Norco Pauses its DH & XC Factory Teams for 2023

Oct 1, 2022
by Ed Spratt  
Gracey Hemstreet coming in hot taking both the win and the overall for the Junior Women.

Norco has announced that it will be putting its factory DH and XC on hold next year to allow the brand to work through the industry's recovery from the pandemic.

Following an extremely successful 2022 season it comes as a big shock to see the Norco team close its ranks for at least the next season. Norco has said that it is helping the teams' athletes and staff find roles for next season and development will continue on its next-generation DH and XC platforms.

The pausing of the team does mean that Sam Blenkinsop, Henry Fitzgerald, Lucas Cruz, Elliot Jamieson, Gracey Hemstreet, Peter Disera, Sean Fincham, Gwendalyn Gibson, Emilly Johnston and Carter Woods could be looking for teams next year. With some big names in the mix and some great results achieved this year we hope they will find a new home for next season.

In its press release, Norco states the decision was made to "confidently navigate the industry’s pandemic recovery" allowing the company to continue to offer riders and dealers what they want from the brand.

bigquotesSince we started building mountain bikes, Norco has been driven by the energy and spirit that competition has brought to our work. 2022, in fact, has been the Norco Factory Team’s most successful year in its over 30 years of racing – results that we continue to celebrate as the season winds down; which makes this announcement even more heartbreaking:

At the end of the race season, we will temporarily pause the Norco Factory DH and XC team programs. We understand this decision drastically affects the lives and careers of so many talented people who have contributed to the program’s success. To ensure that all our 2022 team athletes and staff can stay on-track for 2023, we’re advocating on their behalf with our industry partners and colleagues to help secure support for all of them.

This pause will allow Norco to confidently navigate the industry’s pandemic recovery. It’s a pragmatic, but excruciating sacrifice we’ve had to make to ensure that Norco will continue to meet the needs of riders and our dealers long into the future.

We’ll continue to ride, engage with our communities, and forge forward as we develop and build innovative mountain bikes, including our next generation of DH and XC platforms.

Thanks to all our riders, support staff, sponsors, and fans for your decades of inspiration. It means the world to us.
Norco



282 Comments

  • 502 44
 "navigate the industry’s pandemic recovery"

They made a fortune the past 3 years with major brands having revenue hikes from 50 to 300%. Cry me a f*cking river.
  • 69 8
 Whilst I do agree, for whatever reason Norco seems to have dropped the ball or it’s suppliers have during the pandemic.

Massive lead times on new bikes, warranty frames and entire model years being skipped.

If this pause means I have more chance of getting a 2023 Sight in the UK I am (selfishly) all for it.
  • 200 9
 @v7fmp: This pause means they are preparing for a deep global recession. Whoever owns it just grabbed most money left and is preparing for hard times. Every company does that nowadays, so do not count on this 2023 Sight, start appreciating what you already have, cause you will not have more at best, hard times are coming fast.
  • 73 0
 I am making a lot of assumptions . But I presume they don’t have the buying power of PON, Specialized Trek giant etc , and had to book production slots far in advance of the pandemic ending. Not knowing the future supply of parts. They got a foggy crystal ball and now demand has dropped they are left with too much stock. They had 24riders plus staff on there teams. Better to pause than go bust. Prior to the pandemic net profit margin was around 5% for many publicly traded bike companies
  • 64 2
 The bike industry isn't in good shape. I don't know if Norco's financials are viewable anywhere but I would wager they won't be very good, hence the decision. I don't know about Norco specifically - but generally in the bike industry container costs have been enormous, suppliers who have stock have been able to charge what they like because bike companies are so desperate for stock to get bikes built. Orders that have been fulfilled have arrived late and missed the peak demand in many cases. Large brands will have the financial firepower to navigate this better. They may have had locked-in minimum deliveries from suppliers at locked-in prices, locked-in container and currency exchanges that last the entire year and other similar measures that shield them from volatility. Many smaller companies who didn't have those things locked-in will have had a tough time. Most companies in the bike industry aren't very profitable even at the best of times.
  • 47 4
 @tom666: However tough it is, it's hard to feel sorry for a company who will only let you buy their bikes in the UK through Mike Ashley.
  • 62 2
 Revenue doesn't factor in costs. Your revenue might be up by 300% but if your costs (higher material prices, significantly higher shipping costs, higher production costs) are also going up in step you can still be screwed.

Now people's buying power is being hit more severely it's possible they've found they're sitting on old stock, need to pay for new stock and have to get that money from somewhere. Race teams are an easy call as far as that goes.

Not excusing any of this action/behaviour, but I think a lot of brands are in worse positions than people expect.
  • 11 5
 @lkubica: Smart guy here, thats the cold hard facts !!
  • 4 1
 @v7fmp: high pivot sight or the current one? High pivot delayed. Allegedly.
  • 10 2
 @CleanZine: 40% raise in retail price since 2018,
  • 8 6
 @lkubica: Gotta say, on the swiss news the other day they said that every sectors are hiring (in Switzerland) except for banks, insurance and real estate...
If there are sectors that would be aware of upcoming shit before the others, I'd say it's those 3, so things may not be bright ahead...

Buy some spare chains, cassettes, and tires :p
  • 18 2
 @tom666: "Most companies in the bike industry aren't very profitable even at the best of times" LOL, take a look at the financial statements of the 20 major players.
  • 3 1
 @commental: does Mike Ashley own Tredz? I know he does Evans, who used to sell them.
  • 7 1
 @lkubica: you are spot on. As you say, I need to be less consumer led and enjoy my current bike (which I do very much).
There are definitely more important things to be concentrating on in the coming months/years.
By some miracle, let’s hope it isn’t as bad as we are all predicting.
  • 3 8
flag tom666 (Oct 1, 2022 at 6:52) (Below Threshold)
 @inonyme: See if you can find a net profit for a big player bike building brand (Trek, Specialized, Cannondale etc) from the pandemic or before. It will likely be 2-5% of revenue - if they made a profit at all
  • 9 3
 @v7fmp: >let’s hope it isn’t as bad as we are all predicting
It will be, england almost had a crisis wednesday till BoE bailed out but that wont last long. I wonder (who) was being margin called and had them buy bonds to save their asses, make the roll roll a bit longer. For the IMF to say "we are monitoring the economic devopment of england" like its a third world country was comical. Short england and germany.
  • 4 0
 @commental: can't upvote this enough.
  • 2 7
flag sonuvagun (Oct 1, 2022 at 7:12) (Below Threshold)
 @Will-narayan: sounds foreboding, but biking for enjoyment may give way to more pragmatic/less risky past times if things truly enter a dark period.
  • 10 1
 @inonyme: 500% shipping cost increases in the past two years, 5-20% OEM component cost increases, material price increases, inflation...

I'm sure there will be some "making hay while the sun shines" margin increases in there but from my limited glimpses into the industry in the past few years the simple cost of getting bikes and parts made then shipped out to dealers/customers has risen significantly too. It really isn't as simple as companies making all that extra profit from the increased RRPs compared to years gone by.
  • 9 1
 @mrmm8900: About 90% of pension funds in the UK had exposure to it:

www.bloomberg.com/opinion/articles/2022-09-29/uk-pensions-got-margin-calls

It seems the Tories are going full ride or die with this, so sucks to be us here in the UK for the foreseeable future.
  • 16 2
 A lot of brands made a fortune the last few years but now are suddenly stuck with a huge backlog of unsold inventory as production caught up.
  • 7 2
 @CleanZine: I'm very pleased to be out of the UK. Sadly Brexit has made escaping (like I did) much harder Frown
  • 10 9
 @CleanZine: Not a tories or labour thing, its a different sides of the same coin. Its all of them with the gibs economy. debt Spend debt spend debt spend debt spend debt spend. Print print print print print BoE just wont stop. All central banks wont stop. Covid just made then print one final time.
  • 4 1
 @korev: I nearly moved to NZ back in 2015, and in many ways regret not doing it now... I have a family member who moved there in 2009 and it's pretty hard to explain to them just how much things have nosedived here since then!
  • 6 2
 Everything is pointing to a recession of some size and duration. With rising interest rates I for one won’t be purchasing a new ride any time soon. I’m guessing a lot of others are in the same boat.
  • 7 5
 My LBS said Norco's been the worst company to deal with, and that was before they cancelled the shop's entire 2022 order along with a bunch of other shops on the east coast. The rep said it's because they could sell the bikes for more elsewhere.
  • 3 1
 @CleanZine: I used to live there and I visit pretty frequently. The cost of living there is eye watering (although we seem to be rapidly catching up) They have the same boom and bust around the property market as we do. One of my best mates lives in Nelson. When we were talking the other day he said he's glad he doesn't live in the UK anymore because of the financial situation and the war in Ukraine. I told him he could lose everything tomorrow in an earthquake. If you aren't already aware of it, look at the damage recent flooding has done to that area. We aren't really safe anywhere.
As far as the situation here is concerned I think there will be another leadership election very soon if they try to press on with these plans.
  • 1 0
 @Will-narayan: My IT company is also firing people which has not happened since I can remember and I am working for 20 years in the business. This is a privately owned company working worldwide for telecoms and employing about 6k people, so not so small business. Till now we were fighting for new employees but it changed and I totally get it, the owner is entering survival mode. We have still plenty of work but you need to see a few years ahead and cut on costs.
  • 17 0
 @korev: I was talking to someone who voted for Brexit the other day who said if Rishi Sunak had won the leadership election he would've left the country. When I asked him where he'd go he didn't have an answer.
  • 1 0
 @v7fmp: I hadn't realised that Tredz had taken over from Evans. But they're owned by Halfords so probably not too different.
  • 9 2
 @inonyme: Shipping container costs went from $2,000 per container shipped to $20,000 per container shipped. If material and manufacturing costs did the same, then a 40% raise in MRSP still leaves them losing money.
  • 3 0
 @AMCAT: Uhh I more like Cold Hard Speculation !!
  • 4 0
 Saving money for recession.
  • 3 0
 @v7fmp: I agree. I work in a high end equipment company that sells less volume than the mainstream competitors. We are having a terrible time with supply issues due to volume related buying power. Even though many of our suppliers are the same as mainstream equipment manufacturers. Limited raw materials, labor and shipping means the suppliers don't care to sell small quantities. I imagine this is Norco's issue, especially with a lot of size specific parts. I own a revolver 120 and search xr and have been ecstatic about the bikes. Sucks to see and I hope I don't have to test the warranty
  • 2 0
 @lkubica: bike purchases have already dropped off. Its already happening.
  • 6 2
 @nowthatsdoomage:
I worked at a shop that sold Norco briefly, and fully agree with that statement. Impossible to get small parts from, warranty was non existent, and good luck getting any help with ebike issues… which were plentiful. In the end they opened an account with a shop less than a mile away because they had two stores compared to our one, even though we had quickly become one of their largest accounts in Northern California.
  • 5 5
 @nowthatsdoomage: every shop I’ve been to that is a norco dealer doesn’t have any norco mountain bikes in stock, and nor is lousy website has never shown their bikes in stock online or any shop within 500 miles. I think Norco may be on its last legs as a company.
  • 28 1
 Most likely, they aren't in as good of a shape as you'd imagine. Everyone got hit by the effects of the collapsing global supply chain. Prices of raw materials rose suddenly and dramatically and so did the cost of shipping. Manual labor became more expensive aswell for many of the OEMs because of increased minimum wages in some asian countries. And subsequently those costs were passed on to the brands. All those factors you can't really account for 18 months in advance when developing a bike and more than likely you don't have any significant cash reserves anyways, as a small to mid-sized MTB brand. Bike brands are often surprisingly small-scale operations, regardless of what their omnipresent and bold marketing might suggest. On top of that, they were between a rock and a hard place for the longest time. You best believe that smaller brands like Norco, who don't do their own manufacturing and don't have the same purchasing power of the bigger players, were squeezed HARD by their OEMs - be it for frame production or for components. They more than likely had to pay huge premiums to get any components or frames made and probably had to bite the bullet on some less-than-favourable supply contracs. I know for a fact that a certain brand far bigger than Norco had to re-negotiate some of their supply contracs with SRAM in 2021 and apparently the results weren't in their favour. I know this isn't what the consumers wants to concern himself with. You only see the prices for a Sight or Optic go up and assume it's only because Norco got greedy. But that's not true. The assumption that smaller brands such as Norco must have made a killing the last couple of years just because some others did, is just patently false.
  • 8 2
 Rocky Mountain was the worst wit price hikes, Santa Cruz in 2nd.
  • 1 0
 @v7fmp: halfords own tredz
  • 4 0
 @Muscovir: They most likely got hit hard as a result of the high inflation and they're about to face a huge wave with bike shops floors filling up and bikes not moving as fast as before. Having to sell bikes at at discount combined with the higher costs will result in major challenges for some of the manufacturers and bike shops, tough time ahead.
  • 15 2
 @pgomez: I think I read that about 250 bikes fit in a 40 foot container. That means it is about $80 per bike to ship from China to the west coast of the USA when containers were $20,000. Today that same container only costs about $6,000. If the average transaction price is around $4,000 retail then those shipping costs were only around 2% of the retail price when costs were at the peak.
  • 6 8
 @mrmm8900:

You’re not George Soros, you muppet.

Let’s revisit this in a year’s time and see how accurate you are.

JP
  • 12 1
 @commental: True, we will eventually have a massive earthquake here in the S Island. But the chances of the UK continuing being f*cked up by inept politicians and business leaders is far greater, and will happen far sooner, than the quake (fingers crossed). In the meantime I will continue to lead the good life in my adopted home (I left the UK for NZ in 2004).
  • 3 1
 @CMonkey: Fair play to you. I see you're in Cromwell, I lived in Wanaka for a while. I came back to the UK because my life is easier here. Fortunately I'll be out in December to pick up my bike and my campervan for the summer. It's been a long wait since the border closed. Luckily I transferred the funds for the trip before this current shitstorm.
  • 1 1
 ….thank you all very much, you’ve been a great crowd (exits stage left)
  • 1 0
 @v7fmp: that sounds like business as usual for Norco. 2014 was near impossible to get a sight frame replacement. Took about a year.
  • 11 0
 I doubt they made a fortune. They had terrible issues with their supply chain since they don't own their manufacturing. So despite the increased bike demand these past few years, their sales were probably down quite a bit. Talking to shops that carry their brand, they couldn't get delivery of the bikes they ordered. Even in their hometown, Norco bikes were essentially impossible to buy new. And now bike demand might crater due to a recession. I hope they survive, they've been a big part of pushing mtb development right from the early days to the present.
  • 1 4
 @CleanZine: to think I could get a finance lesson from Pinkbike comments…. That was the worst article about bonds ever. Cheers!
  • 3 8
flag thewanderingtramp (Oct 1, 2022 at 17:22) (Below Threshold)
 @commental: Basically f*ck you Norco
  • 7 0
 You don't know what you are talking about. Things have been tough for smaller brands. Just because they sold out all the bikes they had doesn't mean their revenue is up. With supply shortage they aren't able to make enough bikes. Rising costs cut into margins, so on and so forth. Bike sales have been down this year, it's not like they are all just raking in easy cash.
  • 2 1
 My thoughts exactly, there is no better way to advertise! Maybe get rid of some of the dead wood make the team a little smaller but hire some better riders so the brand name is maybe on the podium every race in elites and EWS
  • 6 1
 @v7fmp: look around, many big industries(markets) preparing for upcoming major reset. Set aside Russia, we'll be paying the price of biggov.gov bailouts/print$.
  • 3 1
 @Muscovir: so much good info in your comment.
  • 1 0
 @Trail6: over the past 8-10 years, every shop in Austin that carried RM closed down. An LBS would become a dealers and like clockwork.they were gone.

Must be some bad karma or something lol
  • 2 1
 @CleanZine: it’s not all roses here either so don’t worry about it too much.
  • 1 0
 I guess now they have to work out how to spend that money
  • 6 2
 @commental: to be fair, Sunak predicted this would happen. He was the sane candidate, but too brown for the hideous c*nts who vote in tory leadership elections. Don't get me wrong, he's a vulture too, but he's not thick. Truss is definitely done before xmas.
  • 6 3
 @BenPea: I think (and really f*cking hope) you're right about Truss not lasting long. The guy I spoke to sums up why we're in the shit position we're in. They'd rather have a(nother) complete f*cking idiot in control who could decimate their financial security than someone who has different colour skin, whilst completely ignoring the fact that the financial "genius" she's put in charge of wrecking the economy also has different coloured skin. I've read that calling people who voted for Brexit stupid is a weak argument. The more time goes by, the stronger it looks to my eyes. Unless you're rich or a money launderer, then it makes perfect sense.
  • 1 1
 @Jprestidge: You don't need to be Goerge Soros, have CFA, be a bank Manager etc to look where this is going.
Credit Suisse is critical(swiss might bail them out though). Blackrock deleveraging on sick english economy.
  • 2 1
 @commental: the strong arguments have been too complicated to move any brexiter needles. You can't rationalise people out of xenophobia. When people realise that the government that has tanked Britain's economy are the heirs to the people who accidentally secured the UK's exit from the EU, they might understand that the latter is just another batshit idea that only benefis the hedge funders. Even then the stupidity might be too strong.
  • 1 0
 @the-burd: A lot of people have made informative comments, and a lot have made uninformed comments on this topic. I have to admit that comments like yours, succinct as they may be, make me understand I would have been in the uninformed pile had I put in my 2 cents.
  • 2 1
 @BenPea: Yeah, but come on dude, blue passports. Everything else is completely secondary.
  • 2 1
 @commental: You mean the ones that are so British they're made in France?
  • 7 0
 @Muscovir: Another part that folks aren't really talking about is that Norco is one of the biggest bike, parts, and accessories distributors in Canada. It used to be completely possible to have an entire bike shop with only a Norco account. I don't know what percentage of their revenue is derived from mountain bikes, but it's much smaller than folks on here seem to believe.

I've been out of the industry for a while, so grain of salt on all of this, but they lost Shimano a number of years back, and either lost entirely, or lost exclusive rights to a number of other brands who either expanded to other distributors, or cut them out entirely and established their own distribution networks in Canada. Combine this with the overall struggle of bike shops pre-covid, the rise of online shopping from international retailers, and the massive impact that covid supply chain issues would have on a distributor, and I would be surprised if Norco isn't feeling a squeeze from multiple directions.

Also, Norco as a bike brand is way bigger than just mountain bikes. I'd wager that with their large base of accounts across the country, it's probably much easier and cheaper for them to develop and sell commuter hybrids or generic kids' bikes or almost anything else they do than high end mountain bikes. In the grand scheme of things, the race team is likely a passion project more than anything else - probably has been for quite some time.
  • 2 1
 @korev: Haha, yep. You couldn't make it up.
  • 2 0
 Meanwhile Specialized is gobbling up brick and mortar bike shops across the country. I know a local dealer had both brands. My guess is that move is crushing a LOT of brands. The number of brick and mortar dealers are being consumed by singular brands. Shops offering multiple company's bikes are getting fewer and fewer
  • 1 4
 Could not have said it any better, they supply every single variation of a mtb you can think of....
Now they need to recover from the pandemic? GTFO
  • 1 0
 @v7fmp: I also want a sight but a 27.5" version and its proving tricky to get Tredz to import one at the moment
  • 2 0
 @alexsin: Which brands have a backlog of unsold MTB inventory?
  • 2 0
 @nowthatsdoomage: They don't have any problems selling them on the West coast of Canada (Vancouver). All MSRP pricing too.
  • 2 0
 @njcbps: My thought too. You got Christmas coming up and all the small kids bikes gotta get bought, regardless of family finances, so we'll find out for sure if basic or luxury baskets is where all the brands put their eggs
  • 3 1
 @v7fmp: this is the correct answer -- I've asked my local shop twice this year what lead times are on a mid-to-upper spec Sight and both times they said something to the effect of "every time we ask our rep they just shrug their shoulders". Seems they played the pandemic recovery really poorly, up to this point anyway. Seeing as many other players are back to offering late-season discounts
  • 3 1
 @Muscovir: nope. They’re in more than fine shape.
  • 4 1
 @Fill-Freakin: still not the teams fault
  • 3 0
 @pgomez:

Price of shipping a container across the Pacific
* last year: $19,000
* earlier this year: $14,500
* now: $3,900.
  • 4 0
 @heavyp: in survey after survey done by the industry to consumers, athlete endorsement is not in the top 5 reasons people buy bikes (or skis).
  • 2 0
 @inonyme: If anybody is interested I've looked into this a little more.

The big players (Trek, Specialized, Cannondale) would be chuffed if at the end of the year, after all the staff wages are paid, the tour-de-france teams and race teams paid for, facilities paid, warranty replacements and recalls paid for, for if they've made $20-50 million profit on a $1B turnover. 2-5% of turnover.

If anybody can find evidence they make more than that I'd love to see it.

Shimano on the other hand make a lot more money than that. On a $4-5B turnover it looks like they make about a 20% net profit when all is said and done. Again, please correct me if I'm wrong but I've had a good read and that looks right to me.
  • 1 1
 @derestricted: Is this public information?
  • 1 0
 @waxman: And yet YT....
  • 1 0
 @blowmyfuse: arguably the direct to consumer model lets them make money and sponsor a team, all the people I know that ride YT bought the bike because it was cheaper than the equivalent LBS specced bike not because of any team rider.
  • 1 1
 @waxman: YT and Radon make probably quite equivalent bikes and yet who do the kids think is cooler, which brand have more people heard of and which brand would you spend your money on?
  • 1 2
 @waxman: Young. Talent.

Not...cheap, fast, unproven stuff. You and your boys convince yourselves you spent that money because you just knew for sure in your super smart heads that the brand would hold up even if they never fielded a World Cup team.

Your asses bought them because big dogs got sponsored and put them to the test. If you bought a YT without World Cup pros proofing them...you'd just be a damn fool that got lucky.
  • 1 0
 Congrats everybody. All the trash talk in these comments has allegedly inspired Nomorco to reconfigure the team. Can you imagine? Would anyone stay after this pr disaster?
  • 1 0
 @shredddr: You really don't know PR disaster until you research late 90's, early 2000's GT or Schwinn.
  • 186 2
 Nomorco
  • 140 3
 Blenkinstop
  • 40 1
 @mi-bike: Peter Disarray
  • 75 2
 Gracey Hemoutonthestreet
  • 45 3
 Henry Fitzelsewhere
  • 52 1
 Emily Jobsgon
  • 10 1
 Carter Woodbelookingforanewjob
  • 18 1
 Luca S. Cruwed
  • 8 1
 Sean Pincham Pennies
  • 3 1
 Emmy Landlocked
  • 124 0
 Off topic, but Alicia Leggett had a bad crash yesterday and is in the ICU, unconscious, with a traumatic brain injury.

There’s a gofundme page here: www.gofundme.com/f/alicia-and-her-family-with-medical-costs?utm_campaign=m_pd+share-sheet&utm_medium=copy_link_all&utm_source=customer
  • 53 2
 Why is this not on the PB homepage?!
  • 8 1
 WTF, this is terrible news
  • 5 1
 holy shit
  • 2 1
 Damn, I hope she recovers quickly.
  • 8 0
 Is this real? no other website has covered it other than a gofundme page.
  • 4 1
 @onetrykid: Brian Park confirmed it as well
  • 1 1
 @HeyBaumeister: holy crap. Hope she gets well soon.
  • 2 0
 @onetrykid: yeah it's real/confirmed Frown
  • 13 1
 I wish I could upvote this 1000x to get it to the top. This is horrible news. Hopefully Alicia is able to get all the top notch medical assistance she requires, and goes on to a speedy recovery.
  • 1 1
 People sure stepped up...over $15k now, three times the goal. In a day!
  • 1 1
 Oh no - Jesus. Awful news.
  • 5 3
 This is really terrible news. I hope her recovery goes smoothly.

@brianpark Why are pinkbike users being asked to pick up the bill? Does your company not offer health insurance? I am very lucky as a Canadian to not only have free healthcare but extended health through my employer. It really makes me sad to see that my neighbours have to use online funding to foot the bills the for their healthcare.
  • 5 0
 @DKlassen8: I think they would support her, through long term disability coverage. And as others have mentioned, they're likely constrained from reporting to respect an employee's privacy.
  • 2 1
 @njcbps: Good point. I probably overlooked that aspect in my comment.
  • 1 1
 @DKlassen8: the go fund me page states that she has insurance and is getting good support from her work. But there are always more expenses than just ICU and rehabilitation and I'm guessing the go fund me page (organised by her friends) will help cover those costs.
  • 83 8
 Blenki to PB Racing!
  • 7 10
 who would downvote this???
  • 61 2
 Spent all their money on that stupid gold bike.
  • 69 18
 “We mismanaged our money despite the industry boom”
  • 23 3
 Hard to capitalize on the boom when you can't ship products to stores and your competitors can.
  • 15 6
 @j-t-g: hence the "mismanaged"
  • 9 1
 @snomaster: hard to know what’s good/bad management and what’s good/bad luck. Things with the pandemic changed so rapidly and unpredictably that I think those who made good decisions basically just gambled and won, and those who made bad decisions did the same but lost. For things like whether they own their manufacturing facility, those were decisions made a long time prior and at the time may have been absolutely the right move.
  • 1 0
 @j-t-g: What about Transition? Maybe they not as hamstring with supplier agreements - for ex I see they're shipping 2022 Spire's with Marzocchi forks.
  • 37 1
 Most bike companies are shockingly small operations with very limited resources. Mike Sinyard aside, there are not a lot of wealthy bike magnates out there. Cyclingtips did a long podcast piece on Cervelo a while back, it was interesting to hear how hand-to-mouth they were, always a few months behind in cash and materials. Even when it seemed like they were huge, sponsoring a World Tour team, they were desperate for financing.
A team of that size if very expensive to run: Salaries, transport, etc. No one at Norco was rubbing their hands, looking for ways to screw over their atheletes and friends.
  • 7 2
 People also underestimate the challenges bike companies have faced for the past few years. Virtually every bike company had a chance to go totally out of businesses if they didn’t handle things properly.
  • 17 1
 I think you just described most small businesses. Most people don’t understand this at all. Longevity doesn’t guarantee longevity. I’m sure it was a very hard decision to stop their racing program, but you know it saved them a tremendous amount of cost. No responsible owner would continue at a loss, it may have come down to staying in business or canceling their racing program. Or going in debt just to race, and estimating a negative future return on the racing. Or they just did that this year with a negative result. I’ve been in this position with one of my startup companies and it took a while to convince my partners to make these hard decisions as they were new to ownership. Once they understood it’s either do this or go out of business, those tough choices became easier to make because there really was no choice. Running a company is a constant struggle, it doesn’t matter the size, or industry.
  • 5 0
 @txcx166: totally. I think most people don’t fully understand that major bike brands for the most part are a small business. Outside of the big four, they’re mostly just a handful of people in a rented office space.

Norco is a bit of a unique situation as while they’re a bike brand. They’re actual cash flow come from them also being 1 of the 2 big distributors in Canada. Which I’m sure battled insane supply chain issues only compounding their chaos.
  • 5 0
 It is also a misconception that bike companies made out like bandits during the pandemic, especially the small to mid sized one. The component makers sure made a killing, but most bike companies had to sit on frames for months with no parts to build them with, subsidize the additional cost of the components and shipping, etc.
  • 30 2
 This decision must have been made and things set in motion before Gracey started performing the way she did right ?
Nobody in their right mind would let a talent of her caliber go. She could have been the future of the gravity side of their brand for years to come.
It has been weird that the DH team rode a pimped DH bike for the last two years now so something has been off their I guess
  • 27 0
 My guess is that Gracey’s results didn’t show up on whatever spreadsheet drove the choice to end the team.
  • 5 0
 @bocomtb: You might be right ... I still feel like she might be an investment worth hanging on to but I´m not making these fiscal decisions. Still feels like a fumble
  • 8 0
 Same with Gwendalyn G
  • 1 0
 I wouldn’t be surprised if Norco hangs on to her with a direct Sponsorship similar to what YT did with Oisin when YT folded their team.
  • 30 1
 Norco probably knows discovery is going to screw things up
  • 23 4
 Between this and only being able to buy their bikes in the UK through Evans Cycles (owned by that shitbag Mike Ashley), Norco can go f*ck themselves.
  • 6 1
 Are you a Newcastle fan?
  • 3 0
 You can get Norco bikes via Tredz. Could be wrong, but I think Tredz took over from Evans a couple of years ago. Still, not much in stock to choose from though
  • 11 0
 @ripsilver: You're right - Tredz are the sole UK distributor for Norco and they're owned by Halfords, who I think is owned by some faceless VC.

Maybe now Norco will be able to concentrate on speccing bikes with parts that are actually compatible with each other. Bought by Optic C2 Shimano in January and it's taken 6 months and far too many weeks in the LBS to diagnose that the Praxis crankset and chainring it comes with don't work with a Shimano 12-speed chain. Norco's solution? Fit a chain retention device! That's why the Optic C2 Shimano is the only model with a chain device.
Great bike dumb spec.
  • 1 1
 @8088yl0n: No, I'm too much of a pussy to take my shirt of at matches in the middle of winter.
@ripsilver Okay, I didn't know that, but the fact that (basically) Halfords have taken over tells me that things aren't likely any better. Either way you'll be dealing with a clueless teenager as they are too tight to employ people who know what they're doing.
  • 4 0
 Maybe that's one of their issues - shit sales outlets?

Here in Aus, Norco are sold mostly by 99 bikes, as close a cycling version of Halfords as it's possible to be. Mostly low end bikes catering for the bulk end of the market. Sales staff that are sales staff, not the ride addicts you get in LBS. Customer service that sucks.

LBS that try and stock Norco can't compete with the bulk sales prices of 99 bikes and give it away after a few years.
  • 2 1
 @8088yl0n: Big Ups NEWCASTLE. Norco is a RAD company
  • 1 1
 I wouldn't shop at Evans cycles because of the way they treat their staff. Therefore I wouldn't buy a Norco.
  • 1 0
 @JiminOz: I've had decent service at 99 Bikes. I've bought one bike (a Merida) online with store pick-up, and one at a shop (another Merida), and a bunch of tyres, tubes, accessories etc either online or in store. Sure, some of their sales staff are pretty clueless, but some are passionate MTB-ers. I've also had them service or fix things on several bikes and been mostly happy with the quality of service and workmanship. I've also used a bunch of other LBS for various purchases or mechanical work, so I have other experiences to compare them to.
  • 1 0
 @WishIWazFaster: Friend of mine also bought a merida and a load of gear - had issues with the bike and a helmet and got pissed about something rotten, Because she was a woman new to the sport.
I've spoken to many staff in quite a few different stores that are quite patronising until they realise you've been riding bikes longer than they've been alive and they are way out of their depth.
Their prices are the only pro due to the bulk buying power.
  • 2 0
 @JiminOz: f*ck these shops that try to tell you that you need something you don't. I was in NZ a few years ago and went into Bike Barn for some chain lube. The assistant asked me if it was for a hardtail or a full suspension bike...
  • 22 2
 Discovery destruction of the sport has begun.
  • 19 2
 Norco has the best junior women rider in the sport and they’re just going to shut it down?! Some new brand just got a big break on a new billboard.
  • 31 10
 Yes, those junior women riders have been well known for sending sales through the roof...
  • 2 1
 @cmb47: seriously. How many comments do we need about them pulling the rug from under the best junior female rider.

I very much doubt it was even discussed in the board meeting.

Best news for that young lady is she will find another team very likely. For many of the others, it may be tough out there.
  • 2 0
 @nvranka: least she should be able to qualify for raaw’s dh bike sponsorship right?
  • 1 0
 @mknott9: should be ya. If I was a betting man I’d say she ends up riding a Commencal next year
  • 14 0
 Having been inside the belly of this beast I can attest that decisions are made with a keen eye on the financials. Nothing wrong with this as the bike industry is a business after all, peoples jobs depend on this. If Norco goes belly up due to overspending on marketing (No measurable ROI on this type of thing) every Norco rider will be up a creek with no paddle when/if it comes time for warranty parts. I agree it sucks, I remember riding with Gracie at CGP when she was so small she didn't have the mass to clear the jumps. The emotional side of me is up in arms. The business side of me understands. major coup for another business willing to operate on lower margins.
  • 3 2
 they could have easily saved that cost by cutting the icons and infographics from the 49n packaging.
  • 22 8
 Feel like the uci World Cup could be history in a few years with more big teams pulling out. Sell more bikes with influencers like remy, Nate hills, etc anyway
  • 35 2
 Youtubers earn more then pro-athletes.
  • 4 0
 @zoobab2: to that point, I wonder if they would keep Jill and Bryn onboard or if they will be scrapped as well.
  • 8 14
flag AMCAT (Oct 1, 2022 at 4:45) (Below Threshold)
 @vw4ever: Everyone goes, time for real jobs for many
  • 10 1
 @AMCAT: how do you define "real"?
  • 12 2
 @MrNally: You have to your job, obviously.

I think that's what people mean when they say you have to get a real job. They hate that others enjoy what they do to make money, so saying they don't have a real job makes them feel a bit better.
  • 13 2
 @AMCAT: You underestimate how hard athletes work, apparently. Probably harder than most "real" employees do.
  • 6 0
 With only 30 riders making it to mens finals there won’t be room for too many teams.
  • 3 1
 @zoobab2: plus their pay and exposure comes direct from the viewers. It's a win win for those brands compared to racing where they have to foot the bill for so much more.
  • 6 2
 @mknott9 The UCI deal with Discovery will surely reduce exposure for XC and DH, at least initially - can imagine that was a factor in Norco's decision
  • 6 0
 Get ready for the LIV Downhill Series presented by Aramco.....
  • 3 5
 @alexsin: Who cares? Racing is far more important than friggen influencers.
  • 8 1
 @scott-townes: Obviously the bean counters care. Racing isn't inherently important. It has to be worthwhile for brand exposure, marketing and product validation otherwise brands won't do it. If they can get those things elsewhere better for less money guess what they're going to do.
  • 7 3
 @scott-townes: wrong. Racing is not very important influentially now I would argue. How many people on here could actually tell you the who what when of DH world cup? Single digit percentages at best.
Take my boy. Massively into mtb. Jumping, trails, park, etc. his heros are Matt Jones, Brendon Fairclough, etc. Riders that have massive and quality tube and insta presence. What does he want? Helfare kit, etc.
Racing is a laborious commitment. Social media is a quick polished snapshot hit.
  • 2 28
flag zak9x (Oct 1, 2022 at 21:31) (Below Threshold)
 @ilovedust: Didn't they Bomb the Ukraine yeah Okay nuf said. We race here in Canada stay in the war zone. DON"T MESS WITH OUR CULTURE.
  • 3 0
 Dangerous Dave is influential - not at level of Remy et al - but still has 129K Youtube followers. He rode a yellow Sight, but recently moved over to Commencal.
  • 1 0
 @alexsin: Quite right, bike sales must have much greater profit.
  • 1 0
 @AMCAT: no idea why your comment got downvoted, as it’s really apt. Whilst I enjoy MTB social media and watching races as much as anyone, some of the costs seem disproportionate to the amount of sales they likely generate. I can see a reduction in social media budgets, and whilst sad that people will lose revenue streams, it’s more of a “correction”.
  • 15 3
 Reading the comments here is hilarious and just shows how he vast majority of Pinkbike readers are KIDS that are absolutely clueless how the world works…I want 1000 neg props for my comments now kids, GO
  • 11 1
 I feel like my life mirrors the bike industry: 2021: WFH, ride bike during the day, saving cash. 2022 - back to the office, days wasted, all my $$$ going to gas and electric.
  • 9 1
 I get this. When I think norco I don’t think xc bike. So if racing is marketing that isn’t working.

On the dh side With the team fees going up, with a new coverage and unknown viewership …. The price of everything going up , I would take the wait and see approach too.
  • 9 0
 Gwen gibson wearing that norco jersey and going from newbie to world cup winner and showing all the emotions while doing it. Hopefully her and the other riders find new homes.
  • 8 0
 Makes sense. Economy is f*d right now. Companies based on disposable recreation spending gotta start trimming if they are going to survive the next few years.
  • 1 1
 Pon holdings: perfect time to raise prices on Santa Cruz bikes!

Man, I feel for local bike shops trying to deal with this as well
  • 7 1
 Just curious why paring down to a couple men / women riders wasn't an option vs total amputation. The whole cut-entire-departments & programs vs scaling down & keeping everyone on at lesser pay / bene’s seems to be a total shite model - and it generates bad will.

Im currently shopping bikes & not in a rush but was all up on Norco - - but this move makes me wonder why I should support them vs Commencal, SC or others. Seems like lots of other people would think this too - not a punishment move (Im just one buyer) but whole team amputation doesnt inspire confidence in Norco exaclty
  • 3 1
 I can’t imagine at a macro consumer level anyone knows or cares about a move like this.

Totally agree with you though.

Maybe I’m wrong!
  • 1 2
 @nvranka: No clue - I'm just speculating here, hence the typing - perhaps the DH crowd and the # of people following this development on PB & elsewhere is in the 10's or maybe 100's. But yeah - just makes me wonder why I would wanna buy a Norco. If they're 100% dumping the entire team vs. just paring it down - that's just a CEO / COO (who's prob not taking a paycut) move for how to keep his paycheck...doubt he is paring down his losses yet so why support?
  • 10 0
 I imagine rider salaries are small fraction of the cost of operating a World Cup-level team. You still need the same support staff, transportation/logistics to move everyone and the pits around, etc
  • 2 3
 @pmhobson: True that - and Im sure the upper level execs aren't taking any cut. Also losing all race -level advert but hey, I run a biz & I get it. I just don't buy total team amputation vs paring down to just a few riders unless Norco really is in true dire straights
  • 1 3
 Ya just to give my 2 cents. I love racing and personally wouldn’t buy a bike from a brand that doesn’t support a racing team
  • 2 1
 @Mtn-Goat-13: lol dude the execs probably make less than 200k Canadian a year. Hardly enough to take a cut from and make a dent.
  • 1 0
 @plustiresaintdead: Not suggesting they take a cut & pay the riders outta that homey - saying they're not likely taking a pay cut at all - which is how CEO's / COO's roll. Everyone else gets the ax 1st instead of everyone dropping down & taking less pay.
  • 5 0
 This is not good news. They have some incredible talent, especially at the jr levels. Gracey is a word cup champion, Carter is a World Cup champion, Emily is starting to show some real promise and now Emmy has come through as the EWS champ. As a bit of a Norco fanatic (we have 11 Norco’s right now) it’s been awesome seeing these amazing results, and even better when 3 out of the 4 are local kids. I really hope they change something here, you don’t recruit and develop such amazing talent just to have them go elsewhere. If I were a top rider, and they decided to rejoin in a year or two, I’d think twice before signing with them. Hoping this is an October fools joke
  • 7 1
 I am a dealer in Ontario. I can tell you that the feel with them is .....massively broke. The supply chain destroyed them for 2 seasons and a bit.
  • 4 0
 Disappointing to hear. But they had a hard time during the pandemic. There is 5 norco dealers within half hour of me. I was looking for a norco optic c3 over a year ago. And not one shop could tell me when or if they would even get one. I have since visited 3 of those shops since then and they said they never got any. I love norco bikes but I needed a new one so I had to go with a different brand.
  • 5 0
 If devinci could get an xc bike ready in time, this would be a huge steal for them to get back into things with dh racing team.
  • 7 0
 Man I hope Sam gets an sponsor!!
  • 1 0
 I'm sure he will be fine, he had a 8 at MSA this year and was in top 60 for all but Leogang this year. I would be very surprised if a team doesn't pick him up.
  • 3 1
 @VPS13: out of all riders i saw at Leogang sam blenkinsop had so much of style....the crowd went bonkers when he did a super long manual. i guess the cameras don't pick everything, but I put up a story of that sequence and sam reposted it
  • 6 0
 Time for a second Pinkbike Racing Team! Ben can manage another I imagine haha
  • 12 4
 Lame ass excuses Norco
  • 6 0
 I just came here for all the uninformed, bad-faith, bad takes. It's a bukkake of synaptic diarrhea. Good job lads.
  • 2 0
 Just here for the bukkake of synaptic diarrhea tbh hahah
  • 12 5
 So much bullshit.
  • 10 5
 This is going to be more common as we go into the great reset. Thank you Elites.
  • 2 0
 I imagine its a combination of the racing doesn't sell bikes like it used to, influencers do sell bikes, and a lot of brands could not deliver enough product and their sales suffered as such. The single biggest marketing expense for a lot of these companies is their race team, and marketing always gets the ax first.
  • 2 0
 Great stable of bikes - optic, sight and range - all really desirable but near impossible to get hold of. Impossible to see inside the business but hopefully they get decent management in place/working hard to get back on a stable footing. Imagine their design team would be in demand…..
  • 5 0
 Trek should pickup Gibson
  • 1 0
 Some team yeah. I'd think she's a podium threat for the next few years.
  • 7 0
 This 100%. I danced around getting a 120 marathon bike for two years. Even though I'm light , I know I'll lose self control and break a true xc bike like an epic evo. Hei heis are impossible to find. The Revolver 120 looked to fit the bill, but is like 6lb which is absurd for an xc bike and the same as my trail bike. Then I saw Gibson straight kill the short track at snowshoe and thought if a lighter female rider (bike weight larger percentage of total weight) can win a short track on it, then it's probably good enough for me...he sponsorship and performance is absolutely the reason I purchased a revolver frame. Hope she finds a new team and continues her fruitful career.
  • 2 1
 I totally support their business moves. Restructuring comes from higher cost to operate everything. And like one other said above when you hear Norco the last thing think about it's cross country racing. Paying the athletes is one small bit of an enormous transportation and operational cost of two teams. I commend them on helping their athletes find other spots with other teams!
  • 5 1
 Norco needs to restructure from the inside. That is what should be priority #1
  • 5 0
 Kona, this is your sign to bring the Operator back!
  • 14 2
 I think Kona is more just trying to decide if they want to continue making bikes or just be the folks who bring some canopies, surf flags and people to hand out beer at bike events.... Hasn't felt like bikes matter really anymore over there at Kona.... Kinda a bummer.
  • 1 0
 @TheBearDen: that seems to have been the vibe since they lost one of their key players to sram. All they bikes seem to be a bit meh now.
  • 4 1
 Say what you wish, but this is just sad news. Hopefully we will be able to see both Norco and their athletes/employees get through this.
  • 1 0
 They know there's a major shitstorm coming in the financial world and they don't want they're asses and all they're people hanging in wind after the storm they'll still be in business others wont be, its coming be ready for the pain
  • 2 0
 This has more to do with their individual business practices. Every company's story cannot be an economic canary in a coal mine. I hope everyone gets a ride. Gracey to Atherton and Blenki to Pivot would be very cool.
  • 1 0
 I get it. I'm sure the money is a factor and the recession right now. However, also just the logistics of running teams in the new restrictive COVID regulations. The pandemic made it extremely difficult to travel internationally with all the different COVID regulations for each country. If one of team support staff tests positive and can't travel to the race, it creates a big problem.
  • 2 0
 This is sad. They design/engineer great bikes and built a great Canadian team. For my local dealers they basically went dark for a couple of years. Hope they keep their heads above water and sort the management side.
  • 2 0
 I have 3 norco's in my house (Sight 29er, Rampage Team and 24") and racie teams made zero impact on my purchasing decision. Actually not a single bike in my house (10) has been bought based on race teams or race results.
  • 19 19
 Who puts text like "which makes this announcement even more heartbreaking" in their own press release? This is so lame.
Also, advocating "with our industry partners and colleagues to help secure support"? C'mon man, this is a business, not a food pantry.
  • 3 9
flag shredddr (Oct 1, 2022 at 5:10) (Below Threshold)
 They’re trying to land athletes where Norco wants them to be - not necessarily best interests of the athletes.
  • 11 1
 Oh, right, because companies aren't just groups of people who bleed red too
  • 5 2
 Wonder if the increase in fees for riders/teams by the UCI has anything to do with it.
  • 2 0
 You mean ESO fees! Do we even know how or even if these fees will increase?
  • 2 2
 I've had two local dealers in the Southern US say something along the lines of "we try to carry their bikes but they don't really care about us down here."

One of those was pre pandemic. Basically they're a PITA on the dealer side. In my hometown, Norco has been passed around to at least three shops in 6 years.
  • 12 2
 Most shops suck to be fair. You’d be abhorred to see what they do on the business side. Usually just a biker who doesn’t understand money at all. Late payments, cancelled orders etc.
  • 4 0
 One way to say ´we want redbull to broadcast'
  • 3 2
 At some point as a brand or range of products you will reach your top prices, then you start to cut the costs to minimum to keep your top managers jobs. This world is so fked up.
  • 1 0
 theyre just leaning back and watching the first installment of the discovery shitshow that is the next season…with tge fukkd up planning and communication from mr ball i cant blame them
  • 4 4
 I sure hope Norco continues to honour any contracts that they have going during this restructure.

"could be looking for teams next year. " Well if they want to continue in the sport and their dreams i suppose YES they will be looking for teams. Imagine basically being let go. You don't just get to retire you will have to stumble to find something.
This is just sickening.


If anyone wants a deal or a Norco sight we will be selling a 2021 Norco sight C2.
  • 4 3
 Pretty much every single comment in here is rubbish lol... Norco clearly struggled for buying power and missed several markets this year... Saving coin to up production and get some capital is clearly their direction.
  • 6 2
 No not every single comment. Some of us know more than we let on or want to let out. This is a management issue that starts from the top that caused this. The pandemic just exposed how bad it's been. That's it that's all.
  • 2 0
 What a shame. Gwendalyn Gibson had a breakthrough year and her win at Snowshoe was great for the brand. Hopefully she and others will find other teams to go to.
  • 2 2
 This also pinged my BS meter: "confidently navigate the industry’s pandemic recovery"

~3 months ago (July 2022) I spoke with a lower mainland bike shop (Greater Van) who requested Norco ship them 44 bikes, and they received 4. This is a HUGE missed opportunity to get bikes onto local mountains.

I tried to steer a family member into a Sight, but they're too hard to find. And they ended up with a Transition instead - now they are being marketed when he rides.
  • 6 3
 We should make our own team. Sponsored with go fund me monies
  • 3 1
 Who’s “we” ?
  • 33 0
 @nateb: after Pinkbike Racing, prepare for Pinkbike Comment Section Racing
  • 5 1
 @Upduro: the bike is a broken session
  • 6 0
 @Upduro: The only team that pumps hot air into their tyres.
  • 3 1
 @Upduro: team "hot air" or Team "no idea" If its based on the comment section Theyll have no idea what to do but full of hot air and for relevance sake, They'd suck.
  • 1 1
 Blenky is the perfect guy to represent Norco…I don’t understand why they decided to cancel their racing programs. They have great bikes but I never found one available and delivery dates were unknown…
  • 1 2
 Norco is owned by the Canadian distributor Live To Play Sports, which also own Axiom bike parts, so they shouldnt be that small. I know Canadian dealers had a hard time getting bikes in 2021 as the states seemed to scoop them all up. But had ok amount this year. I dont recall any Norcos at any shops. Ive been watching their site and lots of bikes not updated. A guy i ride with waited over a year for an aluminum fatbike from them.
  • 6 1
 Live to pray it is in stock.
  • 9 7
 Recovery from the world's governments response to the "pandemic" more like.
  • 2 3
 And sale to PON or other VC group announced in 3,2,1. Get it off the books, make the new buyer happy then new owners can take credit for bringing it back. Never owned one but will be sad to see another Canadian company sell out.
  • 7 0
 I might be wrong but at least up until recently Norco was about the only Canadian bike brand that has never had to sell itself, and is still owned by the founder's family. This is indeed sad news but there's a reason they've survived this long.
  • 1 0
 I wonder how much the lack of any information or plan for next year's World Cup will have played into this decision not to commit financially?
  • 2 0
 The WC could be dead as an advertising tool now you have to spend a tenner a month to see it.
  • 4 0
 Pretty bad optics...
  • 1 0
 That is sad new I was rooting for Carter Woods all season. I was riding for Norco in the 90's and it was really cool to see their continued support for XC in Canada.
  • 2 0
 "confidently navigate the industry’s pandemic recovery"

You mean "layoffs"?
  • 1 0
 Luv Norco, but they gotta pay for that big Rebrand somehow.. rebrands are either a case of too much cash to burn, or deep mistakes. Always. Neither is good.
  • 3 1
 Tell me more about the industries pandemic recovery.
  • 3 0
 Pinkbike xc team?
  • 2 0
 The first of many I fear.
  • 2 0
 I’ve never heard a layoff phrased this way. Bummed for the riders
  • 1 0
 Just sad not to see a works team not in the pits. Hopefully the riders and wrenches get a regular gig.
  • 3 5
 Their arrogance at the crankworx booth the last 7 or so years was enlightening enough. This past year was the worst. Maybe it's time to purge the current batch of arrogant pricks and start with a group that wants your business.
  • 2 0
 I chose to blame this directly on the Discovery takeover!
  • 1 0
 Good riddance. Fewer riders to support means maybe I'll get that warranty frame they've owed me for the past 15 months?
  • 6 5
 What a "DISCOVERY"!... Shoud be WARNERd?... for what´s upcomming?...
  • 4 3
 Live to pray it is in stock.......
  • 1 0
 The race teams are high viz, damn, heavy. Jill K part of this massacre?
  • 2 0
 Gracey to Trek.
  • 1 0
 to Pivot with Jenna would be amazing!
  • 1 1
 I think this withdrawal, is also related to the changes being introduced in DH and XC such as the 20k entry fee
  • 6 6
 Norco's 'batteries not included' policy was/is a big fail in the ever expanding emtb market.
  • 2 2
 Norco L. They made a freaking fortune during the pandemic. Feel bad for the people riding for them.
  • 1 0
 Recession or worse inbound
  • 2 0
 Boom 2 Bust
  • 1 0
 What does that mean for Jill Kintner???
  • 1 1
 Does this mean Emmy Lan and Hemstreet are on differnat teams?
  • 1 0
 Yup, Emmy on Enduro Norco Factory and Gracey DH Norco Factory.
  • 2 3
 Whenever I see bike industry + recession over pandemic I literally want to throw up. Shame on you Norco!
  • 2 2
 Probably a sign that Norco is gonna go under Frown
  • 2 3
 I for one welcome the ‘Great Reset’ of the bicycling industry… yewwwwwwww
  • 2 2
 Glad I got rid of my norco last month.
  • 2 1
 ...
  • 1 0
 Long live core culture
  • 1 2
 Good.
  • 1 3
 make cheaper better bikes.
  • 3 5
 So someone took the money and run. Pause.
  • 2 5
 Norco is getting bought out...............step #1
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