Jill: Kevin, you’ve been part of the CIE, ECF and the wider cycling community for many years in Brussels. When did your journey here begin?

Kevin: I started as the Director of Cycling UK back in 1998. For a long time, I was focused on domestic matters in the UK, but in 2006, I was approached by the ECF board with a question: “Is the UK going to step up?” By then, I was more settled in my role and decided to take a look at it. After some internal discussions at Cycling UK, we decided not to just ‘half-do’ it, but to commit fully. By 2007, I had joined the ECF board. In 2011, I was invited to pitch to the industry by other board members, due to my background in the sector. That was when it became apparent that there was a role for someone to run an industry and development programme at ECF. Eventually, that turned into a full-time position in March 2012. Over time, as the relationship between ECF and the industry grew, it became clear that a dedicated industry voice was needed. This led to the formation of Cycling Industries Europe (CIE) in 2018.

Jill: Going back even further, what first sparked your passion for cycling?

Kevin: I can’t pinpoint a single moment, or even necessarily say that there is a passion for cycling. Cycling was just always there. My parents cycled—quite unusually for the UK in the 1960s—and even raced. I grew up in Suffolk, which had a cycling culture that wasn’t quite Dutch, but close. It was how I got to school, did my paper rounds, and I was a club cyclist. That was my community, my family. I stayed in the cycling world as an adult, running university cycling clubs and organising races and tours. My activism also came from that. You organised a race, you organised a ride, you did your holidays by bike.

Jill: As you look back on your career, which achievements make you most proud?

Kevin: This is a great question. There are so many moments over 25 years. But being able to finish with the European Cycling Declaration and playing a role in that is something I’m very proud of. To think that we have done something collectively that could potentially impact the lives of 500 million people across Europe makes finishing very easy and makes you say, "Wow." Along the way, there were many other things, such as the Leadership Programme, where we worked with organisations in 18 countries over six years. Hearing from them years later about how it was a breakthrough moment for them is tremendously rewarding. Going back to my time at Cycling UK, the child cycle training programme I helped conceive with others still has a lasting impact. The UK government continues to spend millions annually on it. Knowing that those moments nearly didn’t happen—and being able to make them happen—is special.

Jill: How has the cycling sector changed in the last 30 years in ways you never imagined when you started?

Kevin: Did any of us see the e-bike coming? Really, truly see it coming? Let’s be honest—not at this scale, anyway. When e-bikes first emerged, even within ECF, we debated whether we should support them. "Is this really cycling?" we asked. Then came the realisation that for many, traditional cycling is just too much hard work, and with e-bikes, we found a way around that. The same applies to cargo bikes. They’ve transformed how families move around, making cycling accessible to people who wouldn’t have considered it before. Looking back, it’s incredible to see how these technologies have reshaped the cycling landscape.

Jill: ECF and CIE have worked closely together over the past five years. How has this partnership advanced our common goals?

Kevin: I think the key is having a very clear, joined-up narrative, but also playing the right card at the right time. The industry gained confidence from working with ECF, understanding that they had a voice, and what I’ve had to do is help them generate a distinctive industry voice. CIE and ECF represent two voices in the room, two channels into institutions like the EU Commission. There have been times when it was necessary for the industry to be present. There have been meetings where ECF was not in the room, and it was clear that if industry didn’t show up, things wouldn’t happen. And there have been rooms where CIE was not present.

Jill: Where do you see the future of cycling in the next 10 years?

Kevin: Going back to what I said, think the market penetration of the e-bike is inevitable. We have to do certain things to ensure that e-bikes remain sustainable. Just imagine, we have this brilliant product and then can’t supply it—that would be a nightmare. We actually need to work out how to make e-bikes accessible across the whole of Europe. At the moment, it's still more of a northwest European phenomenon. There are issues of affordability, theft, and storage. I believe that e-bike sharing will play a major role. Beyond that, we need to keep expanding cycling tourism and urban cycling infrastructure.

If I had a personal wish, no matter how advanced technology becomes, the process of cycling must start from something simple. I’d love to see a future where cycling is simple—especially for children—and remains simple.

Jill: Do you have a personal cycling memory that has stayed with you throughout your career?

Kevin: That’s tough—there are so many memories. My childhood rides, biking to the shops, family tours, racing, watching the Tour de France—all of these are special.

But some of the most poignant moments come from my time at Cycling UK. We provided legal support for people involved in cycling incidents. I’d sometimes speak with parents who had lost a child while cycling. On many occasions, you would speak to someone who had introduced that child to cycling and needed reassurance that it wasn’t their fault. Those conversations stay with you forever. No one should ever have to question whether introducing someone to cycling was a mistake.

Jill: Many young people love to work in our sector. What advice would you give to those starting out?

Kevin: First, listen. Too many advocates focus on what they want without understanding the needs of the people they’re trying to influence. Adapt your message to what’s achievable now, and build relationships for the long term. And then, come back for what you want.

Second, celebrate every win—no matter how small. It keeps you motivated and helps build trust with stakeholders. If a politician grants you a small portion of what you asked for, thank them. Have a victory and build on it. You will never get everything at once.

Finally, don’t just see businesses as sources of funding. Businesses—whether bike shops or larger industry players—have powerful voices. Help them articulate how cycling benefits jobs, tourism, and the economy. Their support can amplify your advocacy efforts in ways you might not expect.

Jill: What are you looking forward to in your retirement?

Kevin: I’ve been an executive manager for many years. The answer is time. Equally, I won’t stop there. This is my world, and I’m hoping to be useful if people need advisory input. The other point is family and decorating the garden—I’ve made promises.

Jill: Thank you so much, Kevin. It’s been a pleasure working together. The relationship between ECF and CIE has grown into an impactful partnership. On behalf of ECF, I’d like to thank you for your invaluable contributions in advancing our shared goal of getting more people cycling in Europe and beyond.