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25 Jun 2025

The E-Bike Positive campaign has seen major success in the first half of 2025, with its message reaching nearly 8 million people across the UK through high-profile media coverage and growing...

20 Jun 2025

The House of Commons Business and Trade Committee has asked the ACT, and its parent company Bira, to help them reach out to small business retailers across the country, for their quick input on...

20 Jun 2025

Activate Cycle Academy has reopened its Cytech training facility in Darlington, offering a full range of courses from Home Mechanic up to Cytech Technical Three.
 

18 Jun 2025

The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain, writes ACT Director Jonathan Harrison in an article published for BikeBiz.

16 Jun 2025

The ACT has welcomed the All-Party Parliamentary Group for Cycling and Walking's report "Unregulated and Unsafe: The Threat of Illegal E-Bikes", which calls for urgent Government action to...

11 Jun 2025

A new academic study has found that overzealous pro-cycling campaigners on social media may be inadvertently damaging the case for better cycling infrastructure across the UK.

11 Jun 2025

Bira has welcomed the Welsh Government's consultation on business rate reforms for retail shops, whilst calling for significant improvements to ensure the proposals truly support high street...

10 Jun 2025

Bike thefts across England and Wales have continued their steady decline, according to new data released by cycle insurance specialist Bikmo.

9 Jun 2025

Retailers on Britain's high streets are being encouraged to put themselves forward for the first-ever Love Your High Street Awards, designed to celebrate the small businesses that bring...

9 Jun 2025

 To coincide with Bike Week (9-15 June) – the UK’s annual celebration of cycling – new research has revealed a clear shift amongst Gen Z and Millennials in their approach...

E-Bike Positive campaign gains national momentum amidst media coverage in 2025

Posted on in Business News , Cycles News

The E-Bike Positive campaign has seen major success in the first half of 2025, with its message reaching nearly 8 million people across the UK through high-profile media coverage and growing public interest.

E-Bike Positive

Backed by the Association of Cycle Traders (ACT) and other partners, the campaign has been widely featured across national platforms, achieving a total campaign reach of 7.93 million so far this year.

The reach includes particularly strong results across TV and radio, including appearances on GB News, BBC local radio, and Greatest Hits Radio. Broadcast coverage alone reached a combined audience of 7.42 million, with 2 TV and 21 radio appearances.

E-Bike Positive logo

Online coverage has added further momentum as national news platforms such as MSN and Yahoo News highlighted the campaign’s findings about rising e-bike popularity among young adults, with MSN's article alone estimated to have reached 448,000 readers.

Cycling and transport industry publications have also played a key role, with sites such as BikeRadar, Cycling Electric and Road.cc covering the campaign’s insights and helping spread its message to a core cycling audience. One such article on BikeRadar had an estimated reach of over 12,000 readers, while Road.cc reached approximately 13,000 with strong social engagement.

The campaign's rise comes amid heightened public and political debate about e-bikes, including following the recent APPGCW report urging clearer regulations and safety improvements.

ACT Director Jonathan Harrison
ACT Director Jonathan Harrison

Jonathan Harrison, Director of the ACT, commented: “It’s great to see such a big response to the campaign in 2025 - it’s clear the message is resonating not just with the cycling industry, but also the wider public. We’re hoping to see even more momentum behind E-Bike Positive through the rest of the year.”

The E-Bike Positive campaign is a UK-wide initiative designed to improve public understanding of e-bikes, highlight their benefits for sustainable transport, and challenge negative perceptions particularly in mainstream media. It brings together voices from across the cycling industry to promote evidence-based discussion and support safer, smarter use of electric bikes across the country.

 

 

 

For more information on the E-Bike Positive campaign, visit: www.ebikepositive.co.uk

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