FEATURE We Asked… Emily Cherry, Bikeability
1. What were your highs and lows of 2025, and what lessons have you taken from the rollercoaster?
The highlight of the year was record numbers of children and families taking part in Cycle to School Week, where we
launched revamped Bike Bus guidance with a free training offer. Over 430,000 pledges to take part showed that the cycle to school community has bigger potential, and creating the change together is key. The lows continue to be how hard it is to celebrate
any cycling achievement in the press and the continued extension of the culture war; it hasn’t gone away.
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?
I believe by partnering on cycle training for new and novice riders, with opportunities to try before you buy and get expert advice on brushing up your
cycle skills. We see lots of anti-social and risky riding on bike share schemes, so positioning the industry as helping improve skills and safety could be a tactic to convert, as much as pricing. We’re launching new adult e-learning in 2026 and would love to partner with the cycling industry to get this to customers.
4. If you could propose one game-changing Government policy shift for the growth of cycle retail in 2026, what might it be?
Zero-rated VAT on children’s cycle sales would make a significant difference to family uptake of cycling. In fact, I would combine the Cycle to Work benefits with zero-rated buying and target families who want to cycle for school and work with incentives.
5. Finally, what’s one thing we did get right in 2025, or that your organisation is proud to have achieved?
We delivered another record year of children and families we are reaching more delivering to more children
the information parents and carers receive about their child’s cycling skills, which increases their confidence in allowing children to cycle independently.
28 | January 2026
www.bikebiz.com
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