Leaders from across the global bicycle industry gathered in Dana Point, California, this week for PeopleForBikes' annual Bicycle Leadership Conference (BLC). Industry executives, policymakers, and advocates met face-to-face to tackle the industry's most pressing challenges and make progress towards what's next.
PeopleForBikes President and CEO Jenn Dice outlined PeopleForBikes' three-part action plan to shape the future of biking in America, powered by industry alignment and collaboration. Jenn's three calls to action:
- Build Great Places to Bike
- Protect and Strengthen the Bike Business
- Get More People, Especially Kids, on Bikes
"This industry has weathered recessions, a pandemic, and supply chain collapse. But despite the headwinds, we're still riding," said Dice. "When we show up locally, engage nationally, invest in data intelligently, and protect what we've built, we can create a future where bicycling and bike businesses thrive."
Giant Group CEO Phoebe Liu took the stage to share how the company evolved from a family-founded manufacturer into a global cycling brand built on the belief that bicycles improve lives. Liu touched on the influence of her father's legacy, followed by Giant's future-focused, ESG-driven strategy for what comes next, from supporting public bike share to supply chain collaboration and carbon reduction efforts.
Another highlight of the day's agenda was the session "Leading Through the Next Turn: CEO Perspectives on the Road Ahead," which brought together Liu and John Burke, President of Trek Bicycle, for a candid discussion about how their companies are adapting to a rapidly changing marketplace.
Both speakers emphasized that the decisions brands make today — from sourcing strategies to investments in participation growth — will shape the competitive landscape for years to come.
Notably, the discussion highlighted a growing recognition that many of the industry's biggest challenges are shared and that collaboration across brands will be essential to strengthening the future of the bike business.
That theme continued later in the day with the introduction of the PeopleForBikes Data Suite, a new premium data platform designed to give retailers, brands, and suppliers deeper insights into participation trends, consumer behavior, inventory dynamics, and market demand.
During the session "Operating at the Speed of Business," industry research experts outlined how better access to industrywide data will help businesses make more informed decisions. For many attendees, the Data Suite represents an important step toward helping the bicycle industry operate at the same level of market intelligence found in other major consumer categories.
Attendees were given an opportunity to sign up for the beta launch of the new data platform and walked through how to apply. Learn more here.
Earlier in the day, keynote speaker Chip Conley, founder and former CEO of Joie de Vivre Hotels and strategic advisor for hospitality and leadership at Airbnb, shared lessons on creating a corporate culture that leads to loyal customers, employees, and investors. Drawing on his experience helping guide Airbnb through rapid transformation, Conley encouraged attendees to embrace change while staying focused on long-term purpose. His keynote, "Built to Last: What Endures When Everything Changes," explored how organizations can maintain clarity, momentum, and meaning even as the business landscape continues to evolve.
Several sessions throughout the day focused on the long-term growth of bicycling participation, including discussions about youth cycling programs and industry collaboration aimed at building the next generation of riders.
Speakers emphasized that expanding access to cycling, particularly among young riders, remains one of the most important long-term investments the industry can make.
The day concluded with networking events including the Fearless Future Happy Hour, where women from across the bicycle industry connected to share experiences and discuss how to strengthen mentorship pathways and support more women leaders in senior roles across the bike industry.
The Bicycle Leadership Conference continues into Thursday with additional sessions exploring market data, emerging technologies, and strategies to grow bicycling participation worldwide.
Explore the full BLC agenda at bicycleleadershipconference.org/agenda.
About PeopleForBikes
PeopleForBikes is the U.S. bicycle industry's trade association, representing more than 340 bicycle industry supplier members. 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 bicycle. Our goal: help the United States become the best place in the world to ride a bike. Learn more at: peopleforbikes.org.
