Exciting Developments in the E-Bike Industry: A Step Towards Safety and Growth

In a significant move for the e-bike sector, Bosch eBike Systems has announced that it will transfer leadership of the E-Bike Positive campaign to the Bicycle Association and the Association of Cycle Traders starting January 1, 2026. This initiative, which commenced last year, aims to promote the benefits of e-cycling and enhance consumer confidence regarding e-bike battery safety.

A Collective Effort for a Safer Future

The E-Bike Positive campaign was created with the vision of ensuring the e-bike industry operates with a unified approach towards safety and reliability. Chris Astle, UK Marketing Manager for Bosch eBike Systems, expressed confidence in the transfer of leadership, stating, "With the BA and ACT taking joint guardianship, it couldn’t be in better hands." This transition signals a collective effort to fortify the safety standards within the industry.

Positive Trends in E-Bike Adoption

Since its inception, the campaign has shown promising results. A study cited in June 2025 revealed that nearly half of young adults aged 25 to 34 are more likely to purchase an e-bike compared to the previous year—a significant increase in interest that demonstrates the campaign's impact. The involvement of key industry players, including Cycling UK, further consolidates the campaign's credibility and reach.

Commitment to Safety Education

Despite concerns over e-bike battery safety, particularly in light of an uptick in fires related to uncertified batteries, the E-Bike Positive campaign has addressed these issues head-on. With around 400 e-bike shops now signing the E-Bike Positive retailer pledge, they commit to selling and repairing only those e-bikes that meet safety standards. Education around battery safety is a primary focus, as highlighted by Chris Astle, who stressed the importance of consumer awareness in mitigating risks associated with e-bike batteries.

As we look towards the future of the e-bike industry, initiatives like the E-Bike Positive campaign showcase the potential for growth and enhanced safety measures. The collaboration between Bosch eBike Systems, the Bicycle Association, and the Association of Cycle Traders aims not just to elevate e-bike sales but to ensure that safety remains at the forefront of this burgeoning market.