This week, we joined cycling industry leaders from around the world in sunny Tucson, Arizona, for the 2025 Bicycle Leadership Conference (BLC), hosted by PeopleForBikes. From immersive sessions on retail innovation to inspiring conversations around purpose, equity, and the future of outdoor adventure, BLC offered a pulse check on where the bike industry is headed—and how we, as marketers and brand builders, can help steer it forward.
As an agency that lives and breathes outdoor brands, Akers Digital was proud to be on the ground. Here’s a roundup of what stood out, what’s ahead, and what it all means for brands across the cycling space—and beyond.
Community > Competition
The recurring theme throughout the conference? Collaboration. Whether it was An Le from Giant reminding us that “the peloton is stronger than any individual rider,” or WTB CEO Patrick Seidler’s Lifetime Achievement Award acceptance speech, the message was clear: the cycling industry thrives when we move together.
PeopleForBikes President and CEO Jenn Dice opened with a call to action:
- Get involved.
- Help scale advocacy.
- Meet your elected officials.
In short—don’t ride solo. Join the effort to support safer infrastructure, stronger local economies, and a more inclusive future for cycling.
Adapting to a Shifting Retail Landscape
A standout session from the PeopleForBikes “Nerd Collective” unveiled fresh data and forecasts for 2025, including the first industry look at direct-to-consumer sales.
Key takeaways for marketers:
- Diversify your channel strategy. DTC is growing, but doesn’t replace brick-and-mortar—especially when it comes to independent bike dealers (IBDs).
- Optimize local discovery. Customers still start on Google. Make it easy for them to find in-stock product nearby.
- Youth participation matters. Future riders—and customers—start young.
Supporting access and entry points is critical. If you’re an outdoor brand navigating the complexities of retail, this echoes what we’re seeing across the board: omnichannel strategies and hyper-local targeting are winning.
Sustainability Is a Shared Goal
From new e-bike safety programs to innovations in sustainable packaging, the conference highlighted how environmental stewardship is evolving in cycling. Eric Abraham of YFY Jupiter reminded attendees, “The world we want is not unthinkable”—a mantra we’d argue applies to all outdoor brands striving to balance performance, profit, and planet.
Another eye-opener: the second-hand e-bike market. Stéphane Ficaja of Upway shared how it’s booming in Europe and could unlock new customer segments stateside—think: affordability, accessibility, and brand stickiness.
Purpose-Driven Brands Win
Former Brooks CEO Jim Weber said it best: “We’re not in a winner-takes-all industry.” His story of turning Brooks into a performance leader by focusing on purpose, flywheel growth, and customer love hit home with us.
Brendan Quirk of USA Cycling echoed the sentiment: “Why do you do what you do?” For brands—especially in the outdoor space—authenticity and a clear sense of purpose aren’t just marketing buzzwords. They’re how you build long-term brand equity and community loyalty.
Reaching the Next Generation
Whether it was discussions on women’s cycling, creating welcoming club communities, or BMX mentorship programs, BLC made one thing clear: the future of cycling depends on inclusion.
Speakers challenged us to move beyond surface-level campaigns and start building real relationships—especially with underrepresented riders and new demographics. That means content that resonates, events that invite, and products that make it easier to say “yes” to riding.
Looking Ahead: LA 2028 and Beyond
From infrastructure projects in Los Angeles to insights from the London 2012 Olympic legacy, cycling is stepping into the global spotlight. If you’re a brand looking to align with health, adventure, and community, now is the time to act.
And with more Americans riding than ever before, coupled with billions in public funding for bike infrastructure, the window of opportunity is wide open.
Our Take: What This Means for Outdoor Brands
Whether you’re a cycling company or an outdoor brand watching the space, BLC offered a playbook for resilience and growth:
- Focus on your “why.”
- Invest in brand love and loyalty.
- Embrace collaboration, not competition.
- Advocate for the spaces your customers care about.
- Keep showing up—for your customers, for your community, and for your category.
At Akers Digital, we’re not just marketers—we’re part of the outdoor industry ecosystem. We’re proud to partner with brands making moves, leading with purpose, and staying curious about what’s next. Got questions about building a more agile, audience-driven marketing strategy for your brand? Let’s talk.
Let’s Ride Forward, Together.
Explore more of our work with cycling and outdoor brands at akersdigital.com.