FEATURE


Rebecca Bland talks to Bikmo and Paria about ways the industry can encourage people to commute by bike.


orking in the cycling industry and for many of us, enjoying cycling as a hobby (in whatever form that may take), we recognise that cycling on the roads in the UK can be a bit of a mixed bag. So it’s no wonder that cycle commuting is a hot topic year after year – and the same questions are asked, like how can more people be encouraged to ditch the car and cycle? For the bike industry, it might feel like we’re up against a tidal wave of misinformation and a lack of policy and infrastructure change from the government. But that’s not to say that we can’t make an impact in encouraging more people to get on a bike on some level. Retailers and local bike shops have perhaps more consumer face time than large brands, and can often provide insight into why things are or aren’t working – like why exactly people aren’t picking up their bikes to ride to work. BikeBiz spoke to cycle insurers, Bikmo, and Yorkshire-based cycling clothing company, Paria to ascertain what they think about challenges the industry faces in getting more people to ride to work. For David George, CEO of Bikmo, the most important message he wants to get across to the industry is about bike security and the reduction of theft to encourage more people to ride to work:


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W HOW CAN THE BIKE INDUSTRY HELP TO ENCOURAGE CYCLE COMMUTING?


Sam Morgan


February 2025 | 41


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