BikeBiz Awards 2025: Meet Judge Emily Cherry

I am a charity sector lifer – getting up each day motivated to make a positive impact – it’s the best sector to work in!

I had no idea what I wanted to do when I went to university, so I chose a broad-based degree. In my first few months at university, I wanted some other experience to help me, so I went to a volunteering organisation for some inspiration.

It was there that I fell in love with working for charities. Purpose and service. After 25 years or so working in the really dark world of child protection and abuse prevention, what appealed to me about Bikeability was that it is a part of childhood that was joy, fun and opportunity. A life skill we can make sure every child gets. That inspires and motivates me.

For me personally, it would be lighter e-bikes. I contracted pneumonia earlier in the year, which impacted my fitness and cycling ability. Converting to an e-bike has really aided my recovery and meant I could still cycle some of my favourite routes. It’s a game changer for people with physical health conditions.

I often look at three things as a centre for me: innovation, impact and inclusion. I find them a helpful lens to consider how you really tip over the edge as a winner.

Of course I want world class infrastructure everywhere for cycling, but I also dream of a utopia where we have a complete change of road culture – friendly, co-operative and collaborative road behaviour between drivers and cyclists – finally the end of the culture wars to share the road space and reduce fear of cycling, walking and wheeling because of traffic volumes and aggressive driving.

I’d like to see 20mph limits where people work and live, encouraging more to cycle. The cycling industry has a huge role in helping to shift attitudes to cycling and making it the choice for everyday journeys.

We have taken a significant focus on widening participation and inclusion in Bikeability. When I joined in 2020, around 1% of our delivery was with Special Education Needs and Disabilities (SEND) children, yet the national average in the school system is over 15%. We took a multi-faceted approach to improving it. First, clear data collection, mandatory on rider characteristics, so we can see who we are reaching.

Second, a focus on mandatory inclusion training for our instructors is designed with leading charities like Wheels for Wellbeing and Wheels for All. Thirdly, we increased grant funding with dedicated SEND funding to promote inclusion. We’ve risen rates to nearly 10%, so still some way to go, but I’m proud that we can show progress to every child taking part in Bikeability.

The last five years have seen significant political and public shifts in attitudes around cycling. The emergence of the culture wars has led to much more hostility on the roads toward cyclists, even children, which is shocking. Throughout this period, we have stayed a positive beacon, moving away from over-dramatising language to create fear and stoke division, and focusing on the joy and love of cycling for children.

We’ve also transformed our data reporting to show the impact of Bikeability through different lenses, namely school travel, health and leisure cycling. Focusing on the future for children has been our constant message to create change.

I came new to the world of cycling in 2020, and it’s taking a long time to learn the complexity of the cycling industry. My advice is to embrace all cycling abilities and styles – I get criticism for liking cycling in heels, but those are my everyday shoes!

If we want everyone to cycle, then find ways to support everyday cycling and not focus on the sport as the pinnacle of the cycling world. It’s just as important to pop to the shops on a cycle.

Meet the 2025 BikeBiz Awards Judges