BIG INTERVIEW ‘ DOING NOTHING IS NOT REALLY AN OPTION


West Midlands cycling and walking commissioner and Fusion Media founder Adam Tranter tells Rebecca Morley more about his role in active travel and how the industry can get involved


West Midlands cycling and walking commissioner Adam Tranter “I


want our region to achieve its active travel potential,” said Adam Tranter, West Midlands cycling and walking commissioner, on his


appointment last year. Covid lockdowns saw people turn to bike riding for their exercise and travel needs, showing the potential that cycling can have if people have the right environment with good, quality infrastructure. Speaking to BikeBiz, Tranter, also founder and CEO of PR and marketing agency Fusion Media, spoke of the gradual increase in e-bikes and e-cargo bikes in 2022. “We’re not quite seeing the meteoric rise that we have in some parts of Europe and I can’t help but think e-bikes would be well supported by a Government subsidy to kickstart the awareness and the market of that.


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“We’re definitely seeing that going in the right direction. The Government launched its national e-cycle programme, which I think is a good intent to get people trying them and they’ve already supported e-cargo in various different ways. I think we’re seeing the electrification as a trend, which is very positive.” We’re also starting to see different ways of people using


bikes both through conventional cycle hire, and also with companies like Swapfiets coming to the UK, the bicycle becoming something consumers don’t necessarily need to own, Tranter said.


“I think for many people that’s quite attractive and cuts


down the hassle and the faff that’s required, so that is also positive. And of course, those people might not quite know


September 2022 | 21


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