OPINION
I know that asking retailers who have
already committed to re-sign under a new framework feels like an extra task on an already full plate. But if you are already selling legal e-bikes and running your business properly, this should feel less like a hurdle and more like the recognition you deserve. The criteria have been designed with working retailers in mind - rigorous enough to mean something, practical enough not to create unnecessary burden. So what do you actually get? Retailers who sign the new commitment will be listed in a national directory of approved businesses, giving your shop visibility to consumers who are actively looking for a retailer they can trust. You will gain access to updated consumer-facing materials and campaign assets, developed for use both in-store and online. You will be part of a scheme that is increasingly recognised by consumers, local authorities and the press as the credible standard for e-bike retail in the UK. And crucially, you will have something concrete to point to when a customer asks why they should buy from you rather than an online marketplace. In a market where that question is being asked more and more, that matters.
www.bikebiz.com
E-Bike Positive remains a not-for-profit initiative, funded through a small industry levy on complete e-bike sales contributed by participating brands and retailers via the supply chain. It exists to serve the sector, not to add to its costs. The e-bike market has enormous
potential, but public confidence is not guaranteed. Every story about a battery fire or an illegal bike on the pavement chips away at that confidence - and independent retailers pay the price even when they are doing everything right. Schemes like this are how we protect ourselves as well as our customers. Independent retailers are best placed to lead on
safety, but only if we are organised, credible and visible. E-Bike Positive is how we do that together. ●
To review the new commitment and apply to become an E-Bike Positive retailer, visit:
www.cycleassociation.uk/e-bikes/e-bike-positive
June 2026 | 25
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