Widespread reports indicate Stages Cycling ceases operations and lays off entire staff

April 24, 2024

Reports across multiple media outlets are advising that indoor cycling brand Stages Cycling has laid off its entire staff and may soon cease operations as it contends with decreased demand, poor cash flow and supply chain issues.

According to a report by Escape Collective, multiple sources close to the Portland, Oregon, USA-based brand have also indicated that the company has stopped placing orders with suppliers and ceased shipping orders to customers.

The indoor and outdoor cycling brand, that supplies some of the biggest brands in fitness and which is generally known as Stages, also has a manufacturing premises in Boulder, Colorado, USA and offices and distributors around the world.

Stages best known in the cycling industry for its crank-based power metres, which add strain gauges to existing brands' crank arms to measure the force applied - and thus calculate the power produced - as a rider turns the pedals.

However, the largest part of the brand's business centres around manufacturing and supplying commercial indoor bikes for gyms and fitness centres with its SC1, SC2 and SC3 bikes can be found in facilities around the world, with clients such as Anytime Fitness, David Lloyd and SoulCycle.

Thanks to its strong range of products and its partnerships with high-profile teams such as Team Sky, UAE Team Emirates and others, the Stages brand is a household name in the cycling industry.

Reports also indicated that, according to LinkedIn, at least four former Stages executives have transitioned to new positions at high-end bike brand Giant Group, according to LinkedIn. It’s worth noting that Giant Manufacturing. Giant, which manufactures many Stages products in Taiwan and had looked to invest in the company last year, is suing Stages for about over US$10 million in unpaid invoices.

In the aftermath of the pandemic fitness equipment manufacturers have faced a series of challenges. USA-based BowFlex, which filed for bankruptcy last month, has just been acquired by Matrix parent Johnson Health Tech Retail while Zwift, an indoor cycling platform, has conducted two rounds of staff layoffs in the past year

At the time of writing, the Stages Cycling website is still live, however almost every product is currently listed as out of stock.

Image credit: Stages Cycling.

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