This month Cycling Industries Europe caught up with “the advocacy person” of Shimano Europe, Ties van Dijk, to discuss a looming mechanic shortage in the sector, how the ecosystem of cycling should compete with cars, and his vision on what cycling will look like in 2050.

Can you tell me more about Shimano and your role?
You probably know Shimano by now (laughs). We’ve been making bicycle components for over 100 years, originally in Japan, for all kinds of bikes. I’ve been working at Shimano Europe for six years now, in the strategy team, part of this role was on business model innovation. Quite a lot of that has been around urban mobility, because that is the fastest-changing part of our industry. The growth in urban mobility is partly driven by policy, subsidies, investment in infrastructure, etc.

Previously, we weren’t really involved with many of the drivers of growth in our industry. To some extent, we followed the rules and regulations, but we weren’t very proactive. We started an internal discussion, asking if it might be good to have a new role focused on advocacy – someone to be the main contact point with industry associations and to support the work of CIE, IMBA Europe, and others. As a result, just over a year ago, I started working in a new position. I’m now the “advocacy person” for Shimano Europe, but I’m still part of the strategy team.

What cycling trends are you most excited to see by 2030? And by 2050?
By 2030, I’m excited to see if more countries successfully implement leasing schemes. I think leasing is one of the major drivers for increasing cycling. We see this in Germany and Belgium, and I’m curious to see which country will be next to realise the huge potential of leasing.

By 2050, I’d like to see that we made a complete change. People in cities moving from unhealthy mobility to active mobility. The bicycle is a major player in this. I hope that by 2050, a mentality shift will have taken place – one where we no longer see the car as a “force of freedom” or give car infrastructure such a dominant role in our urban environment. By then, I hope we will have moved to a new mindset in how we plan infrastructure, designed with a human in mind.

What do you see as a major challenge in the cycling industry, and how can Cycling Industries Europe (CIE) help overcome it?
The shortage of mechanics, I think, is very much overlooked. It is hindering every new business model in the industry and slowing the ecosystem’s growth. If we really want to see more people on bikes and fewer in cars, then the ecosystem around bikes must be as strong as the one that keeps cars on the road. Otherwise, the switch is simply less convenient.

To achieve that, we need many more specialised mechanics, a denser service network, and faster service. Consumers must have more options they can turn to with questions and receive satisfactory answers. For example, if someone is stranded on a highway in a car, they know who to call and what service to expect. We need to establish the same level of service for bikes.

Another example is companies using cargo bikes. They face major challenges maintaining them, and unfortunately, some operators are turning to alternative Light Electric Vehicles. I think we risk losing a promising new area of our industry – commercial cargo bike deliveries – partly due to the lack of certified mechanics.

Associations provide a valuable, neutral umbrella where the industry can meet, and they also serve as an important contact point with EU institutions. If we look at the mechanic shortage, unified certifications and a standardised EU curriculum could help make the profession more attractive – and we definitely need support to achieve this.

It’s very important that associations like CIE connect multiple topics and align them with policy goals. Another strength is that associations can meet with stakeholders who might otherwise be quite distant from the industry and help companies bridge those gaps.

What or who in the cycling industry inspires you, and why?
Good question… I feel the bicycle can drive so many positive changes. I’m very passionate about it. I think many of society’s challenges can partly be solved by bikes. The bicycle is a force for good, and having the opportunity to contribute to that is what motivates me. Making a positive impact on the environmental crisis, addressing what we might call a physical activity crisis, and making cities more liveable – all motivate me. It’s very fulfilling to work in this industry.

Can you describe in around five words how cycling is saving the world?
Cycling = sustainable + freedom

Does the cycling industry have a role in increasing ridership and training the next generation of riders?
I feel our industry should put much more effort into working together – not just to get more people on bikes, but also to find solutions that make cycling cheaper, more inclusive, and safer.

Cycling safety is a delicate topic, but it must be acknowledged that the biggest risk for cyclists comes from unsafe infrastructure and the car-centric society we’ve created. We should come together as an industry and be vocal in challenging this narrative.