This month, we caught up with Trym Fagerhaug, Global Event Manager at reTyre. He shares his thoughts on the future and challenges of the cycling industry.
Can you tell me more about reTyre and your role?
ReTyre is a company that manufactures sustainable bicycle tires. Our tires are unique because they are produced from biobased elastomers instead of traditional rubber, making them 100% recyclable and significantly reducing CO2 emissions. We also use a new manufacturing method that allows local production of our tires worldwide, wherever our customers are, not just in Asia where most traditional tires are made. I am the Global Event Manager and work within the marketing department, managing our participation in international events, connecting with communities and organizations like Cycling Industries Europe, and spreading awareness about the sustainability of our tires.
What cycling trends are you most excited to see by the year 2030?
By 2030, I'm particularly excited about the widespread adoption of e-bikes and smart cycling technology. The trend is growing rapidly, and it will be fascinating to see how much market share e-bikes will have and how the smart technology will develop in terms of safety and other features that make cycling more appealing to the masses. I believe more tools need to be adapted to make it more user-friendly for the end user, and many features can be added to enhance the cycling experience.
Take the Apple Watch, for instance. You get all the data on your small Apple Watch, allowing you to answer phone calls, respond to text messages, receive meeting alarms, and access GPS coordinates. If we can transfer some of those capabilities to a bike in the future, without compromising on safety, I think that would be really exciting.
By 2050, I hope to see cycling become the primary mode of urban transportation. Many cities are already making strides in this direction by limiting car access and improving cycling infrastructure. It would be amazing to see car-free and more bike-friendly cities by 2050.
What do you see as a major challenge in the cycling industry, and how can Cycling Industries Europe play a role in overcoming that challenge?
I think right now, it has a lot to do with the infrastructure. The infrastructure needs to be there to ensure safety and foster a safe relationship between cyclists and regular traffic. Organizations like Cycling Industries Europe help to promote such development, secure funding, and lobby local and national governments. They serve as an umbrella organization, bringing together major stakeholders and the industry to collectively push for better cycling conditions and infrastructure across Europe. It's a shared responsibility that requires industry-wide collaboration.
What or who in the cycling industry inspires you and why?
Greg LeMond is a huge inspiration. Beyond his achievements of winning the Tour de France three times, he has been a strong advocate for keeping the professional cycling industry clean from drugs. Even after his professional cycling career, he has continued contributing to the industry, and I read he’s working on his own brand as well. I like to see former athletes not just disappear but stay within the industry.
How did you get yourself in the cycling industry?
Growing up in Norway, I was a big fan of the Tour de France, which was a major highlight on our limited TV channels every summer. The weather isn’t always great in Norway, so I spent a lot of time inside watching the Tour. This sparked my interest in cycling. Coming from an event management background, I saw an opportunity to combine my skills in marketing and event management with my passion for cycling at reTyre, so I took that opportunity.
Can you describe in around 5 words how cycling is saving the world?
Sustainable: Sustainability in the industry has really woken up. Many of the bigger brands are now adopting sustainable practices. It's an industry that's been a bit behind, but it has made significant progress in the last couple of years. I believe this will continue to be an increasingly important topic and trend.
Efficient: Biking is a more efficient way to get from A to B than any other transport mode in the city.
Cleaner: Bicycles are a way cleaner alternative to vehicles.
Healthier: It's fun, more efficient, and you get exercise in the process.
Transformative: Shifting towards cycling can transform urban living, making cities greener and more liveable.