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

We are proud to announce the shortlisted nominees for the 2025 BikeBiz Awards, in association with Bikedesk.

It’s been a pleasure to read supporting statements and see nominations come in across all categories. The awards provide an opportunity to come together and celebrate the industry. So, thank you to everyone for taking the time to nominate. And a big thank you to our award sponsors, Bikedesk and the Bikeability Trust.

This year, we have 17 awards, split across five categories: brands, distributors, retailers, diversity and industry life.

Ten of these awards will be decided by you, the industry. Six will be decided by our panel of judges, and the Diversity Champion award will be decided by the BikeBiz team. 

Voting is now open and will close at midnight on Friday, 29 August!

VOTE NOW

The winners will be announced on the night at The Button Factory in Birmingham on the 16th of October.

These will be shared online at BikeBiz.com and across our social platforms, followed by a feature in the December edition of BikeBiz magazine.

BikeBiz Awards 2025 Finalists

Retailers

IBD of the Year:

• Aztecs Bikes
• A & S Cycles
• Pauls Cycles
• Leeli Cycles
• Cycle Works Yorkshire Ltd
• Pedal Power West Calder

Omnichannel Retailer:

• Cykel House Ltd
• JE James Cycles
• Balfe’s Bikes
• Specialized UK
• Tredz
• Leisure Lakes Bikes

Retailer Services:

• Workshop by BikeBook
• Madison B2B
• Saledock
• Bike Matrix
• Green Commute Initiative

Specialist Retailer:

• E-Bikeshop (The UK Electric Bike Company Ltd)
• Backyard Bike Shop
• Outspoken Cycles
• Electric Life
• Fully Charged
• VOLT Bikes & Café VOLT

Distributors

Bike Distributor: 

• Sportline
• Tandem Group Cycles
• Accell UK & Ireland (Previously Raleigh UK)
• Silverfish UK
• Ison Distribution
• Saddleback

P&A Distributor

• The Cycle Division Ltd
• Upgrade Bikes
• Bob Elliot & Co Ltd
• Madison
• Extra UK
• Oxford Products
• ZyroFisher

Specialist Distributor

• Jorvik Tricycles
• AlsoBikes Ltd
• Adaptive DCS
• Wildoo Limited
• Pinpoint Consumer Electronics

Brands

Bike Brand

• Saracen
• Inspired Cycle Engineering (ICE Trikes)
• UTO Folding Electric Bikes (Ex Eovolt)
• Synch Go Ltd
• OGA – Tern Bicycles UK
• The Pearson Bicycle Company
• Reid Bikes Limited

P&A Brand

• Madison Clothing
• Sinter
• Lake Cycling
• Muc-Off
• Restrap
• Fidlock
• Mavic

Innovation of the Year

• Afternoon Pro
• FiftyOne Sika
• Buffalo Bicycle Utility S2
• CycleSaver
• NightBlazr 2.0
• E*thirteen Sidekick

Diversity

Cycle Advocacy 

• Fusion Media
• FEL Scotland
• The Bikes College CIC/smilingchainlink
• The E-Bike Positive campaign
• Stolen Ride

Diversity Champion

• Miles Baker-Clarke
• Joy Riders Britain
• Reframing MTB
• Wheels for Wellbeing
• Uplift
• LDN Riders

Woman of the Year

• Rachael Burnside
• Charmian Beedie
• Shameem Vesamia
• Jo Penny
• Emily Childs
• Sandra Corcoran
• Charlie Kingswood

Industry Life

Event of the Year

• Cycling Electric Demo Days
• Fireride Festival
• iceBike*
• Global Bike Bus Summit 2025
• The Gralloch (a Red On Sports event)
• Brompton World Championships
• COREbike

Mechanic of the Year

• Glen Whittington
• Marco Garcia
• Nic Vieri
• Connor Mooney
• Ray Yeomans
• Anthony Foy

Unsung Hero of the Year

• Peter Eland
• Andy Bray
• Paul Hewitt
• John Russell
• Dave & Helen Quinn
• Dr Fiona Spotswood

Cycling Media of the Year

• Cade Media
• Cycling Electric
• Cycle Sprog
• Commuter Films
• Road.cc
• Guy KesTV

For 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 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

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

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 have Morten Larsen, International Client Manager from Bikedesk, the headline sponsor of this year’s BikeBiz Awards.

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 help bike shops run smoother and grow stronger. I work at Bikedesk, where we build software that makes life easier for bike mechanics and shop owners, so they can focus more on people and less on paperwork.

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?

For me, it started with a genuine love for people and the cycling culture that brings them together. I didn’t come from a tech background or a bike shop, but I’ve always been drawn to industries where purpose and community matter.

When I joined Bikedesk, I saw just how much of a difference the right tools could make for hardworking people running local shops. That was the spark for me, and it’s kept me motivated ever since.

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?

I’d say the digital transformation of the workshop and retail experience. The move from pen and paper or outdated systems to modern, cloud-based tools has really changed the way shops operate. It might not sound flashy, but it saves hours every week, improves the customer experience, and frees up time for what really matters. That shift has been huge for a lot of shops.

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 be looking for substance. Not just good ideas, but real-world impact. I want to see who’s made a difference for customers, communities or colleagues. Innovation is great, but the ones that stand out to me are those that are actually being used and making things better right now.

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

I’d love to see local bike shops become something even more central to how we move around. Places where you don’t just buy or repair a bike, but where you can grab an e-bike for the weekend, get help with mobility planning, or charge your battery while having a chat. Shops already play a big role in their communities, and with the right support, they could be at the heart of greener transport in every city and town.

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?

Helping Bikedesk expand into new countries has definitely been a highlight. Working closely with bike shops in places like the UK and Sweden, listening to what they really need, and seeing how we can help them run a smoother business is something I’m really proud of. It’s not just about selling software, it’s about building trust and creating something that makes a real difference in their everyday life.

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?

One of the biggest shifts has been working more internationally. Every market is different, so I’ve had to learn to listen more, ask better questions and adapt quickly. It’s taught me to stay curious and never assume that what works in one country will automatically work in another. Building good relationships and keeping things simple have been key for me.

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 fall in love with your solution. Fall in love with the problem you’re solving. It’s easy to get excited about a product or an idea, but the best results come when you really understand what someone is struggling with and work from there. Also, be kind. This is a passionate industry full of good people, and kindness always goes a long way.

Meet the 2025 BikeBiz Awards Judges

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.

First up, we hear from Mark Sutton, editor of Cycling Electric, and at one time, editor of BikeBiz.

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 have been involved with bikes since I was a teenager, progressively working my way through the categories, but with a solid decade of being a BMX rider. Nowadays, I prefer the cushioning effect of a full suspension bike, but I still like to go fast and get airborne where I can.

Professionally, I started right here at BikeBiz, which was in my hometown when I first joined, something which was probably a stroke of luck. Without seeing an advert in the local paper and having just completed my NCTJ certificates, I’m not sure where I would be today. Since that time, I have gone on to found CyclingIndustry.News where I was for seven years, before departing to launch Cycling Electric with the publisher that also produces Cyclist Magazine.

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?

This will sound silly, but I bet it resonates with more than a few people in the bike media. I used to grab a copy of MBUK or Ride BMX and tell my friends that this is what I wanted to do. It was just talk, but I remember seeing a young Andrew Dodd testing out all the kit I wanted to buy and thinking that’d be my dream job. I thought no more of it until I fell into B2B bike media maybe 5-7 years later.

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?

I think the most transformative shift in the past decade has been the change in our marketing focus. For so long the bike industry just seemed to serve the enthusiast, and the imagery almost never featured anything else. I think since we have begun to transform who we pitch to, I have been a lot more excited about my work. I think electric bikes have done wonders for revealing the sleeping giant, a sea of potential customers that we had no idea existed because, in general, we weren’t speaking to everyday people. Even for me, the high focus on the top-end and margin performance gains was draining.

One of the most rewarding things I have been involved in within 20 years of doing this has been launching our Cycling Electric Demo Days. Playing a part in establishing new riders in market segments that have been so underserved for so long has been incredibly rewarding. I love how many parents have been showing up with their kids to try cargo bikes and the energy Jorvik has brought to the events, revealing to people how e-trikes can be a mobility game-changer. It’s nice to know that we are selling things that can positively affect people’s lives.

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 will probably look for those who have done the most to challenge the industry to evolve and who have driven this mindset shift into appealing to the masses. With my focus on reviewing electric bikes, it’s been really pleasing to watch the product’s evolution in each category. I will look out for those brands, products and people that have made the most difference to making cycling useful to people’s routines and leisure time.

I think we are in a moment of significant change with lots of newcomers challenging the established brands on design and innovation, or simply paying attention to their customers to achieve outcomes for them. That includes making relevant products for the economic conditions, rather than pursuing just innovation.

Personally, I want to see brands taking more responsibility for the product they put to market too, whether that be on backing it up with robust testing, sourcing and manufacturing responsibly and sustainably, or something else. I have, unfortunately, seen a few really poor products in the e-bike space that should not be on the market. I want to see the other end of this scale: a cycling brand with Patagonia levels of responsibility and care for its products and the foundations of its audience.

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?

Five and ten years is a long time in the bike industry, or so it seems since Covid. What I would love to happen and what probably will happen are likely different things, but I think so long as brands do not suddenly go back on outreach to the masses and lose sight of the big blue ocean of people who are not yet cyclists then the sheer mathematics of it suggest we will be alright, so long as we appeal to people’s needs and solve their problems.

I suspect that we are in for a massive transformation in the foundations of the industry in that time, probably the electric bike will continue to cannibalise demand for bicycles and the arguments not to have a pedal-assist motor will continue to evaporate because they will be so unnoticeable and of course you can just turn them off for a purist experience. I think the bike share explosion in cities is a warning sign for this; people’s first interactions with bikes in future will probably be these share schemes, and from there, the bike industry has to convert customers. A few years ago somebody said that in future nobody will own their bikes, they’ll subscribe, share or borrow. At the time I thought it was unlikely, but my mind is changing; the younger generations are so used to subscribing to things and don’t have either the room or the money for high-ticket purchases.

So, that’s probably a radical shift we have to contend with, at least until such time people start to feel surplus money in their pockets again, which I fear is some way off.

AI is the other unknown, I think we will have to evolve and adapt with. This is already posing some unsettling questions for many professions, and already I am seeing its use, for better or worse, in the bike industry. There will be pros and cons, I’m sure, but I could live without it for sure. Regardless, I suspect it will be a race now to adapt and innovate with it.

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?

Again, it’s probably getting the Cycling Electric Demo Day Series established, which is a team effort, but there’s something a lot more tangible about stepping out from behind a keyboard and seeing that you are making a difference and getting e-bikes sold to people who probably would otherwise have never cycled. It’s been really pleasing to hear so many of our brand partners say they sell bikes through our events. They remain on a learning curve, but to have them established and growing at a time when events remain a bit of a tough sell is pleasing. To the best of my knowledge, nobody is putting on as many e-bike test rides as we now do in the UK and, if the press would just lay off confusing people about e-bikes for a minute, I think the demand could be a lot higher still. I am very thankful to the brands that bring their energy and enthusiasm every time we roll out, and I hope it’s evident in the broad demographic mix the events have seemed to attract that Cycling Electric is doing its bit to reach the masses and not just existing customers.

As an aside to that, Founding Cycling Industry News was a big personal career step. It was a big, uncertain leap at the time into the unknown against some very long-established and strong competition, and it was my first attempt at establishing a media business from the ground up, with all of the trial-and-error learnings that came with that process. I’m glad now to see two healthy trade media titles providing ideas and inspiration to the trade.

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 took the leap to join Cycling Electric both for personal reasons, but also because it seemed a no-brainer, given the data coming out of mainland Europe, that the electric bike was the future.

I made two mistakes at the time: Optimistically comparing the UK market to most of Europe where cycling is more cultural, and, secondly, not accounting for the damage that a wilfully reckless media could do to the image of the e-bike. Both of these have required some adjustment and to pay closer attention to reality, rather than what I hoped the reality would soon be. If I have had one takeaway from the past few years, it’s to pay closer attention to the public, listen and try to learn what makes them tick and how cycling might solve some of their problems; and if it isn’t yet, why not?.

I don’t give up on the UK’s prospects, of course. I genuinely think the best is yet ahead for the UK market, we have a lot of catching up to do and the masses remain untapped, but it is for a smart and savvy Government to wake up and realise the potential of cycling to solve so many societal issues. I am marginally more optimistic about the current Government’s steer on active travel that at any time during the Conservative leadership, but we remain due a rebound and a piece of brave or game-changing policy. It is great to see a handful of MPs understand some of the benefits of bikes and how there could be a symbiotic relationship between more cycling and better health, improved air quality and lessened climate impacts, to mobilise more of society and to decongest our urban spaces, returning them to people.

So, to answer the question: I am navigating the UK situation by doing my best to make time for journalism that can benefit and support the industry’s objectives, which isn’t easy because proper investigations and data gathering take time and a lot of energy, sometimes for no result. This work, where something meaningful has been published, has, I think, sometimes been useful in helping public and political understanding of what an electric bike is and isn’t. Nowadays, I find myself contributing to things like public inquiries and trying to assist cycling advocates in their work around e-bike policy. This is part and parcel of a day’s work in the e-bike business in 2025, but I’m happy to get stuck in if it helps in a small way to shape the future foundations of safeguarding our industry.

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?

Never stop learning and making connections. I have probably made the most progress on account of surrounding myself with enthusiastic people who are smarter than I am and just listening. You can absorb a lot by engaging with new people and expanding your horizons. If you can, do it offline, because online is a crap-fest too much of the time now.

I read a lot of non-fiction books on subjects I’m loosely interested in and then apply that knowledge to my work where possible. It’s also nice to absorb something different at the end of the day to make sure you’re not ‘on’ 24/7, or at least not always on one thing. As much as I like talking bikes, it’s always interesting to learn what else makes people in this bubble tick. For me, that keeps it interesting because I’m not very good at focusing on jargon and spec sheets, the bigger picture stuff is so much more interesting.

Meet the 2025 BikeBiz Awards Judges

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

The BikeBiz Awards 2025, in association with Bikedesk, will take place on 16 October at the Button Factory in Birmingham. The awards, designed to celebrate the best of the cycling industry, aim to showcase different areas and give recognition across the industry.

This year, the BikeBiz awards will span five categories, with 17 awards, many new for 2025.

Award Categories

See the Bikebiz Awards 2024 winners here

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

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