Trek Bicycle Corporation faced a mountain of demand for its bikes and accessories, but data practices and processes that were stuck in first gear. To make the shift, the Wisconsin-based bike peddler took on a master data management program chained together with efficiency, uniformity and a team approach.

Exposure from its cycles driven by winning teams at high-profile races such as the Tour de France turned Trek into a globally recognized and in-demand source for bikes, frames and riding gear in a few quick years following about 25 years as more of a niche cycling player. Sales had more than doubled in just over a decade, surpassing $800 million in 2010, and the bike seller had also taken over other specialized industry players. But where its business interest was now leading the pack in U.S.-based sales, the product, sales and marketing data behind bikes wasn’t keeping pace.

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