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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...

6 Jun 2025

Independent retailers are facing a "generational" transformation of employment law that could fundamentally change how small businesses operate, according to the final episode of Bira's first...

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Young adults leading the UK’s surge in e-bike popularity – but increased education on battery safety crucial, new research reveals

Posted on in Business News , Cycles News

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

E-Bike Positive

Driven by health and environmental concerns, more young adults aged 25-34 are planning to travel by e-bike over cars or public transport, with nearly half (49.34%) saying they’re more likely to buy an e-bike now than they were a year ago.

That shift is also gaining traction amongst the broader UK population, with just over a fifth (20.47%) of UK citizens more likely to buy an e-bike and take advantage of the many benefits this sustainable mode of transport brings, according to the research from E-Bike Positive.

But whilst the research shows an encouraging shift in the nation’s perception of sustainable travel, it also identifies a critical need for education to ensure new e-bike riders understand the important difference between reputable, safety tested e-bike products and potentially dangerous aftermarket products widely available on online marketplaces.

Concerningly, more than half the 2,000 people surveyed said they would likely buy non-manufacturer-approved e-bike components, such as batteries, chargers, and conversion kits, from online marketplaces, if significantly cheaper. Experts warn these aftermarket kits can pose serious safety risks, particularly fire hazards, and the findings highlight the need for better consumer awareness, regulation, and access to safety-approved, certified alternatives.

Among the 25-34 age group, only 63% indicated they would be able to determine if an e-bike was road-legal, with nearly one in four unable to distinguish between road-legal e-bike products and potentially hazardous aftermarket alternatives. These risks were even more pronounced in the 35-44 age demographic, where 55% struggled to differentiate between the two.

Among the 25-34 age group, only 63% indicated they would be able to determine if an e-bike was road-legal, and nearly one in four current e-bike owners felt unable to distinguish between road-legal e-bike products and non-legal, potentially hazardous aftermarket alternatives. This level of confusion was also apparent in the 35-44 age demographic, where 55% struggled to differentiate between the two.

The study released today by the E-Bike Positive campaign, which is backed by some of the most influential organisations in the UK cycling industry such as the Association of Cycle Traders (ACT), Bicycle Association (BA), Cycling UK and Bosch eBike Systems – and further supported by leading companies such as Halfords, Forest, Tern and The Green Commute.

Conducted in May 2025, the survey gathered insights from over 2,000 people across the UK of varying ages and backgrounds, shedding light on shifting attitudes and a growing nationwide trend.

E-Bike Positive logo

For the second year running, the E-Bike Positive national awareness campaign is aiming to educate the public and tackle misinformation on identifying unsafe, non-approved e-bikes and e-bike parts that can pose serious fire risks.

Outdoor adverts are being placed along key urban commuter routes in the UK, in addition national online placements, directing would-be buyers to ebikepositive.co.uk, where they can locate their nearest E-Bike Positive retailer to get expert advice, as well as providing a wealth of information which promotes e-bikes as a joyful, practical, and reliable choice for everyday transport and urban mobility.

This public awareness push is the latest initiative to boost public confidence in safe and legal e-biking, and follows last year's launch of the E-Bike Positive Retailer Directory, which highlights retailers who have committed to sell only road legal, safety-tested e-bikes. For the safety of their own staff, premises and customers, these retailers have also committed not to servicing, or working on, e-bikes that have been modified with non-manufacturer-approved components, or those which fail to comply with safety guidelines and UK road laws.

Duncan Dollimore, Head of Campaigns at Cycling UK, said: “We’ve seen firsthand the difference road-legal e-bikes have made to people’s lives, helping them save money on shorter journeys, and providing young people with an easy and affordable way to stay healthy. The passion that Gen Z and Millennials have for their health and the environment, go hand in hand with cycling.

“That’s why we need to do all that we can to clearly explain the difference between safe road legal e-bikes and potentially unsafe aftermarket alternatives. With 1 in 4 people unable to make the distinction between what’s safe and what isn’t when it comes to e-bikes, we need to do more to increase awareness so people can make informed decisions when it comes to travel choices.”

ACT Director Jonathan Harrison
ACT Director Jonathan Harrison

Jonathan Harrison, Director, Association of Cycle Traders (ACT), said: "This surge in e-bike enthusiasm among young adults shows the future of transport is already here – and it's healthier, more sustainable, and more accessible than ever. Cycle retailers are absolutely ready to support this shift and in a way that helps to ensure no rider should put themselves in danger with substandard kit. Every cyclist deserves the confidence that comes from buying certified, road-legal products, backed by proper advice and ongoing support – and that's exactly what trusted cycle retailers provide."

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



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