As the Founder of Aztecs Bikes, Angie bridges the gap between high-tech expertise and cycling tradition. Her journey in cycling was sparked by her partner Marco, whose lifelong passion taught her the soul of the industry.

Since launching Aztecs Bikes in 2021, she has combined this authentic heritage with a ‘disruptive’ mindset, creating a modern, premium retail space. She specialises in merging data-driven efficiency with an accessible, community-focused experience that redefines the modern bike shop.

Swedish serial entrepreneur and investor with over 10 years in the cycling industry. Based in Berlin and recently founded Hexlox.com.

Catherine Bedford is Founder and CEO of Dashel, a British cycling helmet brand known for combining safety, style and sustainability. She founded the company in 2017. With a background in accessories design for global brands including Nike and LVMH, Catherine has led the development of UK-manufactured helmets designed for circularity and everyday use.

A strong advocate for any type of cycling adoption, she brings expertise in product innovation, sustainable manufacturing and growing the urban cycling market.

Sham is the owner of A&S Cycles, a Hackney cornerstone with a legacy dating to 1984. She has led with a quiet, steady dedication, earning respect through hard work and a simple commitment to her customers. While she never seeks the spotlight, Sham is a trusted expert on the independent trade, gently but firmly voicing the real struggles community bike shops face today.

Recognised as a “100 Women in Cycling” member and Businesswoman of the Year, she remains motivated by the joy of serving her community and keeping the high street alive.

Bike industry marketing consultant since 2007 after years heading up marketing at Capital Radio and Wembley amongst others. Clients across the spectrum of all bike industry sectors and have worked in various capacities, including shop owner.

Away from work, he rides road, gravel and mountain bike and also occasionally write for cycling media.

Sarah Darling is an accomplished marketing leader with over 17 years of experience in the cycling industry, spanning the full marketing mix. As Head of Marketing at Extra UK, she oversees all marketing and promotional activity for both Extra and its portfolio of brand partners, while also being part of the senior leadership team, helping to drive continued growth and claim market share.

She is passionate about the cycling industry and dedicated to building strong, authentic brand voices that resonate across the UK market.

Bronwyn Benstead is the Commercial & Insights Manager at the Bicycle Association, bringing nearly 15 years of experience across forecasting, manufacturing, supply chain, and data analysis from the Outdoor and Cycling Industries.

An expert in transforming data into tangible commercial outcomes, her expertise spans B2B and D2C sales strategy, market analysis, and understanding what drives real business results. As a judge, Bronwyn brings breadth of knowledge and a keen eye for identifying commercial potential and lasting opportunities for impact.

Nic is a bicycle mechanic, custom bike builder and content creator with 27 years of experience across multiple areas of the cycling industry. Through running a specialist workshop focused on high-end custom builds, he has worked closely with leading brands in road, gravel and mountain biking, developing a strong understanding of product quality, craftsmanship and rider needs.

Alongside his workshop experience, he runs a growing YouTube channel focused on bespoke builds, technical insights and industry events, giving him a broad perspective on innovation, trends and consumer engagement within cycling.

Emily Cherry MBE is the Chief Executive of the Bikeability Trust, whose mission is to get more people cycling, more safely and more often, through Bikeability training; a high-quality cycle training programme for children in schools, funded by the Department for Transport and has already reached 6 million children.

Emily has spent over 30 years in the children’s sector, largely at the NSPCC, with experience of running safeguarding services, policy, comms and media. She is also a strategic advisor to the United Nations Peace One Day campaign and Trustee of Pro Level Vision (football coaching charity).

A passionate cyclist with a background in journalism, Emily is Executive Producer and co-owner of CADE Media – one of the cycling industry’s leading YouTube-first media companies. Having spent almost a decade editing on national news titles, she has been instrumental in transforming CADE from a one-man vlog into a major voice in modern cycling culture.

Today, the channel reaches over two million views every month and is widely recognised as one of the most influential voices in the road and gravel space.

In the UK trade since 1990, working as Marketing and Brand Manager (much wider than that in reality) for: Moore Large Distribution (1990-1994); USE/Exposure Lights (1995-2010); Upgrade Distribution (2010 – 2022). Founder & CEO, Greenleaves Cycling. 

Editor of BikeBiz since January 2025, Lauren has been in the cycling industry for over a decade. Working in either marketing or journalism roles. In 2025, she launched the ‘BikeBiz Mechanic of the Month’ initiative, quickly gaining support from BikeBook and Topeak to highlight the work of bike mechanics around the UK.

She is passionate about the industry and telling its stories. She is also a Director of Cycle CPD, Wales’ first Cytech centre, run by Founder Chris Dower, offering training to trade and public as well as supporting more people to feel more confident with basic bicycle repairs.

Dr Fiona Spotswood is Associate Professor in Marketing and Consumption at the University of Bristol, where she conducts research into sport and physical activity participation, cultures of exclusion and behaviour change.

She is an internationally renowned author and public speaker on gender inequality, action sports and social change, and heads up Project FIAS. She is also board member of the European Network of Outdoor Sports, Ride Bristol trail association trustee, leader of Bristol Shredders children’s mountain bike club and a qualified mountain bike guide and
coach.

After learning to ride a bicycle during the 2020 lockdown, Edwin quickly became hooked and soon joined his local club, Brixton Cycles. He is passionate about encouraging underrepresented communities to experience the same sense of freedom cycling has given him and now serves as Secretary and Diversity and Inclusivity Officer at the club.

In 2025, he made the leap from a career as a TV Sound Editor into a sales role at Reilly, where he combines his professional skills with my love of talking all things bikes.