The American bike company Trek has discontinued the Gary Fisher brand, effective immediately, saying it was no longer profitable. It was part of the high-end segment, which Trek said is too small to compensate for the costs involved. Retailers have been calling for more Trek 29-inch and Dual Sports models. There will now be a Gary Fisher Collection under the Trek brand, available at Trek dealers. Gary Fisher is also now spokesman for the whole company, not just for that brand.