Trek spent over $300,000 closing women’s cycling’s prize-money gap. The CEO wants that gap to change

April 26, 2026

Trek Bicycle spent about $308,000 from 2021 to 2025 matching prize money for women cyclists at races where payouts lagged behind men’s equivalents, like the 2021 Paris-Roubaix Femmes. CEO John Burke views this as core to the company’s purpose of making a difference, inspired by his CFO’s 2017 account of poor conditions for women pros in Europe.

Trek launched its own women’s pro team after failing to buy one, providing equal wages, top equipment, and coaching—revolutionary at the time. The company hosted the first UCI Cyclocross World Cup with equal prizes and quietly topped off pro race payouts, a move that gained notice from riders like Ellen van Dijk. These efforts, embedded in Trek’s culture without Burke’s direct orders, pressured organizers to adopt parity, shrinking Trek’s contributions over time.

Riders like Lizzie Deignan credit Trek for non-token support that boosted wins, employee bonuses, and internal excitement, creating a ripple effect. Burke emphasizes unquantifiable long-term brand value over ROI, proud of inspiring industry-wide changes in women’s cycling. Deignan notes ongoing gaps in media, sponsorships, and full-time viability, but sees Trek as a pioneer elevating performance. Fortune