Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

In episode 425 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Eric Bjorling, director of brand marketing and public relations at Trek Bicycle, a global leader in the design and manufacturing of bicycles and related products. Listen in as Bjorling discusses the genesis of Trek Bicycle's new bike trade-in and refurbishment program, Red Barn Refresh (0:52) and how the initiative fits into the company's sustainability efforts (2:52). He shares how the new program is meeting the needs of consumers (5:50), the significance of the Red Barn Refresh name (7:32), and the refurbishment process for used Trek bikes to be resold as pre-loved (10:00).

Furthermore, Bjorling discusses the program's standards for bike inspection upon intake (12:02), how consumers can shop pre-loved bikes in the Red Barn Refresh program (14:05), and learnings from Trek Bicycle's second sustainability report (15:35). Lastly, he shares how the business is holding itself accountable to its company-wide sustainability goals (19:20), and how Trek Bicycle customers are engaging with and supporting the brand's sustainability efforts (20:52).

Eric Bjorling has served in a variety of roles since joining Trek Bicycle 18 years ago, developing the positioning for Trek’s recreational, fitness, racing and kids’ product lines, including bikes, helmets, and other gear and apparel. He has overseen the launch of some of Trek’s most successful products and campaigns across North America.

In addition to leading Trek’s marketing, creative, content, and PR teams, Bjorling led the team that wrote the book — quite literally — on Trek’s culture. During his time as brand director, Trek has been recognized as one of Time Magazine’s 100 Most Influential Companies and Fast Company’s Brands That Matter. Bjorling is an active member of the cycling community and is the co-host of Trek’s Better with Bikes podcast.

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