In June of 2025, the MTB world was shocked to hear that after 38 years, GT Bicycles and Hans Rey were parting ways. After almost a year of, as Rey puts it, “figuring out my future,” the legend announced a couple of new sponsors.
If there’s a Mount Rushmore of mountain biking, Hans “No Way” Rey is on it. Today, the trials pioneer and adventure mountain bike OG shared some exciting news: he’s now officially teaming up with Santa Cruz Bicycles and Bosch eBike Systems.
For a guy who has spent decades as the face of global mountain bike expansion, seeing Hans transition to the California-born prestige of Santa Cruz feels like a pretty solid pairing. Considering that PON Holdings owns both GT Bicycles and Santa Cruz, the move to Santa Cruz seems like the right choice for the MTB legend.
Carmen Rey
“After what happened last year, I took my time to figure out my future. I am super stoked to announce that I will be an ambassador for Bosch Ebike Systems and Santa Cruz Bicycles. I am totally aligned with these brands and what they stand for. I always thought that Santa Cruz had many similarities to GT, and Bosch is innovative and invested in protecting Class 1 e-bikes. I have exciting projects and events planned for this year, including another urban adventure film.”
– Hans Rey
Aligned Values
While Hans had been on the GT team longer than I’ve been riding bikes (or alive), the move to Santa Cruz puts him on the same roster as fellow trials wizard, Danny MacAskill. But with Rey’s recent open letter to the bike industry about the polarizing nature of eMTBs, this partnership highlights the shared values of Santa Cruz frames and Bosch’s eBike Systems in keeping a clear distinction between eMTBs and the curse of e-motos on our trail systems.
“Today, the term “e-bike” is used to describe everything from a lightweight pedal-assist mountain bike to electric mopeds and full-blown electric motorcycles,” says Rey in the open letter. “That lack of precision creates confusion—and conflict—with land managers, other trail users, parents, and lawmakers.”
With Santa Cruz recently leaning into the Bosch ecosystem, Hans is the perfect “Key Opinion Leader” to showcase what these efficient, high-reliability mid-drive motors can do in technical terrain. Considering Hans was an early eMTB adopter before it was “cool,” his endorsement carries significant weight for the pedal-assist skeptics still lingering in the comments.
Hans Rey is also backed by SR Suntour suspension, SQ Lab saddles, cockpit and gloves, Crankbrothers pedals, dropper posts, pumps, Deuter backpacks and bags, Shimano drivetrain and brakes, Fix Mfg multi-tools, Troy Lee Designs clothing, helmets and protection, Reserve wheels for 2026 and beyond.
More Than Just The Bike
What’s refreshing about this announcement is that it isn’t just about the bike. Hans is doubling down on his contributions to the culture. He confirmed that he will continue his incredible work with the Wheels 4 Life charity, which provides bikes to people in developing countries, and that he remains a fixture on the Mountain Bike Hall of Fame committee.
We can also expect more of his signature Urban Adventure films. If you’ve never seen Hans navigate the concrete jungles of the world’s biggest cities with the same grace he uses on Alpine singletrack, you’re missing out on a masterclass of bike handling.
Perhaps the most interesting tidbit in the release is the continued development of his SKILLS Parcours & Events. This is a discipline specifically designed to test bike handling for both eMTB and traditional MTB riders. With several “parcours” areas planned for Europe and the USA this year, Hans is clearly focused on making us all better riders, not just faster ones.
We’re stoked to see Hans backed by such a strong list of brands, and we can’t wait to see what 2026 has in store for the absolute legend of the sport. Personally, I don’t think I’d be where I am today if it weren’t for the 2004 “No Way” Documentary being on repeat during middle school.