OPINION
United We Win, Divided We Fail!
Madison CEO Dominic Langan issues a stark call to action to every legitimate bike brand and retailer: get audited, join the pledge, and support the e-bike positive campaign, warning that participation is not just pro-safety, but a commercial necessity to demonstrate maturity and self-governance, which is the only way to unlock growth and secure the future of the cycling industry.
O
ur industry is notorious for infighting and conflicting opinions on just about every front. We can’t even find a
spokesperson for cycling
where we would all be happy for them to represent our views and opinions to mainstream media and government bodies. We literally cannot agree on anything, and this weakens us. It makes us look disjointed to government, it fuels lazy media tropes about cyclists and it creates space for fringe voices to speak for the rest of us.
32 | January 2026
Yet, I am encouraged and, yes, surprised to see the Bicycle Association of Great Britain and the Association of Cycle Traders working in lockstep on a campaign that protects our industry and the future of safe electric bicycles. If the BA and ACT can agree to act together, maybe there is hope for the rest of us. Let’s be honest. We are now in a full-blown crisis of public perception about e-bikes. Fires linked to lithium batteries have risen sharply.
London Fire Brigade data is alarming, and the headlines
www.bikebiz.com
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