Irvine, CA –March 2025 – Last week, the National Bicycle Dealer Association (NBDA) brought together experts and industry leaders for two panels that are shaping the future of the bicycle industry. The Bicycle Industry Retailer Focused E-Bike Safety & Standards Panel panel was held on March 11 and the Growing Ridership and Retailer Foot Traffic Panel convened on March 13. Together, these discussions aimed to address some of the most pressing issues and opportunities regarding E-Bike and lithium ion battery safety and education, and the pressing need for increased ridership and sustainable ridership to benefit bicycle retailers.
The panel, composed of retailers, suppliers and industry experts, shared viewpoints on these important issues and recognized the importance of forming best practices to give all at stake the best outcome.
E Bike Safety & Standards Discussion Highlights Include:
● Insights from the EPA Conference and EU Battery Passport Regulations:
Marc Boolish, Director - Wiley Law; PRBA – The Rechargeable Battery Association: Provided comprehensive insights from the recent EPA conference including challenges with collection and recycling of medium-format batteries, like those in e-bikes, including size and accessibility issues in retail collection bins, which typically don't accommodate larger batteries. He discussed fire safety risks as these batteries hold more energy, and touched on emerging legislation and state-by-state efforts to develop standardized recycling programs for these types of batteries, with a growing focus on infrastructure and technology advancements to address medium format battery recycling. Marc also highlighted Call2Recycle's role in supporting the industry, noting their involvement in setting up recycling programs for e-bike retailers and suppliers. April Marshke Consultant, Outside Advice - April presented a comprehensive overview of the why behind the EU Battery Passport, including the benefits of self-reliance and sustainability. April also gave an insightful view into how this is rolling out with a QR code database, and other benefits and opportunities such as anti-theft, recycling, secondhand market stabilization, and quality control among others.
● The Role of IBDs in Promoting E-Bike Safety and Education
Clint Sandusky, Bike Patrol Instructor and Cycling Safety Expert, spoke about the vital role of Independent Bicycle Dealers (IBDs) in educating consumers about e-bike safety. Sandusky shared insights on how safety education can help prevent legal restrictions and accidents, with a focus on resources like the League of American Bicyclists' materials. Michael Pasquali, Founder of Micromobility Connect, presented strategies for IBDs to improve rider education by providing customers with printed safety information attached to e-bike invoices. Pasquali emphasized the need to educate riders on regulations, safe battery usage, and the importance of road safety. Luke Elrath, Bicycle & Bicycling Technical Consultant, discussed the importance of e-bike retailers providing concise and accessible manuals to consumers such as the NBDA Charging and Storage of Lithium-Ion Batteries guideline and the People for Bikes Electric Bike Owners Manual. Retailers need to be proactive in meeting their responsibility to ensure new owners are fully informed for safe operating, storage, and use of their E-Bikes.
● Mike Fritz from Human Powered Solutions wrapped up the session, discussing the importance of proactive education to prevent product liability and safety
issues, emphasizing that the proper care and use of e-bikes ensures safety and reduces the risk of accidents.
Growing Ridership and Retailer Foot Traffic Discussion Highlights Include:
● Building a Cycling Community from the Ground Up
Jacob English, Mountain Road Cycles, emphasized the importance of engaging your local community, including high school teams and trail-building initiatives, and the importance of town-events such as parade participation and your local newspaper. Jeff Gindin, President of Cycling Designs LLC, shared his impactful experience of community bike events and initiatives like the Bike Bus that encourage community and foster safer streets and therefore, new ridership. Enabling cyclists to feel safer and more visible when sharing the roads will empower more to ride, more often, and benefit us all. Matt Adams, Outgoing President of Mike's Bikes, brought his decades of expertise in building a network of bike shops to share how even in areas without a defined cycling community, there are always smaller groups of riders, and the key is to identify these clusters and nurture them. Sharing the local cycling resources with new riders and hosting group rides highlighting the local infrastructure is a great way to increase ridership and community. Additionally, Mike recommends partnering with local businesses like coffee shops and breweries to expand outreach and promote cycling in a fun and social way, which can strengthen relationships with the local community and drive business growth.
● Harnessing Annual Events to Boost In-Store Engagement and Increase Ridership Karen Talley, Cardinal Bicycle, shared insights on how to design and execute successful events to foster community and drive long-term customer engagement. She highlighted the importance of setting clear event goals, such as building community or increasing ridership, and aligning them with marketing strategies. Karen also stressed the need for inclusivity and simplicity in event promotions to attract a broad range of participants, including beginners, and discussed how partnering with other organizations and using a well-supported team can maximize event impact. Kourtney Dunne, Ron's Bike Shop, shared how her family-owned shop, serving a small South Dakota community, has fostered a cycling community through a mix of non-competitive and competitive events. She emphasized the importance of listening to the community's needs, such as creating youth-focused events, offering beginner-friendly rides, and partnering with local businesses to build camaraderie. Kourtney also highlighted their successful social rides and community initiatives that have helped grow cycling participation and loyalty over time. Matt Adams, Outgoing President of Mike's Bikes, shared strategies for engaging with riders at large events without blending into the background. He emphasized the importance of enhancing the event experience—such as offering fun activities or adding unique touches like music or snacks—and connecting with riders through games or contests to encourage future visits to the shop. Additionally, he highlighted the value of preparing customers for events through training rides and maintenance classes to foster loyalty and support their success.
● Shop Ambassadors: Turning Influence Into Measurable Impact
George Lee from Rad Power Bikes discussed the importance of selecting the right ambassadors who are already deeply embedded in the local cycling community. He emphasized that ambassadors should not only have a passion for cycling but also the ability to foster relationships within the community, whether through group rides or events. Successful ambassador programs rely on strong engagement from both the shop and the ambassador, and the most effective ambassadors are those who can connect with customers, promote the shop authentically, and help grow attendance at events, rather than those simply focused on social media influence.
Additional details and comments from other speakers can be referenced in the recording of both panels available on the NBDA YouTube Channel.
The NBDA invites all stakeholders in the cycling industry to join these quarterly Advocacy Panel events to stay informed, share insights, and contribute to collective efforts towards industry advancement. Your participation is essential in shaping the future of cycling.
For further information about the NBDA Bicycle Industry Retailer and Supplier Best Practices Panels, please visit the NBDA Advocacy hub. To join our next E-Bike Safety Panel on June 10th 2025 please register here and for the next Growing Ridership Panel on July 10th 2025 please register here.
About NBDA: The National Bicycle Dealers Association (NBDA) is a non-profit organization representing the interests of independent bicycle dealers in the United States. Committed to advancing the bicycle industry and promoting cycling as a healthy and sustainable mode of transportation, the NBDA collaborates with industry stakeholders to address critical issues and foster growth within the cycling community.
