In 1891 the company relocated to Fitchburg, Massachusetts, and changed its name to Iver Johnson’s Arms & Cycle Works, to reflect the company’s diversification into the bicycle industry in addition to its firearms manufacturing. Upon the death of Iver Johnson in 1895, the business was taken over by his three sons. They continued the diversification begun by their father, eventually progressing from bicycles to motorcycles. Eventually, though, the company shed the non-firearms segments to focus on what today’s Wall Street gurus and MBAs would call its “core business.” The “Cycle Works” reference was dropped from the company name when that segment of its operations was spun off.