Cycles Dupuis Celebrates Trek's 50th Anniversary in Wisconsin

This year marks a historic milestone for Trek: 50 years of innovation, passion, and cycling. Since its founding in 1976 in Waterloo, Wisconsin, Trek has grown into one of the world's most recognized bicycle brands. To celebrate this remarkable anniversary, dealers, partners, and ambassadors from around the globe were invited to Trek's headquarters to commemorate half a century of history together.

At Cycles Dupuis, we were proud to be represented by David Dupuis and Alexandre Frenette, two of our three co-owners, who traveled to Wisconsin to take part in this unique experience.

An Immersion into the World of Trek

The celebrations began on Thursday with a group ride through the streets of Madison—a great opportunity to reconnect with fellow dealers and industry partners before heading to Trek Bicycle's headquarters.

Later that afternoon, guests were welcomed to Trek for an opening cocktail reception, followed by the world premiere of a film created especially to celebrate the brand's 50th anniversary. The evening highlighted the key moments that shaped Trek's journey, from its humble beginnings in a small Wisconsin barn to becoming a global leader in the cycling industry.

Looking Ahead to the Next 50 Years

Friday was dedicated to Trek's future.

The day began with an inspiring keynote from Jim Collins, internationally renowned author and leadership expert. His presentation was followed by a preview of upcoming products and demonstrations of several exciting new innovations.

David and Alexandre also had the opportunity to test ride a variety of bikes on the roads and trails surrounding Trek Headquarters. These hands-on experiences help us better understand the latest technologies so we can continue providing the best advice and service to our customers back home.

The day concluded with a celebration bringing together Trek partners from across the industry.

Riding Where It All Began

Saturday morning was all about riding.

Participants could choose from several routes, ranging from approximately 20 miles to the iconic 100-mile ride. Each route showcased the beautiful rolling roads of Wisconsin—the very region where Trek was founded 50 years ago.

Riding these roads alongside hundreds of passionate cyclists was a truly special way to celebrate this milestone.

Why This Event Matters to Us

At Cycles Dupuis, we believe that being a great retailer means much more than simply selling bicycles.

Participating in events like Trek's 50th Anniversary allows us to stay at the forefront of innovation, gain a deeper understanding of emerging technologies, and continue offering expert advice and exceptional service to our customers.

These gatherings also provide valuable opportunities to exchange ideas directly with Trek's engineers, product development teams, and fellow retailers who share the same passion for cycling.

A Special Congratulations to Elie Aouad

We would also like to extend our sincere congratulations to Elie Aouad on his recent promotion to Canadian Sales Manager at Trek.

Over the years, Elie has been much more than a sales representative for Cycles Dupuis—he has been a true partner in our success. While many representatives stop by for a quick visit, Elie made it a priority to visit us every month, often spending an entire day alongside our team on the sales floor.

His goal was simple: to understand our business, our challenges, and our customers' needs so he could support us in the best possible way. His dedication, attentiveness, and genuine commitment have played a significant role in building the strong relationship that exists today between Trek and Cycles Dupuis.

We are incredibly happy to see Elie step into this new role. This promotion is well deserved and reflects his professionalism, dedication, and passion for everything he does.

Congratulations, Elie! Everyone at Cycles Dupuis wishes you continued success in this exciting new chapter.

Thank You, Trek!

We would like to thank the entire Trek team for their outstanding hospitality and for organizing such an incredible celebration.

Congratulations on your first 50 years of innovation, performance, and passion.

We can't wait to see what the next generation of Trek bikes has in store—and even more importantly, we look forward to sharing it with our customers.