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

Castelli has appointed Shift Active Media to manage global PR and Communications for the brand.

The announcement, which comes following a competitive pitch process, will see the Bath-based business working in close collaboration with Castelli’s global team and local markets to “communicate Castelli’s rich heritage that defines its leading position in the cycling apparel category as it approaches its 150th anniversary in the sport.”

In addition to global media relations, press office management and events, Shift will amplify the Italian brand’s products, innovations, and compelling brand stories across international media, collaborating with Castelli’s teams and athletes across Road, Gravel and Triathlon to showcase the brand’s commitment to performance and innovation.

Winning new business

This latest win marks another major milestone for Shift Active Media’s growing PR business, with the announcement highlighting that this latest win “further solidifies its position as the go-to agency for global cycling brands seeking impactful communications strategy and media activation.”

Steve Smith, Global Brand Manager, Castelli, said: “Shift Active Media has been on our radar for a long time. We’ve always admired the results they obtain, the industry insights they have and the professionalism of the team. With an acceleration of innovative product launches and brand stories. We knew we needed the best support possible. When we also hear from journalists that they love working with Shift, it’s clear that this is the right partner to amplify our message.”

Wayne Brown, CEO of Shift Active Media, said: “Castelli has always been at the forefront of shaping innovation in cycling apparel for decades, so we’re delighted to be able to work with this iconic brand and help them tell their rich and illustrious story.”

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

We talk to Rachael Burnside, Founder of Uplift and Head of Marketing and Growth at SHIFT Active Media, about Uplift’s role in preventing industry attrition and fostering professional growth for women in the cycling industry.

I’d love to hear about the beginnings of Uplift. What was the spark that ignited the idea, and how did it evolve from that initial thought to the program we see today?

I was very fortunate to have a mentor when I started in the cycling industry, my MD and CEO at the time, both realised there was a need if I was to thrive and grow in cycling.

I was then entered into a mentorship program that was outside of cycling, as the MD, now CEO, Wayne Brown, felt it would be beneficial for me to learn from women outside of cycling, to allow cycling to grow and learn from other industries.

Four years later, I realised I was still one of only a few in cycling who’d had a mentor. People were starting to ask me to mentor their rising stars, but 1. I wasn’t sure I was the best person 2. I was the only person…

So I went about creating Uplift and talking about all I’d learned from being mentored, pulling all the amazing women I work with together, asking my male allies if they could recommend women to be mentors… the rest is history! 

I’m curious about the impact of the mentor/mentee pairings. How do you, if at all, gauge the effectiveness or progress of these relationships? And, if you do gather feedback, what kind of insights do you gain from the pairs, and how does that inform the ongoing development of Uplift?

Our mentees are excellent at proactively sharing feedback, as they’re very aware that the programme relies entirely on individuals volunteering their free time. They regularly express how their experiences are impacting them, which provides us with valuable insights.

From previous mentee and mentor feedback, we’ve learned that experiences can differ significantly depending on roles. For instance, a female marketing manager faces different challenges compared to a female working in a technical role like mechanics. This highlighted the need for us to carefully consider the specific contexts and backgrounds when pairing mentors and mentees, and make sure we had a wider spread. We’ve also recognised the limitation that arises when mentorship is only available in English, which restricts accessibility and inclusivity.

We take these insights directly into our planning processes. For instance, we’ve adjusted the structure of the programme – this time assigning each mentee a dedicated mentor to facilitate longer and more in-depth sessions. Not two or three mentors, for shorter sessions like we did in 2024. This change recognises the importance of everyone’s time, aiming for greater value and deeper engagement between mentors and mentees.

You’ve had a very interesting career, from advertising to the cycling industry, as well as Founder of Uplift. What personal experiences or observations shaped your understanding of the challenges and opportunities for women in our industry?

SO, I actually think my career is quite linear! Started in advertising agencies, working with the likes of the government on their ‘Healthier/5 a day, 10k steps/stop smoking’ campaigns, to working in automotive. During this time, I commuted by bike, rode indoors at the gym, and was a leisure cyclist at the weekend (at the time I would have said I was a cyclist.. But looking back, not sure that’s quite true. But equally I annoy myself with that view, as anyone who rides a bike is a cyclist!)

So when I saw the job at SHIFT, an agency doing everything I’d done for six years….but just on cycling brands, I was like ‘SIGN ME UP’.

BUT, what I did notice was that the women leaders and clients I’d had in previous years were nowhere to be seen. Well, there was a small handful. But I also saw there was so much opportunity.  

Cycling as an industry holds immense opportunities because it is still evolving. The people I met, clients I worked with, were also eager to listen to new perspectives, yet the absence of women, especially compared to other sectors I’d previously worked in, highlighted a gap.

What I learnt over five years was that sometimes some women need just a bit more encouragement and guidance to step forward and voice their perspectives confidently. The enthusiasm and openness within cycling mean there’s a willingness to embrace these views. 

Welcome Uplift. And the rest is history! 

Uplift has become more than a mentorship program; it’s a community. Can you paint a picture of what that currently looks like? 

The Women in Cycling Industry programme, which was conceived and developed by SHIFT, but very much gifted back to the community, helped to expand its reach to over 700 women working in cycling (who help each other with anything and everything). We’ve held eight events around the world and connected over 80 mentees with leading female cycling industry mentors to help find the next generation of leaders who will go on to positively shape the growth of the industry and the sport. 

When you reflect on the past few years, what aspects of Uplift have surprised you the most? Has anything unexpected happened?

The friends I have made. The friends others have made. I talk to some of the women that I met along the way almost every single day. I would say they have become some of my best friends.

You’ve brought together an impressive network of mentors. Why do you think so many of these women are so willing to freely dedicate their time and expertise?

Because they know the opportunities for all of us, if we get this right. And they care. And they are kind. 

Beyond gender, how do you see Uplift contributing to a more inclusive and equitable cycling industry? Have you noticed conversations happening within the community around broader diversity issues?

The truth is, this is hard. Gender is one issue, but others are just as important, but in an even worse state… I’d love for Uplift to tackle other diversity issues, but I have stuck to what I believe I can control and make happen. I would love more support to tackle other diversity issues… anyone?

What has been the most personally rewarding aspect of creating and leading Uplift?

How it makes people feel. Watching women rise. When mentees message me post-session, in such a positive space with a new outlook. That fills me with the most happiness.  We’ve had 18 promotions in 18 months! 

The last two years of my life have had some almighty lows, which in a large part was why I started Uplift – but the highs have been so high – that everything balanced out perfectly. Uplift holds an incredibly special place in my heart – far beyond the stats and the quotes.

How can other organisations or individuals in the cycling industry support Uplift?

Uplift is all free, no one pays any money, no one gets paid. I needed to make sure there were no barriers to people getting any support, but I would love one day to have some funding to get some more support – to help more women/other diversity categories, and make Uplift available to more people, globally. 

I want to launch a male ally programme – I have had so many, but I’ve got to pick off the things I can achieve, one at a time! 

There’s no denying that Uplift is making a tangible difference for the women involved, and that’s fantastic. But when you step back and look at the cycling industry as a whole, from your perspective, what are your thoughts on the overall progress being made in attracting and retaining women as cyclists and as professionals? Are we doing enough, or are there still gaps to address?

This is a big question. We’re currently STILL navigating a turbulent period, but I firmly believe once stability returns, we’ll see substantial progress. I am confident that we will make bigger moves to do the ‘right thing’ – by right thing, I mean the right thing for businesses based on the opportunities ahead.

It’s important to clarify that Uplift isn’t specifically about increasing the number of women who ride bikes – it’s about retaining and empowering women within the cycling industry professionally. However, women’s cycling often serves as a unifying factor.

Looking at recent statistics, the momentum is encouraging:

– Women cyclists were the fastest-growing demographic in the Garmin community in 2024, with a 9% increase in cycling activities year-over-year.

– Strava recorded an 11% rise in women’s cycling participation.

– Global search trends from Google indicated a 27.33% uptick in interest for the Tour de France Femmes avec Zwift, underscoring worldwide enthusiasm for women’s road cycling.

– Life Time UNBOUND Gravel, presented by Shimano, experienced a 19% year-over-year increase in women’s participation, showcasing growth across various cycling disciplines.

– Rapha Women’s 100 participation surged by 40% last fall, marking its most successful year yet.

And I mentioned Uplift’s promotions above. And those also stopped women from leaving the industry. 

These figures indicate we’re headed in the right direction. In most cases, women are leading the charge on these initiatives. What am I trying to say? Hang tight, I am a strong believer that stability, then growth, is coming.

There will always be gaps in anything – let’s chase progress, not perfection.

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

Why the cycling industry needs to address how mountain biking is represented to expand its market.

Mountain biking is…

When you think about that, what springs to mind? What is mountain biking for you? What words or imagery does mountain biking conjure? It’s very personal, and for each of you, it’s likely different. 

However, when we look at the typical portrayal of mountain biking, to an outsider looking in, they likely see a very limited perspective. Even those who exist in the space, within the bubble of the industry, may see a limited view of unlimited possibilities.

Mountain biking has an image problem. And that’s a concern. It might not seem like it, but it’s potentially damaging the growth of our sport. 

Your lived experience might be very different from others. This might be a non-issue to you. It may not even be something you’ve considered before. It’s just riding bikes after all, right? Commercial aspects aside, we know what’s helped to sell bikes in the past and that has its space. But what about space for everything else?

For many, mountain biking doesn’t look accessible. Some people feel like they don’t deserve a space in the sport. That they aren’t fast enough, like they don’t have the right equipment or kit. Some people can’t afford it. We’ve perpetuated an idea that to ride mountain bikes, you need to ride at a certain level or speed to be taken seriously or be considered good enough. 

When’s the last time you saw an ad, a video or another piece of media that didn’t depict going bigger, harder, faster? And if you did, what did the comments say? 

I’ll admit that even choosing images for this article made me rethink my own bias. I looked beyond what I’m used to seeing, and instead looked for people just riding bikes. I had to correct myself that, despite what they might be riding or wearing, it doesn’t matter. They are still mountain biking. I’ve chosen a balance of what I’m used to vs what we should choose to use more of. 

There’s been an increase in research in representation and inclusivity, with topics like gender inequality in mountain biking being explored. There are also an increasing number of groups, events and people creating space for things beyond the ‘norm’, and thanks to events like Reframing MTB and projects like Project FIAS (Fostering Inclusive Action Sport), conversations around inclusivity, participation and wider responsibilities are happening more often. 

We need to make sure that people who don’t ride but are considering it, don’t find themselves looking on social media or in magazines and getting discouraged. It’s also about ensuring that those who do ride feel like they belong, even if they don’t ride a certain discipline, bike or any number of factors that might limit them from feeling like they deserve to ride. You might think back to when you started, what you might have seen and the fact that it didn’t put you off. But what about those people who fall through the cracks? The ones that don’t come back to give riding another go. As the saying goes, ‘you can’t be what you can’t see’.

What’s wrong with finding a balance and giving space to encourage wider participation? In a recent study, conducted by Shift Active Media in preparation for the Reframing MTB event, out of all participants surveyed (159, 58 of which were women), 55% of women feel that MTB is inclusive to riders of different genders, in comparison to 78% of men.  Women are clear that the industry, media and policymakers need to do more to encourage participation, with 50% of women disagreeing that the MTB industry does enough to encourage more women to get into MTB, and 53% felt the same about encouraging more participation from diverse ethnic backgrounds. On both aspects, men are split, with roughly ⅓ agreeing, disagreeing and feeling neutral on whether enough is being done. 

You might find yourself thinking, why does this matter? Gender and inclusivity aside, encouraging responsible riding is vital. Showing people respecting nature and ambling through the places we ride rarely looks particularly exciting, but the way in which we portray, market and talk about things is a shared responsibility.

We, as an industry, have the power to shape the culture of the sport. There are so many benefits to mountain biking, and by limiting the view of those, we limit ourselves. We limit our ability to apply for funding for new trails, better infrastructure, and outside investment. We are the gatekeepers to our sport and its culture. People spend money on things they care about. If you don’t see yourself represented in anything, why would you invest?

So, how do we change? It’s a challenge, and something that takes time, but by doing small, tangible things, we can all make a difference. You can’t do everything, but you can do something. Think about the language you use, the media you engage with and share, and the way you talk about riding on your social media channels. 

Think about the reason you ride. Is it for fitness, pleasure, to escape? Maybe it’s a mix of those things. Many of us appreciate the release, the chance to connect with nature, feel free and know that getting out on the bike is beneficial for our physical and mental health. 

Mountain biking is something that should be shared. I’d encourage you to look into the growing research, get involved in the building momentum, have conversations and engage in the community. Together, we can all benefit from making change.

The latest issue of BikeBiz magazine is now online. Read the April 2025 Digital Edition of BikeBiz now!

In this issue, we talk to some incredible people helping to shape the future of the cycling industry. From talks about inclusivity to access to cycling for all, the April issue explores diversity, and the people driving change.

Click the page numbers below to head directly to each feature.

BikeBiz April 2025

7: Founder of the Cycling Culture Club, Miles Baker-Clarke, explores diversity in the cycling industry.

11: We chat with Founder of Uplift and Head of Marketing and Growth at SHIFT Active Media, Rachael Burnside about Uplift’s impact on women in the cycling industry.

16: Rebecca Bland talks to Dr Fiona Spotswood about the Reframing MTB event and the themes for 2025. 

20: We take five minutes to chat with Lily Rice, Director of the Long Run Club.

24: The latest news from the cycle industry. 

28: We chat with Wheels for All CEO, Ian Tierney about the charity’s work, mission and goals. 

34: Laura Laker introduces her new column and shares her thoughts on change. 

37: We discuss why mountain biking’s image problem is an issue for the growth of the sport. 

42:  Job changes and updates from the trade. 

45: Simon Cox sits down with Connor Mooney of Cairney Cycles to talk about his work and the training he’s developing. 

50: Women in the bike industry share their experiences of working in the trade. 

New products and sector guides, including new products (56), time trial and triathlon (61) and women’s bikes, accessories and clothing (63).

Find all of our digital editions online.

Not subscribed? Get the BikeBiz magazine and newsletter for free! Sign up today.

The Taipei Cycle Show always marks a key moment in the calendar, with the cycling industry converging in the global epicentre of manufacturing for an early season opportunity to connect and collaborate.

Here, Tom Foy, head of PR at Shift Active Media, shares insights and takeaways from his time at the show.

Taking place this year between March 26th and 29th at the Taipei Nangag Exhibition Center, it sees a melting pot of brands, retailers, manufacturers and media coming together to share insights and showcase innovation, providing a good temperature gauge of the industry at large.

The Shift team was on the ground, supporting our long-standing colleagues at TAITRA, the organizers, with global PR and press office activation for the show. We were also there to engage with clients, prospects and the media. Amongst other things, this included hosting a VIP party in partnership with Factor Bikes for the second year running, welcoming over 100 industry friends at a private venue overlooking Taipei’s vibrant Xinyi District.

This was my first time at the show, and with multiple Eurobikes as my main reference point, it was a fascinating opportunity to immerse myself in a different side of the industry and compare these flagship global events. Turns out they’re very different.

The first thing that strikes you is the size and convenience.

With over 980 exhibitors from 35 countries occupying 3,600 booths, there is a huge amount to see, but spread across just two large halls of two floors each, it feels more compact The result from a visitor’s perspective is that it’s highly efficient – you can get around the show quickly and easily, seeing everything and everyone you need to with minimal time spent walking.

The second thing you realise is how relaxed it feels.

Walking the floors, there’s a great buzz everywhere, but it’s a noticeably calm atmosphere, as representatives from the brands have time to talk – possibly without the packed daily meeting schedule of its European equivalent. This is further enhanced by the incredibly warm Taiwanese hospitality.

Speaking to many brands, from the major global players to local B2B start-ups, there was an overall feeling of optimism.

The Chinese brands, who enjoyed an extended Covid boom, are without doubt on an upward trajectory, whilst anecdotes from European and American exhibitors suggest there are green shoots of recovery. It’s clear that with the evolving landscape, forecasting year-on-year sales fluctuations remains a challenge for most, but there is an increasing, albeit cautious, confidence that the direction of travel is positive.

Future facing, forward-looking, themes

The show’s four themes for 2025 – Smart Cycling, Innovation Drive, Green Forward, and Cycling Ecosystem – were evident throughout, and central to many of those was the increasing role of AI across the industry. From artificially intelligent safety systems and virtual training platforms to automated manufacturing robotics and product design, it’s clearly a matter of ‘when’ not ‘if’ AI permeates the industry – and that the time to embrace the technology is now.

Sustainability was another key focus at Taipei Cycle 2025. The Green Forward initiative highlighted brands demonstrating Environmental, Social, and Governance (ESG) best practice. The respective exhibitors showcased bikes and components made from recycled or bio-based materials, reinforcing the industry’s shift towards eco-friendly manufacturing. Companies participating in the program received special recognition on their stands and across the show’s various channels.

Recognising and highlighting organisations that are driving industry-leading design and innovation is another key component of the show, with the much anticipated Taipei Cycle d&i Awards a key highlight.

Competition for the awards was fierce, with winners selected from over 100 entries across 11 countries by a panel of independent judges. Winning designs were displayed at the d&i Awards Pavilion and spotlighted throughout the event, providing winners with global recognition and a highly credible platform for growth.

Collaboration and investment in focus

A new addition for 2025 was the introduction of the ‘Taipei Cycle Publicly Listed Companies’, a collection of 27 enterprises recognised for embodying forward-thinking innovation and excellence across smart manufacturing and green technology, With a diverse selection of brands spanning all key sectors of the bicycle industry. the initiative unlocks opportunities for collaboration and investment, further solidifying the show as a hotspot for global industry networking..

Beyond the impressive displays, insightful seminars and live demo experience areas, Taipei Cycle, above all is a crucial meeting point for industry professionals looking to expand their presence in the Asian market and beyond.

For brands, it’s one of the best events to secure new distribution partners whilst attending buyers are presented with an array of product offerings, from independent start-ups to established industry leaders. The show also provides a perfect platform for product managers scouting for new technologies, whilst for the international media, the event provides a wealth of content showcasing the latest technology and innovation just ahead of the cycling season.

It may be a long way to come for anyone in Europe, but with invaluable networking opportunities in a key market against the backdrop of a captivating city packed full of culture, Taipei Cycle is a world-class event that I would encourage anyone in the industry to get to if they can.

Businesses and organisations keen to speak with the team at Shift Active Media are able to contact the business via hello@shiftactivemedia.com

SHIFT Active Media has been selected by Cure Leukaemia to lead communications and industry engagement for The Route, the charity’s flagship women’s cycling event.

“We rarely get the chance to bring our cycling expertise to a cause that transcends the world of bikes. In partnering with Cure Leukaemia we have the opportunity to not only promote the sport we love, but also shine a light on a heroic challenge – The Route – that raises funds for vital life saving research. We’re committed to helping Cure Leukaemia maximise its impact by leveraging our global network to grow awareness, inspire participation, and make a real difference. – Wayne Brown, CEO of SHIFT Active Media

Starting with the second edition of The Route in July 2025, SHIFT will leverage its deep cycling marketing expertise and industry network to drive awareness, encourage participation and support fundraising efforts. The agency will manage ongoing media relations and storytelling to raise the profile of the event, increase engagement and maximise sign-ups.

We’re delighted to be partnering with SHIFT Active Media as we look to build on the success of The Route’s first event in 2024. SHIFT’s reputation and expertise in cycling media and PR makes them the perfect partner to help us elevate the event’s profile, engage even more riders, and ultimately drive greater fundraising for Cure Leukaemia and our new, pioneering ATICUS Network – James McLaughlin, CEO of Cure Leukaemia

SHIFT’s PR team will work closely with cycling and broader national and regional media to showcase the unique women-only cycling challenge, which will see amateur female cyclists tackle every stage of the Tour de France Avec Zwift one day ahead of the professional race. The campaign will focus on communicating the charitable impact of The Route, boosting its visibility and fundraising potential for Cure Leukaemia’s ATICUS Network – a world-first paediatric transplant trials initiative.

On Thursday, February 13, Doug Baker, Shift Active Media’s Chief Strategy Officer, will host a webinar titled “What’s Next? 2025: A Data-Driven Look at Riders’ Appetite for Cycling in the Year Ahead.”

The agency will soon release its latest research enabling cycling brands to navigate 2025. Now in its third year, the latest instalment of the agency’s annual ‘What’s Next? report’ will provide a perspective on interest and near-term appetite for various parts of the industry.

Shift creates the report by combining proprietary research from the agency’s Rider Research Hub panel with search, industry, and wider economic data. 

We discussed the report with Doug to discover what’s changed since 2024 and what we might expect for the rest of the year. 

The release mentions signs of stability and green shoots. Can you elaborate on the specific data points that indicate these positive trends, and which segments of the cycling industry are showing the most promise for growth in 2025? Are there any specific product categories or rider demographics driving this growth?

After two years of disruption and declining sales, the 2024 data across participation, search interest and early retail data suggest that whilst not everything is positive, many sectors and markets are stabilising.

Our data suggests that upgrades (e.g. wheels) and categories connected to ongoing usage (e.g. tyres and servicing) are in a positive place. Whilst gravel continues to build interest in most sub-categories. The US looks quite positive, Germany has some positives, whilst France and the UK is a more challenged picture.

It’s likely that ongoing discounting has continued to support sales and search levels to an extent, so we shouldn’t get unreasonably optimistic. But barring any unforeseen impact from trade wars or conflict, the industry should be able to look forward to a less volatile and distressed environment.

You mention that signs of optimism are not evenly spread. Which regions or market segments are facing continued challenges, and what specific factors are contributing to these difficulties? Do you have any advice for the businesses operating in these challenging areas?

Overstocking continues to (mostly) ease but some areas are challenging from a long-term perspective. Lower-priced bikes targeting non-enthusiasts. And ‘acoustic’ MTBs continue the decline as both gravel and eMTB grow, although the rate of decline is steadying.

The 2024 report highlighted the resilience of gravel bikes, eMTBs, and premium products. Does the 2025 research confirm this trend? Are there any emerging product categories expected to gain traction in the coming year? Would you say consumer preferences are shifting?

Yes, gravel continues its steady growth across most measures. Premium products have been more resilient, although it’s been a story of stability rather than growth. eBikes continues to be a mixed picture by category and country, with the UK lagging, whilst interest in the US and Germany is healthier. It has also been an area with a higher number of companies facing significant challenges, as several invested ahead of demand in a competitive space and softening demand put them in very difficult financial situations.

In terms of emerging, it’s not a new area, but there appears to be growth in tech wearables, they seem to be doing well, as reflected in Garmin and UK retail numbers. Although this is obviously an area that overlaps with other endurance sports, so doesn’t sit entirely in cycling.

Does the 2025 research address the impact of inflation and economic uncertainty on consumer spending within the cycling industry? Are there specific price points or product types that are proving more resistant to economic pressures? Any advice on how brands can adjust their pricing and product strategies accordingly?

The report addresses the impact of economic uncertainty on broader consumer confidence and spending, with 2024 a particularly challenging year, and uncertainty remaining into early 2025 as the world waits to see the impact of new US trade policies on the wider world economy. Caution will likely guide most purchase decisions, as people prioritise those things that matter most to them or those things that can offer most value.

Beyond product categories, what are the key trends you’ve identified regarding rider behaviour and participation? Are there shifts in how people are engaging with cycling (e.g., commuting, leisure, competition)? How can businesses leverage these trends to connect with their target audiences effectively?

We’ve had anecdotal feedback from panel members about a desire to ride more and take part in events, but we haven’t focused on usage types in too much detail in this report.

You say the webinar combines proprietary research with search, industry, and wider economic data. Can you provide more detail on the methodology used in your Rider Research Hub panel? How large is the panel, and what are its demographic characteristics?

The Rider Research Hub is SHIFT Active Media’s proprietary online research community of over 12,500 enthusiast cyclists from 8 major markets across the world. This survey was completed between 16th December 2024 and 30th January 2025, with 1,079 members taking part. Roughly 30% of responses came from the UK, 30% from North America and 40% from Europe (France, Germany, Italy, Spain), with a mix of road, MTB, gravel and leisure riders taking part. 22% of respondents were women.

What are the most significant marketing challenges and opportunities that cycling brands will face in 2025? How should they adapt their marketing strategies to effectively reach and engage their target audiences in the evolving media landscape?

The Million £ / $ / € question!

There are certainly immediate, tactical opportunities to better use fast-evolving Media AI targeting, to optimise distribution strategies and design communications that actually stand out in a highly competitive and often very homogenous cycling market landscape.

But realistically it will always depend on the state of each brand and business as much as ‘best practice’ actions or the latest martech opportunities.

If your region or category is in growth, how do you use data to better understand, serve and reach the emerging audience? If you’re in a stable market, how do you compete? And if you’re still in a distressed market, how can you support sell-through, whilst sustaining enough brand equity to bounce back when the time comes?

What are the key takeaways from the What’s Next? report that you hope attendees will leave with? What concrete actions should they take based on the research findings to prepare their businesses for success for the rest of 2025?

As in my answer above, specific advice will depend on each brand or company’s needs.

But there are two concrete actions I’d advise…

1. Define where and how you compete

The reality is there are always more brands in each cycling category than the market objectively ‘needs’. It comes from a great place, people love all aspects of bikes and cycling so much they’ll often continue running a business even if in other categories the challenges would have seen that business close. But the upshot is that competition is always fierce. And yet so many companies spend a lot of time looking inward at their product, their team and their passion.

They don’t spend enough time competitively positioning themselves. How are you seen by your audience today v. competitors? Is your product truly different? Are your communications distinctive? Are they reaching enough riders compared to the competition? Too often it’s ‘we’ll be in every category and we’re passionate cyclists making great bikes’… so is everyone else.

Whilst we’re seeing some positives for 2025, it’s likely to be a landscape of stability and growth – where it happens – will be steady. It won’t be like the pandemic boom with a rising tide raising all ships. It will be competitive. The most competitively savvy businesses will take the majority of the market share.

2. Combine gut with data

For those businesses that have weathered the last two years, most should be in a position to get back on the front foot. Whilst there should always be room for passion and personal experience in cycling businesses, the pandemic has also taught us to augment this with data to guide and sense-check that gut instinct.

What do riders want? Are there signals of rising or falling demand? How do we stack up versus the competition? How is our activity performing in the market? Are we successfully building long-term?

Through a combination of research partners and taking advantage of the key membership organisations, bike brands need to build systems that will enable them to monitor their audience, their market and their performance and then use that to evolve their strategy from that understanding.

Ultimately more brands, competing more effectively, with better data should lead to better products, and brands delivering more entertaining content and engaging experiences to riders. Hopefully, the challenges we’ve all been through the last two years can help the industry come out smarter.

The webinar will be open to those working in the cycling industry, access will be limited to those who meet certain criteria. Email hello@shiftactivemedia.com if you are interested in joining.

The latest issue of BikeBiz magazine is now online. Read the February 2025 Digital Edition of BikeBiz now!

This month we preview all things COREbike! This year marks 20 years of Core – take a look at the layout and familiarise yourself with what to expect at this year’s show.

BikeBiz February 2025

Also in this issue:

24: We chat with Mark Swift, Head of Sales and Marketing at USE about innovation, anniversaries and plans for the future.

31: Grant Hadwin, Head of Sales and Supplier Partnerships at Citrus-Lime, outlines what IBDs should be thinking about to stay competitive.

34: Rebecca Bland talks with Reserve Wheels about its evolution over the years.

37: Shift Active Media CEO, Wayne Brown shares thoughts, insights, and learning opportunities from his time on the ground at ISPO.

44: Eovolt give us a preview of an upcoming bike release and their plans for COREbike. 

46: We catch up with PaceUp Media about their rebrand and plans for the future.

50: Mark Sutton explores where progress has been won and where work remains with cycling budgets.

54: Preview Kryptonite’s new angle grinder-resistant New York Diamond Standard Lock. 

New products and sector guides, including new products (56), hybrids and folders (59) and cycle luggage (64).

Find all of our digital editions online.

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This November, Shift Active Media will be launching a week-long series of webinars – partnering with some of the world’s leading media brands – which will identify changes and challenges, showcase innovation, and highlight opportunities in today’s media marketplace.

Media Week, which takes place from Monday, November 4, through Friday, November 8, sees Shift partner with brands like Meta, Google, and StackAdapt, as well as leading cycling media, to host this one-of-a-kind event for the cycling and outdoor industries.

• Taking place from 3-4 pm GMT each day, Media Week offers a series of five webinars.
• Each day, a different Shift media partner will lead a session, bringing their expertise, opinion and vision for what’s next in their world.

To explore details, and register for a specific webinar – individual registration for each webinar is required – click on the webinar title listed below.

An overview of what is in store:

● Monday, 4 November: StackAdapt will kick off the week with a session on “Reaching Cyclists with the Power of Programmatic.” This session will dive into the advantages of programmatic advertising and tap into Connected TV, Out of Home and much more – all reach key cycling and e-urban riders in contextual environments (in a cost-effective manner)

● Tuesday, 5 November: Meta will present a session on “Reaching and Converting New Customers.” Learn how to expand your reach and leverage Meta’s platforms to grow your customer base.

● Wednesday 6 November: Play Sports Network: “What can we expect from GCN, GMBN, GTN & EMBN?” Now they are back in independent ownership. A conversation between SHIFT’s CEO, Wayne Brown and PSN’s Executive Chairman, Simon Wear.

● Thursday, 7 November: Google will host one of the hottest topics at the moment: “Navigating Marketing Measurement.” Gain insights into the latest measurement tools and strategies that can enhance marketing performance.

● Friday, 8 November: We will wrap up the week with a panel talk on “What’s Next for Cycling Media? A Look to 2025,” presented by three leading endemic media owners. Between them, they represent Pinkbike, Cycling Weekly, Rouleur and more. Bringing insights from inside and outside of cycling.