This Bicycle Association project aims to unite and align the cycling industry behind a shared commitment to creating a diverse, equitable, inclusive industry. As the trade association for cycle retailers, suppliers, manufacturers and service providers, the BA is uniquely placed to support the industry in tackling these systemic issues strategically and holistically. Global research shows that fixing our diversity problem is good – essential, even – for sustainable industry growth, unlocking more value by:

• Growing sales, reaching out to new, diverse customer audiences 
• Improving profitability, through increased innovation and better decision making
• Recruiting and retaining better talent

Initially, the project will focus on collecting data and insights from both employers and underrepresented groups in our industry, in order to benchmark, measure progress and capture case studies and role models. 

The project then aims to provide targeted support to employers, sharing best practice from within and outside cycling to help them implement their strategic commitments to diversity, equity and inclusion, and unlock more value for their business. Alongside, we will build a supportive professional network for women and other marginalised groups, to advance careers and enable more diverse voices to be heard by policymakers and at industry events. Our independent Advisory Board will track our progress towards these objectives, offering relevant perspectives and schools of thought in response to the challenges and barriers.

With collective purpose and ambition, we can build the momentum to achieve real, long-lasting change, advancing careers, enabling diverse voices to be heard, and inspiring more diverse people to enter and lead the sustainable, resilient, competitive cycling industry of the future.