PeopleForBikes' SHIFT'25 conference concluded last week after three days of working sessions, policy discussions, and peer-led conversations focused on tackling the bicycle industry's most urgent challenges. Held in Bentonville, Arkansas, SHIFT'25 convened industry leaders to collaborate on issues including trade and tariff developments, regulatory changes, domestic manufacturing, and youth engagement.
Section 232 steel and aluminum tariffs were a central concern throughout the conference. The recently proposed expansion would impose additional 50% duties on imported bicycles, frames, and certain e-bikes, adding to already burdensome tariffs and creating potentially severe cost increases for brands and consumers. PeopleForBikes led multiple sessions to coordinate an industry response, prepare public comment submissions, and ensure companies are equipped to act before the October 21 federal comment deadline.
"In Bentonville, we saw what's possible when the bike industry shows up united and focused, "said Jenn Dice, president and CEO of PeopleForBikes. "Amid economic headwinds and regulatory uncertainty, industry leaders came together to make bold decisions that will help shape a stronger future for bicycling and the bike business."
In addition to tariff strategy, SHIFT'25 featured in-depth committee meetings on trade, technical standards, e-mobility, youth participation, and sustainability. Sessions helped share industry best practices, new research, and sparked collaborative initiatives across the industry.
Highlights included:
● A joint meeting of PeopleForBikes' board and Trade Association Committee (TAC), where members reviewed the potential impact of Section 232 tariffs and aligned on advocacy plans.
● Tom Walton of Runway Group showcased Bentonville's investment in trails, community, and talent, including a new STEM school designed to grow the next generation of innovators for the outdoor and cycling industries.
● Jenn Dice shared a state of the industry address, acknowledging serious challenges while recognizing ongoing committee progress, right-sized inventories, and growing infrastructure investment as reasons for optimism.
● Community leaders like Breakfast Club ATX and Sam Balto's bike bus presented grassroots models for growing participation, cultural impact, and long-term engagement.
● Product and safety leaders from Brompton, Vittoria, and SGS emphasized collaboration across categories to meet performance, environmental, and regulatory expectations.
SHIFT'25 attendees walked away with clear next steps, including submitting tariff comments and advancing youth engagement efforts, along with a stronger understanding of the tools, policies, and peer networks PeopleForBikes offers to better navigate today's challenging business landscape.
TAKE ACTION: Submit Comments on Section 232 Tariffs by October 21 PeopleForBikes urges all industry brands to submit public comments opposing the proposed tariffs before the Monday deadline. Resources, template letters, and submission instructions are available at peopleforbikes.org/news/bike-industry-update-on-tariffs-2025.
SAVE THE DATE: 2026 Bicycle Leadership Conference
The Bicycle Leadership Conference (BLC) returns to Dana Point, California, March 17–20, 2026, once again gathering our industry's top leaders to assess progress, share updates, and continue collaborating on shared challenges and opportunities. Learn more.
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.
