FEATURE We Asked… Steve Garidis, The Bicycle Association
1. What were your highs and lows of 2025, and what lessons have you taken from the rollercoaster?
For me, the low point has definitely been the endless negative headlines about unsafe e-bikes conflating the safe, legal products our members sell with the
flood of substandard and illegal electric motorcycles and dodgy kits. However, the high is a more recent flow of positive news; eight consecutive months of growth as per the latest stats in coming out the other side.
3. A standout of 2025 has been the growth of bike share, which creates new cyclists, but not always new sales. How can the bike industry convert these riders?
We’ve also identified this trend, particularly in London, where our market data shows sales for the region are lower than we might expect, and we believe one of the worry in terms of new sales, we believe it should be viewed Considering what these users and future customers need is as important as any other customer demographic. New business models may appeal to a generation less tied to ownership, suggesting long-term leases may become more important in future, for example.
2. We have had eight consecutive months of growth in 2025. Is normality resuming, and if so, what’s driving the turnaround?
It’s not normal service as volume is still well down on pre-covid era, but it does look like we’re coming out the other side of the very challenging market conditions caused by the ‘perfect storm’ of post-Covid slump, cost of living crisis, industry supply chain issues and increasing in leisure cycling at both entry and enthusiast level, including a welcome boost in children’s bike sales.
4. If you could propose one game-changing Government policy shift for the growth of cycle retail in 2026, what might it be?
We have long wanted to see the government look at VAT in relation to incentivising cycling and supporting cycle businesses, particularly
VAT could be reduced or removed completely for servicing to make sure that keeping your bike running smoothly is We also believe there is a strong case for reducing or
removing VAT on children’s bikes since every child should have the right to learn to cycle. This would also make the Government’s welcome investment in Bikeability - the cycle we might even finally get cycling on the curriculum like swimming.
5. Finally, what’s one thing we did get right in 2025, or that your organisation is proud to have achieved?
At risk of sounding like a broken record, I’m going to come back to E-Bike ACT, we’ve already got a substantial
proportion of the industry behind a scheme that will make the reputable industry can afford to wait for the government to act, and I’m proud that the industry is coming together in
www.bikebiz.com January 2026 | 27
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