BIG INTERVIEW
well because that’s slightly newer and more niche. “We have to look at how we tackle that and indeed in the
West Midlands, we’re potentially looking to try and create a centre of excellence for active travel and really nurture and develop that future talent. “We’ve seen a lot of political will shown by central
Tranter is also founder of cycling PR and marketing agency Fusion Media
“But we need to ensure that not only do we communicate cycling as a viable and cost effective alternative, but we also more widely explain the benefits that it has towards climate change and air pollution, and just making nicer places to live as well. “In all the doom and gloom of the cost of living crisis, it could be one of those positive, small silver linings that help bring people together and ultimately save people money, which is important.” So what’s needed from the Government? “We shouldn’t be
relying on people’s confidence,” said Tranter. “[Confidence] shouldn’t be an attribute that’s required to ride a bicycle, or ride a cycle. “And to do that we need safe infrastructure, whether that’s protected cycle lanes, better crossings, or indeed low traffic neighbourhoods and reducing through traffic to provide better environments to cycle and walk in. “We know that helps getting people doing this and finding it as the easiest and most direct option. We have the funding and I think we need to continue with that path of funding but also help build capacity. There’s a real shortage in transport professionals in the transport industry at the moment, a skill shortage that’s acutely an issue, but then when you look at active travel, it’s even more of a concern as
24 | September 2022
Government, and we need to see that continue into the future as well.” And what does Tranter hope to see happen in the rest of 2022 and beyond? “I’d really like to see the industry looking long term for what’s possible,” he said. “I know it’s tough at the moment, we’ve seen a boom and we’ve seen a decline in some places in interest in cycling and therefore in sales. “But the only way for us to achieve what we need to
achieve, whether that’s for the planet, climate or health, or you’re just looking through a business lens, is to support cycling infrastructure. To support the normalisation of cycling in society, and to do your bit to keep pressure on local, regional and national Governments to keep investing in this space because it’s only going to come through good infrastructure and changes in behaviour. And I think that’s something the cycling industry can help with.” The industry can get involved in campaigns like
#BikeIsBest, a national cycling advocacy drive run by Fusion Media, using mass marketing to help communicate that, and supporting in their own way, said Tranter. “And it could just be being good advocates in your local area to try and get the first bike lane in your community. “I’d love to see the industry doing more and not going back instinctively to the core customer and trying to sweat them for as much as they can, because really the future of this industry has got to be in new consumers using cycling for transport, utility and recreation.” ●
www.bikebiz.com
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