INTERVIEW Guy Whitby, Founder, Long Run Club
“2025 has been a positive year so far for The Long Run Club, with the market continuing to bounce back post-COVID. We’re seeing growing demand from mass participation events and companies taking on challenges, while clubs and smaller groups continue to be more price-sensitive and cautious. As a B Corp, we’re pleased to find that our commitment to ethical practices is still highly valued, even as media focus on sustainability has somewhat lessened.”
Wayne Brown, CEO, Shift Active Media
“We definitely saw some green shoots of recovery in 2025. We’ve been lucky enough to add many new brands and clients to our portfolio in the first half of the year, as cycling brands looked to pick up their investment in brand building and, in some cases, enter new markets entirely. Some of the rebound was tempered by supply chain concerns brought about by the tariff announcements in early April and soft purchasing data in North America. Confidence, however, is returning, given a subsequent period of relative calm, as well as positive numbers from the UK, Europe, and a number of major industry players. So, all in all, we see no reason not to be cautiously optimistic about the second half of 2025 and on to 2026.”
Miles Baker-Clarke, Head of Strategy and Creative, Fusion Media
Tom Holland, Owner, TJ CycleWorx
I recently (within the last year) set up a small repair workshop based in the ware-house gym in
Cwmdu, and 2025 has been extremely busy. Granted, it’s still part-time whilst I navigate self-
employment, but I can honestly say, that through networking, being available outside of the 9-5 “norm” and from not being afraid to ask for something has resulted in something I’m really happy with. This year has seen me support Ospreys in the community with mechanical support on their fundraising trip from Amsterdam to Paris, help four local female athletes with mechanical support in the lead up to IM world champs in Marbella and also work on some local “celebrities” bikes such as ex-Welsh rugby captain Ryan Jones.”
Following an economically ‘interesting’ 2024, this year has been decidedly more predictable with tonnes of exciting projects to get our teeth into. The team is changing quickly as our client’s needs evolve too. Our media planning team is expanding quickly, and we seem to add more faces to our international hubs monthly, which is incredibly exciting. We’re no longer laser-focused on the UK; the last few years have widened our gaze, and lots of our growth has been across Europe and Asia.
I guess the other thing 2025 marks for Fusion is the full embrace of public affairs. We’ve danced in those spaces for nearly a decade, and #BikeisBest was a proper landmark, but now we’ve got a dedicated team, doing brilliant work for The Bikeability Trust, Shimano, the All Party Parliamentary Group for Cycling & Walking, Modeshift and others. It’s great to get our teeth into projects that make a tangible difference, and we’re all very proud of that. We even hosted our first event, bringing together brands, politicians and advocates to come together and explore what we need to do as an industry. All in, I would say we’re heading into Q3 feeling pumped. The industry is looking optimistic, and we’ve got loads of projects across different areas to keep us busy in the second half of the year.
20 |August 2025
www.bikebiz.com
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