Giant Group participated in the 2026 Bicycle Leadership Conference (BLC) hosted by PeopleForBikes, held from March 17–18 at Laguna Cliffs Marriott Resort & Spa in California. The event brought together senior executives from leading global bicycle brands, policy experts, and industry stakeholders to discuss the evolving landscape of cycling, including trade dynamics, supply chain transformation, and long-term growth opportunities.

During the conference, Giant Group CEO Phoebe Liu delivered a keynote session titled “Cycling for a Better Future,” where she shared insights into the company’s approach to integrating environmental, social, and governance (ESG) practices across its global operations. Emphasizing responsible manufacturing and long-term value creation, she outlined Giant Group’s continued efforts to build a more sustainable supply chain and collaborate with partners across the cycling ecosystem.

Phoebe Liu also joined a CEO panel discussion with John Burke, Trek Bicycle President and Jenn Dice, PeopleForBikes CEO, to exchange perspectives on the future of the global bicycle industry. Addressing topics such as trade and tariff uncertainty, shifting consumer behavior, and supply chain realignment, she noted that the industry is entering a phase of “healthy normalization,” with a renewed focus on disciplined growth, stronger partnerships, and long-term market stability.

“Cycling is no longer just a sport or recreation — it is becoming a fundamental solution for mobility, health, and sustainability in a rapidly changing world,” said Phoebe Liu, CEO of Giant Group. “As an industry, we have both the opportunity and the responsibility to work together to build a more sustainable ecosystem for future generations.”

Looking ahead, Phoebe Liu emphasized that the industry will become increasingly data-driven and mobility-oriented, as cycling continues to expand beyond recreation into everyday transportation. She also highlighted the importance of agility in navigating uncertainty, noting that diversified manufacturing capabilities, digitalization, and continued investment in sustainable operations will be key to long-term resilience.

Through its participation in BLC, Giant Group reinforces its commitment to responsible business practices, industry collaboration, and continued leadership in advancing the global cycling industry toward a more sustainable and inclusive future.