SHIFT Active Media

As the global cycling trade show calendar evolves and Eurobike 2026 is now done and dusted. SHIFT Business Director, James Dando reflects on some of the international trade shows so far. From a sun-drenched Sea Otter Classic to the bustling expo halls of Taipei Cycle, the expanse of China Cycle to the quality of Velofollies. And of course Eurobike...

Bath | 17.06.2026 | News Continental: Grip That Lasts What another great journey it’s been working with the Continental team on their epic new 'Grip that Lasts' campaign. The creative challenge behind the project? Visually showcasing how Continental’s mountain bike tires are engineered for ultimate durability, no matter the conditions, and whether a rider is on session #1 or #111.

Bath | 12.06.2026 | News The Evolution of AI Advertising: Where Are the Paid Media Opportunities in LLMs? Generative AI platforms are evolving rapidly, and we are now seeing a clear shift towards monetisation as these platforms begin introducing advertising. For brands looking to stay ahead of the curve, it is crucial to understand where the viable paid media opportunities currently sit.

If you missed the session, here is a sneak peek at some of the critical themes we explored: The digital landscape for cycling and outdoor brands is undergoing a massive transformation. In our recent webinar, Consumer Adoption and Brand Visibility for Cycling Brands in the AI Age, SHIFT Active Media’s Chief Strategy Officer Doug Baker and Head of Media Tom King took a deep dive into exactly how artificial intelligence is rewriting the rules of marketing.

Witnessing the energy firsthand perfectly aligned with what our proprietary data is telling us, gravel is experiencing undeniable growth in 2026. The proof is in the numbers: Event Participation: UNBOUND rider participation is up 9.1% across the board this year, with an incredible 18% surge in female participants specifically. Global Viewership: Life Time’s free-to-air 11-hour live stream captured 496,931 views, hitting a peak concurrent viewership of 32,831.

Bath | 27.05.2026 | Team News 5 Key Takeaways from Google Marketing Live: The Full-Funnel AI Shift Last week, Wayne joined Google Marketing Live: The Full-Funnel AI Shift At the event the tech giant sent a clear message to brands that the historic compromise between top-of-funnel brand awareness and lower-funnel performance is officially over. Thanks to Google's advanced Gemini AI ecosystem, the digital landscape is moving from passive scrolling to active consumer participation. Gap Inc.

Consumer interest shifts away from eMTBs toward road and gravel. Our latest Bike Europe article is now live. Here are few highlights below: North American Cycling Demand Bounces Back: After a dip in 2025, consumer search interest for drop-bar bikes has seen a major resurgence in Q1 2026, with Gravel Bike searches up +15.5% and Road Bikes climbing +18.8%. This momentum is backed by Rider Research Hub data showing 40% of North American enthusiasts intend to spend more on cycling this year.

I spent last week at China Cycle ‘26 in Shanghai - an event that, much like Taipei Cycle, balances industry sourcing with a consumer spectacle. I spent last week at China Cycle ‘26 in Shanghai - an event that, much like Taipei Cycle balances industry sourcing with a consumer spectacle. The scale is staggering: 11 halls, over 2,000 booths, and enough walking to tire even the most seasoned show-goer. Yet not a pretzel in sight.

Bath | 03.07.2026 | Team News Creative Herding: Why Cycling Brands Risk Disappearing in the Age of AI Despite some high profile cases of brands closing down or struggling, the cycling industry remains as crowded as ever, especially with high-quality Chinese owned brands increasingly focused on growing in ‘traditional’ Western cycling markets across multiple categories.

Bath | 06.03.2026 | Team News Uplift mentorship programme announces new podcast series: 'Meet the Mentor' – Sponsored by Shimano Featuring leaders from Shimano, Liv Cycling, Whyte Bikes, Zwift, and Hiplok in series one, 'Meet the Mentor' brings executive mentorship to a worldwide audience Uplift, the mentoring, networking, and community programme that aims to accelerate women in the cycling industry, launches Meet the Mentor, a limited podcast series featuring senior women leaders across the...