Giant Group (parent company of Giant, Liv, Momentum and Cadex) is ushering in a new era as its trailblazing chairman Bonnie Tu steps down after more than 30 years of transforming the bicycle industry.
Now in her seventies, Tu is often hailed as the most influential woman in cycling, leaving a legacy of innovation and empowerment while continuing to contribute her expertise as a board member.
Effective January 1, 2025, CEO Young Liu will take over as chairman, and chief brand officer Phoebe Liu will take over as CEO.
living legacy
(Image source: Giant Group)
Bonnie Tu had a lasting impact on Giant Group, with her tenure hailed as “pivotal” to the company’s operational development and financial strategy.
As CFO, Mr. Tu successfully led Giant Network’s IPO (initial public offering) in 1994, providing the necessary funding and stability for the group’s development.
As chairman since 2017, Tu is credited with driving Giant Group’s digital transformation and strategically expanding its manufacturing footprint beyond Taiwan. By establishing factories in Hungary and Vietnam, she reduced trade barrier risks and strengthened the company’s supply chain resiliency.
Under her leadership, Giant Group has achieved significant growth, with revenue reaching a new high of NT$92 billion (US$2.8 billion) in 2022.
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But Mr. Tu’s most profound, and certainly personal, achievement may have been founding in 2008 Livthe world’s only true women’s-specific bicycle brand.
While training for the 2007 Tour of Taiwan, Liv became frustrated with her inability to find cycling gear that fit her, and the solution she provided Tu changed not just the product, but the entire narrative of women’s cycling.
Liv not only designs bikes, gear and apparel for female riders; It is known for its commitment to involving female professionals in every stage of the design and engineering process.
Over the years, Liv’s influence has expanded far beyond its products. The brand has built a vibrant community of female riders around the world, advocates for more women to participate in cycling at all levels, and supports athletes and events on the global stage. Liv’s bikes have helped some of the sport’s greatest female cyclists, such as Marianne Vos, Pauline Ferrand-Prévot and Anna van der Breggen, achieve international victories; it also sponsors the Women’s WorldTour team Liv AlUla Jayco, who has been competing since the Tour de France Liv has been a proud partner of cycling Femmes avec Zwift since its inception, sponsoring the Best Young Rider category.
“Her unwavering passion has transformed the cycling industry and empowered countless women to pursue their dreams,” Liv said in a social media post of appreciation for Dubonne. “Bonnie not only led a company, she inspired a global movement.”
new leadership
(Image credit: MAAP/Jayco AlUla)
Incoming chairman Liu Yang has been with Giant Group since 1990. He is credited with building Giant into China’s leading bicycle brand and “fundamentally changing China’s cycling culture,” according to the brand.
Since becoming CEO in 2017, Liu has driven global sales and advanced sustainability efforts through initiatives such as Bicycle Sustainability Alliance (BAS).
Newly appointed CEO Phoebe Liu has 20 years of experience at Giant Group and has held a number of senior positions. Her expertise spans global operations and branding, with a proven track record of fostering collaboration and innovation.
“I sincerely hope that the new management team can bring new perspectives and new vitality to the company. I have full confidence in the newly appointed leadership team to lead Giant Group to a prosperous future.” Mr. Tu said.
