The CEO of Trek Bicycle reads 52 books a year, hates smartphones, and thinks Milton Friedman was wrong
- Posted on May 6, 2026
- By Fortune
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- 1 min read
The CEO of Trek Bicycle reads 52 books a year, hates smartphones, and thinks Milton Friedman was wrong
The bicycle company president talked to Fortune about a brutal post-boom market, why generational labels are overblown, and his obsession with reading.