As Kevin Mayne retires, he reflects in this interview on five years leading Cycling Industries Europe (CIE), sharing insights on its growth, impact on European cycling policy, and the industry's future.
What achievements during your time at CIE are you most proud of?
The work we did during the pandemic stands out as the most significant. It was an incredibly challenging time, but the chance for cycling to play a vital role. With CIE just one year old, we quickly rallied our members and the wider cycling industry to navigate the crisis. Bike share companies became essential public transport; cycle logistics firms delivered medicines to isolated people. As lockdowns eased, cycling and walking offered communities much-needed freedom.
Traditionally, recovery focused on banking, automotive, and tourism, but we successfully ensured cycling was recognised as part of the solution when economies reopened. From our small team in Brussels, we amplified the sector’s voice, engaging policymakers like former Executive Vice President of the European Commission Frans Timmermans, which created the basis for the policy successes in the last two years. It was a proud moment to see the cycling community unite as a powerful force.
How has CIE contributed to the growth of the cycling industry, particularly in terms of policy and advocacy?
What excites me on the policy side isn’t just milestones like the European Declaration of Cycling, but hearing our members and leaders talk differently about their role. They now recognise that we’re an ecosystem capable of creating a million jobs. We’ve developed groundbreaking products like e-bikes, cargo bikes, and bike share, in partnership with cities and we should be proud of it. When I started, there was a lack of confidence. Now, CIE has given the industry a voice and more importantly, confidence.
However, the industry is still learning to invest in advocacy and itself. While we’re a competitive industry, collaboration on issues like supply chain and sustainability requires investment. And members must know I'd rather ask the Commission for a billion euros than the bike industry for a cent!
Has the perception of cycling in policy circles changed in recent years?
Being present is key, you don’t have a voice if you’re not in the room. For example, when CIE first engaged with smart and connected cycling at the Intelligent Transport Systems Congress in 2016, cycling wasn’t on the agenda. Now, we’re part of European advisory groups, steering committees, and other projects.
With the European Declaration on Cycling, we see that the European Commission is now aligned with us, pushing for cycling to be included in all policy platforms. This highlights how presence opens funding opportunities and gives a platform to the talented people in our industry. With CIE, we’ve filled a gap, acting as a platform for the whole ecosystem, not just bike manufacturers but also innovators, SMEs, and entrepreneurs.
Under the 2021-2027 EU Cohesion Policy, the cycling industry will receive €4.5 billion for infrastructure. Is this the result of lobbying efforts?
When I started at ECF, only €600 million was spent on cycling in EU regional funding. ECF aimed to increase that tenfold. Industry funding played a crucial role in making this possible. We launched the Leadership Program to establish a professional NGO in every EU country, building a bottom-up narrative and strengthening ECF. Now, the European Commission has allocated €4.7 billion from the EU Cohesion Fund to the same programs. While we haven’t hit our €6 billion target yet, the return on investment for CIE members has been exceptional, around 1,000 to 1. This funding goes to member states and regions for bike infrastructure, helping the industry grow. We aim to reach €6 billion in the next EU budget cycle, with negotiations beginning now. Member states and regions must request bike lane projects for funding to happen, which is why we continue to support NGOs.
What are the challenges in securing political support for cycling?
Cycling advocacy has traditionally built on local grassroots efforts and protests which still have an important role, but international industry lobbying has to rely on constructive, solution-driven strategies. This means building alliances, celebrating small wins, always asking for more and presenting a clear return on investment for cycling infrastructure. For instance, the European Cycling Declaration reflects years of persistence and coalition-building. While collaboration with some governments or cities can be challenging, persistence is key. Success often hinges on timing—when demand, coalitions, and partnerships align, advocates must be ready with solutions. The collaboration between ECF and CIE has been crucial, navigating European institutions, securing parliamentary support, and avoiding vetoes. Progress requires relentless effort and building momentum, step by step.
What trends or challenges do you see happening in the cycling industry, and how should companies prepare for them?
I believe the industry still struggles with collaboration. Sharing data, research, and working together remains both a challenge and an opportunity. Take recycling requirements: meeting these across European countries demands strong supply chain relationships, possibly extending to China and Taiwan, so you fully understand what’s in your bikes. If we can do this well, we’ll also address issues like the boom-and-bust supply chain cycles we currently experience. In our industry, members will start small, build relationships, and develop products and projects, gradually growing from a solid foundation.
Where do you see future opportunities for innovation and development?
Looking ahead, 80% of industry job growth in the EU will come from services like leasing, bike sharing, recycling, and repair. I believe the successful companies of the next decade will be those that embrace these services, both independently and through partnerships, will thrive. This success will be built on better knowledge and greater transparency.
In areas like bike leasing, the focus is shifting from innovation to transfer. Successful models in countries like Belgium and Germany need to expand EU-wide. We recently launched a bike leasing expert group and will lobby for tax advantages to apply across Europe. What works needs to be transferred—and quickly. At the same time, innovation in materials recovery and sustainability, from batteries to metals and rubber, will be crucial.
What about the future of Cycling Industries Europe and possibilities for new members?
I hope CIE will continue to be the natural home for the entire cycling business ecosystem. Our diversity is our strength, currently no other cycling trade association in the world combines so many different types of business, from manufacturers to infrastructure providers, from financial services to retail. We can be very excited about the way companies are learning, collaborating, and sharing resources under our umbrella and this expertise is increasingly being recognized with new EU funding for our work.
If a cycling sector company in Europe has an international dimension, it should unquestionably be part of CIE.
With trusted relationships between the companies CIE will continue to make things happen for the sector, both as a political voice and an umbrella for industry collaborations. I believe the proposed merger with CONEBI can strengthen that purpose, connecting more companies and strengthening the European/national relationships. It will be needed, because so much of the future development of the sector is local – particularly the development of new ways to be more sustainable which will be required by regulation.
What lessons from your career would you like to pass on to the next generation of leaders in the cycling industry?
The strength of people who run companies lies in their ability to manage effectively. They focus on growth and expanding their business, but they must also be ruthless when it comes to inefficiency. Much of what I’ve done has been about eliminating inefficiencies—whether it’s reducing competition between associations, picking political battles that can be won, or practicing good management. Keep those skills sharp and apply them not just within your companies, but also in advocacy and growth areas.
What are you up to next and will we see you again?
I’m taking some time off initially, but I don’t intend to stop completely, doing so wouldn’t be good for me. I believe the knowledge and experience I have should still contribute to the cause, but in a more part-time, consultative role. I’ll also continue to serve on the board of IMBA Europe and assist in strengthening the mountain bike sector.
Is there anything else you’d still like to share with the readers and CIE members?
My final word is to say thank you. From volunteers advocating for local bike lanes and parents taking their kids for a ride to entrepreneurs driving global innovations, cycling thrives on your passion and commitment. The colleagues and members of CIE are part of a family and a movement. This is my community of wonderful people, and your enthusiasm has given me the energy that has sustained my years in the sector.
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