Mountain Bike Legend Hans Rey Announces Santa Cruz and Bosch as New Sponsors

Mountain bike icon Hans Rey has officially ended his monumental 38-year sponsorship with GT Bicycles, announcing new partnerships with Santa Cruz Bicycles and Bosch. Rey, a pioneer in trials and freeride, will now be riding Bosch-powered Santa Cruz e-bikes, marking a significant shift for the athlete synonymous with the GT brand for nearly four decades. This move signals a new chapter for the 57-year-old, embracing the burgeoning e-MTB segment with two industry heavyweights.

This departure from GT is more than a simple sponsor change; it represents the end of one of cycling's longest and most recognizable athlete-brand relationships. Rey's career has paralleled GT's rise, his image intertwined with their bikes through countless expeditions and groundbreaking videos. His transition to e-bikes with Santa Cruz and Bosch not only reflects his personal evolution but also the wider industry trend towards electrification, demonstrating that even legends are adapting to new technologies and market demands.

While the move to e-bikes might raise an eyebrow for some purists, Rey's enduring influence and knack for storytelling will undoubtedly bring significant visibility to his new partners. After 38 years, a change of scenery was perhaps overdue, proving that even the most steadfast alliances eventually find new paths.