The countdown is on for BikeBiz Awards 2025 submission, with only 48 hours left to make nominations: The closing deadline – midnight on Friday, 4 July.

How to enter and nominate

1. Members of the cycling trade and cycling community can complete an online entry form to put themselves in the running for award(s).
2. Individuals can also nominate their favourite retailers, brands or individuals in any relevant categories.

*winner decided by judging panel
**winner decided by voting, open to the whole cycle industry
***winner decided by the BikeBiz team

Awards

Forestry England has teamed up with Whyte Bikes to host the first FOD Women’s Takeover Day, a full-day event dedicated to celebrating women who love life on the trails. 

Taking place on Saturday, 21 June at the Forest of Dean Cycle Centre, the event aims to create a welcoming, supportive, and empowering atmosphere for riders of all skill levels.

Designed to break down barriers and build a strong, inclusive community, the FOD Women’s Takeover Day offers a unique opportunity for women to build confidence on the trails, learn new skills, and connect with like-minded riders. The day is packed with a range of activities for all abilities.

Highlights of the programme include:

• Social rides: Led by experienced riders on the forest’s famous trails, with separate groups for families, beginners and advanced riders.
• Discounted coaching: Sessions designed to help you master techniques and improve confidence.
• Half price uplifts: To get you to the top of the hill quickly, to session trails over again.
• Demo bikes: An opportunity to test the latest models from Whyte Bikes in a real-world trail environment.
• Women’s dig: Join the Dean Trail Volunteers to learn trail-building skills in a supportive social space.
• Timed runs: Get some racing experience just for fun, challenge yourself or race against your friends.

Alongside this event, Forestry England is working with the University of Bristol on their Fostering Inclusive Action Sports (FIAS) project, designed to tackle gender inequality in mountain biking to help foster a more inclusive future for mountain biking culture.

Our goal with the FOD Women’s Takeover Day is to create a space where women feel seen, supported, and stoked to embrace cycling. Whether you’re a complete beginner just starting out, or an experienced rider looking to connect with a like-minded community, this day is for you. It’s about sharing a passion for the outdoors and building a network of confident female riders here in the beautiful Forest of Dean – Dan Weston, Recreation Manager for Forestry England at the Forest of Dean Cycle Centre

Most of the day is either free to attend or heavily discounted. Forestry England believes the trails should be for everyone — all ages, all abilities, all bodies, all backgrounds. 

Visit the website for full event details and programme.

2025 marks a major milestone for Santini Cycling as the brand celebrates its 60th anniversary.

To mark the occasion, Santini is hosting a free two-day festival open to the public in the spacious park surrounding its headquarters in Bergamo — featuring group rides, live music, talks with cycling legends, and wellness-focused activities.

The event includes a temporary exhibition on the brand’s history, as well as two dedicated art galleries featuring exclusive works by Luca Di Maggio and Simone Tribuiani. The celebration will also see the launch of a limited-edition collection inspired by the legendary teams that shaped Santini’s legacy.

This free event is open to the public and invites the city of Bergamo and cycling fans from all over to celebrate this important milestone together.

Over the weekend of June 20–21, Santini Park will become a space of joy and connection. A commemorative exhibition will also be open inside the Santini headquarters, tracing the brand’s remarkable journey. In addition, to further mark this special moment in the brand’s history, Santini will unveil a limited-edition anniversary collection.

Festival program

Friday 20th opening:

The celebrations officially kick off on Friday, June 20, at 6:00 PM with live music, a food area, and plenty of surprises throughout the evening. At 6:30 PM, riders will gather for the Gravel Ride by Night, organised in collaboration with Reverb. (Registrations are available via Reverb Bergamo’s social media channels.) A unique night ride through the countryside around Bergamo will depart at 7:00 PM.

Saturday 21st events:

The following day, Saturday, June 21, the program begins in the morning with a variety of activities focused on wellness and movement.

• At 9:00 AM, participants are invited to join a road ride, departing at 9:30 AM.
• Back at the Santini park, an outdoor yoga session will take place at 11:30 AM, followed by a healthy aperitivo & talk featuring Elena Casiraghi, sports nutrition expert and contributor to Buono a sapersi and Deejay Training Centre.

Registration for both the road ride and yoga session can be done via the Santini Store Bergamo social media channels or at the Santini website.

In the evening, the festival lights up again with live music, food trucks, and an engaging lineup of talks.

• At 6:00 PM, the session “The 10 Commandments of Bike Travel” will feature independent bikepackers Giulia Baroncini and Claudio Piani, who will share stories and tips from their cycling adventures.
• At 7:00 PM, the spotlight turns to six legendary names in cycling for a special panel: “The Professional Cyclist: Six Decades Compared.” Guests will include Gianni Motta, Gianbattista Baronchelli, Flavio Giupponi, Wladimir Belli, Joaquim “Purito” Rodriguez, and Simone Consonni.

Registration for rides and other activities

Whilst the festival is free and open to the public, some activities—such as the rides and wellness sessions—require registration, which can be completed via the official social media profiles of Reverb Bergamo (for the June 20 gravel ride) and the Santini Store Bergamo (for the June 21 road ride and yoga session).

Santini history

The company’s origins will be shared by none other than Mr Pietro Santini, who founded the business in 1965 and whose daughters, Monica and Paola, now lead the company, exporting Santini apparel to cyclists around the globe.

Nominations are now open for the BikeBiz Awards 2025, in association with Bikedesk.

This year, the awards will once again celebrate the best of the industry, hosting 17 categories across different sectors.

Award Categories

BikeBiz Awards 2025 Categories

Entries are Open

Members of the community are now invited to put themselves in the running for one of the prestigious awards using an online form. Individuals can also nominate their favourite retailers, brands or individuals in any relevant categories.

Nominations will close at midnight on Friday, 4 July 2025.

The BikeBiz team will then review each entry and nomination to ensure the necessary criteria are met before compiling a shortlist for each award.

Enter Here

All category information and award criteria can be found on the BikeBiz Awards website.

How it works 

Entries and nominations 

Members of the cycling trade community will be invited to put themselves in the running for one of our prestigious awards using an online form. Individuals can also nominate their favourite retailers, brands or individuals in any relevant categories.

Entries and nominations will be open from 2 June until midnight on 4 July.

The BikeBiz team will review every entry and nomination to ensure the necessary criteria are met to compile a shortlist for each award.

Voting

Voting will be carried out by our expert judging panel or by a wider vote open to the whole cycling industry, depending on the category (see below for the full list of awards and the voting procedure in each). Most awards will be decided by our judging panel, who offer years of combined experience in the cycling industry to select the winners.

Our judges come from a broad range of backgrounds in the industry. To make judging fair, judges will have to abstain from any award category that may relate to their organisation, to avoid any conflicts of interest – for example, retailer judges will not be permitted to vote in the retailer category of awards.

Judges will vote using an online form, selecting their preferred winner and offering up a reason for their selection. In other categories, voting will be open to the wider cycling trade through an online voting form.

Shortlists will be announced and voting will be open from Friday, 18 July, until midnight on Friday, 29 August. After the closure, the BikeBiz team will collate all the results.

For more information about sponsorship opportunities for the BikeBiz Awards 2025, in association with Bikedesk, contact Richard Setters – richard.setters@biz-media.co.uk

The BikeBiz Awards 2025, in association with Bikedesk, will once again be working with a panel of judges from across the cycling industry.

For this year’s awards, we are very proud to introduce our panel of 18 judges, who bring expertise from advocacy, retail, media, distribution, brands, and beyond.

For the 2025 BikeBiz Awards, voting will be carried out by our expert judging panel or by a wider vote open to the whole cycling industry, depending on the award category.

How it works 

Entries and nominations 

Members of the cycling trade community will be invited to put themselves in the running for one of our prestigious awards using an online form. Individuals can also nominate their favourite retailers, brands or individuals in any relevant categories.

Entries and nominations will be open from 4 June until midnight on 4 July.

Voting

Voting will be carried out by our expert judging panel or by a wider vote open to the whole cycling industry, depending on the category (see below for the full list of awards and the voting procedure in each). Most awards will be decided by our judging panel, who offer years of combined experience in the cycling industry to select the winners.

Our judges come from a broad range of backgrounds in the industry. To make judging fair, judges will have to abstain from any award category that may relate to their organisation, to avoid any conflicts of interest – for example, retailer judges will not be permitted to vote in the retailer category of awards.

Judges will vote using an online form, selecting their preferred winner and offering up a reason for their selection. In other categories, voting will be open to the wider cycling trade through an online voting form.

Shortlists will be announced and voting will be open from Friday, 18 July, until midnight on Friday, 29 August. After the closure, the BikeBiz team will collate all the results.

BikeBiz Awards Judges for 2025

Morten Larsen, International Client Manager, Bikedesk

Bikedesk is an EPOS and workshop system built specifically for bike shops. Morten is responsible for working with independent retailers across the UK and beyond, helping them move away from clunky tills and spreadsheets to something designed for how bike shops actually work.

His background is in sales, marketing and business development, and today he gets to combine that with a genuine interest in bikes and business.

Kalyani Verma, Supply Quality Engineer and Brompton Bicycles

Kalyani is an award-winning Mechanical Engineer with extensive experience in Quality Engineering and Manufacturing, gained from working with global consumer goods companies. With a strong foundation in product processing and analytical problem-solving, thriving in both team environments and independent roles – bringing precision, efficiency and my collaborative personality to every project.

Proud to be Bike Biz Woman of the Year, awarded for her dedication and contribution to the cycle industry. Founder and owner of KalyaniYoga, offering traditional South Indian practices with modern insights, making yoga accessible and engaging for all.

Phillip Lucas, UpShift Sports & Mobility Consulting

Phillip Lucas is an international growth strategist and business developer. He has hands-on experience in Europe and the U.S., where he has helped brands like ROTOR, Niner, Gates, and more, expand into 40+ global markets. Fluent in four languages and five disciplines — engineering, sales, marketing, operations, and management — he brings a cross-disciplinary 360° perspective to every project.

Through his consultancy, he supports sports and mobility brands in launches, expansion, market entry, and turnarounds, combining local insight with global strategy for lasting impact.

Emily Cherry, CEO, Bikeability Trust

Emily Cherry is the Chief Executive of the Bikeability Trust, whose mission is to get more people cycling, more safely and more often, through Bikeability training; a high-quality cycle training programme for children in schools, funded by the Department for Transport and delivered to nearly 6 million children to date.

Emily has spent over 25 years in the children’s sector, largely at the NSPCC, but also at the Children’s Society and Barnardo’s. She is also a strategic advisor to the United Nations Peace One Day campaign, Trustee of My Black Dog (peer-to-peer mental health charity)  and Trustee of Pro Level Vision.

Jonathan McBain, Managing Director, Pedal Power Scotland Ltd

Pedal Power Cycles have been established for over 40 years. Originally located in a small shop at the end of West Calder’s Main Street, they now command one of the biggest cycling retail floor spaces in Scotland with a massive store spread across three floors, in the centre of West Calder.

Run by ex-mountain biking champion Jonathan McBain, Pedal Power can advise on all aspects of cycling from your kid’s first bike right up to pro-level road and off-road bikes, accessories and clothing.

Wiesia Kuczaj, Managing Director, Fusion Media

Wiesia Kuczaj is the Managing Director of Fusion Media, a UK-based global PR and marketing agency specialising in cycling, active travel, and outdoor lifestyle brands. With over two decades of experience in the sports industry, Wiesia has worked across event management, athlete representation, and marketing. Since joining Fusion Media in 2011, she has played a pivotal role in driving its growth and shaping its purpose-driven ethos.

A passionate cyclist, Wiesia has raced in criterium, road, and track events and completed the Transcontinental Race in 2017. Formerly part of the MuleBar Girls – Sigma Sport team, she has long been an advocate for women’s cycling and continues to promote inclusivity and representation within cycling.

Jonathan Harrison, Director, Association of Cycle Traders (ACT)

Director of the Association of Cycle Traders (ACT) and Cytech, the internationally recognised training and accreditation scheme for cycle technicians. With 15 years’ experience in the sector, I’m committed to supporting the industry and championing the vital role of independent cycle retailers.

His central industry role enables him to assess entries fairly, insightfully, and with a clear understanding of what truly drives excellence in the cycling industry.

Nadine Thompson, Chief Commercial Officer, ZyroFisher

Nadine Thompson is an experienced Brand and Commercial leader with over 20 years of global experience, including roles at Procter & Gamble, Pentland Brands, and most recently, Chief Commercial Officer at ZyroFisher. She’s built strong partnerships with everyone from local independents to global retailers, always focused on creating win-win outcomes.

Known for setting up new teams and functions, she’s passionate about brand building, team development, and driving meaningful change. A lifelong lover of the outdoors and cycling, Nadine brings genuine enthusiasm and industry insight to her work, combining personal passion with professional purpose.

Ani Surabhi, Founder, CEO, Director of Innovation and Design, Quin

Ani Surabhi is a designer and entrepreneur known for innovation in safety and wearable tech. He holds Master’s degrees from the Royal College of Art and Imperial College London, with experience at Ferrari, Ford, and Imperial Racing Green. As Founder and CEO of Quin, Ani leads the development of wearable sensor technology that detects crashes and summons emergency help.

His work has earned accolades including the James Dyson Fellowship, D&AD, Wired, and a Bronze A’ Design Award. Ani’s designs blend aesthetics with impact, pushing boundaries in technology to save lives and redefine what wearable safety can be.

Claire Sharpe, MTB Guide/Coach/Tutor and Founder of All Terre Adventures and The Bristol Rally

Claire Sharpe is a strategic marketing consultant and cycling industry professional with nearly 15 years’ experience in brand strategy, storytelling, and community activation. She works with purpose driven brands to connect meaningfully with their audiences; combining real world insight with digital tools, analytics, and emerging technologies such as AI to focus effort where it has the greatest impact.

Alongside her consultancy work, Claire is a qualified Level 3 mountain bike guide, coach, and trains guides. She is the founder of All Terre Adventures, a platform for inclusive cycling events, education, and off-road exploration. Supported by Canyon, she is committed to increasing diversity in cycling and championing the people, stories, and innovations that shape the future of the sport.

Mark Sutton, Editor, Cycling Electric

Mark Sutton is the Editor of CyclingElectric.com and a former Editor with industry B2B titles.

He is an occasional contributor to BikeBiz.com and is regularly called upon to represent the e-bike industry in the UK.

Aneela McKenna, Founder of Mòr Diversity

Aneela McKenna is a respected mountain biker, advocate, and passionate trail enthusiast. Known for championing diversity, inclusion and equality in the outdoors, she has made a significant impact on the cycling community. Aneela has founded and supported several cycling non-profits dedicated to amplifying underrepresented voices while continuing to embrace the joy of riding, building connections, and pushing boundaries.

As a consultant, she advises various cycling and sport organisations across the UK and beyond on their inclusion practices. Additionally, she serves as a Mountain Bike Guide, Coach, and Tutor, empowering the next generation of leaders to foster a more inclusive culture in cycling.

Neil Cousins, Media and Sponsorship Manager, Silverfish UK

Neil Cousins has been in the cycling industry for 26 years and riding competitively for over 30. He rides Road and Gravel, but his heart lies with MTB.

He began on the shop floor, before moving into technical servicing with Cannondale, Specialized, and Cytech, then suspension tuning. He transitioned into marketing with Nick Larsen at Charge, growing into global roles at Cycling Sports Group. Post-COVID, he gained leadership experience before joining Silverfish, where he proudly works today. As I said in my BikeBiz interview, “If Silverfish were a person, I’d go down the pub with them.” I still stand by that.

Hannah Dobson, Managing Editor, Singletrack World

Hannah Dobson is currently Managing Editor of Singletrackworld.com, where she has worked since 2015. Before that, her background was in public sector policy and complex project management.

She likes bikes because they’re environmentally friendly and create friendly environments. She tries to write about these things in the hope that others might discover the joy of bikes, too. From July, she’s going to be channeling this belief in bikes and fun into a new role as Business Development Manager for Velosolutions UK.

Wayne Brown, CEO, SHIFT Active Media

Wayne has 30 years of experience in leading global marketing agencies, specialising in advertising, media, and technology. For the past eight years, Wayne has been MD, then CEO of SHIFT Active Media, the largest marketing agency dedicated to the cycling industry.

SHIFT is a full-service agency encompassing media, PR, content, and social media. It also created the Rider Research Hub, a cycling insight platform that underpins its data-driven strategy and consultancy services.

Lauren Jenkins, Editor, BikeBiz and MicromobilityBiz

Lauren has been the editor of BikeBiz and Micromobilitybiz since January 2025. Before that, she could be found wearing many hats in media and marketing. She has been working in the cycling industry for over a decade, falling in love with cycling whilst doing her journalism degree.

In her spare time, she can be found out on walks with her dog, enjoying live music, riding her bike and travelling when she can.

Ian Tierney, CEO, Wheels for All

Ian has worked in the private and third sectors over the last 30 years, creating innovative and sustainable approaches to cycling for people of all abilities. A keen cyclist and from a family enriched in a cycling culture.
Ian has worked with a variety of organisations, from Active Travel, public health, inclusion and social care, giving insight and guidance into inclusive cycling good practice.

As the CEO of Wheels for All, he supports the creation of inclusive cycling hubs from all regions of the country, bringing together local authorities, public health specialists and disability support services to create a hub of cycling activities shaped on the needs and choices of people living with disabilities.

Dave Harding, Store manager, Leisure lakes Frodsham

Dave has been involved in the cycle industry on and off since around 2004, starting, as many do, at Halfords, before moving on to various local bike shops where he honed my skills as a mechanic. He stepped away to study in Plymouth, and while bikes took a back seat during his student years, the passion never left. It reignited after a brief stint with Silverfish where he realised that his heart lay on the shop floor with the customer directly.

He returned to a tech sales role, but when the pandemic hit and things shifted, he reassessed everything. That’s when he joined Twelve50 and eventually stepped into the manager role. He was proud to lead the store through its transition into the Leisure Lakes group, gaining valuable insight into both independent and larger-scale stores.

For more information about sponsorship opportunities for the BikeBiz Awards 2025, in association with Bikedesk, contact Richard Setters – richard.setters@biz-media.co.uk

This piece first appeared in the April edition of BikeBiz magazine – not subscribed? Get a free subscription to BikeBiz.

By Rebecca Bland

Photos by Pete Scullion

This year, the annual Reframing MTB conference moved to Bristol, bringing together industry peers to tackle inclusivity and sustainability. We speak to organiser Dr Fiona Spotswood about the event and driving change within the cycling ecosystem.

For the last two years, members of the mountain biking industry and community have gathered in Sheffield to discuss, broadly, how we can develop the sport we love in a sustainable and inclusive way. This year, it relocated to Bristol, with the team of Ride Bristol co-hosting and providing another excellent conference filled with plentiful ideas and important conversations between different parts of the industry. 

We spoke to Dr Fiona Spotswood, Associate Professor in Marketing and Consumption at the University of Bristol, and part of the organisational team for this year’s Reframing MTB conference, about how the event went and what the rest of the industry can take away from it. 

One thing that really stood out about this year’s event – admittedly, the first one I have attended – was that it is such a vital part of the MTB calendar. There were over 100 people from different backgrounds, from trail builders, media, brands, land owners, and more, all gathered to tackle some tough conversations around the future of our sport. 

The event focused on three main themes that were discussed throughout the day: creating mountain bike environments that appeal to more people, working towards a stronger mountain bike sector and promoting sustainable mountain biking.

While they might seem quite vast topics, speakers were invited to present talks around these areas, and then attendees took part in workshop discussions.

“It’s a really difficult decision identifying the topics,” added Spotswood. “Because we knew that we couldn’t have endless speakers representing every issue and every topic that’s important to us as a community. But we did want speakers who could provoke some thoughts and pose some interesting questions.”

Within the workshop sections, attendees were divided into carefully selected groups and given a facilitator to keep discussions on track. It’s through the facilitator that notes were taken, and will help to compile part of the post-event report. 

From an organisational side, it was certainly a success. But how useful is having these sorts of conversations to the wider industry? And how can we take the learnings from these conferences and apply them to actually help to make a difference?

“When you go to reframing, it’s like it’s an opportunity to step outside the daily, institutional, economic dynamics that we all have to pay heed to,” continued Spotswood. “And you really get to grips with things that everybody’s thinking.”

“The first time I went to Reframing, I thought I was the only person in the world who cared about these different issues, and suddenly you’re there with like-minded people, and everybody’s come at it from a slightly different angle.”

From a strictly media and marketing perspective, it was particularly interesting to gauge public perception towards the general image portrayed across both. While tech and gnar and high-end bikes certainly serve a purpose, the fact is that most of us are more casual riders, and we don’t book trips to Morzine every weekend. And that is something that the media and brand marketing are currently missing out on, according to Spotswood.

“You can expand your customer base, whether you’re a brand, marketing in the media, or whether it’s editorial media. You can expand your customer base if you understand how to do that. It takes investment and it takes effort, but you can.

“And it’s also a matter of social justice. There are so many enormous benefits to mountain biking – I wrote recently that mountain biking is like the perfect antidote to modern life, because it’s not screen-based. It’s all about social cohesion, nature connectedness, physical activity and mental relief. 

“There are so many benefits to it, and yet we put these massive walls up around it, and we say, ‘Get off my land. Get off my patch. It’s only for these certain people who look a certain way, can talk a certain talk and understand these rules.” 

Whether you’ve felt marginalised or unwelcome in mountain biking or not, it’s hard to deny that, as someone on the outside of the industry looking in, it could be seen as off-putting to some societal groups. But, we can make a difference in this perception, as Spotswood explained. 

“Sport has this potential to drive social change. What we see in sport changes how society works. If we see women commentating on Premier League football, it changes how we see women in society. If we see sports brands taking responsibility for the carbon footprint or some kind of sustainability metric, then that drives how we as consumers think about sustainability in our sport.”

So, how does she suggest we, as an industry, begin this wave of change? By considering the sector as an “ecosystem.”

“If say, we as a brand, decide to do something different or progressive, we’re not going to change the world overnight,” she continued. “It’s slow progress. But by thinking about the mountain biking industry as an ecosystem, it gives you power, because you think ‘I can do a small thing, and it matters, because if I can do a small thing, everybody can do a small thing.’ 

“It works on the flip side as well. It’s lots of different touch points, lots of different assumptions, multiple different decisions. I think thinking about it as an ecosystem helps us understand what we can do, and it also helps us understand the interrelated nature of the problem.”

Sustainability was one of the topics touched on in this year’s conference and is often a talking point in the industry as brands aim to go carbon-neutral and focus on greener policies.

And if mountain biking overall was almost ‘reframed’ to showcase more about how it can help us to connect with nature and protect our trails, it would certainly help to highlight these issues more and encourage more conversation outside of the one event a year where it’s a main topic of discussion. 

Another big area of discussion was around gender inequality and encouraging inclusiveness in the sport. We’ve all heard stories or had experiences of women being put in awkward positions by parts of the industry, whether that be in a shop or an online forum. But understanding that in itself, it’s not the fault of the 16-year-old sales assistant, or Gary from Slough on his laptop, it’s about collective responsibility, and that we all need to call out behaviour and attitudes that no longer serve the community. 

“If we have a stubborn gender inequality amongst participants, or we have a predominantly white participation community, that is not the fault of a 16-year-old retail assistant working in a local shop who happens to be a bloke and struggles to communicate effectively with a middle-aged woman. 

“It’s not his fault that he’s putting women in a box. It’s not one magazine’s fault or one journalist’s or one editor’s fault. It’s about a sense of collective responsibility, and that we need to shift it bit by bit.”

Trying to change the perceptions of an industry and community that’s been going for decades quite comfortably on the popularity of adrenaline and technology to something that can also accept riders who are quite happy sticking with bridleways and blue trails might seem like a daunting task. 

But it can certainly be done, and in doing so, brands, media and the like could see a wider audience interested in their content, their products etc. 

“Reframing MTB is the starting point that shows that it can be done, that it’s possible and it’s important, but we need to then interrogate our corner of the ecosystem and then figure out what levers we can pull.”

Before Unbound Gravel takes place over the next few days, we take a moment to chat with Michelle Duffy Smith, Senior Director of Events and Retail Marketing at Life Time Events, on the unexpected joys of watching cycling flourish, the challenges of a pandemic, and the rewarding journey of fostering a more inclusive and professional sport.

She shares insights on growing iconic events like Sea Otter Classic and Unbound Gravel, emphasising the power of community, authentic connections, and adapting to the evolving landscape of cycling.

Looking back over your career, and particularly your time with Life Time, what are some of the most unexpected or rewarding aspects of your role that you might not have anticipated when you started?  

It’s been incredibly rewarding to watch the sport grow in both professionalism and participation, not one at the expense of the other, but right alongside each other. There have been some truly exceptional moments along the way: the now-infamous 9-up sprint at the 2025 Unbound Gravel women’s race was electric and felt like a milestone for women’s racing. Or seeing programs like All Bodies on Bikes gain real traction and hearing the personal stories that come from athletes who felt like there wasn’t a place for them in the sport…until there was.

When I started my career, I didn’t expect to be in cycling at all. I came from the running world and joined Life Time to work on the Leadville Race Series. Then we started growing the cycling portfolio — through acquisition, through launching new events — and one of the biggest surprises has been just falling in love with this industry. As the portfolio grew, so did I. I’ve gotten to build a career while helping build an industry. When I started, I was the only marketer in the off-road space for Life Time. Today, we have a full team. That kind of trajectory, where you grow and then create space for others to grow too, is something I’ll always be proud of.

Organising large-scale events like Sea Otter Classic and the Grand Prix inevitably involves highs and lows. Could you share a specific moment of triumph and a particularly challenging period, and what you learned from them?

COVID is the obvious one — and like everyone in our space, it was a defining challenge. Event after event had to be cancelled, postponed, or reinvented. It was a relentless cycle of planning and re-planning, navigating uncertainty while trying to keep your team motivated and your communities informed. Thankfully, we’re part of the broader Life Time ecosystem, which gave us support and stability. But still, there’s no playbook for navigating a full calendar of cancelled races spanning a year-long.

On the flip side, the triumphs are so visceral in this business. There’s nothing like watching something you’ve worked on for a year come to life in real time. I’ve long said that’s the magic of working in event marketing…you get to see your work culminate in a way much different than many other industries. But some moments transcend even that — like watching that women’s sprint finish at Unbound. It wasn’t just about racing. It was about everything that had led up to that moment: years of investment, storytelling, intentionality around parity and platform,  all coalescing into something unforgettable. Those moments remind you why you do this.

With the increasing popularity of mass participation, how is Life Time managing the logistical and competitive aspects of events like Sea Otter Classic and the Grand Prix to ensure a positive experience for all participants?  

We’re living in a moment where both mass participation and elite competition are growing, and we believe they can elevate each other. At Unbound Gravel, for example, we will see riders from all 50 states and 47 countries. Our youngest participant is one year old in the Kids Crit, and our oldest is 92 years old, registered to race the 200-mile distance. That kind of spectrum is what makes these events so special, but it also requires a thoughtful approach to ensure the experience feels equally intentional for everyone involved.

On the competitive side, we’ve doubled down on our investment in the pro field. This year, every Life Time Grand Prix event features a prize purse, and UNBOUND Gravel in particular has drawn attention as one of the premier events in the series. But it’s not just about dollars, it’s about how we platform these athletes and integrate their stories into the broader event experience.

From a logistical standpoint, it comes down to scale with soul. We obsess over the details not just to run a clean event, but to make sure the energy, support, and sense of purpose are felt by every athlete. Whether you’re chasing a podium or simply crossing your first finish line, it should feel like you were meant to be there. 

Would you say that building a strong brand and fostering genuine connections with the cycling community is essential for success? If so, what advice would you give to businesses looking to enhance their brand presence and create meaningful experiences for their customers?

Yes, and it starts with knowing who your brand is for, not just what your brand is. That sounds simple, but it’s everything. If you start by defining what you want your brand to be, you’re more likely to get caught up in tactics and metrics. But when you start with who, you create from a place of ethos. That becomes your gut check — every decision gets run through that lens.

For us, that means recognising that our events aren’t just “Life Time events.” They’re shaped by the communities they live in. We might bring the operations, the polish, the content, and the resources, but the tone, the voice, the feel – that should derive from the people and the place which act as hosts of the event. That’s true whether we’re talking about an activation in Monterey or a gravel race in the Flint Hills.

My advice when thinking about brand is to build a brand that acts as a bridge, not a billboard. Connect people to something real.

The Sea Otter Classic has evolved from a small gathering to a massive cycling festival. What are the key lessons learned from this growth that can be applied to other events within the cycling industry, particularly in terms of community engagement and sustainability?

Sea Otter has grown by staying rooted in community. What makes it work and why brands continue to prioritise it, even with shifting budgets, is that it offers something for everyone: the downhill rider, the new cyclist, the racing fan, the family. It’s one of the few places where you can launch a product, host a ride, and see a toddler on a balance bike all in the same afternoon.

Even as the industry has evolved, brands are saying, “This is still worth showing up for.” They’re investing in experiences that create real connection, and Sea Otter gives them a platform to do that authentically.

Our goals are long-term…making sure the event continues to reflect and serve the community it’s part of. That means engaging locally, designing for different types of riders, and ensuring that the next generation feels like they belong here. This lesson is when you build with people at the center, growth becomes a byproduct, not the goal.

In your experience, what are the most important elements of building successful partnerships and collaborations within the cycling industry, and what’s your advice for businesses that want to cultivate strong relationships with stakeholders?  

It starts with shared values. Our best partnerships aren’t just transactional, they’re rooted in a shared desire to grow the sport, support athletes, and create great experiences. And that’s true whether the partner is a global brand or a local bike shop.

The other piece is knowing your role. As event producers, we’re the bridge between community and brand. We have to create spaces where both feel seen. If we can do that, we give our partners a chance to show up in a way that’s authentic – and that’s when activations really land.

My advice to brands? Be curious. Get to know the culture of the event, the why behind it, before you show up with your what.

Looking ahead, what emerging trends in the cycling industry, whether it’s technology, event formats, or rider demographics, do you believe will have the most significant impact on Life Time’s events and the broader cycling landscape?

The most powerful shift we’re seeing is in who is showing up. At Unbound Gravel this year, women make up 25% of all participants – up 4% from the year prior – and we saw a 44% increase in the total number of women participating across all distances. That kind of growth doesn’t just happen; it’s the result of long-term, intentional work to make the sport more inclusive and more reflective of the world around us. When that starts to take hold, the entire ecosystem changes, from the stories we tell to the gear we design to how we activate onsite.

At the same time, we’re watching more everyday athletes bring a pro-level approach to their own training. There’s a rise in performance literacy, people are using tools and tech in ways that were once reserved for elites. That means our events have to meet them there, in how we communicate, how we educate, and how we help athletes of all levels prepare and recover. It’s a more empowered field than ever before, and I think it’s reshaping what race day can be.

Eurobike. That big, German, European, bike show, hosted in the city which the European Central Bank calls home – Frankfurt….. Oh, hold on a minute, that’s what I said last year….

And here’s the thing: As time passes, even what stays the same is no longer the same. The world in which it exists is changing (has changed) and, as a result, so has our view of these things. 

To the credit of the Eurobike team, they are all over this. Change. Reinventing the show.

A few, obvious, headline examples of this:

1. Embracing eMobility
2. Championing active travel
3. Locating the show in a city where active travel is high on the agenda
4. Giving their platform and voice, supporting lobbying for cycling infrastructure
5. Continuing to offer the sport and leisure sector a high-quality event platform

Now, it’s important to acknowledge that how we, the trade, the media, and the public, see and experience the show has changed. In some instances, radically. 

What we expect of Eurobike has, as a result, also changed. 

If we’re all wearing rose-tinted glasses for Friedrichshafen, that drunken nostalgia isn’t going to keep us in business. Ask anyone who’s ever tried selling new old stock of a 3 + years old bike: The public doesn’t want it, even at an absolute bargain, you’re-losing-money-on-it, price. Still not convinced? Ask the team who delivered Interbike. 

So, what is Eurobike in 2025? 

2025 sees the show switching to a 2.5-day trade, 2.5-day public format. A smart move (IMHO) given the show’s home market, Germany, is the biggest e-bike market in Europe*. 

Would being able to sell from stands, on the public days, make the show more commercially appealing? Big question. I don’t profess to have the answer. All I can say is that in an omnichannel world, it’s certainly something most prospects and customers would likely expect.  

*Notice I mentioned that Germany is the biggest e-bike market in Europe. Because it’s not the biggest in the world. Getting into the weeds of ‘what-is-an-eBike’ here, as, depending on what you include, when using the e-bike naming convention, the biggest market would be the Southeast Asian market, where the Eurobike organisers have Asiabike Jakarta – a unique show which brings together all elements of eMobility and EV, on 2, 3 or 4 wheels. 

Now, where are a significant number of today’s most influential voices in the cycling industry coming from? 

That’s right, the auto, motorcycle, and LEV industries. 

Askoll. Bosch. Brose (Yamaha). Classified. E2Drives. Gates. Gobao. Mahle. Niche Mobility. Pinion. PON. Porsche e-Bike Performance (Fazua). Valeo. ZF. And then there’s Also., who joined the sector this year with a small operating budget of “$105 million ….”  

What is the single biggest thing happening in the auto industry right now? The transition from Internal Combustion Engine (ICE) to Electric Vehicles (EV).

Now, how might that impact the Cycling Industry? 

What might that do for the Total Addressable Market (TAM)? For engaging a new-mobility curious audience spanning the ‘inquisitive-to-enthusiastic’ spectrum?  

Not interested in all these auto industry-related examples and comparisons?

Ask Specialized about the launch of a ‘brand-first’ Class 3-enabled e-bike. Or Trek, who introduced the brand’s first-ever throttle-assist e-bike. Then ask why both are conspicuous by their Eurobike absence… whilst, in one way or another, a significant number of those auto industry-related brands will be at the show – formally, or informally, directly, or indirectly. 

So yes, Eurobike has most definitely changed. And this is most definitely a good thing. 

Does this mean those who attend and who exhibits at the show will also change? Very likely. Is that a bad thing?

What is most definitely not up for debate: Change is essential. 

Being a driver of change is being the captain of your own ship, not a passenger in someone else’s. 

Hats off to Stefan Reisinger and team for steering Eurobike on an essential, new course. Final destination to be confirmed. General direction – a new future. 

Women’s saddle discomfort is an issue that has spanned generations, and is something which bike fit expert Jon Wild and cycling coach Jasmijn Muller, are keen to help address.

During a literature review, Wild and Muller found research studies from the 90s highlighting the medical issues women were facing. Given that 30 years have passed, it’s not unreasonable to hope that we – the cycling industry – would be more successfully offering solutions to a problem that represents a frustrating barrier to regular cycling for a significant percentage of women.

Regrettably, recent articles by Immy Sykes and Gloria Liu highlight that we still haven’t found solutions for many women.

Bicycling’s survey found that nearly 50% of the female respondents had long-term genital swelling or disfigurement.  Sykes’ article points out that the percentage is likely a lot higher due to many leaving the sport and, therefore, aren’t there to report in the surveys.

Cycling coach Jasmijn Muller and bike fit experts Pedalling Perfection are working towards changing that.

The start of finding a solution: Talking about it

 Conducting in-person research on women who are experiencing saddle discomfort and comparing results to women who don’t have saddle issues, we hope we can find practical solutions that can help more women cycle pain-free.

 Their findings are that all the research to date is either:

1.  Too product-focused.
2. Not practical enough, merely affirming the problems.

Research from Wild and Muller aims to be unique in how applied their testing will be, so – if you are a female cyclist with saddle-related discomfort – please consider participating.

Getting involved/taking part

Female cyclists from all disciplines and backgrounds are encouraged to attend the Friday, 30 May, evening talk, hosted in Keynsham, at Pedalling Perfection, during which Muller will present the current science and recommendations for prevention and healing.

 This will be followed by a first in-person testing day on Saturday, 31 May.

 Tickets for ‘Jasmijn Muller – Women’s Saddle (dis) comfort’ are available via Eventbrite.

 To express interest in participating in the research study, please contact Pedallingperfection@gmail.com

This piece first appeared in the March edition of BikeBiz magazine – not subscribed? Get a free subscription.

by Rebecca Bland

If you’ve ever swapped your MTB for a curly bar alternative, or even dipped your toes into the world of fire roads and gravel from the road world, you’ve probably come across a Focal Events ride. 

From the world-famous Panaracer Dirty Reiver to a brand-new race for this year, Dalby Grit, the team have been putting on gravel events for over 15 years. And 2025 is set to be their biggest year yet.

BikeBiz spoke to co-directors of Focal Events, Neil Atkinson and Bryan Singleton, to understand how their company has flourished in difficult times, and why gravel events seem to be growing in popularity in the UK.

In 2024, the team added a two-day event, Gravel Rocks, to the options. This year, sticking to the North Yorkshire location, they’ll add a new race to the mix – taking place in Dalby Forest. Now they can add more events to the calendar because of an increase in rider numbers – something they’ve seen continuously over the last decade.

“We’ve definitely seen an increase over the past 10 years with the Dirty Reiver, and year on year, we’re getting more people riding,” commented Singleton. “We’re also seeing numbers picking up in our other events. And overall, we’re seeing more events being put on around the country.”

Rider engagement is key to the success of these events, but so is maintaining a good relationship with sponsors and landowners. For instance, last year, Scott sponsored the Frontier 300 event, a gravel-inspired coast-to-coast route. And this year, they’re getting involved in Gravel Rocks. 

“Once people see the events and go, they don’t go away. They stay with us as sponsors, which is amazing. I know there are some companies out there that are slightly struggling, but for us, we’ve got a good network of trusted brands. And again, it’s that personal relationship we get with them,” Atkinson explained.

That personal relationship is also key to securing permission from landowners and organisations like Forestry England to host the events in the first place. Atkinson works with Duncombe Park in Helmsley as part of Gravel Rocks, and said the team there are “so, so supportive.”

“They just want us there,” he continued. “The rangers that look after all the pheasants and everything, they actually come out and assist us with the riders going through the gates, opening them for us and shutting them afterwards. And you go through some beautiful, beautiful places that you can’t get to normally.”

Singleton deals with the Forestry side of things, which is key to the success of the Dirty Reiver in Kielder Forest. 

“Forestry England has undergone quite a few changes over the last few years, and I’m sure you’ll have read quite a lot of headlines about it. But I would have to say that we are working very closely with the people who oversee the forest areas where we have events. 

“And, working very closely with them just means that the relationship is quite a bit smoother. And that means that working hand in hand, we can put on really good quality events. And perhaps we don’t have quite the same take on it that some other people do. But it’s all positive regarding what we’re working with.” 

When it comes to off-road events like those from Focal Events, they can host different logistical challenges and intricacies that other types of events don’t have. For example, although there isn’t as much interaction with the public or councils, etc., it does bring other challenges. 

“The terrain, for example. You’re on something loose, that’s unpredictable, and then you’ve got to throw into the mix considerations about remoteness. For some of our events, especially Frontier 300, you can be quite a long way from anywhere if anything did go wrong,” Singleton explained.

Another area to consider is the level of expertise required from staff and volunteers working at these often remote events. 

“The people that we work closely with, whether that’s the First Aiders, photographers, freelancers, etc., they need to be comfortable in that environment,” added Atkinson. 

“You can’t just stick somebody out there with a flag or whatever it may be. Our photographers and videographers are all mountain-qualified. They can look after themselves in a remote environment, and the key people that we work with on a regular basis, they’re all outdoor first aid trained. 

“Not saying that there isn’t that in road or mountain biking, but if you’re on a long journey, it definitely helps with that information.”

As the gravel market continues to expand, the team at Focal Events believe it’s because people are recognising the value of cycling – and off-road riding – and the benefits of green spaces on people’s health and overall wellbeing. 

“When you look at gravel, it’s quite a broad genre,” suggested Singleton. “It goes from people doing long-distance bikepacking trips or going out with the family or friends, and through to that real developing race scene that we have now.”

“And when we look at our events, from Just Gravel, which is an introduction gravel event, all the way through to whether it’s the Dirty Reiver, the Frontier 300 or Dalby Grit, the race, we’ve got a really wide breadth of coverage across them all,” added Atkinson. 

“And to see that growth across them all, I think, gives a really good indication of where the gravel scene is at.”

If anyone would like to get in touch with Focal Events regarding sponsorship, contact the team on contact@focal.events.