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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.
