1 copy.jpg

 Shift Industry Meetups

Shift Cycling Culture regularly hosts online Industry Meetups on different subjects relevant to cycling brands

that are interested to learn how their business can address environmental impact and work towards more sustainable business models. 

The virtual Meetups 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.

The first industry-wide Shift Industry Meetup was held on November 25, 2020 and was attended by over seventy representatives from a broad range of multinationals and smaller cycling brands. The program consisted of keynotes by Jelle Mul, Sr. Marketing Manager Patagonia EMEA and Erik Bronsvoort, co-founder of Circular Cycling as well as author of the practical guidebook ‘From Marginal Gains to a Circular Revolution’, and a short breakout session to discuss insights.

Agenda 2021

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).​



Currently there are no public Industry Meetups planned, please check out our recent activities below for more info. 


  • CEO meetup / leadership program, 2021 (on invite only)
    CEOs from the largest global cycling brands discussed the importance of leadership involvement in the shift towards a more sustainable future for this industry.


Recent activities:


  • Industry wide COP26 Event / November 1, 2021
    On October 13, world leaders will come 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 will organise our own online COP26 event on 1 November at 17:00 CET/16:00 BST/9:00 PST to update you on some of the promising developments that are happening in the world of cycling, and how you can join a number of large companies in the shift to a low carbon cycling industry.

  • Circular Design Workshop II / APRIL/MAY, 2021 (6-week program, 3-4 hours p/w)In this six-week course, participants will gain a deeper understanding of the circular economy and work on product specific cases. In collaboration with CIRCO, Shift Cycling Culture is able to again offer cycling industry members an exclusive rate of 500 euro (ex VAT) per company (2 people), instead of the regular rate of 2000 euro (ex VAT).The outlines of the program can be found here

  • POLICY: helping to shape a sustainable cycling industry / APRIL 26, 2021
    Addressing (European) environmental policy and legislation with relevance to the cycling industry
    With 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. 

  • 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. 

  • Circular Design Workshop I 
    First round of this six-week course for cycling brands in both apparel and hardware to gain a deeper understanding of the circular economy and work on product specific cases. Attended by representatives of TREK, Specialized, Untitled Cycles, Velocio, Internetstores, Fazua, Velo de Ville, Le Col and Rapha.

Ongoing activities:

  • Slack Workspace 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 send an email to industry@shiftcyclingculture.com. Please note the Workspace is for Industry representatives only.



  • Shift LinkedIn 
    Another way to get in touch is via the Shift LinkedIn page, open to anyone from within the cycling industry who would like to connect with others on this topic.


  • Practical guide 'From Marginal Gains to a Circular Revolution' / book
    To make the transition from our current linear take-make-waste economy to a circular economy, marginal gains are not sufficient. To get there, we need a revolution.

    ‘From Marginal Gains to a Circular Revolution’ is a practical guide to help the world of cycling make that transition. The book is based on the hands-on experience and in depth knowledge about the circular economy. Authors Erik Bronsvoort and Matthijs Gerrits of Circular Cycling combine background with practical applications for new designs and business models for everyone in the world of cycling. Order the book here.



A registration link for the different Meetups will be shared via the Shift Newsletter and in the Slack Workspace for the Cycling Industry, facilitated by Shift Cycling Culture. To get access to the Slack Workspace, or if you have any other questions related to Industry events and activities, please send an email to industry@shiftcyclingculture.com

Attending the online meetups so far is free of charge. We do encourage companies to attend the Shift Industry meetups with a representative from at least two different departments, e.g. product design, supply chain and/or marketing departments.