PeopleForBikes welcomes the bicycle industry to Bentonville, Arkansas, for SHIFT'25, a hands-on summit uniting industry leaders and innovators from across the country. Taking place October 15–17, SHIFT'25 anchors a full week of riding, events, and critical conversations helping guide our industry forward.
Held alongside Life Time's Little Sugar and Big Sugar races, SHIFT'25 transforms the Ozarks into the backdrop for the bike industry's most important discussions. Topics will include building solutions for trade and tariff policy that strengthens the bike industry, crafting smart e-bike regulations, understanding consumer trends, and advancing community-focused business strategies. Unlike a traditional conference, SHIFT'25 emphasizes collaboration and problem solving as PeopleForBikes' industry committee members work through the most pressing challenges facing bike businesses while connecting over group bike rides and casual gatherings.
"SHIFT'25 is a working summit. It's where our committees and industry leaders roll up their sleeves, share perspectives, and develop real solutions to strengthen bicycling nationwide," said Ash Lovell, vice president of government relations at PeopleForBikes. "The backdrop of Big Sugar Classic week brings unmatched energy, with equal parts serious conversations and the joy of riding together in Bentonville."
SHIFT'25 Agenda Highlights:
Wednesday, October 15
• Breakfast Club Ride
• Welcome Happy Hour + Dinner + Networking
Thursday, October 16
• Industry Keynotes + Workshops
• Curated Rides (road, mountain, gravel, e-bike)
Friday, October 17
• Networking Breakfast
• Subcommittee Sessions + Office Hours
• More Rides
Whether you're a local business leader, trail advocate, entrepreneur, or just passionate about bikes, SHIFT'25 is your moment to get involved.
Register today at shift.peopleforbikes.org/select-registration.
About PeopleForBikes
PeopleForBikes is a national bicycle advocacy nonprofit and the U.S. bicycle industry's trade association representing more than 340 bicycle industry supplier members and nearly 1.4 million individual supporters. Through our three areas of influence — infrastructure, policy, and participation — we accelerate the construction of safe, fun, and connected places to bike, advance pro-bike and pro-bike-business legislation; and reduce barriers to welcome more people to the joys of riding a bike. Our goal: become the best place in the world to ride a bike.
Join us at peopleforbikes.org and donate to support our work.
