SHIFT’25, PeopleForBikes’ industry working conference, officially kicked off today in Bentonville, Arkansas, one of America’s fastest-growing cycling hubs and a center for innovative ideas shaping the future of the bike industry.
Day one began with a community ride and concluded with discussions among industry leaders on one of the sector’s most pressing policy issues — the proposed expansion of Section 232 steel and aluminum tariffs to include bicycles and frames.
Industry Leaders Unite on Tariffs and Trade
PeopleForBikes’ board of directors and Trade Association Committee (TAC) leaders met jointly to assess the potential impact of the proposed tariffs on the U.S. bicycle industry, its workforce, consumers, and domestic manufacturing efforts.
The session outlined the scope of the proposed Section 232 tariffs and their potential to dramatically increase costs across product categories, from e-bikes to traditional bicycles. Attendees reviewed the two requests filed by the Aluminum Extruders Council and Guardian Bikes, discussed data-driven modeling on possible tariff cost and supply-chain impacts, and identified immediate advocacy actions ahead of the federal comment deadline on October 21.
“This is exactly why SHIFT exists,” said Jenn Dice, president and CEO of PeopleForBikes. “When our industry faces urgent, complex challenges, we bring the right people together to co-create coordinated responses and protect the future of bicycling in the United States.”
The bicycle industry has a limited window to oppose the proposed Section 232 tariff expansions. PeopleForBikes has provided template letters and talking points to help companies submit comments viaregulations.gov. More guidance from PeopleForBikes can be found at peopleforbikes.org/news/bike-industry-update-on-tariffs-2025
The meeting concluded with next steps for PeopleForBikes’ new Bike Industry Data Exchange program, emphasizing how shared intelligence and transparency will strengthen advocacy and business decision-making moving forward.
Day One Highlights
-
Community Ride: Attendees explored Bentonville’s mixed terrain roads on a morning group ride led by Austin’s Breakfast Club, setting an energizing tone of connection and joy.
-
Board + TAC Strategy Session: Leaders addressed Section 232 tariffs, domestic manufacturing opportunities, and e-mobility regulation.
-
Welcome Reception: The day closed with a networking event at YT Mill, where participants continued building relationships to drive progress across the industry.
What’s Ahead
SHIFT’25 continues on Thursday with a full slate of sessions and keynotes focused on building a stronger, more connected bike industry. Highlights include:
-
How Bike Culture Fuels Economic Growth and Community Vitality: Tom Walton, CEO, Runway Group
-
Local Welcomes: Kalene Griffith (Visit Bentonville) and Mayor Stephanie Orman
-
Celebrating Wins, Confronting Challenges, and Advancing Joy in Riding: Jenn Dice, CEO, PeopleForBikes
-
Committee Workshops: Trade and tariffs, youth ridership, innovation, and cross-industry collaboration
-
Evening Reception at Ledger: Hosted by Life Time, Visit Bentonville, Runway Group, USA Cycling, World Bicycle Relief, and PeopleForBikes
As SHIFT’25 gets underway, the energy in Bentonville is unmistakable: the bicycle industry is united and ready to act together on the most critical issues shaping our shared future.
For the full agenda and event details, visit: shift.peopleforbikes.org.
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.
