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

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

There’s something deeply satisfying about a bicycle that’s been properly assembled by a skilled mechanic. The precision of indexed gears shifting perfectly.

The balanced feel of wheels that have been expertly tensioned. The confidence that comes from knowing every safety-critical bolt has been torqued to exactly the right specification. These aren’t mere technicalities—they’re the difference between a joyful cycling experience and, potentially, a dangerous one.

Yet across Britain, a concerning trend has taken hold that threatens not just the livelihood of independent cycle retailers, but the very foundations of quality and trust upon which our industry was built. The race to the bottom on pricing, particularly in the online space, has created a parallel universe where bicycles appear to be simply commodities, rather than the precision machines they truly are.

As an industry, we face a moment of reckoning. The health of our supply chain—from manufacturers to distributors to retailers—requires urgent attention. At the Association of Cycle Traders, we’re increasingly concerned that the moral compass of our industry is being compromised by practices that prioritise short-term gains over long-term sustainability, customer welfare and most importantly, the growth of a cycling community.

Let me paint a familiar scenario that plays out daily across the country: A customer visits their local independent cycle shop. They receive personalised advice from knowledgeable staff who take time to understand their needs, discuss appropriate models, fit them correctly to a bike, and explain the ongoing servicing requirements. The customer leaves with valuable information and a clear understanding of what bicycle would best suit them.

Then comes the modern twist—they go home, search online, and find what appears to be the identical bicycle at a significant discount, often advertised at 20-30% below the recommended retail price. The decision seems obvious: same product, lower price. But is it really the same product? Our recent investigations suggest otherwise.

Through undercover enquiries, we’ve discovered a troubling pattern of misleading practices. Online retailers claim to have bicycles “in stock” that aren’t actually available for immediate dispatch. They advertise substantial discounts from RRP while obscuring additional delivery charges that can add £35 or more to the final price. Perhaps most concerning, bicycles advertised as “pre-assembled” often arrive requiring significant assembly work, with no safety checks or professional pre-delivery inspection (PDI) completed.

What the customer gains in apparent savings, they lose in peace of mind. The skilled labour of the bicycle mechanic—a profession requiring years of training and experience—is effectively devalued to nothing. The carefully established recommended retail prices, designed to ensure fair compensation throughout the supply chain, become meaningless figures to be slashed for short-term competitive advantage.

Some suppliers might argue they’re unaware of these practices, but the consequences are painfully real for both consumers and independent retailers. A bicycle is not merely a collection of components in a cardboard box. It’s a precision vehicle that, when properly assembled and maintained, can provide decades of reliable service. When improperly assembled, it can be dangerous.

The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain. Manufacturers and distributors must take greater responsibility in partnership with IBDs as to how their products are represented and sold. This isn’t about protecting outdated business models or resisting the inevitable march of e-commerce—it’s about ensuring that, however a customer chooses to purchase a bicycle, they receive an honest, transparent, and safe experience.

What might this greater accountability look like in practice? For starters, suppliers could ensure that their dealer agreements contain stronger provisions about how their products may be advertised, e.g. regarding stock availability claims. They could implement mystery shopping programmes to identify retailers who misrepresent their products. And they could provide greater support and incentives to retailers who invest in proper staff training, workshop facilities, and after-sales service.

For retailers themselves, the ACT has always advocated for transparency and integrity, encouraging our members to provide accurate information, fair pricing, and expert advice. We believe these standards should apply regardless of whether a bicycle is sold in a physical shop or through a website.

Consumers also have a role to play. While the attraction of a bargain is undeniable, we encourage cyclists to consider the full value proposition when purchasing a bicycle. The expertise provided by a knowledgeable retailer, the peace of mind that comes from professional assembly, and the relationship established with a local business that will support your cycling journey over many years—these benefits have real value that should factor into any purchasing decision. An industry with recognisable quality practices can engage and educate consumers.

The pandemic years saw unprecedented demand for bicycles, with many new cyclists entering our community. This should have been an opportunity to establish strong foundations for future growth based on quality, service, and integrity. Instead, in the aftermath, some parts of our industry have fallen into patterns that threaten to undermine consumer confidence and devalue the skilled work of bicycle mechanics (and the sector as a whole).

At the ACT, we’re committed to working with all stakeholders to improve the health of our supply chain, and we’ve developed high-quality training and accreditation schemes (within the Cytech programme) that help consumers identify retailers who adhere to the highest standards of professional practice and invest in their workforce. 

The issues facing our supply chain won’t be resolved overnight, but addressing them is essential for the long-term health (and growth) of our industry. When a customer purchases a bicycle, they aren’t just buying a product—they’re entering a relationship with our industry that we hope will last for many years. That relationship should be built on trust, honesty, and mutual respect.

As we navigate these challenges, I remain optimistic about the future of independent cycle retail in Britain. The retailers who focus on adding genuine value through their expertise, their service quality, and their community engagement continue to trade even in difficult market conditions. The suppliers who recognise the importance of a healthy, diverse retail ecosystem are finding ways to support these businesses while adapting to changing consumer expectations.

The bicycle remains one of humanity’s most brilliant inventions—a marvel of efficient engineering that enhances health, reduces environmental impact, and provides unparalleled freedom of movement. Our industry’s responsibility is to ensure that every bicycle sold delivers on this potential, regardless of where or how it was purchased. By working together to restore integrity to our supply chain, we can ensure that cycling continues to flourish in Britain for generations to come.

info@theact.org.uk | cycleassociation.uk

In May, we announced the 18 people who would judge each category in this year’s BikeBiz awards.

To allow you to get to know the judges better, we’ve asked them all to give us insight into who they are, what they do and a little more about them.

Next up, we hear from Wayne Brown, the CEO of Shift Active Media. With over 30 years of experience in marketing agencies, he is now a keen cyclist. But his background might surprise you.

You’re on a call or you meet someone at an event, when introducing yourself (and having to sum up many years in a few words), you say?

I run a marketing agency specialising in bikes.

Everyone in this industry has a unique ‘origin story’ that set them on this path. What was that for you, and how did that initial spark evolve into the professional journey you found yourself on?

You can listen to half an hour or more of this on my Business of Cycling Podcast episode:

Wayne Brown‘s unconventional journey from child actor to London advertising executive, working with major brands like Apple and Land Rover, led him to an unexpected destination: becoming CEO of cycling’s premier marketing agency. Discover his story on the latest The Business of Cycling podcast. Despite not being an avid cyclist when he joined SHIFT Active Media, Wayne has helped build what many consider the industry’s most influential marketing firm. In this candid conversation, he shares insights on brand positioning, navigating industry volatility, and the future of cycling marketing – Business of Cycling Podcast 

Given your role as a judge for the BikeBiz Awards, if you could pinpoint one innovation or trend within the cycling world over the past decade that you believe has been truly transformative, what would it be, and why does it stand out to you? 

It’s hard to look past the emergence of the ebike category, as this has transformed and opened up riding to different people, be that through improved accessibility for older cyclists or to more laps for hardcore MTB riders. And we’re only at the beginning of this transition.

Delving a little deeper into judging, what are you going to be looking for when looking at the shortlists for each category, regarding who you might vote for?

I want to see a compelling story, ideally from a brand that I’ve encountered myself out in the wild, so I can testify they are doing a good job.

Looking five to ten years down the road, what’s a ‘blue sky’ idea or a radical shift you love to see happen for the cycling industry that you believe has the potential to truly reshape how people move and interact with bikes?

It’s always hard to predict the future, but if I were to put a bet an emerging technology – aside from ebikes – I  think there’s interesting potential in increasing the connectivity amongst different road users, would cars crash into bikes, if they were more aware of their presence, had access to their speed, intended direction and could automatically seek to avoid each other safely because they’ve spoken to each other seamlessly.

This level of connectivity will be really interesting for getting more people on bikes, if it improves safety!

Among your many contributions to the cycling industry, are there any projects, initiatives, or achievements that stand out as your absolute proudest, and what made it so personally significant for you?

I am fortunate enough to have been involved in some great client projects, but I think of something that we’ve done for ourselves – it has to be our Rider Research Hub – it has to be up there, it’s allowed to do well over 70 research studies, and bring all that insight and data back to the industry.

And we’ve recently taken this to a new level with Leaderboard, our new brand tracking tool, that provides an affordable way for cycling brands to track their most valuable asset, their brand.

Throughout your career, the industry has likely undergone significant changes. Have there been any shifts you’ve personally experienced that required you to adapt, and how did you navigate that change? 

As I’ve only spent a 3rd of my career working in the bike industry, just entering it itself was a big change from more mainstream agency life, but I’ve always attacked in the same way, be open to new things, learn as much as you can and if you not passionate about what you do, you probably shouldn’t be doing it.

If you could offer some advice, whether something you were told, or a hard-won lesson you learned, to those working in the cycling industry that you believe might resonate or help them in their role, what would it be?

Don’t be afraid to ask for help – people will get as much out of helping you as the help you’ll be glad to receive.

Meet the 2025 BikeBiz Awards Judges

In May, we launched our ‘Mechanic of the Month’ in partnership with Bikebook to champion bicycle mechanics around the UK. Nominations are open to the public via BikeBook, allowing anyone to nominate their favourite mechanic.

In June, Rob Symes of SymesBikes was crowned the BikeBiz/Bikebook mechanic of the month. Read his interesting journey into how he got started working in his garden, and learning his craft through trial and error.

Walk us through your journey into the world of bicycle mechanics? What initially sparked your interest in the job, and how did you get started?

It all started back in 2017. I was studying General Engineering with the goal of joining the Royal Navy on an accelerated apprenticeship, but outside of college, I got obsessed with fixing bikes. I didn’t have the money for high-spec parts like my mates, so I started flipping second-hand bikes — buying cheap, learning to fix them, and selling them on. I used borrowed tools, YouTube tutorials, and a lot of trial and error. I’d stay late in mates’ sheds trying to figure out gear indexing or bodging brake setups with worn-out parts, but every build taught me something new.

By 2020, lockdown hit and I was made redundant, so I started offering bike repairs locally just to tide me over — that’s when I launched SymesBikes. I was working out of my back garden with a Ford Fiesta for pick-ups and drop-offs, and what started as a stopgap before joining the Navy turned into a full-on community thing. I realised I’d built something people valued.

In 2021, I suffered a traumatic brain injury from an assault on Bournemouth beach, which took me off the tools for a while. I got back into engineering and even bought a van, but then in early 2023, I had a seizure, was diagnosed with epilepsy, and lost my license for another 12 months. With time on my hands, I started flipping bikes again — and that’s when GC Bikes called out of the blue and offered me part-time work on the Portsmouth Council Beryl fleet. All of that was thanks to the graft I’d put into SymesBikes over the years.

Then, in early 2024, after being made redundant again, I decided to go all in with SymesBikes. I started using Bikebook (thanks to The Prince’s Trust), which helped me handle the business side properly — invoicing, scheduling, all that admin stuff. In September, I was blown away to be voted Bikebook Mechanic of the Year. It confirmed that my journey, with all its setbacks and triumphs, had built something real.

Now, my goal is to take SymesBikes even further — not just by growing the business, but by mentoring young people. I want to set up a space where they can access the tools, parts, and skills needed to fix bikes and build their own futures, without having to make all the mistakes I did. It’s about passing on that same drive and determination that got me here.

Tell us about your current role and where you work?

I’m the Chief Executive Bike Fixer at SymesBikes — self-employed and running things solo. I’m based in Fareham, Portsmouth, where I rent a small garage off a mate and have it kitted out as a workshop. It’s nothing flashy, but it’s where the magic happens and where I carry out most of my work.

I was out and about doing mobile repairs too when I got my licence back after my epilepsy diagnosis — but unfortunately, the van decided to pack up. Hopefully, I’ll be back on the road soon once I get a new setup sorted, because being mobile really helps me reach more people and offer convenience repairs.

What does a typical day look like for you in terms of the bikes and jobs you most often encounter in your workshop?

I take on a mix of general bike repairs — mostly mountain bikes, hybrids, and road bikes. The most common jobs I see are full services: sorting worn drivetrains, gear indexing, brake bleeds, wheel truing, all that good stuff. A lot of bikes come in tired and neglected, so it’s about getting them safe, smooth, and enjoyable to ride again.

Most days, it’s just me in the garage with some music on, working through whatever’s booked in. Sometimes it’s quick fixes, sometimes full strip-downs. I try to be as thorough as possible and give every customer honest feedback about what their bike actually needs — no upselling, just proper work.

Now and then, I’ll show young people how certain repairs work or give them tips if they’re into bikes themselves. And when I get the time, I’ll film content to show the behind-the-scenes of running a small business, to hopefully inspire others to pick up tools and learn some practical skills.

In your opinion, what is the most important, or perhaps misunderstood, aspect of a bicycle mechanic’s role? Do you feel mechanics receive adequate recognition for their expertise and the value they add?

I think one of the most misunderstood things about being a bike mechanic is the value of the work we do. People often look at a bike and think it should be quick or cheap to fix because “it’s only a pushbike” — but there’s a lot of time, skill, and care that goes into making sure it’s actually safe, efficient and enjoyable to ride.

It’s not just about swapping parts — it’s about understanding how everything interacts, spotting things a rider might not even notice yet, and making sure that when someone gets back on their bike, they trust it again. That trust matters. A customer might bring in a bike that’s been sat for years, or that’s unsafe without them knowing — and our job is to give it a new lease of life without rinsing their wallet or baffling them with jargon.

I always aim to keep things ethical, explain what actually needs doing, what can wait, and what’s just cosmetic. Mechanics don’t always get enough recognition for that balance between technical know-how and good customer service. It’s not just fixing bikes — it’s helping people get back out there confidently.

Do you have a favourite tool you can’t live without, or a particular type of job or repair that you find most satisfying or challenging?

It might sound boring, but a decent set of quality Allen keys has to be my favourite tool. When I first started out, I was using cheap, short, soft ones — and I’d spend ages struggling just to do the simplest jobs. Once I finally invested in a proper set, everything changed. Jobs were quicker, cleaner, and the quality of my work improved overnight. It sounds small, but it made a huge difference to my confidence as a mechanic.

The most satisfying job for me is fitting a fresh drivetrain. I’ve always been more into the tinkering than the riding, so there’s something really nice about feeling how smooth a bike shifts after a new chain, cassette, and cables go on. And the best bit is seeing a customer take it for that first test ride and feel the difference for themselves — it’s always a great moment.

The most challenging jobs for me are wheel builds. I can true wheels, replace spokes and bearings confidently, but full builds are a different beast. It’s something I’m still learning, and as someone who’s self-taught, I’d love to do a proper course to get more hands-on practice with that side of things. I’m lucky to have my mate Charlie at GC Bikes in Gosport — he’s been a real mentor and I definitely owe him a lot for helping me out when I hit a wall.

Are you using Bikebook? If yes, what’s your experience been like?

Yeah, I was introduced to Bikebook through The Prince’s Trust, and then I had a call with Jake, who showed me how to use it. He couldn’t have been more helpful at the start — I even showed him my setup at the time, which was just a little workshop in my garden under a gazebo. I think he liked the fact I was just getting started and could see how this platform could really help accelerate and professionalise what I was doing.

It gave me structure straight away — being able to book in jobs, track progress, and send proper invoices took so much stress off my plate. I’d never really dealt with the business admin side of things properly before that, and Bikebook made it easy.

Not long after that, they launched the Mechanic of the Year competition — and somehow, I won it. I know my customers value what I do, but I’ll be honest, I felt a bit of impostor syndrome because I’m not a big bike shop with loads of qualifications. But having that award on my CV — and now this monthly one too — gives me real credibility when people are getting referred to me. I honestly can’t thank Jake and the team enough.

Beyond the practical skills, what do you believe are the most important qualities that make someone a great bicycle mechanic?

Patience, honesty, curiosity, problem-solving, and pride in your work — those are the big ones for me.

You need patience when things don’t go to plan, and honesty when explaining what a bike actually needs. Customers respect straight answers and fair advice.

Curiosity keeps you learning — I didn’t come through formal training, I picked it up by doing, watching, and asking questions. That curiosity naturally feeds into problem-solving too, especially when bikes have bodged parts or weird issues.

And lastly, take pride in the job. Anyone can change parts, but it’s the attention to detail that separates decent work from proper quality.

How important have formal qualifications or continuous learning been in your development, and what are your thoughts on their value in the industry?

I’m completely self-taught — no formal bike mechanic qualifications — but I’ve still put years into learning and improving. YouTube, trial and error, asking questions, watching others… that’s how I built my skillset. So I don’t think qualifications are the only way in, especially if you’ve got the right attitude and a willingness to learn.

That said, I definitely respect them, and I’d love to do some formal training at some point — especially in areas like wheel building, where I know there’s still more to learn. Continuous learning is everything in this trade. Bikes change fast, tech moves on, and you’ve got to keep up or get left behind.

So while I didn’t come through the standard route, I think a mix of experience and learning — whether it’s formal or not — is what really matters.

What changes in trends, bike technology, or rider culture have you seen during your time as a mechanic? How have these shifts impacted your work and the skills required?

So much has changed in a short time, especially with drivetrains, brake setups, and how bikes are built. When I started, most people were still running 3x drivetrains and rim brakes. Now, 1x setups are the norm, internal cable routing is everywhere, and disc brakes are getting bigger and more powerful.

There’s also been a big shift in rider culture, especially since lockdown. More casual riders have got into cycling, but they’re riding higher-end bikes and expecting proper servicing and quick turnarounds. That’s great for business, but it means you’ve got to stay sharp and up to date with the latest tech — expectations are higher than ever.

I’ve chosen not to work on e-bikes for now, but they’ve definitely become a big part of the industry. It’s another example of how quickly things are evolving and why mechanics can’t afford to stand still.

What advice would you offer to someone who is just starting out or considering a career as a bicycle mechanic? What have you learned that you wish you’d known when you first began?

Start with what you’ve got, and don’t be afraid to mess up. You don’t need a fancy workshop or loads of tools to begin — I started out in my bedroom with second-hand parts, borrowed tools, and YouTube tutorials. The most important thing is just getting stuck in and learning by doing.

If you’re like I was — no money, no experience — just show genuine interest and ask around. You’d be surprised how many people in your local community want to help. Loads of people have old bikes lying around they’d rather give to someone young who’s trying to learn or earn a few quid, rather than just chuck it out.

Ask questions, take your time, and don’t rush to be “the best.” Every mistake teaches you something. Over time, you’ll build confidence, develop your own way of working, and start to take pride in the jobs you once found intimidating.

And don’t underestimate the value of being honest and treating customers right. That trust matters just as much as the repair itself. Whether you’re self-taught or fully qualified, it’s the passion and care that makes the difference.

I never set out thinking this would become my full-time job — it just grew from helping people and loving the process. Now I wouldn’t change it for anything.

Follow Rob on SymesBikes’ Instagram for the latest updates from his workshop.

Vote for your favourite mechanic here

In our latest BikeBiz industry insights, a conversation with, we catch up with Hannah Wilson.

If you’ve been to a trade show or event this year, chances are you would have seen Hannah. As a brand manager at Extra UK, no two days are the same. Riding since the 1990s and working in the bike industry for over a decade, Hannah is not one to shy away from a challenge.

In a few weeks, she will take on two stages of the Tour de France Femmes avec Zwift (TdFFAZ) a day before the pros as part of ‘The Route‘. We chat to Hannah about her work, recent training and how she feels about dusting off her road bike for the first time in a while.

What does a typical day in your role at Extra UK look like for you? 

One thing that I love about my role as a Brand Manager within Extra UK is how varied it is. For instance, we’re in event season just now, so over recent weeks I have been planning and preparing product displays and event kit, and I attended a gravel event recently, representing my brands, which allowed me to speak directly with riders. We also have a sales meeting this week, so we’re working on product and promotion presentations for that, and I’ve also started planning for the 2026 season already.

In reality, a lot of our work does involve computer time, so when the opportunity arises to combine riding and work, it’s the dream, as the vast majority of us within the industry joined to allow us to combine our passion with our careers.

The cycling industry’s relationship with gender has improved over the years. Reflecting on your career at Extra UK and within the broader cycling industry, what have been some of your most significant experiences, positive or challenging, as a woman in this space?  

I’ve been in the cycling industry now for 15 years. My first role was as a Product Manager at Halfords, where I had an incredible Category Manager, Lousie Robinson and Head of Bike, Karen Bellairs above me, as well also feeding into a female Commercial Director, so I feel I had some incredible role models right from the start. When I moved to Extra UK (11 years ago), there were less women working around me, but I don’t feel like my gender had any influence on my position within the company.

I’m a passionate and driven individual and a pretty strong character, so I think that set me up well to succeed. I had the honour of being mentored as part of the Uplift Programme, which is a mentoring and networking scheme designed to help keep more women within the industry and enable those within it to succeed. It was perfectly timed for me after a period of change and helped me to reflect on my position within the business and how I could continue to bring the same dedication, drive and job satisfaction.  

Let’s talk about industry marketing. From your perspective, how effectively does the cycling industry currently market to women? Where do you see the biggest differences in approach, messaging, or product focus, and do you think this has an impact on female participation and purchasing habits?  

The women’s cycling market is growing, so to not focus on it would be nonsensical. It certainly feels like women are part of the conversation now, it feels like we’ve got past the point where a few people were having to encourage the use of female athletes in images or marketing campaigns, to it feeling much more natural. I am lucky to work within a distributor whose brands see the women’s market as an important category. I’m not sure if that is the same everywhere, though.

We also have a growing list of female ambassadors here across many of our brands, with the likes of Amy’s Cycling Adventures and Molly Weaver really showing different sides of what can be achieved on a bike and how much fun it is. There’s also some incredible research being done around how to market to women by Project Fias and Fiona Spotswood. We all need to keep learning and being open to new ideas. 

You’re embarking on an incredible ride and taking on The Route. What inspired you to take on the challenge?

fizik is a key sponsor of the ride, which is how I was given the opportunity to participate. I’ll be honest, as mentioned above, the opportunity to ride bikes as part of work is not always as regular as we would all like and should definitely be seized when they arise. As fizik are supporting riders with kit, it’ll be great to be on hand to help them with set up and talk them through the products they’re using. I’d already committed myself to several other fitness challenges for the year, but none involved road bikes. I’d class myself as a leisure road cyclist; my favourite road rides have been those where I get to use the bike as an opportunity to spend time with my Dad.

I’m normally found on a mountain bike or ebike these days, on an adventure or enjoying time at a local trail centre. So this, for me, is a big challenge. To get to ride two stages of the Tour de France Femmes a day before the pros is amazing. The fact that I get to do it as part of a peloton of incredible women and as part of a team raising funds for Cure Leukaemia is incredibly humbling. Once I’ve done my two stages, I’ll be cheering the rest of the team who’ll go on to complete all nine stages. They’re aiming to raise £150k for Cure Luekaemia and are currently almost at £100k before the ride starts, fantastic effort!

Building on that, how well do you feel women’s cycling events, like the Tour de France Femmes and by extension The Route, are being covered and promoted by the media (both mainstream and cycling-specific)? 

We have two journalists coming along with us from road.cc and Women’s Fitness, so we should see some coverage through their experiences. I feel like I see a lot of amazing coverage of races and events across social media generated by the riders themselves, cycling media and fans of the sport, but I’m not sure women’s cycling gets as much mainstream focus as their male counterparts, sadly.  

Preparing for an event like this takes incredible dedication. Can you walk us through your training, from its early stages to now? Have there been any unexpected physical or mental hurdles? What’s helped you remain focused, and how does it connect with your personal fitness journey outside of work?  

I’ve not really had much time to prepare as I only signed up in May. I’ll be honest, I hadn’t ridden my road bike since lockdown. For me, the hardest challenge was getting used to being back out on the road, the bike position, the traffic and the lack of motor on my bike! As you hint at above, over the past two years I’ve been on a big personal journey focusing on getting fitter, happier and healthier, so, although I’ve not been riding road bikes, I’m pretty physically and mentally strong right now, my power-to-weight ratio having dropped 32kg, should be better too.

I’ve built some habits and routines around training most evenings and weekends when I’m not working. I’ve also been competing in a non-bike sport called Driathlon, and I’m proud to say I’ve qualified for the National finals in October. The competitive element for me is a real motivator; I love having something to aim for.

Events like The Route and the Tour de France Femmes are crucial for raising the profile of women’s cycling. In your view, what’s the importance of having dedicated women’s cycling events, both at the professional and amateur level, for the industry as a whole?  

For women, seeing other women competing or just taking part is essential. It feels like there’s a growing community focused on making cycling events less intimidating (for women and men alike). For instance, at the event I was working at recently, Gravel Rocks, two incredible women completed the event having only recently taken up cycling recently and they were welcomed by all entrants and organisers alike to ensure they were able to complete their challenge and feel inspired to attend future events (they even won a prize for doing so).

There are also so many amazing ambassadors (as mentioned previously), event organisers and athletes who are actively encouraging more participation, not just within competitive events but also social rides and gatherings. We need a variety of different options. Seeing the professionals race will hopefully inspire future racers, but perhaps other women who see the riders of The Route (who are not full-time cyclists) take on the challenge and inspire others in a different way.

Looking ahead, what steps or changes would you like to see the cycling industry implement to continue creating an inclusive environment where women feel equally represented, valued, and catered to, both as employees and as customers?  

There’s so much happening already, but we need to share the messaging and stories to get the word out there more. Support the events, ambassadors and athletes who are doing the same. Also, be visible, talk about the rides you’ve loved and encourage others to give it a go.

You can donate to riders taking on ‘The Route’ to raise funds for Cure Leukaemia on their JustGiving Page.

Steve Garidis, Executive Director of industry body the Bicycle Association, shares his perspective on the UK bike trade in 2025…

“Is the bike market rollercoaster we’ve all been on since Covid over?”  This question, or variations of it – and possibly one still requiring some group therapy for many of us in the cycle industry – is the one I get asked most often.  It’s not been far from mind at the UK’s Bicycle Association over the last five years, and it’s the question most asked at the networking sessions of our members’ events and gatherings. 

And no wonder many in the industry are hoping for some ‘normality’ given the tumultuous nature of the 2020s so far:  Heady market boom, the reality check of the ensuing global supply chain crunch, an ongoing cost-of-living crisis squeezing demand.  Longstanding industry business models have been sorely tested, major market consolidations are still to show their full effect, and there’s the (very human) impact of business closures, small and large.  Compounding all this have been macro trends well beyond the direct influence of the industry, the shifting politics and changing governments.  Navigating the rapidly shifting policy landscape and complex trade rules through Brexit or US tariff wars has not been for the faint-hearted.  And as if all this weren’t enough, we’re now tackling a major (potentially existential) anti-e-bike campaign driven by sensationalist mainstream media coverage of illegal electric motorcycle use.   

So, will 2025 be the year we’ll look back on as a turning point? And how does the UK cycle industry best position itself for the challenges and opportunities coming down the (cycle) path?

That’s the question we work very hard to answer at the BA.  As the UK cycle industry’s national trade body, our purpose is to support, champion and safeguard our sector.  Each of these requires us to understand the real pressures and opportunities of the present and take a medium to long-term view for the future.  Not easy in such a tumultuous period.  To do it requires access to industry-relevant data, careful analysis of the impact of policy and regulations, a clear view of where, as a membership association, we can uniquely and impactfully bring industry together to collaborate or unite around single clear messages, and often most tricky of all, the dark art of bringing to bear a unique and credible narrative and influencing government action.

Bicycle Association’s Market Data Service

On the data front, I’m very pleased to say the Association leads the way within the cycle industry globally, with an industry-owned, non-profit Market Data Service capturing retail sales data directly from tills of more than 70% of the UK market by value, from shops online and in the high street.  The Bicycle Association’s Market Data Service (fondly abbreviated to ‘MDS’) is truly an amazing and powerful tool for understanding what’s happening, in real time, across the UK market.  So much so that other markets beyond the UK are now working with us to extend the service there too, starting with Germany and Australia this year.  In the UK, our members have been able to use MDS for five years now to interrogate, on a monthly basis, how they are performing vs. the market in any segment or category they operate in, providing actionable insights from which they can make money.  For the Association itself, MDS underpins our conversations with officials and the cases we make to government to secure policies and greater investment for our sector.  It’s vital credible data in an era which requires robust evidence to effect change, and which I don’t think we can do without if we wish to thrive and compete with other modern industries. 

To sound an encouraging note, for the first time in four years, I’m looking at the monthly MDS data and feeling quietly, cautiously optimistic.  At the time of writing, MDS shows sales for each of the last three months are substantially up on the same period last year, suggesting the post-pandemic decline, ongoing since May 2021, may have finally turned a corner.  There are still worrying longer-term trends that sit in the background – a decline in children cycling and children’s cycle sales, a lack of real progress in bikes as transport, but slowly, surely, the leisure, sport and enthusiast side is returning.  And as an Association, we’re cautiously forecasting growth for 2025, albeit in single digits.  I guess we’re maybe still a year off really feeling like a recovery has kicked in, and a longer way off realising the nascent potential of ‘ordinary’ cycling – the ‘electric revolution’ seen on the Continent, or the even bigger potential still of cycling for transport. 

Team of Industry Experts

On the technical and policy front, we are lucky to have a team of subject experts trusted by our members, government officials and industry experts within the UK and internationally.  We’ve built strong credibility through longstanding connections with those developing industry standards whether in our members’ businesses or at European or global level, and we’ve built longstanding relationships with many relevant parts of government, whether DfT, DEFRA, DBT on the policy front or in adjacent business friendly departments like Innovate UK where relationships and reputation can help attract public innovation funding to our sector (a first for the UK cycle industry).  Our members have full access to this expertise and we provide support on all matters of standards and regulations whether compliance or international trade, but perhaps more importantly still this hard-won capability is one of the main ways we can influence government policy, by providing trusted, unbiassed expert advice, based on sound data and careful analysis, and backed (where needed publicly) by the relevant sectors of our membership. 

Impact on Government Policy

This long-term approach to influence is what, in my view, truly impacts government decision-making and the policy environment which determines how we all do business.  As an industry, campaigns come and go and play an important role in single issues or raising awareness, but long-term influence requires long-term investment, and should, in my view, be considered by all cycle businesses as a vital and necessary cost of doing business. Building influence doesn’t happen by accident – it’s not gifted to sectors just because they deserve it. It’s built deliberately, through unity, clear messaging, reliable evidence, and long, consistent engagement.  Other industries have been doing this to great effect for decades.  We have to do it too for ours, and to keep going! That’s where strong trade associations come into their own. 

By way of example, and undoubtedly the biggest threat to our sector right now is the risk of knee-jerk policy reaction to the illegal and substandard electric motorcycle products (I refuse to call them ‘e-bikes’) being confused by the media and politicians with the very safe and legal e-bikes sold by the reputable cycle industry.   The Association has been working on this behind the scenes for several years, building the evidence case for where the problems truly lie, working with the Office for Product Safety & Standards, DfT, DEFRA and others.  As an Association, our work has helped establish without question that the reputable industry’s products are safe and showed Government where regulation is required to tackle the real problem (primarily online marketplaces and delivery platforms, which need to take responsibility for the legality and safety of the products and services they offer).  Alongside pushing government to close down access to substandard and illegal products, we’re working with members and other industry partners on an industry-wide Assurance scheme which will help consumers identify safe e-bike products and reputable places to buy them. 

Market Predictions

So, to come back to the original question – ‘is the rollercoaster over’?  The answer is inevitably, ‘…probably not’.  There are always new challenges coming our way, but of course, this means there are also opportunities.  Things are looking up for our sector.  The market has turned a corner.  We’re still a fantastic, innovative, passionate bunch, and our industry has a great story – an economic punch well above our weight, and a social value from our impact on health and environment that makes us a ‘strategic industry’ for any government.  The trick is to position ourselves accordingly, and that requires us to invest in having the influence we need and deserve.    At the Bicycle Association, our mission is to give the UK cycle industry that influence. Not just for today’s market conditions, but to help shape the policies, regulations and public perceptions that will define our place for the long term. 

If you’re a business in the cycle industry and not already working with us, you should be! You’re missing out, and we could be stronger still with you onboard. Check out membership options on the Bicycle Association website.

By Joanna Evans, Head of Bikmo For Business

There’s something beautifully simple about a bike. Two wheels, a frame and a saddle, it’s an (almost) unchanged design that needs little more than air, lube and energy to get you going. If only running a cycling business was that easy. 

Cycling seems to be in a permanent state of evolution with everyone from the major players to indies experiencing seismic shifts in how, where and why they operate. More than anything, industry players across the board are dealing with complexity, variety and diversity. 

The cycling industry is so much more than bikes

It’s rare for a bike shop to just sell bikes. Events companies now act like tour operators while bike fitters are giving training advice. 

We’ve seen firsthand how many cycling companies have stitched their insurance together to compensate for this complexity. It’s one policy for retail, another for deliveries, one policy covers public liability, and there’s a separate one for professional indemnity. And somewhere in the middle is a generic broker trying to make it all work.

It’s inefficient. If your insurance is spread across multiple providers, you’re probably spending more time managing policies than your team. And it’s possible you’re still not fully covered.

Partners with deep industry experience

Bikmo for Business insures all aspects of your cycling business in one place, with one provider who actually understands the industry.

Imagine a customer incident leads to both a liability claim and disruption to your operations. One provider means one point of contact. No delays while multiple providers decide who’s actually responsible. No delays or gaps in coverage. No missed opportunities to recover.

What happens when a claim touches more than one area of your business? Say a customer incident leads to both a liability claim and disruption to your operations. Or an injured party participated in different activities, both organised and run by you. 

If you’ve got policies with multiple insurers, it can quickly become a nightmare. Delays, gaps, finger-pointing, and missed opportunities to recover.

Our corporate cycling insurance brings everything from business interruption and goods in transit cover to public, product and employer liability under one roof. We’re a bike insurance company, not an insurance company that also does bikes. There’s a big difference. 

If you’re juggling multiple policies, or not quite sure where your cover begins and ends, it might be time to review your policy and chat to someone who knows. 

Want to know more? Fancy a chat with me or the rest of the team? You can speak to us directly at forbusiness@bikmo.com 

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

By Rebecca Bland

According to recent data from National Travel Surveys, one in four children between the ages of 5 and 10 do not have access to their own bicycle. I’m sure many of us reading this, as people who work in the bicycle industry, can remember how important a bike was during our childhoods. Not just for fun and exercise, but for the freedom they gave us to ride to our friends’ houses or to go to school without needing a lift. 

This troubling statistic isn’t necessarily representative of children not enjoying cycling as much as previous generations; it’s just about access to bikes. And without access, children are less likely to show interest or develop what many of us would define as a crucial skill of learning to ride a bike. 

That’s where Bikeability is stepping in with their 2035 plan. Bikeability has long been in schools as an educational programme teaching children how to ride, providing road safety knowledge and giving them the confidence to adopt transport independence. 

I spoke to Emily Cherry, Chief Executive of the Bikeability Trust, about their new strategy and how they plan to improve access to bikes for kids alongside continuing their work in schools.

Taking over in 2020, Cherry hasn’t had the easiest start to her tenure in charge of the Bikeability Trust, but has been instrumental in transforming different facets of the programme. 

“We’ve gone through this big period of transformation and made sure that the product we’ve got out there is as robust and as great as it can be for children in this space. 

“So now it’s time for us to think longer term, what are the big issues that prevent more children and families from being able to take up cycling and active travel as an everyday choice, and transport independence as their first choice?

“And that’s where the strategy has kind of come from. We know that what we’re doing is working, but how do we address some of the other wider issues that sit in and around it?”

Some of those issues include things like access to cycles, but there are also other social factors at play. The cost-of-living crisis for one, with rising costs for parents, but equally, the culture wars we’ve seen in recent years between motorists and cyclists can and does indirectly impact children. 

“The culture wars have had quite a significant impact on parents’ views and fears about allowing their children to go out onto the road. And our new strategy is really about saying we can give children the confidence to cycle. 

“We’re working at scale to make sure that no child leaves primary school without one of our training courses to get out there. We know that parents are much more likely to allow their children to cycle once they’ve come through Bikeability, as their confidence improves in their child’s cycling ability in this space.”

The Bikeability Trust won a BikeBiz Cycle Advocacy Award in 2024 for their work with the Fleet Cycles project. This project helps to provide bicycles to schools to make sure pupils without access to a cycle can still take part in Bikeability, and it remains an aim of the trust to continue to expand this project, but they also want to do more. 

“In 2023, we bought just shy of 1,000 cycles for a quite high number of local authorities to use within training. Those 1,000 bikes were used 16,000 times in that year, which shows the scale of the number of children who didn’t have access to a cycle. But it breaks my heart that I’ve got to take that bike back.”

To tackle the lack of accessibility of cycles for children, Bikeability has identified a few main areas that stop children from getting on bikes. 

“Firstly, Bikeability is not on the curriculum. So if a school says, no, they’re allowed to do so, which often comes down to individual head teacher discretion. We’re in about 80% of primary schools, but like swimming is on the curriculum, cycling should be, too.

“The second big issue is parents’ fears. They’re worried that traffic volumes are too high, it’s too dangerous, and there isn’t enough safe infrastructure. But we’ve got to get positive messages out that actually, Bikeability keeps kids safe.

“The third big issue is instructor capacity. Although we’re about on track and on target with the instructor numbers, we do struggle to recruit. We have a funded bursary, so we pay for the training of instructors. We bought that in 2023, so we’ve removed that barrier.

“And the fourth big issue that stops every child from cycling is access to cycles. And that’s why we’re focused in our new strategy on getting more well-maintained cycles out there into the hands of children so that they can have that ongoing opportunity to cycle.”

From an industry perspective, how can we collectively help to increase access to cycles for more children?

Firstly, we can lobby the government to remove VAT on kids’ bikes. This will help to remove some barriers to cost for parents. Secondly, Bikeability is launching a public fundraising campaign to buy bikes for children who don’t otherwise have access to one. 

“What is on my heart, our trustees hearts, and all of the staff at Bikeability is that if you are a child who lives in care or you are in a low income household, that ongoing opportunity to get that love, joy, freedom and independence from cycling can only come if we do more to give cycles to children who otherwise don’t have access to them.

And that’s why we’re launching a public fundraising appeal. It will be a series of partnerships with the cycling industry to make sure that we can get those cycles out into the hands of children and that they’re theirs, not just something we loan for training.”

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

From engineering to yoga, Kalyani Verma brings a unique perspective to the cycling industry. Discover how her dedication and drive earned her the 2024 BikeBiz Woman of the Year award.

Congratulations on winning the BikeBiz ‘Woman of the Year’ award! What was your initial reaction, and what does this recognition mean to you?

Thank you. I couldn’t believe it!!! The award means so much to me, to have been recognised in the industry and by so many people. I’m so touched someone at work nominated me and with such kind words – I still have no idea who it was, which makes it more special.

Were there any pivotal moments or experiences that led you to your role as Supplier Quality Engineer at Brompton?

Having taken 16 years away from industry, to raise my three children and build a yoga business on the side, returning to the corporate world marked a significant shift in my life. The whole prospect of applying for jobs and taking interviews felt daunting, coupled with a feeling of being unemployable. 

I embraced the challenges. What surprised me was that my previous engineering experience held relevance, and my life skills were applicable. I was fortunate enough to be given an opportunity to work at Brompton by a wonderful manager.

You mentioned that working at Brompton gave you the ‘cycling bug’. Was there a specific moment or experience at Brompton that sparked this interest?

All new starters go through an induction program at Brompton and part of this includes riding on their bikes. And I loved it!  I thought it was so fun and liberating. Brompton allow their employees to borrow a bike for their first three months. I took this up, and I used to park a few miles away from the office just so that I could cycle the remaining distance on my Brompton. 

This also meant I practised folding and unfolding my bike! My first longish ride was 13 miles with my work colleagues. We rode from Greenford to London Hyde Park along the canal and then folded our bikes and took the train home. This gave me the ‘cycling bug’ and I have since completed Palace to Palace (45 miles) and then Ride London (62 miles) cycling events.

Does your experience in space-enabled transformation at LAB287, influence your role at Brompton or have an impact on any other areas of your life?

I am a person who loves to experience and learn lots of things. I am a yoga teacher, a trained dancer, a degree holder, a mum, and an actor, to name a few. The opportunity at LAB287 came unexpectedly whilst I was supporting my husband with his own company. Having exposure to the space industry shows me that the impossible can be made possible. And these insights have given me the belief that every industry can be improved with imagination and creativity.

I’m also really proud of how my experience of yoga is benefiting my colleagues at Brompton. I run a daily morning stretch, which has gathered a bit of a following!

What projects or initiatives are you currently most excited about?

I have been working on Brompton’s latest G-Line bike – a versatile, multi-terrain, larger wheel, foldable bike. It’s been amazing being part of a project from start to end, being involved from the design stage right through to production. 

Just as exciting, I am trying to rally a group of Brompton employees to do this year’s London to Brighton bike ride. – all on our Bromptons, of course.

When you think of the cycling industry, are there any aspects that you feel could be more welcoming or inclusive to people from diverse cultural or ethnic backgrounds?

When I’m cycling, I often feel like I’m the only Asian woman on a bike. This does make me feel sad. I know of great groups, like The Cycle Sisters, that inspire Muslim women to cycle, and we need more groups like this to help promote inclusivity in cycling. This could also be better encouraged through images in media and advertising. 

A bike, in general, is primarily designed for a male. With my female colleagues at work, we have adjusted our bikes so that it suits our builds. For example, adjusting the reach of the brakes – I have quite small hands.  

In a recent post of yours, you mention the ‘tribe of cyclists’ you’ve found. How important do you think community is within the cycling world?

For me, it’s what makes cycling fun and joyful. A “tribe” helps you feel supported and that you can achieve anything. I remember in my Palace to Palace ride, how my two friends stayed with me the whole way, I couldn’t have done it without them. Thank you, Matt and Ian. Building from that was the group of friends who helped me train for Ride London. They encouraged me along, even though I did the actual ride on my own. Thank you, Sally, Sophie and Steph. I love cycling with my friends, feeling safe and enjoying the surroundings. It’s so important that we are there for each other.

What advice would you give to young women considering a career in STEM, particularly in engineering and manufacturing?

If you enjoy it, go for it! It’s a great subject with many transferable skills. It’s still a male-dominated industry, but a diverse perspective can make a big difference. My one personal advice is – be yourself.

How does your experience working at a well-known Global consumer goods company compare to working in the cycling industry? 

Brompton pride themselves on handmade bespoke manufacturing, which is different to mass-produced consumer goods. The bespoke nature of the bikes means there are many variations that can be made tailored to each customer. 

Do you like to separate the different parts of your life? Or does the Yogi, Mum, Engineer, podcast host, and actor influence what you do in one way or another?

I pride myself in being me – an outgoing, people person, who is positive, and a bit loud. Whether you know me through yoga, engineering, a family member or any other avenue – it’s the same me. I prefer to amalgamate all the different parts of my life.

What’s next? What are your future aspirations within the cycling industry and beyond?

As I said earlier, I love to experience lots of things, so who knows what I’ll be doing next? I do know I want to help people move well and feel great – whether that’s through bikes, yoga or something else. 

In May, we announced the 18 people who would judge each category in this year’s BikeBiz awards.

To allow you to get to know the judges better, we’ve asked them all to give us insight into who they are, what they do and a little more about them.

Here we hear more about Neil Cousins, Media and Sponsorship Manager at Silverfish UK.

You’re on a call or you meet someone at an event, when introducing yourself (and having to sum up many years in a few words), you say?

Hi, I’m Neil from Silverfish UK, I’m the one who used to fix bikes but now sends free bike stuff to media and riders.

Everyone in this industry has a unique ‘origin story’ that set them on this path. What was that for you, and how did that initial spark evolve into the professional journey you found yourself on?

Origin Story sounds like something out of the Marvel Universe! While I didn’t get any gamma radiation, I did get a few sparks that led me on my way. It started with Phil Landray at Leisure Lakes way back when, then continued with Tim and Helen Flooks at TFTuned, and more recently with Nick Larsen at Charge Bikes/Fabric. Each role brought a new evolution in me and shaped where I wanted to go.

My next spark will be interesting as I’m approaching 50, but really enjoy what I’m doing. I still feel youthful and can ride most disciplines at a good level, so I don’t feel my age yet… I have to say it’s great hearing what younger colleagues think and seeing the skills they bring to the team.

Given your role as a judge for the BikeBiz Awards, if you could pinpoint one innovation or trend within the cycling world over the past decade that you believe has been truly transformative, what would it be, and why does it stand out to you?

The biggest trend has to be gravel bikes, though it’s a close call between that and e-bikes since both open cycling to more riders and enable greater exploration and longer rides. For me, gravel bikes edge out because they’re cheaper to buy and maintain, while still allowing cyclists of all levels to ride long distances comfortably.

The innovation in adaptive biking equipment and infrastructure has been incredible too, opening up access to the trails and experiences that many other riders enjoy.

As a tech enthusiast, I’m also excited by innovations like dropper posts, power meters, indoor training systems, fast road tyres and grippy MTB rubber in tyres/ shoes. Most of these technologies have trickled down from professional racing, and I appreciate how the industry is able to make them accessible to everyone. While cynics dismiss much of it as marketing hype, these products genuinely make a noticeable difference when you try them.

Delving a little deeper into judging, what are you going to be looking for when looking at the shortlists for each category, regarding who you might vote for?

I’ll first assess whether entries satisfy the brief, then draw on my industry experience to evaluate them from multiple perspectives. I’m looking for genuine passion and conviction, along with fresh, innovative approaches to our industry.

Looking five to ten years down the road, what’s a ‘blue sky’ idea or a radical shift you love to see happen for the cycling industry that you believe has the potential to truly reshape how people move and interact with bikes?

That’s a tough question.

I’d also like to see more bike lanes and new waymarked routes to take the guesswork out of epic rides. At the same time, there should be a push to curb clickbait, anti-cycling headlines. These kinds of stories fuel on-road hostility, and right now, you can really feel the impact of this when you’re out riding.

Among your many contributions to the cycling industry, are there any projects, initiatives, or achievements that stand out as your absolute proudest, and what made it so personally significant for you?

During my time at Fabric, I enjoyed weaving a bit of myself into our brand work. We all contributed our unique strengths—Nick Larsen’s vision, James Hoppe’s creativity, and the product manager’s/ design team’s technical flair. In my role handling Sports Marketing, I was determined to build an athlete roster that was diverse and genuinely representative of our values and brand identity.

I wanted Fabric to authentically represent all the cyclists out there, regardless of background. While starting as a new brand presented challenges, we quickly built a devoted following and developed a global community by the end.

Throughout your career, the industry has likely undergone significant changes. Have there been any shifts you’ve personally experienced that required you to adapt, and how did you navigate that change?

I think the shift to digital marketing has seen the biggest change in the industry during my career. I’ve been fortunate to work alongside excellent people in this field and have learned as much as possible from them. I now have greater awareness of the requirements and the round-the-clock maintenance required. I cover this during absences now and again, and it gives me a chance to refresh my knowledge.

If you could offer some advice, whether something you were told, or a hard-won lesson you learned, to those working in the cycling industry that you believe might resonate or help them in their role, what would it be?

Measure twice, cut once has been invaluable for the majority of my career.  But for me, I love to ride bicycles and I love to watch bicycle racing, this fuels my passion for working with them too. So I say, go out and do the thing you love, to appreciate the thing you’re doing.

Meet the 2025 BikeBiz Awards Judges

In this edition of our ‘People who make the Industry’ series, we hear from a Former GMBN Presenter turned YouTuber and content creator.

With much of the industry media focused on showcasing pro rider extreme feats, presenting riding as an accessible activity which anyone can do might not sound radical, yet that’s exactly what it is.

As Anna Cipullo points out: “Whether I’m riding bikes or just talking about them, my aim is to remind you that at the end of the day… It’s just bikes, so get inspired and get involved.”

How did you get started with cycling?

I moved to Bath after university and landed my first job… in Bristol. Not ideal. I couldn’t afford a car, and even the train or bus was a stretch. So, I borrowed a mate’s old Specialized Rockhopper and braved the 13-mile commute along the off-road cycle path. He promised it would be easy, but it took me an hour and forty minutes!

Eventually, I bought myself an alloy road bike, shaved the commute down to an hour, and became known as “the cyclist” in the office. I was working at KPMG at the time, and they offered time off for charity events, plus they’d double any money you raised. So, when I saw a Marie Curie London-to-Paris ride, I jumped at it for the free holiday!

What I didn’t expect was for it to completely change how I saw cycling. It wasn’t just a sweaty slog to work anymore; it was social, fun, scenic, even relaxing. Later that year, my local bike shop suggested I join a women’s MTB ride. One ride into the hills above Bath, looking across the Avon towards Wales, and I was totally hooked. I bought a second-hand Kona NuNu with v-brakes and started racing cross-country straight away. At age 24ish, I was late to the party!

Working in the industry – how did that come about?

After a year of racing and working in pensions admin (spoiler: not my dream job), I figured I’d try getting a job with a bike brand. I thought that even data entry sounded appealing if it meant talking bikes all day, but I stumbled on my ideal job: Cycling Development Officer for CTC (now Cycling UK) in Swindon. I couldn’t believe it when I got it.

The goal was to get more people on bikes in the city. I ran skills sessions in schools, taught over-50s how to ride for the first time, and organised “cycle buses” from neighbourhoods to major workplaces. I even started writing for their in-house touring magazine.

When the lottery funding ended, I pivoted to sales for a while (selling SIS gels to bike shops), but that’s when my freelance journalism really took off. I’ve basically been creating cycling content for over fifteen years now, in slightly different guises for different companies each time.

Tell us about your journey in the industry.

While at CTC, I started writing the odd product review — mostly bikepacking gear — and thought it was very cool to get freebies. Then a new mag called Women’s Cycling asked me to write some event features, and I leapt at the chance.

Before I knew it, I was racing all over the world and writing about it. I then started contributing to Cyclist, BikeRadar, Singletrack, Cranked — you name it. I even helped launch Bikesoup Magazine for Dragon’s Den entrepreneur Touker Suleyman (though, sadly, finances on the “bike marketplace” side of the business didn’t go to plan).

A few years ago, I was running Saddleback’s social media and launched a YouTube channel for them. That caught the eye of Doddy, and after we met at Malverns Classic, he asked me to join him on GMBN Tech. I was honestly star struck and said yes! We had a great two-year run, but after he moved on, the vibe changed for me, so I decided it was time for something new.

What’s the next big thing for you?

That would be my own channel: AnnaontheBike. I’d already built the name on social media, and people seemed to enjoy my blend of self-deprecating humour and no-nonsense bike chat, so I wanted to carry that into long-form content.

I started uploading weekly videos right after leaving GMBN. I figured it would be a slow build, maybe a year to get momentum, but somehow, even with modest subscriber numbers, the videos started hitting around 10k views each. I’m still a bit stunned!

The biggest boost was having Trek, and recently Shimano, came on board with sponsorships, which means I can keep going full throttle.

Right now, I’m still holding down a full-time job outside of the bike industry to keep the lights on and the cats fed! However, my YouTube channel is my passion project, and I’m immensely proud of it. It’s not about flashy reviews or constant gear plugs. I’m trying to create something a little different, more storytelling, more thought-provocation, and hopefully a bit of comic relief. At the very least, I hope it adds a dash of personality and diversity to the MTB space.