PeopleForBikes will host the 2026 Bicycle Leadership Conference (BLC) March 17–19 at the Laguna Cliffs Marriott Resort and Spa in Dana Point, California, bringing together the most senior concentration of bicycle industry leadership in the event's history.
The gathering comes at a pivotal moment for the bike business as leaders across the industry navigate continued trade volatility, waning consumer confidence, margin compression, evolving e-bike regulations, participation shifts, and increasing pressure to define and protect the bicycle category.
Headlining the conference are three of the most influential figures in modern bicycling:
John Burke, President of Trek Bicycle
Phoebe Liu, CEO of Giant Group
Mike Sinyard, Founder of Specialized Bicycle Components
Together, their presence reflects a rare alignment of executive leadership, global manufacturing scale, and multigenerational industry stewardship.
Burke will present the U.S. Congressman James L. Oberstar Awards for Outstanding Advocacy Leadership. Liu will deliver a keynote focused on ESG integration and long-term supply chain strategy. Sinyard will outline his vision for expanding youth cycling participation through Outride as a foundation for sustained industry growth.
The 2026 conference also features California State Senator Catherine S. Blakespear, who will join a session focused on the growing e-moto problem at a time when states are reconsidering electric bicycle definitions. Her participation underscores the industry's active engagement in protecting the three-class e-bike framework and ensuring high-powered electric motorbikes are not misrepresented as e-bikes. This distinction is critical to safety, access, and protecting the e-bike category nationwide.
A Leadership Agenda for a Complex Market
The BLC program is structured around four themes: leadership and vision, market forces and public policy, innovation and technology, and data and intelligence.
Sessions will address federal trade and tariff strategy, e-bike classification and category protection, youth cycling participation, artificial intelligence, operational efficiency, cross-category profitability, and the launch of the PeopleForBikes Data Suite.
"We are not spectators in this moment," said Jenn Dice, president and CEO of PeopleForBikes. "When trade policy is debated, this industry has a voice and must lean in. When category confusion threatens our future, this industry has a coordinated response. The leaders in this room are not just reacting to change, they are directly shaping what comes next."
Over the past year, PeopleForBikes led senior-level engagement across federal agencies, Capitol Hill, and state legislatures while organizing industry comments, model legislation, and rapid-response communications on trade and category issues. The 2026 BLC builds on that coordination, bringing CEOs into direct alignment around shared priorities rather than isolated advocacy.
"This is where collaboration becomes leverage," said José Maldonado, chief marketing officer and BLC director at PeopleForBikes. "Trade strategy, e-bike category protection, infrastructure investment, and participation growth are not separate conversations. They require senior alignment and collaboration. The concentration of executive leadership at this year's BLC reflects that understanding."
Alignment Beyond the Stage
The BLC week opens with a reception featuring remarks from Burke and recognition of Oberstar Award honorees Daniel Langenkamp and Jill and Michael White, families who became national advocates for safer streets in response to personal tragedies.
Morning group rides — including guided road rides, mountain bike rides led by Hans Rey and Richie Schley, and a townie e-bike ride, provide small-group environments for extended discussion among executives.
PeopleForBikes will also present its Bicycle Leadership Honors, recognizing industry members whose lifetime achievement, rising leadership, outstanding service, catalytic change, and philanthropic guidance are shaping the future of bicycling and the bike business.
Early registration data reflects presidents, founders, CEOs, general managers, board members, and international trade leaders representing major global brands, retailers, suppliers, and advocacy organizations.
Registration remains open, but limited spots are available.
See the full 2026 BLC agenda and register today.
About PeopleForBikes
PeopleForBikes is the U.S. bicycle industry's trade association, representing more than 340 bicycle industry supplier members. Through our three areas of influence — infrastructure, policy, and participation — we accelerate the construction of safe, fun, and connected places to bike; advance pro-bike and pro-bike-business legislation; and reduce barriers to welcome more people to the joys of riding a bicycle. Our goal: help the United States become the best place in the world to ride a bike. Learn more at: peopleforbikes.org.
