British Cycling has launched a new strategy which sets out the goals it will work towards in the years ahead. On BBC Radio 4’s Today Programme it was heralded by British Cycling as a ‘new era’ for the organisation, where they’re looking to address inequalities in participation in cycling.
It’s been a difficult few years for British Cycling, with accounts showing over 9,000 members were lost in the year 23-24. While growing the membership isn’t part of the strategic goals, you might imagine that more people cycling might lead to more people taking out a British Cycling membership. So it’s perhaps no surprise that the new strategy leads with ‘supporting and growing the sport’. ‘Sport’ remains a priority however, with ‘winning ‘well” forming part of the ‘leading on the world stage’ goal. Perhaps most interestingly, ‘driving social impact’ is now a third goal, apparently recognising the potential of cycling to bring about social change. Here’s those three goals in their words:
- To support and grow the sport: Make cycling more diverse and inclusive, ensuring that everyone, regardless of background, gender, or ability, can experience the joy and benefits of cycling, whether for sport, travel, or leisure.
- To lead on the world stage: Cement Britain’s position as the most competitive cycling nation, not just winning medals, but winning ‘well’, with integrity, inclusivity, and innovation.
- To drive social impact: Use cycling as a catalyst for positive change, tackling inequalities, and helping people live healthier, happier, and more active lives.
The words accompanying the press release emphasise the social and health benefits to be had a result of cycling:
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“Cycling has the power to transform lives, yet too many people face stubborn barriers to getting on a bike. Whether for transport, leisure, or sport, everyone should have the opportunity to ride – regardless of their background or circumstances.
“Right now, our research shows that hundreds of thousands of children who want to ride simply don’t have access – we must change that as part of our wider commitment to breaking down barriers for all. This is about more than sport. It’s about tackling the UK’s health, wealth, and social inequalities head-on, ensuring that cycling is a force for good in every community.”
British Cycling CEO Jon Dutton
As part of the new strategy, British Cycling is creating a Foundation which will focus on social impacts, a commercial Events arm which will focus on delivering events, with the central Governing Body also structure remaining in place.
Dutton added, “Through our planned charitable arm, social impact programme and participation initiatives, we will strive to deliver a generational shift in access to cycling. We are ready to drive this change, and we call on partners from across sport, government, and business to join us in making it happen.”
“This bold and brave strategy is fully endorsed by the Board of Directors. We are fully supportive of the executive team, and together we seek to build on the significant progress we have made in the recent past. We look forward to supporting and most importantly delivering against our ambition which will see more people experience the joy of cycling and have an unprecedented impact on communities across the country.”
Chair of British Cycling, Frank Slevin
In recent years, British Cycling has focussed much more on the competitive and elite sport side of things, with their spend reflecting that. The accounts to 2024 show that the GB Cycling Team Spend was in excess of £10m, with ‘Cycling Delivery’ being just under £8.5m. When you take a closer look at the Cycling Delivery breakdown, much of this is focussed on clubs and competition. Just £0.47m was specifically for ‘recreational cycling’, although some of the £1.27m on ‘regional delivery’ would likely attract recreational cyclists.
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It will be interesting to see how future budget allocations are focussed – we’ve asked British Cycling to provide some further information on the funding for the three different arms of the structure, but have yet to hear back. There’s a lot of emphasis on cycling as a recreational or transport activity (rather than as a competitive sport) in the PR, and somewhat in the strategy, but it will surely need a shift in funding focus to make changes happen and bring about the kinds of benefits being welcomed in the press release.
“Cycling provides so many benefits to society, such as improving physical health and mental well-being. So, it is exciting to see the vision of British Cycling to tackle inequalities so more people can enjoy these benefits throughout their communities. Cycling has brought so much joy to me over the years, and bringing that to everyone is a fantastic prospect.”
Reigning Olympic gold medallist Sophie Capewell
“Cycling has given me so much in life, but it’s about more than just sport, it’s a life skill that should be accessible to everyone. Right now, too many children and communities are missing out simply because they don’t have the opportunity.
“British Cycling’s new strategy is a game-changer, ensuring that the benefits of cycling, whether for competition, fitness, or everyday travel, are felt by more people than ever before. If we can inspire more people to get on a bike, we’ll not only strengthen our sport but help build a healthier and more active nation.”
Shanaze Reade, a world and European medallist
“We know that increasing physical activity is one of the most powerful ways to reduce NHS pressures, enhance wellbeing and support our overall health mission. British Cycling’s commitment to making cycling more accessible, particularly for children and disadvantaged communities, will help us towards a healthier and more active Britain.
“Breaking down barriers and encouraging more people to ride can help tackle some of the challenges we face, be it reducing childhood obesity to improving the nation’s mental health. As we deliver our Plan for Change, the Government is supportive of this vision, and we look forward to working with British Cycling to make it a reality.”
Stephanie Peacock, Minister for Sport, Media, Civil Society and Youth
Access to bikes is a barrier for many, and one that British Cycling seems to be planning to address. But having access to a bike is only part of the picture – secure places to store bikes and safe places to ride are also needed. We’ve asked British Cycling where advocacy on policy, infrastructure and access issues like this might sit. These are areas where Cycling UK has historically been much more active than British Cycling, and we’re keen to understand if British Cycling is planning to do more work in these areas.
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More info if/as we get it. For now, you can read the strategy here.
Replies (13)
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British Cycling should stick to racing and leave advocacy and widening access to Cycling UK. In the contacts I have had with BC I didn’t like their insistence on approving the design of the shirts we rode in. We wanted a Union flag on the back of the collar. They said there was a danger we would be mistaken for the national team which is laughable for a club with more over 70 than under 50
Then I found they were selling national team kit which given their objection seems 2 faced to me.
All sports governing bodies have rules around use of the national flag and of any Championship stripes/insignia. It’s standard stuff.
Them’s the rules. Same way that only they or an approved partner can sell replica kit and it has to be distinguished as replica, again that’s just standard trademark stuff.
So the union flag is trade marked? No.
The problem is that a body that governs racing makes a mess of trying to deal with non racing leisure cyclists in the same way.
More waffley BS from BC …..
Just like the recent ‘Volunteer’ development plan…. They’ve apparently been actively involved with clubs to see what needs to be developed etc – we’ve had zero contact from BC either regional or national, and we’re a go-ride club with nearly 100 kids on the books.
Also still waiting for the next level Gravity coaching course which already over 12 months late, but apparently is ‘imminent within the next 2-3 months’ despite being told it would be available November/December last year.
Massive shower of $hit…..
IME they didn’t do anything on off-road advocacy apart from put out the odd ill-timed press release anyway.
If they intend to focus on broadening participation (and I assume trying to make cycling less male, white and middle class), that’s probably a better fit for them than advocacy on access rights anyway.
‘It’s been a difficult few years for British Cycling, with accounts showing over 9,000 members were lost in the year 23-24’
Yep, Shell being the primary sponsor turned a few of us away.
Don’t need a BC license to race enduro in the UK. I may renew breifly next year to head to the Megavalanche for my 50th. But I may pay my doctors instead for a letter.
They put so little into MTB, that I don’t feel the need to prop them up any longer. And the greenwashing is a sad state of affairs.
I can even make it through the word-swamp. I just like doing jumps and skids in the woods. I don’t need a bunch of grownups waffling on about targets and strategies.
Aye, as @twistedpencil says they need to start by not greenwashing the oil industry (though TBF mainstream bike racing isn’t massively green by any stretch of the imagination).
Agree that they should leave advocacy to CUK and do something meaningful to sort out the atrophy of grass-roots racing.
BC before and after the Shell sponsorship announcement:
How my local BMX club laughed with joy a few years back when all of a sudden a track run very much for the local yoof (and simultaneously churning out competitive riders) suddenly had to invest in timing loops and transponders which were of no benefit to anyone at the grass roots. BC provided no support to the sport, but if you wanted to compete it was very clearly their game and they would take the ball home if you didn’t toe the line. Then the Shell debacle, I wonder if they could find their arse in a kilt let alone organise the proverbial in a brewery.
Lots of pc word soup that means nothing in the real world. They no doubt spent a fortune producing this nonsense that virtually no one will read or take any notice of
While I’m glad to see diversity in the illustration by way of including extreme pogoing (but a pogo stick doesn’t even have wheels so why include it!?) it’s disappointing to see that trials is, as always, the bastard son of overlooked and under represented cycling niches.
Lowest membership with store discount codes has risen to £40 for this year for me, from being ~£25, next year they plan to increase it further to £50 iirc.
And to cancel renewal, no simple conformation tool via the website dashboard, you have to email or phone them.