“A diverse workforce is good for business”: Cycling industry group aiming to fill “gender data gap” to understand “feeling of women being underrepresented in sector” and drive real change

The trade organisation’s Women In Cycling Expert Group’s call for evidence forms part of its bid to build a data-driven, quantifiable approach to inclusion in the cycling industry, which has previously been characterised as being dominated by “overwhelmingly white, heterosexual men”, with evidence of widespread experience of unfair treatment and harassment.

Cycling Industries Europe (CIE) says the survey, which is confidential and open to anyone working in the industry, will help it gain a clearer picture of gender representation, leadership diversity, and workplace practices across the sector.

“Data is not just informative – it’s transformative,” CIE said in a statement this week. “It provides the clarity the cycling industry needs to set goals, identify gaps, benchmark progress, and build accountability across the sector to monitor our progress towards a more equal representation and opportunities.”

> White heterosexual men lead the cycling industry, report says amid calls for more inclusive approach

The survey aims to collect company-level data on workforce composition across gender and leadership levels, recruitment, retention, and career development trends, and existing initiatives to support gender inclusion and diversity.

It also will attempt to assess the challenges and barriers to building inclusive workplace cultures in the cycling industry, as well the opportunities and best practices already in place.

“This survey is not just an academic exercise, it wants to influence real change in companies,” the CIE says. “The insights gathered will contribute to sector-wide efforts to foster a more inclusive, equitable, and competitive industry.”

The organisation’s Women in Cycling Expert Group currently works with companies and brands to set diversity targets, which will be informed by the results of the survey and upcoming report. The deadline for contributing to the survey is 31 July.

> “Don’t leave girls behind”: Calls to address gender gap for children cycling, as new report finds almost twice as many boys ride bikes as girls – and 80% of children want traffic-free routes and pavement parking bans

“We want to understand how many women are currently working in the sector, in which roles, and what the application and retention rates look like for both women and men,” CIE policy director Lauha Fried told sustainable mobility business site Zag Daily this week.

“We’re also examining what companies are doing to attract female talent, and what challenges or barriers women may be facing in advancing their careers. This data is essential – it’s the first step towards driving change.

“We want to better understand what types of support women working in the cycling industry need to thrive, from recruitment through to retention and career progression.

“Our goal is to support companies in becoming more inclusive, because we believe that a diverse workforce is not only essential for equity – it’s also a powerful driver for innovation and good for business.”

> ‘The male, white, cycling enthusiast niche has reached its natural limit’: Cycling must address lack of diversity, says Bicycle Association

In 2023, a similar report published by the Bicycle Association, released in collaboration with CIE’s Women in Cycling programme and exploring diversity in the cycling industry, concluded that its senior leaders are "overwhelmingly white, heterosexual men", while also noting "widespread experience of unfair treatment, including harassment".

The report – based on a survey of 1,123 people from a variety of backgrounds who work across the industry in companies and sectors of varying sizes – also found that almost half of those with disabilities hide them from their employer, while “women and those from minority groups are more likely to leave the industry”.

On motivations to pursue working within the cycling industry, 63 per cent of men said they were inspired by a passion for cycling, while 45 per cent of women said the same.

Earlier that same year, the Bicycle Association said the “male, white, cycling enthusiast niche has reached its natural limit” and urged the bike industry to change if it wants to grow and reach new customers.