The conversation around Diversity and Inclusion (D&I) in the cycling industry is often framed as a “nice-to-have,” but as our latest panel reveals, it is a fundamental pillar of the trade’s future growth.
In Episode #4 of the BikeBiz Podcast, host Pedro Couto Lopes is joined by three voices leading the charge for a more inclusive industry: Rachael Burnside (Founder of Uplift/Shift Active Media), Miles Baker-Clarke (Founder of Cycling Culture Club), and Dr Fiona Spotswood (Project FIAS/University of Bristol).
This episode dives into data that shows that only 21% of trade members surveyed considered women a growth segment. From the “fear of getting it wrong” to the power of mentorship and cultural movements, this conversation provides a vital roadmap for brands looking to move beyond tokenism and toward genuine, systemic change.
Meet the Panel:
- Rachael Burnside: Founder of Uplift and Head of Marketing at Shift Active Media.
- Miles Baker-Clarke: Founder of Cycling Culture Club and Account Director at Fusion Media.
- Dr. Fiona Spotswood: Project Lead of Project FIAS and Associate Professor at the University of Bristol.
“Inclusion isn’t about fitting people into the existing culture; it’s about changing the culture so everyone can thrive.”
Pedro Couto Lopes: Fiona, through your research with Project FIAS, you’ve looked at the sociology behind cycling. What are the “invisible barriers” we often overlook?
Dr Fiona Spotswood: We tend to focus on the individual—”Why doesn’t this person ride?”—when we should be looking at the system. The “performance” of cycling is often coded as white, male, and athletic. When I interviewed teenage girls, they laughed and said mountain biking was a “man’s sport.” That has to change, and it starts with who is creating the imagery and sitting in the boardroom.
Pedro: Miles, you mentioned that brands are often “cautious.” Why is that?
Miles Baker-Clarke: There is a fear of doing it wrong or being “cancelled.” But solving diversity isn’t just about gender; it’s about who we are bringing into cycling who currently feel there isn’t a place for them. I’d rather a brand take a risk and hire a person of colour for a shoot than do another completely white, male shoot. We need to empower brands to be braver.
Pedro: Rachael, Uplift has had a huge impact on retention. How vital is that?
Rachael Burnside: It’s everything. We’ve had women offered jobs in other industries who stayed because of the support of this community. We’ve seen 18 promotions in two and a half years. When women have a seat at the table and a mentor to lean on, they don’t just stay—they lead.
Catch up on the Series:
- Episode #1: Dominic Langan (Madison) on the Surplus Crisis
- Episode #2: Rob Akam (Reid) on the 2026 “Clean Slate”
- Episode #3: Nikki Hawyes (Whyte) on Leading Through Discomfort
Partner with the BikeBiz Podcast. As we look toward the next chapter of this series, we are opening strategic partnership and sponsorship opportunities. If you want to align your brand with leading voices shaping the future of the cycling industry, contact Rsetters@datateam.co.uk for more information.
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