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Fortune
Fortune
Catherina Gioino

Trek spent over $300,000 closing women’s cycling’s prize-money gap. Its CEO says the point is to make the checks obsolete

Trek John Burke Elizabeth Deignan Lizzie Deignan Alex Broadway Chad Brown Fortune
(Credit: Alex Broadway/Getty Images)

When Trek CEO John Burke talks about women’s cycling, he frames the company’s investment less as a marketing campaign and more of a question of corporate purpose.

“One of the things we do with the bike company is we try and make a difference in the world,” he told Fortune.

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