E-bike Positive: Jonathan Harrison, Scott Longstaff & Peter Eland

Following our focus on diversity, the BikeBiz Podcast turns its attention to e-bike positive and the rise of illegal, modified “Frankenstein” e-bikes and the resulting drop in consumer trust.

The conversation around e-bikes has reached a critical tipping point. While legitimate electric bicycles represent an area of growth for the modern cycling trade, the rise of unregulated, illegal bikes and unsafe conversion kits has created an existential crisis for the cycling industry.

In Episode #5 of the BikeBiz Podcast, host Pedro Couto Lopes sits down with Jonathan Harrison, Scott Longstaff, and Peter Eland.

Together, they pull back the curtain on the new industry-owned E-Bike Positive Trustmark designed to protect legal e-bikes, educate the public, and combat damaging media narratives.

Meet the Panel:

Jonathan Harrison: Director of the Association of Cycle Traders (ACT), defending independent bicycle dealers (IBDs) on the retail front line.

Scott Longstaff: Brand Director at Madison and Sportline (Ridgeback, Genesis, and Saracen), representing the brand and distribution landscape.

Peter Eland: Technical and Policy Director at the Bicycle Association (BA), driving public affairs, policy, and safety framework negotiations with the government.

The Interview Highlights

“The reason we can use cycling infrastructure, don’t have to wear helmets, license plates, or mandatory insurance, it’s because they’re classed as bicycles. We really need to protect that status.”

Pedro Couto Lopes: Jonathan, what is the frontline reality? Are these illegal bikes showing up on the shop floor?

Jonathan Harrison: Absolutely, it’s a problem, and they are showing up all the time. I get inundated with calls from retailers asking what to do. My advice is always pretty clear: if it’s not a recognisable, reputable brand, don’t let it inside your store.

Pedro: Scott, from a distributor and brand side with Madison, how much damage are these modified kits doing to consumer trust?

Scott Longstaff: That’s the existential question. We invest huge amounts of money into the development, design, and rigorous testing of safe, legal products. It’s frustrating to see modified kits on bikes that weren’t designed to be e-bikes enswathed across our high streets. When the press casts those illegal motorbikes as just ‘e-bikes’, it is hugely damaging. We risk losing our opportunity for positive market growth.

Pedro: Peter, looking at the policy angle, is the government doing enough to regulate this properly?

Peter Eland: There are three clear areas where the government needs to act: online marketplaces where substandard products enter without checks, the gig delivery economy where economic circumstances force riders to buy cheap kits, and the loophole allowing the sale of non-road-legal e-bikes under the guise of ‘private land use.’ Political will is the key issue here. Because the government is not moving fast enough, the industry has to step up. That is why we launched E-Bike Positive.

🔑 Key Insights: The E-Bike Positive Framework

What is the E-Bike Positive Trustmark? Originally a media campaign, it is now an entirely industry-owned assurance scheme managed collaboratively by the Bicycle Association and the ACT. It serves as a visual mark of safety (akin to a kite mark) for consumers, media, and policymakers.
How Does the Portal Work? The consumer-facing platform operates as a clearinghouse. It features two simple mechanisms: Find a Brand and Find a Retailer. It creates a reliable “one-stop shop” so consumers don’t have to navigate technical legal intricacies themselves.
Shifting from the Pledge to the Assurance Scheme: Over 400 retailers originally signed the E-Bike Positive Pledge. Over the next month, those retailers will transition to a robust Assurance Scheme, introducing stronger operational criteria and methods to actively police the retail network.
The Rules Are Clear: The panel reinforces that UK law is unambiguous: a legal e-bike assists up to a maximum speed of 15.5 mph with a continuous power output of 250 watts. Anything exceeding this requires type approval, registration, and insurance.