Giant Group USA Relocates Headquarters to Boulder to Strengthen Cycling Industry Presence

Giant Group USA has announced that it will relocate its U.S. headquarters from Newbury Park, California, to Boulder, Colorado. This marks a major strategic shift. It is designed to place the company at the heart of one of the world’s most influential cycling and outdoor performance communities. The move will begin in early 2026. Moreover, The full transition is expected to be completed by late summer or early fall.

A Strategic Move Into the Center of U.S. Cycling Culture

According to the company, Giant Group is close to finalizing a new headquarters location near downtown Boulder. This positioning would give the brand direct access to the region’s vibrant outdoor ecosystem and thriving cycling culture. Furthermore, it offers an extensive network of industry partners. Boulder’s reputation as a hub for elite endurance athletes, outdoor brands, and innovation-focused businesses makes it an ideal environment for Giant’s next phase of U.S. growth.

“Boulder offers a unique combination of community, terrain and industry partnership opportunities that align perfectly with Giant’s mission and business vision,” said Chris Lai, Operations General Manager for Giant USA. He noted that the region’s infrastructure and culture provide the kind of high-performance environment where Giant’s teams and partners can thrive.

Boulder’s Infrastructure and Community Support Growth

With its expansive trail systems, year-round riding opportunities and active cycling community, Boulder gives Giant an ideal testing ground for new products and technologies. The city’s mix of road, gravel and mountain terrain also offers opportunities for Giant’s product development teams to work directly with athletes, dealers and consumers in real-world scenarios.

The company emphasized that Boulder’s industry ecosystem is home to numerous gear manufacturers, innovative startups, and performance athletes. This creates natural alignment with Giant’s long-term strategy. Additionally, the region’s strong outdoor culture supports Giant’s goals of deepening community engagement and expanding product innovation across all segments of cycling.

Energizing Teams and Refining the U.S. Business Strategy

“This relocation positions Giant to realign our business planning and energize our team. It will enable us to better serve our retailers, athletes, and riders,” said Angelo Mascelli, Business General Manager for Giant USA. He added that the move reflects Giant’s commitment to advancing the next generation of product innovations. It also aims to elevate brand experiences for consumers nationwide.

By relocating to Boulder, Giant aims to streamline collaboration across operations, marketing, athlete relations, and product teams. The company believes that the move will enhance internal efficiency and boost creativity. Additionally, it will allow teams to work more closely with key partners in the cycling community.

Reinforcing Giant Group’s Global Leadership

Giant Group, based in Taiwan, is the world’s largest bicycle manufacturer. It oversees a portfolio that includes Giant, Liv, Momentum, and Cadex. Known for its extensive global reach and advanced manufacturing, as well as industry-leading performance technologies, the company continues to expand its influence across markets and disciplines.

The relocation of its U.S. headquarters signals Giant’s commitment to strengthening its presence in North America. It aims at meeting the needs of riders, retailers, and athletes with increased focus and agility. By embedding itself in one of the most active cycling regions in the U.S., Giant aims to accelerate development, enhance customer service, and reinforce its leadership position in the industry.