Every August, Trek invites their dealers and select members of the cycling media to Trek World in Wisconsin, a week-long unveiling of upcoming bicycle models and Bontrager parts and accessories. Invitees are treated to demo rides, training seminars and an up-close look at the latest and greatest from America's premier bicycle manufacturer.

For the 2011 model year, Trek has expanded their Bontrager brand significantly, adding new product lines and updating existing products with new features, graphics and options. A great example of this expansion can be seen in the 2011 Speed Concept TT bike (above) which was decked out in all things tri: Bontrager aero bars, wheels, water bottles & cages, accessory containers and a top tube-mounted nutrition holder. Here are some more highlights from Bontrager...

Bontrager has expanded their wheel line for 2011. Along with updated aluminum offerings, Bontrager has worked with wheel manufacturer Hed to create some lighter carbon fiber models than in years past. Still made in America,  Bontrager produces their own carbon rims, which are then sent over the border (to Minnesota) Hed then affixes a carbon fiber "nose cone" to create a lightweight and aerodynamic package. Chris Clinton, Bontrager's Hard Goods Brand Manager, said that the Bontrager-Hed relationship affords consumers the "strongest tubular wheel on the market." Clinton went on to add that the wheels have "no rider weight limit."

What good are wheels without some rubber to go along with them? Bontrager had an impressive lineup of tires on display in a variety of weights, treads and new colorways.

Bontrager has invested heavily in developing higher-performance road components, such as the new XXX Lite carbon stem. Along with some simple yet striking graphics, the 120g stem features angled clamp bolts to reduce unnecessary pressure on carbon bars, thus preventing potential damage.

The Anatomic-C aluminum bar features some radical curvature. The top portion is swept back and the drops have a dramatic bend that (what Bontrager claims) yields one of the most ergonomic bars ever created. The Anatomic-C will come standard on select Trek models, including certain versions of the Cronus road and cyclocross bikes, part of Trek's 2011 Gary Fisher collection.

If there's one big category that Trek has missed the boat on year after year, it's helmets. Starting in 2011, the only Trek branded helmet you can buy will be an entry-level kids model. Bontrager has taken over the reins and is jumping into the helmet market in a big way with six different models.

Jersey, shorts, bibs and socks have all been revised for 2011 and feature new materials and graphics. The women's line was significantly expanded to include more "gender neutral" prints, and a new line of commuter products was also on display, including shorts, knickers, and merino wool polos. Bontrager's line of winter apparel has also been completely revised for 2011.

Bontrager's line of inForm products continues to expand. Many dealer reps lined up to have their sit bones measured and to receive information on properly sizing customers for saddles. 

New to the inForm segment of Bontrager were several new glove models. The inForm gloves feature strategically-placed memory foam to alleviate ulnar nerve pressure, as well as a more tailored fit than previous models. Pre-existing glove models received updated color details.

The most talked-about product from Bontrager's line of soft goods was the all-new XXX Lite Road shoe. The standard version will feature two velcro straps and a buckle closure system, while a limited edition version will be offered with three velcro straps and no buckle to create the lightest shoe in Bontrager's line. The three-strap version weighs 199g a pair without cleats in a Euro size 42, and will be available in the "oh so awesome" bright red color.

Bontrager's Soft Goods brand manager, Tom Kuefler, poses with the entire road shoe lineup. Kuefler told RBA that the Bontrager line of footwear is "really picking up tremendous momentum and the XXX Lite Road shoes really give us an important brand vehicle to let people know that Bontrager is high-performance footwear on par with established players in the market... And at $299, [the XXX Lite Road shoe will] blow them away from a value standpoint."

For more Bonti info, head to Bontrager.

One of the highlights of Trek World is the annual keynote address given to dealer reps by company president, John Burke. Burke opened his speech with what he called "the most important topic" of the event: the improvement of cycling safety and accessibility across the United States. He encouraged all in attendance to sign a petition from 'People for Bikes,' which will be submitted to the U.S. Department of Transportation, in hopes of getting a greater percentage of the U.S. transportation budget allocated to cycling causes. This includes such issues as adding and improving bike lanes in major cities, providing training courses on bicycle law and safety for police officers and city workers, and potential tax benefits for bicycle commuters.

Log on to www.peopleforbikes.org to sign the petition and make your voice heard.

Wisconsin's capital city of Madison is a hotbed of cycling culture, with wide bike lanes, friendly motorists and a vast array of bikes in all shapes, sizes and colors. Stay tuned for more coverage of Trek World 2011, including a glimpse into the Trek factory in Waterloo, some samplings of Wisconsin flavor, and Trek's new lineup of road bikes (none of which come standard with pink wheels, unfortunately).