Richard Long’s business savvy and marketing genius, combined with Gary Turner’s craftsmanship, laid the foundation for one of the most recognized bicycle companies globally.
1980-86: BMX Glory Days and Freestyle Innovation
The 1980s witnessed exponential growth for GT as BMX reached its zenith. The company expanded into freestyle BMX, a dynamic offshoot of racing. Gary Turner designed the Performer, GT’s first freestyle frame, which became an instant icon. Even today, the Performer remains a highly recognizable name in BMX and juvenile bicycles. GT moved to larger facilities in Huntington Beach, California, eventually occupying four buildings to accommodate welding, warehousing, shipping, and administration. During this era, GT dominated BMX racing, earning the moniker “the firm” due to its consistent victories and strong presence at race venues. GT transitioned from a garage operation to a major corporation, becoming synonymous with BMX excellence.
1987-1994: Mountain Bike Revolution and Global Expansion
As the late 1980s approached, BMX racing’s initial boom began to subside. Richard Long, ever the visionary, recognized the burgeoning potential of mountain biking. While remaining committed to BMX, GT strategically shifted focus towards this exciting new off-road discipline. In November 1987, GT unveiled its first line of five mountain bikes at Interbike in Reno, Nevada. Despite some skepticism about GT’s BMX-centric background in the mountain bike market, Richard Long’s determination prevailed.
Within five years, GT replicated its BMX success in mountain biking, dominating mountain bike racing through a massive marketing effort and a strong international race team. This team elevated brand awareness globally. In 1988, GT moved into a purpose-built facility in Huntington Beach, which many consider the company’s cultural and financial peak. GT also expanded its distribution network, acquiring Riteway Products and other distributors, becoming a national force in the independent bicycle dealer (IBD) market. This period saw GT begin assembling complete bikes, increasing the business’s complexity and scale, reaching a valuation of $125 million.
GT’s commitment to mountain bike racing was underscored by signing world-class athletes. In 1991, Julie Furtado, a dominant force in women’s mountain biking, joined Team GT, achieving unprecedented World Cup victories. On the men’s side, Junior World Champion Nicolas Vouilloz became part of the team, going on to become a downhill legend. Rishi Grewal, known for his style and flair, also joined, further enhancing GT’s image. Team GT in the early 90s became one of the most formidable mountain bike teams ever assembled.
This era also included the ambitious “Project ’96,” a multi-million dollar endeavor to develop the fastest track bikes for the US Olympic team. This project resulted in revolutionary aerodynamic bicycle designs, ultimately leading to UCI regulations limiting aerodynamic features in bicycle racing. GT’s Olympic track bikes were highly successful, winning medals and showcasing the company’s engineering prowess.
Key GT Mountain Bike Models Introduced (1988-1993):
- 1988: Outpost, Timberline, Tequesta, Karakoram, and Avalanche – the initial mountain bike line, all featuring the now iconic Triple Triangle frame design, a GT hallmark.
- 1990: Expanded MTB range to 12 models, including the titanium Xizang LE.
- 1991: The legendary Zaskar, a US-made aluminum frame renowned for its off-road durability, was introduced.
- 1993: The RTS (Rear Triangle Suspension) marked GT’s entry into full suspension mountain bikes, establishing them as a leader in this technology. GT USA also began assembling complete adult bikes, including the RTS-1 and Zaskar LE.
1994-July 1996: Tragedy and Transition
GT’s continued success made it a dominant force in the cycling industry. As 1995 approached, business was thriving, with BMX making a resurgence and GT leading the market. Richard Long had positioned GT as a unique company, excelling in both BMX and adult bicycles, complemented by the Riteway parts business, making it the leading US cycling company. In 1995, GT relocated to a larger facility in Santa Ana.
In October 1995, GT Bicycles Inc. went public on the NASDAQ stock exchange with the assistance of Bain Capital, turning Richard Long and Gary Turner into multi-millionaires. As the 1996 Olympics approached, the company was operating at full capacity. Richard Long, enjoying his success, indulged his passion for motorcycles. Tragically, in July 1996, while riding his new Honda Valkyrie motorcycle to a race event, Richard Long was killed in a traffic accident at the age of 46.
Richard Long’s death sent shockwaves through GT Bicycles and the cycling world. He was the driving force, the visionary leader who had built GT into an industry giant. The day after his death, Bain Capital, holding controlling interest in GT, initiated plans to sell the company for the highest possible price, much to Gary Turner’s dismay.
July 1996-1998: The Sale and Uncertainty
Despite the tragic loss of Richard Long, GT initially maintained its momentum. Business continued to grow, and GT acquired distributors in the UK, France, and Japan. In June 1997, GT moved to an even larger, integrated manufacturing and warehousing facility. The stock price initially dipped but then rebounded, reaching a high of $22.00. However, the absence of Richard Long’s leadership began to show. Organizational cracks appeared, sales goals were missed, forecasts were inaccurate, and product deliveries were delayed.
In the summer of 1998, GT introduced the innovative “I-Drive” suspension platform, a significant advancement in mountain bike technology. A lavish press event in Las Vegas and Brian Head, Utah, showcased the new bikes to global media. However, the celebratory atmosphere was abruptly disrupted by the announcement that Schwinn had purchased GT for $175 million. GT employees were stunned and uncertain about the future.
10/12/1998 – 9/11-2001: The Questor Years and Bankruptcy
The acquisition was not by Schwinn directly, but by Questor Partners Fund, an investment company that had purchased Schwinn in 1997. Schwinn, by this time, was a significantly diminished brand with limited infrastructure. Questor underestimated the strength of the GT brand, the dedication of its employees, and the complexity of its operations. Initial management interactions alienated key GT personnel, creating a leadership vacuum. Schwinn management then exerted influence, often at GT’s expense.
Questor’s attempts at “synergies” and “leveraging strengths” failed to grasp the essence of bike culture and the motivations of cycling professionals. Simultaneously, the US and European bike markets faced challenges, with slowing growth exposing issues of thinning margins and high overheads. Cost-cutting measures, layoffs, and closures became the norm. As financial losses mounted, Questor sought an exit. Spending was frozen, and payments ceased. On June 27, 2001, five years to the day after Richard Long’s death, Schwinn-GT Inc. declared bankruptcy. On September 11, 2001, Pacific Cycle acquired the combined companies for $86 million, representing a substantial loss for Questor and a significant blow to the cycling community.
The Pacific Years: Rising from the Ashes (2002-2008)
Pacific Cycle, under CEO Chris Hornung, recognized the value of the Schwinn brand for mass-market retail. However, GT’s future was less clear. Pacific Cycle lacked the infrastructure to support GT as an IBD brand. The GT and Schwinn teams were dissolved, their facilities emptied, and history seemed to scatter. An attempt to re-engage with IBDs at Interbike 2002 was disastrous, further damaging brand reputation.
However, Bob Ippolito, a former key figure at GT, saw potential and convinced Chris Hornung to retain a small GT team. In February 2002, a tiny GT office reopened with just three people. From over 2000 global employees, GT was reduced to a handful. This small team focused on international markets for the 2003 season, finding success in markets where GT’s brand reputation remained strong. This modest success impressed Chris Hornung, revealing the underlying power of the GT brand.
GT Mountain Bike Innovation and Revival (2003-2008):
- 2004: Reworked I-Drive system introduced in short-travel models IDXC 1.0 and 2.0. Ruckus Flowta, an air/air freeride bike, and the lightweight Zaskar Team hardtail also debuted.
- 2005: The “G-Box” concept bike resurfaced, generating buzz. A new 5-inch travel platform with the refined I-Drive system was launched, marking the end of the eccentric-based I-Drive. The IDXC 1.0 won “Gear of the Year” from Outside magazine.
- 2006: The new I-Drive system was implemented across all full suspension models. The IT-1, a production gearbox bike based on the “G-Box” concept, was released, generating significant media attention. The Zaskar received a hydroformed frame, becoming GT’s lightest aluminum MTB frame.
- 2007: “The Year of Carbon.” GT introduced carbon fiber in road, downhill, and XC mountain bikes. A revamped I-Drive 5 platform and the new DH-i downhill bike, the lightest production DH bike at the time, were launched to critical acclaim. The Carbon I-Drive 4 XC platform also debuted.
- 2008: GT celebrated its 20th anniversary of mountain bikes with new Zaskar carbon hardtail, Marathon, Force, and carbon road bikes. A limited edition Zaskar Re-Issue was released. Development of the Fury carbon downhill bike and Force carbon bikes began, with racers like Bryn Atkinson, Jill Kintner, and Hans Rey involved in testing.
GT Mountain Bikes: A Resilient Legacy
From its BMX origins to its mountain bike dominance and through periods of adversity, GT Bicycles has demonstrated remarkable resilience. The brand’s commitment to innovation, performance, and a strong racing heritage has resonated with cyclists for decades. The story of GT mountain bikes is a testament to the vision of Gary Turner and Richard Long, the dedication of its employees, and the enduring appeal of a brand that continues to evolve and inspire riders worldwide. As GT moved into 2008 and beyond, there was a palpable sense of a return to form, a hopeful sign that the glory days of GT mountain bikes were not just a memory, but a legacy being actively rebuilt.
