INTERVIEW Simon Paton, Director, Malverns Classic
“The 2025 Malverns Classic took place over the August Bank Holiday weekend and clearly
marked a major step forward for the UK cycling industry, demonstrating real growth and renewed energy across the mountain bike sector. Attendance surged to 8,500 with an electric atmosphere that reflected the industry’s strength and consumer appetite. The trade village was almost at capacity. We are going to need another field next year! Many retail stands reported record sales and strong leads from both consumers and trade buyers. From an industry standpoint, the Malverns Classic cemented its position as the UK’s premier platform for brand activation, networking and retail spend.”
Dino Bertolis, Founder and CEO, CycleSaver
“2025 has been a breakout year for CycleSaver. What began as a niche idea has become one of the fastest-growing employee benefits, with record engagement from companies wanting to make sustainable commuting both affordable and accessible. The move toward flexible, monthly access to
bike-share services, from Lime and Santander Cycles to Forest, Beryl, Dott and others, has been a real turning point. Employers are increasingly embracing shared micromobility as a low-admin, high-impact benefit that supports wellbeing and net-zero goals. And it’s been great to see this momentum spread beyond London as more schemes expand into cities across the UK.”
Christi Hughes, BMX Freestyle Judge
“This year has been incredible for cycling, with the road to LA 2028 already shaping the energy across every event. BMX Freestyle continues to evolve at an astonishing pace, especially on the women’s side. Each year, I’m lucky enough to have the best seat in the house as a judge, watching progression unfold right in front of me. The women’s riding keeps pushing boundaries, delivering moments that leave me on the edge of my seat, never knowing what new “world’s first” I might witness next. As a judge, I must remain objective, but as a lifelong BMX fan, it’s impossible not to feel a quiet sense of pride seeing how far women’s freestyle has come. Never, as a kid, could I have imagined witnessing what I see now. It’s a constant reminder of why I do what I do, to help this sport and its riders continue to grow.”
www.bikebiz.com
December 2025 | 17
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