Industry Events & Courses
Shift Cycling Culture regularly hosts online Industry Meetups, live events and virtual courses for the cycling industry.
These get-togethers aim to provide insight in how businesses can reduce environmental impact and generate new revenue, as well as connect like-minded industry members to facilitate cross-company collaboration.
Upcoming Events
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Taking stock: How companies are applying Climate Action Training
7 May // 5-6PM CET
Six months after the launch of the Climate Action Training Course for the Cycling Industry, we are doing a first review of its impact.
Join us for an online Industry Meetup to:
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Hear from companies Trek, Canyon and Rose how they have integrated the training into their climate strategies.
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Gain insights on the impact so far – who have we reached with this training? What’s the feedback?
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Discuss with industry peers how this free tool can help you engage business partners and tackle supply chain emissions.
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Circular Design Course
Q4 2025 - Dates coming soon
A 6-week online course that will help you to reimagine the reuse, repair and recycling of bikes, parts and apparel towards a circular economy.
Designing for Impact: A Meetup Series on Sustainable Product Innovation in the Cycling Industry
Session 1: Nature-Inspired Innovation & Low-Impact Aluminum
28 May // 4-5:30 PM CET
What to Expect:
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Case studies from companies pioneering low-impact material use
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Tools and ways to engage your product designers and engineers in sustainable design
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Concepts to inspire and drive product innovation – from biomimicry to circularity
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Collaborative discussions on how to scale ideas and initiatives across the industry
Please note this agenda is updated regularly, new Meetups and other activities will be announced via the Shift Newsletter and Shift's Slack Workspace for the Cycling Industry (see ongoing activities).
Ongoing Activities
LEADERSHIP PROGRAM //
Bi-monthly CEO meetup (on invitation)
CEOs from some of the largest global cycling brands discussed the importance of leadership involvement in the shift towards a more sustainable future for this industry.
CAMPFIRE //
Regular meetup for CSR professionals
The Shift Campfire brings together sustainability professionals of the cycling industry on a regular basis in an informal but facilitated space, to share knowledge and ideas, with a clear focus on the opportunities. We address common and non-compete challenges and work together to identify next steps and make progress.
Is this for you? Get in touch to learn more: sandra@shiftcyclingculture.com
SLACK WORKSPACE //
Online space for the cycling industry
The Slack Workspace aims to connect like-minded representatives from the cycling industry and encourage sharing of knowledge and cross-company collaboration. To get access to the Slack Workspace, please email hello@shiftcyclingculture.com.
Please note, the Workspace is for Industry representatives only.
Previous Events
2025
Shift BARCAMP 2025
5-6 Feb 2025 / Mühltal, Germany
This inspiring in-person event brought together people from all corners of the cycling industry - CEOs, designers, engineers, procurement experts, and more - driven by a shared goal: making cycling more sustainable. With open conversations, fresh ideas, and a strong sense of collaboration, attendees explored real challenges like eBike complexity and carbon fibre recycling while also showcasing new, innovative products. Read more here.
C-suite BARCAMP 2025
3-4 Feb 2025 / Mühltal, Germany
In February, Shift Cycling Culture facilitated a 1.5-day workshop with a group of 16 leaders from across the cycling sector at the headquarters of Riese & Müller in Mühltal, Germany to co-create ideas and define clear actions to steer the cycling industry into a more resilient and sustainable future.
Industry Meetup: We need to talk about biodiversity! / February 6, 2024
In this interactive online session, we teamed up with experts from The Biodiversity Consultancy to explore the impact of the industry on biodiversity and how we can build a nature-positive cycling world. Read more here.
Shift BARCAMP
March 1, 2024 / Koblenz
This action-packed, inspiring one-day in-person program united people from all parts of the cycling industry - CEOs, Product Designers, Engineers, Procurement specialists, Comms professionals and more - with a shared commitment to reshaping business practices for a more sustainable cycling world, regardless of the size of their companies or their roles. Read more here.
Workshop: No fair e-bike without fair mining / July 9, 2024 / Eindhoven
Held in partnership with Action Aid and Shimano Europe, this workshop set about addressing the fair production of e-bikes, focusing on the increasing demand for raw materials, primarily sourced from the global South. Gathering at Shimano Eindhoven, the event brought together cycling industry companies and representatives to discuss ensuring e-bike production without human rights violations or environmental harm.
![Eurobike 2024 (1350 x 1080 px)[1].jpg](https://static.wixstatic.com/media/af92bb_12c9061f0c654bbca88399e3866fb4f8~mv2.jpg/v1/crop/x_0,y_20,w_1350,h_762/fill/w_276,h_156,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/Eurobike%202024%20(1350%20x%201080%20px)%5B1%5D.jpg)
Shift @ Eurobike
July 3, 2024 / Frankfurt
At Eurobike, we hosted the panel "Moving from Ambition to Action". Moderated by Wade Wallace, Co-Founder of Escape Collective, industry representatives shared insights on sustainable product innovations and practical tools to advance sustainability agendas. Panellists included Will Carleysmith, Johan Mordijck, Tom Leezer, Erik Bronsvoort, and Sandra Brandt. This was followed by the annual Shift Community get-together at Selle Royal.
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Industry Meetup: Digital Product Passport / May 14, 2024
In this meetup, we heard firsthand insights from the ‘Battery Pass’ initiative of the automotive industry and discussed how the cycling industry could build on this. We took a look at how the apparel sector has already been using the DPP to bring transparency and as a new way to communicate with their consumers and explored the development of a Bike Passport and the benefits it would bring to riders and businesses.
2024
Circular Design Course 6
Oct-Nov 2024
In this six-week course, participants rethink and redesign their own product according to the principles of the circular economy and build a business case and roadmap for implementation.
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Introducing New Training Course to Help Cut Supply Chain Emissions
13 & 14 Nov 2024
Eight leading cycling brands - Accell, Canyon, QBP, Rose, Schindelhauer, Schwalbe, Scott, and Trek - have joined forces to develop an open-source Climate Action Training Course aimed at reducing greenhouse gas emissions across global supply chains.
A recording of the session from 13 Nov is available here.
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Shift Annual COP Industry Meetup
20 Nov / 4-6PM CET
For the fifth time and aligned with the upcoming COP29 in Azerbaijan, Shift Cycling Culture organised its own online COP event.
In this interactive session we covered topics such as
- company culture and knowledge building
- product innovation
- communication about sustainability
- collaboration
2023
Industry-wide COP28 event
December 6, 2023
In this meetup, and in the spirit of the COP28 theme of UNITE.ACT.DELIVER., we launched a Climate Action Roadmap for the cycling industry. This meet up also featured a keynote talk by Stijn Vriends, CEO of Vittoria, one of the leading manufacturers of premium bicycle tyres and breakout sessions from Trek, Brose, Ergon, Canyon and BEAT Cycling Club.
Circular Design Course 5
Sep-Oct 2023
In this six-week course, participants rethink and redesign their own product according to the principles of the circular economy and build a business case and roadmap for implementation.
Shift Industry Meetup: Robust data & empowering employees / May 31, 2023
Driving climate action through robust data & empowering employees: Sustainability professionals from Canyon and Adidas shared their learnings and approaches to measure and reduce carbon emissions of their businesses and how to build a supportive sustainability culture within the company. Read more here.
Shift Industry Meetup: How to get your green claims right / April 18, 2023
In this interactive online session we reviewed the latest Green Claims Directive (GCD), and discussed with experts and the audience what it means to cycling businesses and their communication. Read more here.
Environmental Impact Cycling Barcamp (EICB) / January 27, 2023 / Amsterdam
Barcamp brought together environmental enthusiasts and experts from the cycling industry to interact, be inspired and tackle some key issues facing the industry in a full one-day in-person program. Read more here.
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Industry-wide COP27 event / November 9, 2022
On November 9, Shift hosted its annual online COP Meetup for the cycling industry, aligned with COP27. This years' COP27 Meetup focused on how to accelerate action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change and hopes to inspire further collaboration and climate actions within the cycling industry.
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Circular Design Course 4 / Sep-Oct 2022
In this six-week course, participants gain a deeper understanding of the circular economy and work on product specific cases.
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Climate Commitment Signatories Meetup / June 30, 2022
We hosted a first online meetup for all signatories of the Climate Commitment to connect CEOs and sustainability professionals to share and discuss valuable insights of their climate journeys. Read more here.
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Shift Industry Meetup: Engaging the supply chain / June 23, 2022
In this online session, we discussed the importance of transparency and available tools for companies to engage with suppliers to involve them into sustainability efforts. Read more here.
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Shift Industry Meetup for journalists / April 5, 2022
At our meetup for media, we helped journalists get familiar and more comfortable with the topics around sustainability and trained them on how to spot greenwashing.
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Circular Design Course 3 / Jan-Feb 2022
In this six-week course, participants gain a deeper understanding of the circular economy and work on product specific cases.
2022
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Industry-wide COP26 event / November 1, 2021
On October 13, 2022, world leaders came together for the COP26 in Glasgow to accelerate action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change. Shift Cycling Culture organised its own online COP26 event on 1 November, welcoming a wide range of cycling companies to present the Shift Climate Commitment for the Cycling Industry.
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Shift Industry Meetup: Policy - Helping to Shape a Sustainable Cycling Industry / April 26, 2021
Addressing (European) environmental policy and legislation with relevance to the cycling industryWith Dr. Ben Allen, Research Director, Institute for European Environmental Policy (IEEP)
Dr. Ben Allen has worked in policy development for 15 years, starting his career with National Trust (UK) and Natural England before joining the Institute for European Environmental Policy (IEEP) in 2010. He represents IEEP on the European Commission's expert group - the Platform on Sustainable Finance, leading the technical work to develop sustainability criteria to guide a green economy.
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Shift Industry Meetup: Cycling apparel: Sustainable Materials & Design / April 6, 2021
With Matt Dwyer, Head of Materials, Innovation and Development at Patagonia HQ. This Meetup was aimed at designers and product developers in the cycling apparel industry to learn from one of the pioneers in sustainable and circular product development.
2021