SHIFT'25, PeopleForBikes' industry working conference, entered its second full day with focused discussions and workshops addressing the most pressing issues facing the bike industry.
"This week is about doing the hard work, confronting brutal truths, and setting a clear course to strengthen the bike industry in the long term," said Jenn Dice, president and CEO of PeopleForBikes. "The leaders in these rooms are shaping the policies, strategies, and partnerships needed to move bicycling forward."
Opening Perspectives from Bentonville
Tom Walton, CEO of Runway Group, outlined Bentonville's "big bets" on education, workforce, and economic development, including a new STEM school on the Walmart campus aimed at developing future talent for industries including cycling. He highlighted how gateway trail systems across Arkansas are expanding access, participation, and business investment statewide.
Mayor Stephanie Orman and Kalene Griffith of Visit Bentonville welcomed attendees, reflecting on how Northwest Arkansas became a global cycling destination and what's possible when community, business, and advocacy align.
State of the Industry
Jenn Dice recognized the industry leaders guiding PeopleForBikes' policy and committee work, noting important progress in areas like tariff reform, domestic manufacturing, e-bike regulation, and youth participation. While acknowledging challenges like the proposed Section 232 tariffs and uneven consumer demand, Dice pointed to right-sizing inventories, growing investments in infrastructure from cities, and committee-led progress on industry priorities as reasons for optimism.
Community Innovation
Founders of ATX Breakfast Club shared how consistent, inclusive group rides can reshape local cycling culture. The Austin-based club now attracts nearly 900 monthly riders, with 35–40% female participants, and leverages a custom app and Slack community to stay connected beyond the rides. Their model emphasizes safety, connection, and belonging over competition or growth.
Sam Balto demonstrated the power of community-led change, highlighting how his bike bus movement is transforming school commutes into joyful group rides in hundreds of cities nationwide. Balto encouraged industry leaders to engage directly — riding, volunteering, and helping scale local bike bus programs that build visibility and encourage early ridership in today's youth.
Product, Safety, and Environmental Responsibility
President of Brompton for the Americas Juliet Scott-Croxford, Vittoria CEO Stijn Vriends, SGS Testing Global E-Bike Product Manager Vanessa Lin, and Heartland Forward's Dr. Zoe Maddox discussed how innovation, safety, and environmental responsibility align across product categories. Scott-Croxford shared about Brompton's Renewed program for refurbishing bikes and reducing waste, Vriends highlighted Vittoria's progress in sustainable tire materials and testing, and Lin emphasized how compliance and testing is essential to safe, connected e-mobility.
Key Takeaways — SHIFT'25 Committee Sessions
Domestic Manufacturing + Supply Chain
Discussions centered on advancing U.S. production through the Bicycle Production and Assembly Act and identifying next steps for scaling domestic assembly capacity.
E-Bike + eMTB
Outlined proactive policy and communication strategies to address e-moto regulation, youth safety, and consumer education.
Trade + Technical Standards
Focused on the proposed Section 232 steel and aluminum tariffs that will affect bicycles and e-bikes and defined advocacy actions to protect industry competitiveness.
Research + Data Strategy
Outlined the next phase of PeopleForBikes' data offerings, including the Bike Industry Data Exchange, to help businesses make faster, data-informed decisions.
Sustainability + Apparel
Explored practical steps for lowering industry emissions through low-carbon materials, sustainable packaging, and improved carbon accounting tools.
Youth Participation
Discussed strategies to engage young riders and build pathways into the bike industry, emphasizing programs that connect participation with workforce development.
Membership, Events, Education, and Marketing
Strengthened member engagement through expanded industry education, improved digital experiences, and new strategies to reach and retain a broader member base.
Continuing the Conversation
Attendees ended the day with group rides and an evening reception at YT Mill co-hosted by Life Time, USA Cycling, Visit Bentonville, Runway Group, Trailblazers, World Bicycle Relief, and PeopleForBikes. Amid complex global challenges, these in-person connections remain vital for collaboration and long-term progress.
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.
