The bicycle industry's most pressing policy and regulatory challenges took focus on the final day of the 2026 Bicycle Leadership Conference (BLC) in Dana Point, California, as business leaders addressed the evolving tariff landscape and growing scrutiny surrounding high-powered electric motorbikes.
A sold-out room of executives, policymakers, retailers, and innovators from across the global bicycle industry gathered throughout the week at PeopleForBikes' annual conference, one of the few places each year where leaders and decision-makers meet face-to-face to tackle the forces shaping the future of the bike business.
A highlight of day three included Lectric eBike co-founders and lifelong friends Levi Conlow and Robby Deziel sharing the story behind their unconventional rise to becoming one of the fastest-growing e-bike brands on the market. With a dedicated focus on accessible price points, selfless customer service, and keeping work genuinely fun, the duo took Lectric from a garage in Minnesota to a nationwide brand reaching new audiences by celebrating the joy of riding.
Other sessions on the final day of the 2026 BLC took aim at the policy and regulatory realities businesses must navigate moving forward.
In the session "Inside the 2026 Tariff Landscape: What It Costs, What It Breaks, and How Leaders Adapt," industry trade experts made it clear that tariffs are no longer a temporary disruption but a long-term operating reality reshaping costs, sourcing strategies, and supply chains.
SRAM CEO Ken Lousberg, Revelyst Director of Mass Sales Amy Koch, and PeopleForBikes Policy Counsel Matt Moore outlined how companies are navigating the shifting trade landscape, including new Section 122 surcharges and ongoing Section 232 and 301 actions following the Supreme Court's decision ending the 2025 IEEPA tariffs.
Panelists noted that while uncertainty remains, companies across the industry are already adapting. Brands are reevaluating sourcing strategies, exploring new manufacturing partners, and building greater flexibility into financial planning as global trade conditions evolve.
"We shouldn't be thinking about ourselves as competitors when it comes to this work. We're all in the same boat," said Lousberg. "When PeopleForBikes goes in front of Congress and this administration, it allows our entire industry to speak with a clear, consistent, unified message."
Another major focus of the day was the evolving conversation around high-powered electric motorbikes, often referred to as e-motos, being marketed and sold as e-bikes. One session featured a diverse range of perspectives, including California State Senator Catherine Blakespear and Motorcycle Industry Council President Christy LaCurelle, and underscored that confusion between legitimate e-bikes and high-powered electric motorbikes is driving safety concerns, public misunderstanding, and increasing regulatory backlash in communities across the country.
Speakers emphasized that clear definitions and unified industry leadership are essential to protecting the sale and use of legitimate e-bikes, preserving trail access, and preventing overly restrictive legislation that could impact the broader bicycle market.
The discussion concluded with a call for coordinated industry action to support model e-bike policies and leverage safety education, including tools like the PeopleForBikes E-Bike Toolkit, to help communities develop thoughtful regulations that protect access while promoting responsible riding.
Earlier in the day, keynote speaker Jon McNeill, former president of Tesla and former COO of Lyft, shared leadership insights drawn from his experience guiding organizations through periods of rapid growth and complexity.
In his keynote "Leading Through Complexity: How to Move Faster Without Losing Focus," McNeill outlined frameworks leaders can use to simplify decision-making, challenge assumptions, and maintain momentum while navigating increasingly complex business environments.
Additional sessions explored strategies for growth and profitability across the bicycle business, including retail merchandising lessons from REI and a presentation from Outside Interactive Chief Media Officer Heather Dietrick on expanding participation by welcoming new riders into the cycling community.
Industry research insights were also shared by SHIFT Active Media, examining how consumer behavior, digital search trends, and executive outlooks are shaping investment priorities and business strategy across the industry.
The conference concluded with the PeopleForBikes Honors Awards, celebrating individuals whose leadership and service have advanced bicycling and strengthened the bicycle industry.
This year's honorees included:
- Lifetime Achievement Award: Erik Saltvold, Founder + Owner, Erik's Bikes
- Rising Star Award: Alicia Applegate, Head of Action Sports Merchandising, REI
- Outstanding Service Award: Tim Akers, Founder, Akers Digital
- Catalyst Award: Ken Lousberg, CEO, SRAM
- PeopleForBikes Foundation Award: Amy Koch, Director of Mass Sales, Revelyst
To join next year's discussions shaping what's next for the bike business, save the date for March 15–19, 2027.
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.
