Tu’s legacy reshapes cycling, particularly empowering women in the sport
Bonnie Tu, widely recognized as the most influential woman in cycling, has retired from her position as Chairperson of Giant Group, concluding more than three decades of transformative leadership in the industry. As the parent company of Giant, Liv, Momentum, and Cadex, Giant Group is the world’s largest bicycle manufacturer, producing bikes for a range of well-known brands.
At the helm of Giant Group, Tu’s tenure was marked by groundbreaking innovations and a focus on female empowerment within the cycling community. Now in her seventies, Tu steps down after a career defined by pioneering accomplishments, though she will remain active as a board member, offering her expertise to the organization.
Effective January 1, 2025, CEO Young Liu will succeed Tu as Chairman, while Chief Branding Officer Phoebe Liu steps into the role of CEO, ushering in a new leadership era for the global cycling giant.
Tu’s tenure is credited with significantly shaping the company’s growth trajectory. In her role as Chief Financial Officer, she led Giant’s Initial Public Offering (IPO) in 1994, a pivotal moment that provided financial stability and resources for the company’s future. As Chairperson, Tu oversaw the company’s digital transformation and global expansion, including the establishment of manufacturing facilities in Hungary and Vietnam. These moves enhanced supply chain resilience and mitigated trade barrier risks.
Under Tu’s leadership, Giant Group experienced unprecedented success, with revenues reaching a record NT$92 billion (USD $2.8 billion) in 2022.
A defining achievement of Tu’s legacy is the creation of Liv in 2008—the world’s first truly women’s-specific cycling brand. Born out of her frustration at finding ill-fitting gear during her training for the 2007 Tour of Taiwan, Liv aimed not only to produce products tailored for women but also to reshape the narrative surrounding women in cycling.
Liv has become synonymous with empowering female riders, designing bikes, gear, and apparel that cater specifically to women. The brand stands out for its commitment to involving women at every stage of the design and engineering process. Liv’s influence has grown beyond product offerings to build a global community of women cyclists, inspiring participation at all levels of the sport.
The brand has also played a key role in the success of some of the sport’s most renowned female athletes, including Marianne Vos, Pauline Ferrand-Prévot, and Anna van der Breggen. Liv sponsors the women’s WorldTour team, Liv AlUla Jayco, and has been a proud partner of the Tour de France Femmes avec Zwift since its inception, sponsoring the Best Young Rider classification.
In a tribute on social media, Liv expressed: “Her unwavering passion transformed the cycling industry and empowered countless women to chase their dreams. Bonnie didn’t just lead a company—she inspired a global movement.”
Incoming Chairman Young Liu, who has been with Giant Group since 1990, is credited with transforming the company into China’s leading bicycle brand. Under Liu’s leadership as CEO, Giant has driven global sales and bolstered sustainability efforts, including the launch of the Bicycling Alliance for Sustainability (BAS).
Phoebe Liu, the newly appointed CEO, brings 20 years of experience within Giant Group, having served in various senior roles. Known for her expertise in global operations and branding, Phoebe is expected to lead the company with a focus on collaboration and innovation.
Reflecting on her retirement, Bonnie Tu expressed confidence in the future of Giant Group under the new leadership: “It is my sincere hope that the new management team will bring fresh perspectives and renewed energy to the company. I have complete confidence in the newly appointed leadership team to steer Giant Group towards a prosperous future.”
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