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‘I THINK WE TEND TO FORGET THAT THERE ARE PEOPLE OUT THERE WHO RIDE THAT DON’T CONSIDER THEMSELVES CYCLISTS.’
CONTENT Editor
Lauren Jenkins
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Staff writer Simon Cox
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Graphic designer Mandie Johnson
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pryder@datateam.co.uk EDITORIAL THE FUTURE OF CYCLING
In this issue, we explore the children’s market, amongst other things happening in the industry at the moment. Looking to expand your offerings for little ones? Karen from Cycle Sprog explores ways we can get parents into bike shops. She also shares tips to help, and in turn discusses why it’s important to look after the entire family. Children are the cyclists of the future after all. We also chat with Peter Kimberley, CEO of Tandem Group, about Squish bikes and the
importance of keeping things fun and taking time to understand your customer. As an industry, we could learn a thing or two from National retailers and their less intimidating appeal to non-cyclists. Are we doing enough to create a sustainable future for cycling? Has there been a decline in children riding bikes? Sometimes it feels that way, but it’s good to remind ourselves that there are plenty of brands, organisations, shops and people helping to foster that love of riding, ensuring that beyond enjoyment, cycling can be appreciated in all its forms. Rebecca Bland chats with Emily Cherry from Bikeability about their work and ongoing plans to make sure children have access to their own bicycles, alongside a wider strategy to get more children cycling.
As cyclists, riders, or whatever we classify ourselves as, I think we tend to forget that there
Printed by The MANSON Group Ltd ISSN: 1476-1505 Copyright 2025
are people out there who ride that don’t consider themselves cyclists. People ride bikes for many reasons. The bicycle goes beyond what many of us use them for. A mode of transport, a way to get to school or work, their only way to get around. Sparking the joy beyond cycling as a form of transport is important. There’s a whole world out there in which the bicycle is used, and it’s good to think big picture. Big picture in focus, children are the future of our sport. They are the future racers, colleagues, advocates, enthusiasts and non-cycling cyclists. It’s perhaps a good time to take a pause and consider ways in which you can make an impact. It doesn’t have to be massive, and it’s important to remain realistic, but I’d like to think that small actions might have a ripple effect. So that’s your food for thought. If you aren’t already, in your role or involvement in the industry, is there anything you can do that might help the future of the industry flourish?
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Lauren Jenkins, Editor
Editorial: 07979 146121
Simon Cox Staff writer
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biz-media.co.uk
Richard Setters Sales manager
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biz-media.co.uk
Mandie Johnson Graphic designer
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